When a company like Sony, which makes some of the best and most popular products in the world, refocuses efforts to improve the customer experience, you know we've reached a tipping point.
If you believe, as I do, that earning the trust of customers is the most direct route to long-term success for a business, then there is a new book you should run out and buy today: The Best Service is No Service, by Bill Price and David Jaffe. If you want, read my comprehensive review of this book on Amazon, and then buy it.
Continue reading "Must-read new book: The Best Service is No Service" »
Have you heard? Left for dead, consigned to the dustbin of history, gone and more or less forgotten, a familiar name has suddenly re-emerged, thrilling longtime fans who thought it was all over; that the fat lady had not only sung, but had packed up her sheet music, hailed a cab, and dived headfirst into a vat of chocolate mousse.
No, not Hillary Clinton, who hasn't (and may never) go away. Not the Tampa Bay Devil Rays, who after being the feel-good baseball story of the past couple of months are in the midst of a bickering downward spiral (and yes, I know they're technically just "The Rays" now, but I still call that other team the "California Angels," so sue me). And certainly not Big Brown, who answered the Triple Crown question "What can brown do for you?" with a resounding, "Umm, not much" at the Belmont.
I am, in fact, speaking of the long-moribund Hydrox cookie, which Kellogg's recently announced will be returning "for a limited time" in August.
Last week I had a great conversation with Satmetrix CMO Deborah Eastman about the evolving customer experience. Of course, we also discussed the Net Promoter Score methodology.
To level set, Eastman pointed out that customer strategy success doesn’t come from asking the “would you refer” question in and of itself. What makes an impact is when a company focuses on customer-centric measures that drive employees to change the customer experience. This means that the surveying customers on their propensity to refer cannot live in a vacuum; it needs a management framework, Eastman said. “It has to be a part of the management rhythm,” she said, adding that companies must also link operational and loyalty metrics.
One of our readers, Miro Slodki, posed an interesting question in his current Canadian Marketing Association blog. He asks whether customers are brand monogamists or brand polygamists. My answer: It depends.
Continue reading "Is It Really Loyalty--Or Something Else?" »
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