Returning from vacation gave Laura a new perspective on how her company approached customer experience (CX). As a veteran director in the CX practice, she realized that she and her peers had become captive to internal opinion and suffered from brand arrogance.
They often guessed at what the customer experience and appropriate product and service modifications should be. Maybe it was the lack of analytical rigor or the aggressive time pressure of getting new products out the door. Regardless of the reasons, Laura and her team had arrived at the point where mythology was routinely mistaken for fact. It was time to build a test-and-learn culture based on customer data.
https://www.gartner.com/smarterwithgartner/how-a-test-and-learn-culture-improves-customer-experience/
When people think of customer experience, they often think about a moment in time. But customer experience actually encompasses all of the moments in which a person engages with a company.
A simple yet effective definition of customer experience is that it is “how customers feel about every single interaction with a brand.” Besides from being appropriately all-encompassing, this definition also singles out customer emotion by noting that it is how they “feel” about doing business with a company.
https://www.forbes.com/sites/dangingiss/2018/02/28/how-to-identify-the-customer-experiences-that-will-get-amplified-in-social-media/#55821b05d4a2/
We are proud to announce that one of the largest supermarket chains in the Netherlands, Albert Heijn, now uses Mopinion’s feedback software on their website (AH.nl). Albert Heijn – also referred to as the AH or ‘Appie’, as the Dutch like to call it – jump-started its online feedback programme in June of last year (2017). Since then, they have employed various feedback forms across their website with the aim to extract valuable insights into the online shopper journey.
https://mopinion.com/albert-heijn-caters-to-online-shoppers-with-customer-feedback/
Adobe and Econsultancy have released a new report that covers the key differences between Asia Pacific (APAC) marketers and their North American and European counterparts when it comes to adoption of artificial intelligence (AI) and investment in digital skills.
Notably, the report found that APAC marketers are focusing on making the experience as personalized and relevant as possible, while the main focus for North American and European respondents is on making the experience as valuable as possible.
https://www.enterpriseinnovation.net/article/apac-marketers-focused-personalized-relevant-customers-experience-1662569438/
The survey from Econsultancy, which polled 13,000 marketing, creative and technology professionals on behalf of technology firm Adobe, found almost half (45%) of organisations rank customer experience as one of their three top priorities.
The research also discovered great customer experiences is not just the responsibility of marketing teams. Organizations implementing a cross-functional approach to customer-led initiatives are almost twice as likely to exceed their business goals.
Here, three experts give their best practice tips for great experiences in a digital age.
https://diginomica.com/2018/02/28/great-content-means-great-customer-experiences-some-expert-tips/
Competitive forces and market dynamics in many industries have led more organizations to focus on digital transformation projects to modernize their applications. A key driver for these projects is improving customer experience. To be successful, organizations must provide a stellar experience at each juncture of the customer journey to gain a competitive advantage.
Customers always have a choice to leave for a competitor if their experience isn’t up to expectations. To optimize the customer experience, organizations must rely on data analysis to identify customer patterns, trends and behavior to identify, attract and retain customers.
https://www.csoonline.com/article/3258985/data-protection/striking-a-balance-between-customer-experience-security-and-privacy.html/
Forrester recently published a paper on the future of customer experience measurement and they didn’t mince words with comments like:
• “CX leaders told us that their response rates are declining, especially among younger customers”
• “Today’s empowered customers reject old-school CX surveys”
• “Even companies that have an advanced CX measurement program need to innovate further to remain relevant and effective.”
They have some great examples embedded in the paper, but I’m starting to hear some variation of, “OK. I’m on board with what Forrester is saying, but specifically, what do I need to do to get more feedback and more thoughtful feedback?”
Here’s how I’m seeing Forrester’s concepts applied successfully...
http://customerthink.com/the-future-of-customer-experience-measurement/
Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.
Relevant messages, relevant products and relevant interactions foster emotions that touch the psyche of customers in more ways than one. Managing the customer experience by enhancing emotional bonds, not simply meeting functionality, will bring customers closer to your brand and your offerings.
https://www.cmo.com.au/blog/customer-relations/2018/02/27/relevance-and-substance-are-the-keys-to-marketings-future/
Discover why customer experience should be central to your brand experience with this infographic.
https://www.salmat.com.au/our-expertise/marketing-guides/2018-02/why-customer-experience-is-key/
Whether it’s contact by phone, email, internet self-service, web chat, social media, chatbot or video, our latest digital customer study reveals what consumers around the world want from the organisations they deal with.
The 2017 research, which we did late last year in partnership with Cisco, explores consumer behaviour across 10 countries. It reveals a major shift in how people want to talk with organisations.
http://www.irishnews.com/business/2018/02/27/news/chat-tap-talk-key-trends-to-transform-your-firm-s-digital-customer-experience-1262229/
Customer Experience News is a global community of people working or interested in Customer Experience, UX and technology.
