For senior executives the traditional balanced scorecard provides insights for steering the corporation or initiative in the right direction. However, these high level metrics may appear out of reach for most employees. Hear practical methods for engaging employees in balanced scorecards. From the blog Customer Experience Optimization: Delivering Your Brand Promise. (5:36) Mevio {Mevio-df44d696b0fbde8457e21482896839fa}
Open your mind to new ideas for improving customer experience. It's a fast-paced highly competitive world, so continual improvement -- and occasional breakthroughs -- are imperatives for consistently delivering superior customer experience. From the blog Customer Experience Optimization: (4:10)
'Customer-focus is important for certain job roles, but for other roles, we rely on our own wisdom.’ This is poisonous thinking when some parts of your company are excused from customer-focus. From the blog Customer Experience Optimization: (2:47)
Examples of customer engagement using Twitter, wikis, online communities, social network sites, and customer testimonials on flip phones. Examples from Comcast, Microsoft, Blackbaud, 3PAR, Intuit, Fox, Dell. From the blog Customer Experience Optimization: and the webcast Customer Retention Strategies (18:37).
Over-focus on customer acquisition teaches customers to switch brands. For example, the brand switching rate, called customer churn, is 40% for the mobile phone industry, compared to a 7% customer churn rate for the insurance and financial services industries. Some good advice is to quit training your customers to switch – get off the churn bandwagon. Example from Orange / France Telecom. From the blog Customer Experience Optimization: at http://customerexperience.vox.com (3:06).
Customer Centricity by Discerning Satisfaction Outcomes vs Enablers. What’s the difference between the way customers volunteer feedback versus the way they’re requested to give feedback? One revolves around outcomes in the customer’s world, whereas the other revolves around customer satisfaction enablers in the company’s world. True customer-centricity requires primary focus and decision motivations be centered on the customer’s world, rather than the company’s. From the blog Customer Experience...
Beyond customer surveys and rhetoric, an organization has to do things uniquely to lead its industry peers in superior customer experience. Examples from IBM, Toyota, Intuit, JetBlue, Enterprise. From the blog Customer Experience Optimization: (3:48).
Do you want to gain an in-depth understanding of customer experience? More information can be obtained from five customers than from 50 focus groups, according to Larry Huston, former Vice President of Knowledge and Innovation at Procter & Gamble: "Map a holistic experience and spend 12 hours with one consumer over a one-month period instead of running 50 focus groups where you have eight minutes with an individual consumer." From the blog Customer Experience Optimization: (2:31).
Anytime customers share feedback — whether solicited via survey or unsolicited via complaint or casual comments to front-line employees — it’s important to acknowledge the customers’ view and thank them, with assurance you’re working on solutions. Don’t let them feel like they’re hanging on a cliff waiting for advice they offered to make a difference! Examples from Boeing & Motorola. From the blog Customer Experience Optimization: (2:54).
Go after the gold in your customer data, avoid fool’s gold, and refine your customer data gold to make a difference in your business growth and profitability. Untapped opportunities exist in: *Making use of unstructured data, such as customer inquiries. *Connecting data systems such as order-entry and sales. *Helping Sales, Service, Finance, and the whole company see the customer in totality. *Allowing customer-facing people easy access to combined customer/company data. *And more. Examples from...
It’s popular to tout customer-centricity, yet it’s very difficult to consistently demonstrate. The word centric means having a specific thing as the focus of attention and efforts. Customer-centric means that concerns other than the customer’s well-being are in the background while the customer stays in the foreground. That may seem simple enough, yet reality proves the elusiveness of customer-centricity. From the blog Customer Experience Optimization: (5:00).
Social media introduces excellent tools and customer feedback data streams for companies to monitor perceptions and trends. Best practices in customer experience management: a) Use social media listening first to determine how best to interact with customers; b) Recognize the importance of making emotional connections with customers via social media; c) Blend social media with other voice of the customer sources to create a holistic view of customer priorities; and d) Leverage customer stories f...
What Does it Mean to be Customer-centric? To have the customer’s best interests as the focus of your attention — not to be pre-occupied in your own interests at the customer’s expense. To do this, you need to: 1) Really know the customer in order to anticipate their best interests. 2) Differentiate between primary and secondary motives. How Marketing and Customer Reference Managers can help build customer-centricity enterprise-wide. From the blog Customer Experience Optimization: at http://custo...
You probably want to feel great more often! How can that happen? It’s up to you as a supplier to create excellent customer experiences that result in enthusiastic positive word-of-mouth and great business results. It’s up to you in all the decisions you make. Featuring the book I Love You MORE THAN My Dog: 5 Decisions That Drive Extreme Customer Loyalty in Good Times & Bad, by Jeanne Bliss. From the blog Customer Experience Optimization: at http://customer.ology.com (4:38).
'Too much information’ (TMI) can hurt customer experiences. It can be tempting to brag or complain about things as the customer waits for something. It can be easy to get long-winded telling a story to a customer. Be careful! Not only is TMI inappropriate and unprofessional, but it turns customers off. It can negate an otherwise stellar customer experience. From the blog Customer Experience Optimization: at http://customer.ology.com (3:10).
