Scientifically Emotional Experiences
Gary Lemke, Chief Customer Advocate
(December 1, 2011)
"We have to get scientific about the customer experience."
Those words, featured in an IBM magazine advertisement, seemed to jump off the page. What a powerful combination - a sense of urgency expertly mixed with a sense of analytical discipline. It certainly stands in contrast to my thoughts yesterday about customer experiences outside the ecosystem.
Do you remember my thoughts on the emotional/rational clash? Too often I see organizations jump into technology in hopes of solving business problems that are not technology concerns.
Technology can be a vital part of tackling the customer experience. But it is not the whole answer. Take your current technology implementation and ask, "What part of the customer experience will this solution not address?" What will you do about it?
The Importance of Your Relative Performance Customer Experience Management (CEM) is the process of understanding and managing customers’ interaction with and perceptions about the company/brand. In these programs, customer experience metrics are tracked and used to identify improvement opportunities in order to increase customer loyalty. These customer experience metrics, used to track performance against oneself, may not be adequate for understanding why customers spend more with a company. Keiningham et al. (2011) found that a company’s ranking (against the competition) was strongly related to share of wallet of their customers. In their two-year longitudinal study, they found that top-ranked companies received greater share of wallet of their customers compared to bottom-ranked companies. . . .read more >>
Confirmit and Clarabridge Partner to Improve VoC Strategies Confirmit, which powered over 150 million Voice of the Customer (VoC) and Market Research surveys in 2010, and Clarabridge, a provider of sentiment and text analytics software, announced a partnership that will enable enterprises to leverage unstructured data in order to drive VoC, CEM and research programs, while producing tangible ROI. Text based, unstructured data sources, such as email, social media, verbatim survey responses and other freeform text, account for 80 percent of collected business data. However, due to ineffective and cumbersome manual processes required for interpreting results, these sources are often omitted from analyses. . . .read more >>
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Move Over, CRM: CEM Is Transforming Marketing ROI Getting started with CEM is simpler than you think. Here’s a six-point cheat sheet of considerations: 1. Avoid overanalyzing CEM: Instead, focus on what provides value to the customer. That means thinking about becoming more relevant and providing a better brand experience. Many marketers tend to leave money on the table or turn people off by going too far. 2. Think total experience: Leading global hospitality company Hyatt discovered more opportunities to engage with customers by providing a better overall online experience. . . .read more >>
Social Media’s Tough to Measure After surveying 33 marketers and five community platform providers to determine what makes a winning branding campaign, Forrester Research concluded that current benchmarks are "typically the wrong ones." Marketers are making two big mistakes, says Melissa Parrish, an analyst at Forrester and lead author of the study report, titled "Community Benchmarking Metrics," which tried to nail down standard measures of success in marketing. "On one end, you've got marketers setting no goals at all," she says. That's a problem because "if you're not measuring anything, how can you know when you’re successful?" she asks. "Or, worse, how do you know when you're not successful and how would you determine what to do about it?" . . .read more >>