As consumer mobile adoption continues to increase, people's expectations of how companies should connect and engage with them have also changed.
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Nobody likes writing that check to Uncle Sam, making April 15 an unpopular day with workers across America. Last Monday several organizations tried to bring some cheer into taxpayers' day with a number of offers. Across the nation, Arby's was giving away curly fries, while Cinnabon was offering two free bites. A list of offers featured on Forbes includes special tax day-themed cocktails, a New York restaurant that's picking the tax on diners' bills, and even special holiday packages.
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Of the six disciplines in Forrester's customer experience maturity model, design is probably the least understood. It's is not taught in most business schools (although this is starting to change at institutions like Stanford and the University of Toronto). It's also not widely practiced in most companies outside of specialized groups that focus on digital touchpoints. And so it remains a mystery to most business people. That's a shame, because design is an incredibly valuable business tool -- and it's
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Companies are in a constant state of courtship. Though each first encounter may only be brief, they must put forth much effort to nurture that initial spark and kindle the potential flame. Each customer represents another chance to develop a long-term relationship, but communications often only come in intermittent bursts at first. If that first transaction proves positive, the brand in question may just warrant a repeat purchase--maybe even lifetime loyalty if all goes well!
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Ultimately, any employee that has an interaction with a customer is responsible for some aspect of that customer's experience. In great companies, a focus on the customer is something that everyone takes to heart, whether it's a janitor, a receptionist, a contact center agent, or the CEO. Yesterday I was reminded of a heartwarming example of this from someone who strives to do right by the customer not because they're told to or that it's part of some corporate doctrine
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You know the importance of aggregating, analyzing, and acting on your voice of the customer data, but with continually emerging channels, VOC practices become increasingly challenging to carry out. An organization with cross-departmental ownership of VOC, sophisticated data collection and analytical methods in place, and the commitment from the C-suite to communicate the importance of acting on VOC must be in place for real results to occur.
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Voice of the customer data is alluring. Once you start to collect customer feedback, there's always something more you could be gathering. You think: What else can I learn? What else are customers saying and thinking? Where else are they saying it? You want to know more.
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With different devices available, today's customers are interacting with the brands they do business with in a multitude of ways. Further, devices are no longer used solely for a single purpose, but are many times having multiple uses.
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While social networks have been around since the now forgotten days of MySpace and Friendster, today's most popular sites continue to gain momentum as social media evolves. Facebook, Twitter, LinkedIn, and Pinterest have grown into engagement platforms that allow consumers to interact with their friends, family, and favorite brands regularly. But, as these social interactions begin to blossom, companies have begun to value and utilize social tools as part of their customer care efforts.
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