What’s the CX buzz this week? (15th Dec, 2014)

What do customers want? The worst thing a company can do is presume that it already knows the answer. According to Gartner, 89% of companies plan to compete on the basis of the customer experience by 2016. That means it’s imperative to find out your customers’ expectations. This week’s issue of CX Buzz is about how to do that. Whether it’s through a Voice of the Customer program, Implicit-Association Tests or even fMRI scans of subjects’ brains, researching and meeting your customers’ expectations will help you meet your business goals – and even exceed them!

Let us know your thoughts by commenting below, or reach out to us on Twitter: @NICE_Enterprise.

The Cost of Unhappy Customers (Infographic) [inc.com]

Consumers who share their negative customer experiences on social media are reaching wider audiences every day, which means it's more important than ever to keep your customers happy. The infographic explains just how damaging their impact can be.

With so many people paying attention to customer reviews, a negative Facebook post or review can wreak havoc on your company's reputation. In fact, the infographic relates the cautionary tale of a single unhappy customer who wrote a song and uploaded it to YouTube. The song was about poor service they had received from United Airlines; it received over 14 million views, and it cost the company $180 million when their share prices plummeted.

Eight out of ten consumers won't buy products from a company with negative reviews. Most companies are oblivious to how much harm unhappy customers are inflicting on their business.

4 Actions to Exceed Customer Expectations [beyondphilosophy.com]

A lot of companies say they want to exceed customer expectations. Author Colin Shaw says most companies don’t even meet customer expectations, let alone exceed them. 

Shaw points out that most organizations know what their customer’s rational expectations are but are unaware of their emotional expectations.

The way to find out is to conduct research using Implicit-Association Tests (IAT), which measure the strength of the association between concepts and memory. Another research technique is to use fMRI machines to measure brain activity in response to certain stimuli.

One of the biggest dangers an organization faces, says Shaw, is the people who “know” what their customers expect. “I know what our customers want,” they say, “I have been doing this job for years.” This is the worst trap your company can fall into. Shaw urges managers to let go of their preconceived ideas. If you can do that, and you exceed customers’ expectations, you will meet your business goals – and even exceed them!

How to Move on From Silo Delivered Customer Experiences [callcentrehelper.com]
The author, Martin Hill-Wilson, describes a book he is reading on call center service design. The book is called “Service Design: From Insight to Implementation” by Andy Polaine, Lavrans Lovlie and Ben Reason.

The book is so fabulous, enthuses Hill-Wilson, that it reminds him of Dr. Who’s “sonic screwdriver,” an all-purpose tool that answers all of life’s problems: picking locks, performing medical scans, and even tracking aliens.

The book’s central insight, says Hill-Wilson, is that “gaps between silos that seem small from the provider’s point of view can accumulate to form experience crevasses for the customer.” Hill-Wilson couldn’t agree more. “We are still in the era of efficiency as opposed to effectiveness,” he writes, which inevitably results in silos.

For instance:

Does a Business Process Outsourcing (BPO) partner providing voice-based advisors get their outside-in impact? This is unlikely given the Service Level Agreements (SLA’s) they are likely to have signed up for.

Is the ‘put it in the cloud’ SI partner able to see anything beyond API issues and associated performance issues when delivering interaction infrastructure?

The article is fascinating and thoughtful. Read on for Hill-Wilson’s suggested solutions to the problem.

What you should start doing now to compete by 2016 [linkedin.com]
A Gartner report states that 89% of companies plan to compete on the basis of the customer experience by 2016. Yet preparing to compete on the basis of the customer experience will be more challenging than many realize.

The author, Matthew Bowman, suggests 5 points to consider. First, make sure the operations, sales, marketing, and service departments are all on board.

Second, map your customer’s experience along their entire lifecycle – not just during and after the sale. The consumer buying cycle starts online in virtually every industry.

Third, ensure you have all the channels covered. Recent research by the Teleperformance CX Lab shows a large disparity between the communications channels desired by consumers vs. the channels actually offered by organizations. Fourth, plan for the “multichannel” customer experience. This is more than merely adding Click-to-Chat and social media to your list of available communication channels.

Intrigued? Read the rest of the article for additional tips.

Capitalizing on the Voice of the Customer (Infographic) [experiencematters.wordpress.com]

Voice of the Customer programs are a cornerstone for most customer experience efforts.

This infographic from the Temkin Group highlights the importance of these programs.

It makes the case that companies with strong VoC perform better. Nevertheless, only 11% of companies have completely matured their VoC programs. It also suggests that mature VoC programs differ from their counterparts, in that they respond much more quickly to severe problems and fuel a continuous CX improvement process. In addition, they are much more likely to use text mining and predictive analytics. This infographic is very rich and filled with fascinating statistics. Well worth perusing.

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.

Are there any other topics of CX that interest you? Tweet us, or comment below to let us know!

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