In any relationship, the person with more and better options outside the relationship has greater power within the relationship. This holds true in personal relationships as it does between customers and companies. This week’s CX Buzz is all about the shifting balance of power between customers and companies. In the age of the Internet, customers have nearly endless options, and companies have to compete harder than ever before to attract them. What this means is the onus is now on companies to stand out from the crowd. Here are some helpful ideas for doing just that.
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Focus on Customer Convenience and Effort, Not Experience or Satisfaction [cmswire.com]
Consumer satisfaction and engagement are wonderful goals for marketers to focus on, but even before that they should focus on making things easier for customers and reducing the effort of doing business.
Author Gerry McGovern offers an excellent analogy. You’re out of coffee. You have two choices. Ask your neighbor or drive to the local convenience store. Your neighbor, John, is nice, but boy does he love to talk. You decide to drive to the convenience store.
We don’t always want to engage. We don’t always want an experience. Sometimes, we just want to get things done as quickly and easily as possible. Companies should focus on saving customers time ahead of loftier goals like giving them a memorable experience.
Mapping the Customer Experience Journey in the Internet Age [winthecustomer.com]
Customer Journey mapping is an integral part of customer experience design. Customer journey maps help to understand the 360-degree view of customer experience lifecycle.
In the past, life was simple and easy for companies. There were only brick and mortar stores to shop from. But the Internet has tilted the balance in favor of consumer options. It has increased the competition for companies and brands.
An effective customer journey map represents the journey of the customer from the initial desire/need of a product/service to its fulfillment. With the huge penetration of mobile and social channels in our lives, the previous notion of effective Customer Experience Journey Map is fading. Customer journey is not simple anymore. The traditional funnel has transformed into a never-ending loop.
6 Specific Actions Chief Customer Officers Can Take to Ensure Customer Experience Success [cx.walkme.com]
Customer leaders must be like salmon: determined and willing to swim against the current. There are six practices that will make you an exceptional Chief Customer Officer. These are:
- Take Personal Ownership
- Establish Acceptance and Role Clarity of the CCO Position
- Drive Consistent Accountability
- CEOs Should Provide Political Cover
- Establish Corporate Patience
- Build a Clear Roadmap
Foolproof Essentials to Remarkable Customer Experiences [linkedin.com]
The author of this article, Terence Chan, makes his point in the form of letter from a customer to a company telling them how he feels.
“Dear company, he writes, I know. To you, I'm just another customer. Someone you hope you can squeeze every penny out of. Another forecast on your monthly sales targets.”
“But at times I wonder. Are you still too naive to see that I am depending less and less on you each year? The world is now my shopping mall, my friend, my advisor - providing me with endless choices for every whim and fancy of mine.”
He continues to highlight the five essentials for creating remarkable customer experiences for businesses in a somewhat humorous way – worth checking out.
5 Customer Service Principles and Practices To Set [iwantitnow.walkme.com]
Having the right customer service principles and practices will help your business flourish, in terms of luring in more customers. The reverse is true, whereby, if you have bad and unfriendly customer service, you will chase away your customers. As long as all the other relevant resources are well taken care of, customer service will be the only determining factor
5 customer service principles and practices to keep in mind are:
- Customer service Is worth actual money
- Employees matter too
- Customer service should be steady
- Appreciate the customers
- Train your employees for the best customer service
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.