Social media contains a wealth of information about the customer experience, and savvy managers are paying attention. the social Web is full of customer comments, and engaging customers in conversations enables opportunities for building brand reputation, customer service, competitor analysis, sales leads, employee engagement, and new product development. From this perspective customer experience is 'the new marketing'. From the blog Customer Experience Optimization: at http://clearaction.biz/bl...
You’ve probably heard of the blind men who touched part of an elephant and were adamant about their interpretations. Businesses are in the same predicament without customer data integration for a panoramic viewpoint. Examples from Hewlett-Packard. From the blog Customer Experience Optimization: at http://clearaction.biz/blog (7:17).
For holistic customer experience management, the challenge is horizontal alignment to deliver intentional customer experiences. Keys to horizontal alignment, and what it takes to energize your customer experience strategy as a long-term journey enterprise-wide. Examples from Symantec. From the blog Customer Experience Optimization: at http://clearaction.biz/blog (8:04).
Traditionally, Marketing takes the organization’s message to the customer base, but now equally important is Marketing’s potential to take the customer base’s message back to the organization. Marketing sets up the value proposition that the brand represents, but ultimately customers define what brand truly means to them. The way we actually deliver the value proposition is more relevant than what we tell customers. Examples from Aon Corporation. From the blog Customer Experience Optimization: (...
A new understanding of innovation success factors is making traditional logic obsolete. Successful innovation has less to do with the best investment, technology, research and designers, according to Booz Allen Hamilton: “Unless their R&D efforts are driven by a thorough understanding of what their customers want, their performance may well fall short — at least compared to that of their more customer-driven competitors.” From the blog Customer Experience Optimization: at http://clearaction....
The hardest thing for competitors to copy is the customer experience you create. And engaged employees are the most dynamic and influential force in creating superior customer experiences. While 80% of executives say they want to use customer experience management (CEM) as a form of differentiation in 2010, only 11% would call their CEM approach “very disciplined”. This mis-match of intentions and capabilities reveals a huge opportunity for sustainable differentiation – if your company is one of...
One out of two companies (44%) acknowledge that high-profile negative customer experiences have at some time compromised their brand, yet only 29% have high ability to handle and resolve customer complaints. Many customer satisfaction managers emphasize the positive and de-emphasize the negative responses. A lack of processes and comfort levels for digesting and acting on constructive feedback can leave a company vulnerable to severe consequences. Differentiation opportunities for companies that...
Humans, as well as all living things, align their behaviors with the rewards in their environment. For example, only 42% of companies agree that they can do what is right for customers despite the pressure to make current-period financial numbers. Interestingly, the same number of companies are actually using customer metrics to evaluate organizational performance. Examples from Applied Materials and Coca Cola Enterprises. From the blog Customer Experience Optimization: at http://clearaction.biz...
Please give us a 'highly satisfied' rating!?! Why do sales and service representatives feel compelled to tell customers how to answer a survey? Does the company want to know what the customers really think, or is the company trying to build positive publicity by claiming superior ratings? The answer to the second question exposes the company’s culture and customer experience management motives — whether they are striving to be customer centric (eager to know and act on what customers really thin...
A better way to conduct customer satisfaction surveys. If the customers’ jobs-to-be-done” concept is becoming embraced as essential for successful innovation, why is it largely ignored for monitoring of customer experience and satisfaction? Customers’ jobs-to-be-done (desired outcomes) are the customer’s viewpoint of functional and emotional needs to be fulfilled. From the blog Customer Experience Optimization: at http://clearaction.biz/blog (3:38).
You never know someone so well as when they live with you! What better way to transform your culture to truly customer-centric ways of thinking and doing, than to invite your customer to attend all your discussions? This has long been a practice at Amazon, since founder Jeff Bezos once started an executive meeting by announcing that an empty chair at the table represented “the customer”. From the blog Customer Experience Optimization: at http://clearaction.biz/blog (3:00).
Creativity is essential in our highly competitive business environment. As technology and options expand, customers’ expectations for higher value are always rising. Avoid the temptation to simply charge them for things that used to be free. And avoid the temptation to copy your competitors’ desperate moves. Look around with an open mind at what’s working well for other industries and disciplines. You may very well find lucrative paths to differentiate your customer experience in ways that delig...
Upgrading to a new model of any kind of product can be an exciting customer experience … but not if you as a supplier don’t set it up for success. All too often, upgrades cause too many surprises, wasted time and money, and frustration. It just doesn’t make any sense to spoil what could be a perfect opportunity to strengthen your fan base into brand evangelists. After all, buying an upgrade means customers are giving you a new revenue stream and market share. Show your appreciation for that with...
Companies do a lot to encourage customer behavior that favors their brand. Yet, like most things in life, loyalty is a two-way street. Who are you loyal to? Features the book, Why Loyalty Matters. For the blog Customer Experience Optimization: at http://customer.ology.com (4:35).
If value is defined as benefits versus costs, what’s your company’s customer experience value ratio? Superior value is the objective of customers and marketers alike. And since customers hold the purse strings, marketers are compelled to view value as customers do. In the customer experience value ratio, the numerator includes product and service value, as well as image and personal value. We may often overlook or be unaware of some of the cost dimensions in the denominator: money … plus time, e...
