Friday Customer Experience Pack #3

Every Friday, I’m going to round up the best Customer Experience writing I have seen during the week. Subscribe below if you’d like to receive this by email each week. Previous editions are here.

  • Customer Journey mapping is so important to building an excellent experience for your most critical assets.  This article from Jeanne Bliss is taken from her CCO 2.0 book, where she outlines the process taken at the Smithsonian Institute to build a living and breathing Customer Journey to help articulate the experience across the company.
  • The inimitable Shep Hyken asks ‘are you so good that your customers would pay double?‘  It’s thought-provoking to understand what differentiates you from your competition, and how Customer Experience can play into that.
  • The team at ZenDesk are asking if it is time for you to build a Support Operations team.  Making sure that your customer-facing staff have the best in processes, content and ongoing support will ensure that they can focus on delivering the best service possible.  I’m lucky enough to have great staff surrounding my frontline, but there are always opportunities to formalise and improve.
  • Finally, over at Customer Think, they are writing about the huge opportunity there is for small business to differentiate themselves through Customer Experience.  Given that margins are being squeezed ever tighter and the price is no longer an easy way to differentiate, customers are going to make decisions about service and experience.   Just think about how you will go to the ‘expensive’ coffee shop because the coffee is a tiny bit better, and the service is great.  That decision is being played out thousands of times a day and if you aren’t maxing your experience, you are definitely losing customers.
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What did I miss? Let me know the best Customer Experience writing you’ve seen this week in the comments.



Friday Customer Experience Pack #2

Every Friday, I’m going to round up the best Customer Experience writing I have seen during the week. Subscribe below if you’d like to receive this by email each week. Previous editions are here.

 

I saw this post by Bob Thompson referenced a few times this week, and rightly so. According to a recent study, 93% of Customer Experience initiatives are failing, and less than a third are demonstrating positive results.  It’s important because most companies believe that CX is the battleground on which they will win, and the ones that get tangible results are going to steal a march on the competition.

This older article on Event Driven Feedback from Mopinion really interests me, many companies still rely on the campaign driven survey to get feedback from customers – but using telemetry to ask discreet questions will yield very specific actional insights. This seems like an excellent strategy.

Tnooz focuses on the travel industry, but this article on key priorities for travel brands has insight that is useful in ANY vertical.  The idea that companies to move past silo-based thinking and align with company-wide customer goals is valuable advice.   This is the cornerstone of the work that Jeanne Bliss does in building the CCO role.

Finally – not Customer Experience focused, but great thinking for industries like the one I’m involved in. The World needs more modest, linear-growth based companies , so says DHH at  Signal vs Noise. I agree, it’s really easy to spend time looking for silver bullets that create hockey stick growth, but there is as much value in getting better one percent at a time, and growing sustainably as a result.

What did I miss? Let me know the best Customer Experience writing you’ve seen this week in the comments.



Friday Customer Experience Pack

Every Friday, I’m going to round up the best Customer Experience writing I have seen during the week. Subscribe below if you’d like to receive this by email each week.

Jeanne Bliss reflected on the death of Ingvar Kamprad from Ikea with some comments on the ‘clarity of purpose’ at the company, and how that had driven success.  Lots of people have mixed feelings about the Customer Experience at Ikea, but like the McDonalds of furniture, customers always know what they are going to get and the standards I have seen in the UK are always exacting.

I loved this post from Peter Simoons about getting the right focus in order to improve CX – his example of being refused entry to an airport lounge was excellent, and the lack of focus on his experience caused him to seek another supplier for his needs.

The ever-brilliant Lolly Daskal dropped this great article about why leaders crash and burn, if you are in a Customer facing leadership role, there is some good advice for being successful here.

Finally, Shep Hyken blogged about the customer service gap, firstly between you and your competitors – and then between what you think you are doing and what your customers think you are doing.  This second gap is the reason that I subscribe to the notion of walking the customer journey regularly and frequently, so you can test that experience and learn from it.

What did I miss? Let me know the best Customer Experience writing you’ve seen this week in the comments.