Forrester's 2013 Customer Experience Predictions. Share Over the past two years, consumer technology adoption and market forces have catapulted the field of customer experience into strategic stature.
In 2012, this shift manifested itself privately through sweeping organizational changes at companies in nearly every industry -- and shined publicly through professional organizations, the media, and even in the courts. However, it will be years before customer experience is embedded to the same degree as mature business disciplines like finance, human resources, and information technology. While many firms have been working diligently to improve their customer experience for years, still others remain woefully in the dark about the business value it can bring. The net result is that in 2013 -- and for several years to come -- the customer experience industry will be characterized by efforts that range wildly from systematic change initiatives to desperate shortcuts.
[Infographic] Customer Experience Management in 2012. In 2012, the focus on customer experience was all about delivering a great experience across platforms, channels and touch points. Leveraging key user data is integral, but so is delivering key messages and opportunities back to the user. Delivering CXM Back in the beginning of the year, we declared digital marketing analytics as the future of customer experience. Temkin Group Study Explores How to Calculate ROI of Customer Experience. We first met Bruce Temkin at Oracle OpenWorld 2012 where he talked about understanding the customer and how to easily avoid some common customer experience mistakes.
Today, we'd like to share Temkin's impressive study on the return on investment of customer experience. 5 Steps to Measure ROI of Customer Experience Temkin doesn't offer platitudes. What's the Difference Between Building a Community and Building an Audience? It always strikes me as a little misguided to hear marketers talk about their "audience.
" First of all, unless you are a performer or an orator, the people to whom you are hawking your wares are not an audience except in a metaphorical sense. Second of all, that metaphorical sense itself betrays a misunderstanding of how marketing communication works in the 24/7, surround-sound, socially enabled media environment we all inhabit. If you are thinking of your current or potential customers as an audience, that implies either that you are broadcasting messages for their entertainment or that they have assembled with the express intent of hearing what you have to say.
In both cases, you are mistaken because, on the one hand, your messages aren't really that entertaining and, on the other, no one actually seeks outmarketing messages. Delivering Proactive Customer Outreach During Hurricane Sandy. Share Early Monday afternoon, as Hurricane Sandy was barreling toward the Northeast U.S., my family and I received a robo call at our home from Allstate noting how policy holders like us could access information about hurricane preparations on allstate.com.
I also received a similar email from our insurance agent which offered guidelines on preparing our property, creating an emergency supply kit, taking an inventory of our valuables, and tips for storing policy information should we need to file a claim following the storm. Although some of these steps stand to assist Allstate in streamlining its claims processing efforts, this type of proactive outreach is a really effective way to demonstrate to customers that a company is concerned about their interests when lives are at stake and people are feeling vulnerable. Power companies are also known for providing customers with proactive outreach during storms and Con Edison was no exception. Pin Down Your Customer Intelligence Objectives - Tom Davenport. By Tom Davenport | 11:28 AM August 14, 2012 A few weeks ago I was asked to prepare a workshop for a telecom company that wants to invest more in customer intelligence.
My first question was, “Can we take a week to go through all the possibilities?” The problem with customer intelligence is that while everyone wants more of it — and better versions of it — there are many different avenues to take in pursuing it. No organization can pursue all of them at once (and this company didn’t want its workshop to last a week), so the challenge is to narrow down the options fast. You need to reflect on your business situation and goals and consider only the initiatives that will offer the highest impact. For example, customer data and analysis can help you to acquire new customers, or help keep old ones. What I did, therefore, for the telecom team was to draw up a quick list of capabilities an organization might choose to develop in the customer intelligence domain.
More >> The First Step in Creating a Great Customer Experience. Share Great customer experiences are the result of countless deliberate decisions made by every single person in your organization on a daily basis. To align those decisions, employees and partners need a shared vision: a customer experience strategy. When most people talk about strategy, they've often got a roadmap or some sort of plan in mind. How to Make Customer Experience the Heart of Your Internet Marketing Strategy. Customer experience is the new brand — DT. By Phil Whitehouse, General Manager, Sydney We are living out our careers on shifting sands.
But from here, in our offices and behind our desks, it’s easy to lose sight of just how big these changes are. ‘Shifting’ doesn’t quite capture it. It’s human nature to play down the extent of these changes, especially when our careers have been built on the status quo. Our brain is simultaneously tricking itself that it understands complex scenarios more than it actually does, and then prompting decisive action based on these assumptions. Commentators occasionally draw parallels with the impact of movable type. It’s clear that hoping things will calm down isn’t a strategy for success.
But exhibiting style with substance through conventional marketing channels is fine, and helps to establish a brand identify synonymous with integrity, purpose and dependability. The simple answer is that you start with the customer, and work backwards from there. People are messy. Think about it this way. Governance: The Key To Customer Experience Management. Share At its core, customer experience management comes down to governance.
But what is governance, really? You've probably got a hundred different governance processes in your organization, none of them exactly the same. The word "governance" may stir up images of executives in closed-door meetings talking about compliance. And yes, teams of senior decision makers are an important component of governance practices at many organizations. Customer Experience Should Be Part of Your Business - Harley Manning. By Harley Manning | 1:00 PM August 29, 2012.
