Technologies to Enhance Customer Experiences Include Identity Management
Self-service. It's the new trend in customer experience, and data support that this trend will grow quickly - with an expected 85% of human/company interactions being managed through self-service by the year 2020. This article sheds light on one of those items that supports making self-service an effortless thing - namely, correct and timely transfer of identity that is secure and reliable.
In Harmony Now - Customer Loyalty Strategies
As the author of this great post notes, it is far cheaper to keep a customer loyal than to find a new customer. There is a powerful reminder to us that you "work" two neural strategies in your marketing - one that addresses reason, and one that addresses emotion. The emotion side is invariably more effective, but also lends itself to more work. Two "shortcuts" to success - reward your customers and share your values. I, personally, think the values side of the equation is too often shortshrifted, but assert again - your values are your brand. Clarifying them will enhance business performance!
Fix the Pain in Customer Experience!
Emotions rule the customer experience, and negative ones - sadness, fear, disappointment, anger, anxiety - are bound to trip up the customer journey, compromising transaction likelihood and/or customer loyalty. It is critical today that customer experiences be documented (through customer journey mapping) and validated for their emotional "tenor". This article, from Forrester, points out that it is less about delight and wow, and a whole lot more about eliminating the negative emotion set from the customer journey.
Free Online Education as Competitive Hiring/Retention Advantage
This brief synopsis of a longer article shares that some businesses are coming to realize the competitive hiring and retention benefits of providing free online university-level education to their employees. I guess we can only hope that the e-learning quality is worthy of the effort!
Customer Experience Can Make or Break a Brand
This article shares best principles and practices relating to improving the customer service experience. While we all know what poor customer service and a rough customer experience looks and feels like, we sometimes can't summarize what needs to be done to improve it. In this article, there is a strong call to both understand and improve all touchpoints of the customer journey, and to personalize the experience for today's consumers. Of note, this article reminds us that marketers are key players in customer experience framing, and that they can derive deep insight to advantage other marketing efforts.
Exceeding Customer Expectation May Be a Unnecessary Resource Drain
Recently, I consumed with great enthusiasm the book "The Effortless Experience" by Dixon/Toman/DeLisi - who share the premise that in the name of exception customer experience, many "overshoot" the target - in part because they've misunderstood the target. Their data indicate that what we truly seek, as consumers, is an effortless consumer experience - we just don't want things to get in our way. We are more primed for self-service than ever before. So this excellent article by Urko Wood synthesizes the same point made in the book - that when we "overshoot" on customer experience, we actually may be diverting resources that can be better used in other corporate pursuits. So - keep it modest, and bring some analytics to thinking about creating effortless experiences.