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 Required Reading - CRM News and Articles
Build Your Brand Through Exceptional Customer Experiences
Brand reputation is often determined by a customer's last experience with a company or its products. If customers have an exceptional experience, they will likely share it with their friends, family, and colleagues. The same holds true for a poor customer experience. So, it's important for organizations regularly to create positive—even exceptional—customer experiences. Any interaction customers have with your company is a reflection of your brand. That would include interactions with customer service reps, who are ambassadors of your brand because your company's reputation can be strengthened or damaged during a customer service call. That's why hiring the right customer service reps, giving them the appropriate training, and equipping them with the right tools are essential not only to delivering great customer service but also to strengthening your brand reputation. . . . more >>
Wouldn't It Be Great To Be In The Customer Experience Business?
It is chic to talk about “The Experience Economy,” and it is critical to appreciate the differences between being in the Experience business (capital “E”) and designing the customer experience (small “e”) as a means for pleasing customers and facilitating the sales of goods and services. Are you actually selling Experiences – or is the customer experience a more mundane (or not so mundane) enabler for the sale of traditional goods and services? The companies to which many consultants always point as role models to emulate – Disney, Ritz-Carlton or Starbucks, for example – are in the business of selling customer Experiences. Their product, their service, their value proposition, their raison d’être is the Experience. And because their Experiences are sought after strictly for the value of the Experience, Experience-based businesses typically are able to charge premiums for the Experiences they sell. . . . more >>
Craft Your Investments In Light Of Adoption Patterns
To define the context for making smart contract center strategy and technology decisions for customer service, Forrester, in partnership with CustomerThink, surveyed 75 contact center professionals in the second quarter of 2011 to understand: 1) the adoption patterns for 18 types of contact center technologies; 2) the most important influencers driving the buying process; 3) the significant goals driving investment decisions; 4) the key barriers to achieving those goals; and, 5) the important criteria used to make contact center technology decisions. We also evaluated the perceived value of each solution category. By selecting the right solutions to invest in, contact center professionals can make the right decisions without taking unnecessary risk. . . . more >>
BFF: Customer Experience & Consistency
One of the key principles in customer experience management is consistency. Without consistency, some customers may get a great experience and others will get something mediocre. I consider customer experience and consistency to be “BFF” or best friends forever. They are joined, never to part. . . . more >>
Behavioral Tracking Brings New Granularity To Segmentation
The premise of customer database segmentation is that marketing and consumers are not one-size-fits-all. Traditionally, marketers segmented huge databases of customers by geography and purchase history. But as consumer behavior has become more trackable, marketers are using that data to categorize consumers on a deeper level and target them with unprecedented precision. Segmentation based on behavior, especially online, is helping marketers better detect patterns. "The biggest change is on the digital side, but everything's trackable now," says Tony Ali, SVP and CTO of BKV, a direct response agency that encourages an integrated approach using email, direct mail, online ads, brand websites, and mobile ads or sites. . . . more >>
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