Customer experience is hot on the agenda of most, if not all, businesses. In a world changing at dizzying speed, a single-minded focus on the customer is our defence against disruption. So why are so few doing it well?
The reality is that customer experience often falls through the gaps. The Digital team are cranking on conversion, Marketing are trying to return value back to the business, and Operations are flat out keeping the train on the tracks. For the Exec, while great in theory, investing in customer experience can look expensive and risky. Sound familiar?
https://www.wolffolins.com/how-to-drive-change-in-customer-experience/
Research says that it costs 5 times as much to attract a new customer, than to keep an existing one while the chances of selling to an existing customer is 60%-70% and to a new prospect around 5% to 20%. To retain your existing customers its important to understand them. It is not about what you think your customer experience but how your customers feel about doing business with you. It is a pictorial representation of all the steps your customers take when they do business with you over a period of time and their thoughts and feelings at the different stages.
http://customerthink.com/how-to-map-your-customer-journey-to-delight-them-like-never-before/
Customer experience experts have created measurement systems to track customer satisfaction, customer effort score and net promoter score. But there is one area that has been more difficult to translate into a simple metric. Customer Emotion. How do your customers actually feel? How do you measure emotion in customer experience?
http://customerthink.com/how-to-measure-emotion-in-customer-experience/
You’ve got your feedback, but what does it really mean? More often than not, an organisation will analyse customer feedback, pick the most common denominator and seek to fix the problem quickly. If this is you, unfortunately, you are doing it wrong.
Implementing the insight from research into your Customer Experience strategy and acting accordingly is a different story. Just because your satisfaction levels have fallen may not be due to a faulty product as first predicted – you might need to look a bit deeper to discover that actually, the customer service hasn’t been satisfactory or the website is too confusing when purchasing items.
Whatever it may be, the common denominator doesn’t always mean it’s right. So, the data is in front of you, but what next?
http://customerthink.com/how-to-understand-the-truth-behind-customer-feedback/
In 2017, I discussed the importance of a solid financial business case for investment in customer experience (CX). As we start a new year and reflect on the performance of the economy over the last 12 months – and look at the uncertainty ahead – this has never been truer. One of the best ways to understand their full business impact is to look at examples of success.
Virgin Money is a case in point.
https://www.mycustomer.com/experience/voice-of-the-customer/how-virgin-moneys-customer-feedback-strategy-helped-it-top-the/
Surveys might be undermining every customer experience improvement you’re trying to implement. While that may sound counterintuitive, according to a 2016 study of customer perceptions by CEB (now Gartner), 75% of customers agree that their survey experience influences their overall impression of a company ("Closing the Customer Feedback Loop," Gartner's CEB Leadership Council). In short, customers see their survey experience as a component of their customer experience; it’s another touchpoint that impacts their overall relationship. Yet, the increasing ease with which surveys can be created (sometimes without regard for best practices or sound research methods) has led to an ever-increasing number of feedback requests — threatening the quality of those survey experiences and potentially eroding companies’ brand image or increasing customer friction. As a result, organizations must reflect on their survey practices and ask, “How do we adapt to effectively capture customer feedback while improving the customer experience?”
https://www.salesforce.com/blog/2018/03/how-salesforce-is-leading-customer-feedback.html/
I’ve always been intrigued when I hear customer success professionals refer to customer experience as customer success.
A lot of that has to do with the fact that customer success professionals believe customer experience is a subset of customer success. Customer Experience professionals, on the other hand, believe customer success is a subset of customer experience.
The Customer Experience vs. Customer Success debate has been an interesting one.
http://customerthink.com/is-2018-the-year-customer-experience-and-customer-success-converge/
Online feedback reporting specialist Mopinion is to showcase how its feedback analysis solutions can help businesses to monitor and tailor their digital customer experience strategies. Mopinion proudly announces they are a Gold Sponsor of the Digital Analytics Congress 2016 which is being held October 12th in Utrecht – the Netherlands.
https://mopinion.com/gold-sponsorship-digital-analytics-event/
The rise of new digital tools (like mobile, live chat, omnichannel support, self-service, social media) and a broad array of IoT devices (like activity monitors, beacons, smartwatches) and emerging technologies (like AI, AR, Machine Learning, VR, 3D printing and so on), has exponentially increased the number of customer touchpoints available to marketers.
On the other hand, chats, stories, and statistics grab today’s customer’s attention, and they get influenced by other people’s reviews and opinions and feel compelled to share their experiences of encounters with brands. Also, the customer experiences often trickle over from one industry to an entirely different sector, termed as “liquid expectations.” The rise of “always – connected” customers and their liquid expectations, has led to a common misunderstanding that businesses must rush to adapt themselves as “digital first.”
https://customerthink.com/reshape-customer-experience-by-leveraging-digital-trends-and-design-thinking/
In recent years, after the first quarter, I try my hardest to publish the top trends of the current year. One of those trends I’d like to focus on here and now is how having a strong CX (Customer Experience) philosophy is vital, critical to achieving growth. For both Brick and Mortar and Online.
The following are trends that should be of interest to businesses who aim to listen to the Voice of the Customer (VOC); the goal being to implement the technology needed to respond to that voice, boosting the customer experience, and the bottom line.
If you’ve only been talking about CX, Here are 6 2018 Trends that will inspire you to take action:
https://www.business2community.com/consumer-marketing/take-businesss-cx-next-level-2018-6-trends-02041477/
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