This week’s edition of CX Buzz challenges marketers to see each customer not as someone they interact with at a certain point in time, but as someone embedded in a life narrative with goals they want to accomplish. Customers don’t wake up in the morning thinking: today I want to interact with my bank, retailer, health plan, etc. Instead, they have goals in their lives that sometimes lead them to interact with your firm. Two of the articles here even address the issue of whether the customer experience is more important in a good economy or bad. The answer is not as obvious as it seems.
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It's Time to Adopt Customer Journey Thinking [cmswire.com]
Today’s consumers are different than they were 20 years ago. In fact, they’re different than they were five years ago or even two years ago. For one thing, customers have access to a plethora of information about your products and those of your competitors. A recent study revealed that 43 percent of US consumers check competitors’ prices on their mobile phone when they are in a store.
In this ecosystem, the best way to understand your customer is to recognize that they don’t want to interact with your organization. Customers don’t wake up in the morning thinking: today I want to interact with my bank, retailer, health plan, etc. Instead, they have goals in their lives that sometimes lead them to interact with your firm.
The path to deep customer insight is Customer Journey Thinking, understanding the larger narrative or goal in a customer’s life that leads them to you.
Discovering What Customers Don’t Know Themselves [linkedIn.com]
How many times have you undertaken research to discover what customers want only to find, that once you implement the change, it has no effect? What is going wrong here? Quite simply, on many occasions, customers don’t know what they want and will say the first thing that pops into their head. Therefore, to discover this “hidden” aspect of the customer experience, you need to undertake a different form of research.
Many people don’t understand the difference between correlation and causation. These words are often used interchangeably, although the two terms mean entirely different things. This difference in meaning might be the reason that a company struggles with designing a great customer experience.
Key Contact Center Trends and Investment Priorities for 2014 [slidesharecdn.com]
The top contact center investment priorities for the next 18 months are:
- Workforce management
- Speech recognition
- Performance management
Customer service matters more in good times [ajc.com]
This is a very interesting case study. We believe you’ll be surprised and enjoy it as much as we did.
Improving customer service is more important when the economy is good than when it’s bad, according to a newly published study from Georgia State University researchers.
When analyzing data from an international airline, they found that the same improvement in customer experience bumped up revenue by 20 percent in a good economy, instead of just 10 percent in a poor economy. Fascinating insight!
Why You Can’t Ignore the Customer Experience [business2community.com]
Did you know that 70% of buying experiences are based on how the customer feels they are being treated? Did you know that price is not the primary reason why consumers move their business to a competitor? Did you know that even in a negative economy, 60% of people say they are often or always willing to pay more for a better customer experience?
You work hard to make your company profitable—creating a strategic blend of market research, managing inventory and cash flow, improving productivity, etc. However, a key component of profitability, often missing from this list, is a stellar customer experience.
We hope you enjoyed our picks and bookmarked a few of these articles for future reference. Please don’t forget to share the buzz with other CX professionals.
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