Some people will tell you that substance and style are opposites, but when it comes to the customer experience, you need both. Substance – in the form of big data – can help you personalize your customer’s experience. But if you don’t do it with style – in a way that is appropriate and sensitive to their needs – your efforts can bomb. This week’s CX Buzz addresses these two sides of the customer experience – big data and human judgment and how best to integrate both.
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Who Is Your Customer's Advocate? You? [linkedin.com]
In this article, CX expert Kate Nasser asks a fundamental question – who is your customer’s advocate? If your answer falls short of “everyone in the company,” don’t expect your customers to keep coming back.
Nasser goes on to ask whether your company actually has a culture of customer advocacy. She says that companies where this culture is lacking are easy to spot.
First, they will make customers feel like hockey pucks by passing them around from department to department to get their issue solved. Second, they’ll make customers feel like they have to push and struggle to get what they want. If the company finally does put in effort, it is at the last minute, when it seems the customer is about to leave.
Business leadership without customer advocacy comes across as manipulative and greedy, says Nasser. Customers get a toxic vibe and this drives them away. On the other hand, a company with a culture of customer advocacy makes customers feel like it’s great to buy from them and there is no need to leave.
The author then issues a question to her readers. What businesses have impressed you in this way? Give them a shout-out, she urges. We urge you to do so as well!
Deliver an Excellent Customer Experience Using Big Data [business2community.com]
Your company has heard of big data. As a reader of CX Buzz and other blogs, you are aware of how it can be harnessed to give your customers a better experience. That’s a first step.
But what’s next? Author Jason Bowden looks at several types of data and how they can be used to enhance the customer experience. For instance, customer geographical data will allow you to target your customers by region and customer background. It will also allow you to offer them promotions based on their real-time locations and activities.
Second you can view the number and locations of clicks on your website and use this information to both target particular customers and improve your website’s overall navigational experience.
Third, you can learn your customer’s social attributes through social media, where they freely share invaluable information about themselves. You can then hone in on those attributes of your customer that will help you improve your business services to them.
Bowden links to a video produced by the marketing firm Ogilvy called “A Day in the Life of Big Data.” The video takes place in the near future and walks you through the day of a young British woman whose every waking moment is informed and enhanced by big data. As soon as she wakes up, she gets personalized push notifications in her mirror! We highly recommend this video. Watch to see what happens next.
Relevance versus Reach - how to crack customer experience [thedrum.com]
There is a new phrase that is catching on: “Data is the new oil.”
There is truth to this statement, says author Jessica Davies. But you have to use the data well. Advertising retargeting is a case in point. Let’s say your company employs this marketing method, placing a cookie on your customers’ computers and then pursuing them for months with the same ad wherever they surf on the web.
According to a study Davies cites, 53 percent of people will find such ads of interest initially. But once they see it five times they’ll feel annoyed, and if they see it ten times they may even feel “angry.”
It’s all about finesse, says Davies. Take the British supermarket chain Waitrose.
Waitrose can tell from customers’ purchase patterns if they are vegetarian. When customers visit Waitrose’s website, its advertising is altered to ensure no meat products are ever shown to that person. That’s using big data in a way that puts the customer first.
The Customer Journey in 4 Stages: Real-Life Lessons from Retail [winthecustomer.com]
Author Trevor Gray breaks down the customer journey into 4 stages: discovery, engagement, usage, and persuasion. Discovery involves building awareness of your business.
The next step, engagement, is when a company actually starts interacting with their customers, and here is where social media comes in. Social media can be a company’s best friend or their foe. It can also be a potential PR nightmare since a company does not have control over what’s being said about them.
Third comes persuasion. It’s by the strategic application of persuasion that we achieve the final goal of establishing a relationship and creating fidelity, leading to the almighty “YES.”
Another aspect of persuasion is making the customer your brand ambassador.
The final stage, use, is when you have lost control. It is possible the customer can become disaffected. But if you maintain a dialog and follow up with your customer, you can turn the situation around and achieve even greater loyalty.
Do You Go The Extra Mile? [csi-international-inc.com]
The author, Peter Psichogios, analyzes the origins of the phrase “go the extra mile.”
The phrase refers to the days when a Roman soldier could stop a citizen and force him to carry his pack for a Roman mile (about 1,473 meters) down the road.
After a particular Roman citizen carried a soldier’s pack for one Roman mile, he continued walking. The soldier told the citizen he could go, but famously, the citizen said, “The first mile was for the state, the next mile is for you.”
Psichogios says this should be everyone’s attitude towards customer experience. He defines “going the extra mile” as doing the right thing, the right way, at the right time, for the right reason, even when no one is watching.
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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