2013: The Imminent Shift From Social To Digital Engagement. How do you define engagement? Engagement symbolizes the touches that occur in various moments of truth. Touch points open and close whether a customer stands on the stage of awareness, consideration, purchase, or post purchase. It is in those moments that engagement, regardless of source or shape, affects the next steps and impressions of customers.
These moments of truth are not limited to any one channel. Whether customers are navigating social, mobile, Web or in real life (IRL), they approach each stage of the journey with different needs, in varying stages of decision making, and with one of several frames of mind depending on the context of engagement and also the screen (smartphone, PC, tablet, TV, etc.) they’re using in each moment. It’s becoming increasingly complex, but then again, so is the path of consumer decision-making.
The expansion from social to digital engagement One such company is a business that may be part of your everyday routine.. Axp_2012gcsb_markets. Using Journey Maps to Tell a Story | Touchpoint Dashboard. We hosted the weekly #CXO Chat on Twitter on Monday. What a great and insightful chat it was! If you don’t participate in, or at least observe, these chats, you should. Some of the smartest minds in the world of customer experience exchange thought-provoking tweets for an hour, starting at 12PM EST every Monday.
One of the questions posed on Monday was “How do you craft a map that communicates a qualitative customer story based on quantitative data?” Great question. Here are our thoughts, along with some insightful tweets from Monday. Storytelling is a powerful tool for knowledge sharing. Storytelling is used to outline and detail the customer experience with your brand. Using a journey map to tell the story helps to bring the story to life. One of the most important components of the story is the quantitative data; it must be used to support or to accentuate the good and the bad parts of the story. You’re probably saying, “How do I get started writing the story?”
Be Sociable, Share! Converged Media: Maximizing Consumer Engagement in a Digital World. Businesses have probably heard a lot more about “converged media” recently. Though not a new term, its role in digital marketing is a new concept for many marketers that presents opportunities, challenges, and questions. So what does it mean and how should it impact digital marketing strategies for retailers, home service providers, financial institutions, and other businesses? The simplest explanation is that “converged media” represents the overlap of any combination of paid, owned, and earned media types.
Savvy businesses recognize the opportunity in this overlap, but before a business or brand can capitalize, they must understand the three media types which combine to create “converged”: Paid and owned media are fairly well understood by most businesses, but earned media can be a more difficult concept to grasp and perfect. Each of these media types provide value, with perhaps earned being the most sought after thanks to the inherent credibility it contains via consumer perspectives. Taking an Outside In Perspective on Customer Experience. Share Company leaders sometimes think they know what's best for their customers without really attempting to understand the customer's point of view.
Companies that take this kind of an approach risk falling prey to their competitors or emerging companies that have adopted more of a customer centric or outside-in approach. This was part of the theme that came out of today's keynote sessions at Forrester Research's Customer Experience Forum in Los Angeles. Kerry Bodine, vice president and principal analyst at Forrester, talked about how customers have the ability to access information anytime, anywhere, and how they can act on that information immediately. Today's customers, emboldened by their mobile devices and the social media megaphones they're armed with, "have more power than ever and that's a situation that's never going to be reversed," says Bodine.
"This is today's reality. I hope my kids' college funds aren't tied up in that group. Customer Service Experience Innovation - Your Big Opportunity by Woody Bendle. Is customer service, or providing a great customer service experience at the core of your organization’s mission and strategy? If so, I first want to congratulate you and encourage you to continue on this journey because it really can make all the difference in the world between success and failure!
Second, you also need to recognize that you are not alone. Everybody Is Talking Excellent Customer Service I did a quick Google search this morning on “excellent customer service mission.” The search produced 46.2 million results! – Zappos – Southwest Airline - Laidlaw International - TerpSys.com - Yardi Systems - Oracle - HeinOnline.com – Delta Dental of Illinois Not only are you not alone, I’d say you are at risk of being the norm!
With so many organizations focusing on customer service, you have to assume if you are providing really good customer service, resulting in a pretty good overall customer experience, you are likely close to providing what is expected by today’s consumer. Highly valued. Top 10 Ways To Improve Your Digital Customer Experience. Digital touchpoints such as websites, mobile phones, or tablets can drive revenue, lower costs, build brands, and engender customer loyalty. This shouldn’t be new news to anyone reading this. But to achieve these potential benefits, you need to deliver digital interactions that meet your customers’ needs in easy and enjoyable ways.
That isn’t as easy as it sounds. Companies struggle on a daily basis to identify what digital experience improvements they need to make — and, once that’s nailed down, how exactly to make them. In our recent report, Ron Rogowski and I outline the top tools and processes that can help you make digital customer experience improvements that matter. The first set of recommendations will help you determine what it is you need to improve: No. 10: Flex Your Analytics And Operational Data.
No. 9: Conduct Expert Reviews Of Web, Mobile, And Tablet Touchpoints. No. 8: Reach Out To Real Customers. No. 7: Adopt Proven User-Centered Design Processes. Perception: The Customer Journey and Business Success. The customer life cycle consists of every experience with an organization – taking place as interactions with staff, systems and sites, inside and outside the firewall. It would make a big difference if enterprises would understand that each customer experience is actually a customer service opportunity.
The customer experience should always be about customer service, no matter what it is or where it takes place in the customer journey. High quality customer experiences, like high quality and reliable customer service, are competitive differentiators – and they are becoming competitive imperatives. And yet, many companies still fail to provide top-notch customer experiences and excellent customer service. From the company perspective enabling excellent (or even good) customer experiences can seem complicated, even ephemeral. Further complications can come from the hard work of orchestrating all customer touchpoints.
Source: Customer Experience Marketing for Real People Wrong Turns? Cooking Up a Winning Customer Journey Map | Touchpoint Dashboard. At Touchpoint Dashboard, our goal is to take the guesswork out of the customer journey mapping process and put you on the road to success. We know you have questions, and we want to help. That is why we’re offering free tutorials that cover a wide range of customer journey map-related topics. We want to be your go-to resource for your customer experience and journey map needs. So, check back often and leave your comments. Recipe for a Winning Customer Journey Map – Part I: The Ingredients The first post in our series will reveal the ingredients you should include in your customer journey map. You probably haven’t thought about your map in terms of “ingredients” and “a recipe” before, but mapping is like cooking in many ways.
That’s exactly how it works with a customer journey map. Let’s get started! 1) Customer Lifecycle Phases: How does a customer become your customer? AwarenessInformation-gatheringSelectionPurchaseSatisfactionLoyaltyAdvocacy Ready to start mapping this information?