This week's CX Buzz focuses on the question of measurement. How do we measure good customer service and do the numbers tell us anything important? One article even argues that "delighting" the customer is overrated and we should just focus on delivering the basics. We hope you enjoy this selection and we'd love to hear your thoughts.
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Companies delivering great customer experience at scale significantly outperform the market [linkedin.com]
Companies need to focus on three key qualities to deliver highly relevant customer experiences at scale, according to Accenture. And those who succeed significantly outperform the market. Accenture’s three key insights around achieving great customer relevance at scale are:
- Delight your customers
- Reorient your business
- Flex your platform
Satisfaction or ‘Statisfaction’? [thinkcx.co.uk]
Based on his vast industry experience, the author is absolutely sure that it’s not about the score – it’s about the customers. The first trouble with ‘the numbers’ (scores, averages, top-box, etc.) is that they DE-HUMANISE their source – our customers and how we manage their experience and value.
Businesses like things quantified, and on the whole, the author believes in the “what gets measured gets managed” mantra, so he fully endorses customer experience and internal capability measurements.
On the other hand, the author also feels that what gets measured gets manipulated. That's why it's important to look beyond the numbers and listen to the story your customers have to tell.
Delighting Customers/Exceptional Customer Service Critical? Nope. Myth! [work911.com]
Delighting customers is a path that will only work for less than 2% of companies, or even less depending on the niche. Face it, you aren't Zappos, says the author. You can't ever be Zappos, so don't try. Rather, he says, the really uncommon customer service idea is this: Do the basics well. It's that simple.
The author argues that delighting customers doesn't build loyalty; reducing their effort—the work they must do to get their problem solved—does.
10 Customer Service Statistics You Need to Know [fonolo.com]
Every single time a customer comes into contact with your brand, whether it’s at a store or online, that interaction is a touch point that contributes to the customer’s experience. Consumers are demanding more, and their choices are ever expanding, which means that better service and improved experiences will lead to greater customer loyalty. But how do you know where to start and what to measure?
To find out, read this article, and you will get 10 customer service tips that might surprise you.
What CMOs Have – and What They Want [cmswire.com]
A survey of chief marketing officers revealed some interesting contrasts between their optimistic outlooks and reality. The study showed that senior marketers are gaining status within their companies but still want closer ties to their fellow “chiefs.” It also found that, while they’re optimistic about their ability to meet the shifting demands of their employers, most of them are behind their targets for the current year. This article notes some interesting stats on the subject that are worth checking out.
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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