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Bettering the Customer Experience . . .
Customer Experience: Is It The Chicken or Egg?
Companies are starting to see the light. They are embracing the principles that Apple, Google, and Philips Electronics have been advocating for a long time – differentiate yourself based on the experience you deliver to customers; not on the products you sell. According to a CEI Survey, 86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. These statistics highlight the magnitude of the growth opportunity before us. What if you just increased the percentage of consistently happy customers by 5%? . . . read more >>
Today's VOC Program Challenges
As technology and the flow (flood? influx?) of data evolve, so must your VOC efforts. These and other aspects of a changing business world create challenges that must be addressed, and adaptations that must be made, in order to stay on the cutting edge. Pay attention to these items to ensure that you're getting the most out of your customer feedback. Unless you have 100% customer satisfaction…you must improve. . . . read more >>
Surveys are Dead – Killed by 20 Year Old Strawberry Jam
It isn’t every day that a twenty-year old research paper challenges current Voice of the Customer practices using the principles of quantum physics via the medium of strawberry jam. The more questions that you ask your customer, the less their answers will actually tell you about how they really feel. In their research Wilson and Schooler (Department of Psychology, University of Virginia, Charlottesville, 1991) tested student’s preferences for jam. Test subjects were asked from a set of samples which was the best jam – and the results were accurate and consistent with expert opinion. . . . read more >>
Creating Customer Experiences When Loyalty, CRM Come Together
Ask marketers or loyalty marketing service providers (L-MSPs) what will be a common 2013 theme and they’ll tell you “convergence” – just like 2012. But what type of convergence? There are two types, one unfolding in response to the other. Last year, marketers anxiously sought the implications of channel convergence capitalizing on many touch points: smartphones, tablets, TV, email and social media. The upside to convergence and channel proliferation was copious customer data. Everything from shopping habits and location to loyalty-program status can be tracked across multiple channels. One challenge for marketers and L-MSPs comes down to managing the data deluge: how to turn data into actionable insight that drives ROI. . . . read more >>