Whenever I hear about an organization with a "chief customer officer," my first thought is, "well, shouldn't that be everyone's job?"
It really should, and maybe that will help what appears to be an increasingly dire situation. A recent study by Forrester Research states that the average customer experience (CX) is getting worse, not better. "The data also shows that trust in companies has dropped precipitously," according to a report in Marketing. The report urges companies to engage their employees more intimately with the CX process, and even make it "an internal disruptive force" within the organization, with plenty of corporate culture consideration. "CX teams have implicitly covered culture change in the past, but it’s becoming more enshrined in their roles. That’s because the CX skill set transfers well to employees."
https://www.forbes.com/sites/joemckendrick/2018/02/24/enterprises-seek-to-sharpen-their-customer-experience/
Building a simple customer experience that satisfies your customers’ expectations is a starting point (or evolution) in your digital journey. You might be asking yourself, “How do I know what my customer wants?” The data is available from their behavior online, and many of your customers will tell you what they want. Putting the pieces together can appear complex, but it can be simplified if you segment the optimization of your customers’ experience into three buckets: Design, Usability and Search.
https://www.inddist.com/article/2018/02/optimizing-online-customer-experience-design-usability-search/
The big challenge in retail: Customer requests for support tend to surge dramatically over the holidays, in-store or online. At the same time, shoppers are ever more conscious of a retailer’s overall customer experience. Omnichannel customer service is a must. Customers have increasing service expectations for the channel of their preference, not to mention the benefits of a seamless customer experience both in-store and digitally. What’s more, ticket surge will vary by channel. A seamless experience for the customer is increasingly linked to omnichannel retailing.
https://www.business2community.com/brandviews/zendesk/holiday-retail-omnichannel-customer-experience-02021587/
Imagine possessing the ability to resolve a problem for your customer before she had a chance to contact your company to complain. Alternately, by aggregating the customer’s interactions with your company and purchase history, your marketing solution identifies her as the perfect candidate for your new product and sends her a promotion. These are the promising ways in which artificial intelligence (AI) can improve the customer experience.
http://www.destinationcrm.com/Articles/CRM-News/CRM-Featured-Articles/Customer-Experience-How-Artificial-Intelligence-Can-Help-Transform-Customer-Engagement-and-Sales-123447.aspx/
Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.
Relevant messages, relevant products and relevant interactions foster emotions that touch the psyche of customers in more ways than one. Managing the customer experience by enhancing emotional bonds, not simply meeting functionality, will bring customers closer to your brand and your offerings.
https://www.cmo.com.au/blog/customer-relations/2018/02/27/relevance-and-substance-are-the-keys-to-marketings-future/
Whether it’s contact by phone, email, internet self-service, web chat, social media, chatbot or video, our latest digital customer study reveals what consumers around the world want from the organisations they deal with.
The 2017 research, which we did late last year in partnership with Cisco, explores consumer behaviour across 10 countries. It reveals a major shift in how people want to talk with organisations.
http://www.irishnews.com/business/2018/02/27/news/chat-tap-talk-key-trends-to-transform-your-firm-s-digital-customer-experience-1262229/
Discover why customer experience should be central to your brand experience with this infographic.
https://www.salmat.com.au/our-expertise/marketing-guides/2018-02/why-customer-experience-is-key/
Forrester recently published a paper on the future of customer experience measurement and they didn’t mince words with comments like:
• “CX leaders told us that their response rates are declining, especially among younger customers”
• “Today’s empowered customers reject old-school CX surveys”
• “Even companies that have an advanced CX measurement program need to innovate further to remain relevant and effective.”
They have some great examples embedded in the paper, but I’m starting to hear some variation of, “OK. I’m on board with what Forrester is saying, but specifically, what do I need to do to get more feedback and more thoughtful feedback?”
Here’s how I’m seeing Forrester’s concepts applied successfully...
http://customerthink.com/the-future-of-customer-experience-measurement/
Competitive forces and market dynamics in many industries have led more organizations to focus on digital transformation projects to modernize their applications. A key driver for these projects is improving customer experience. To be successful, organizations must provide a stellar experience at each juncture of the customer journey to gain a competitive advantage.
Customers always have a choice to leave for a competitor if their experience isn’t up to expectations. To optimize the customer experience, organizations must rely on data analysis to identify customer patterns, trends and behavior to identify, attract and retain customers.
https://www.csoonline.com/article/3258985/data-protection/striking-a-balance-between-customer-experience-security-and-privacy.html/
The survey from Econsultancy, which polled 13,000 marketing, creative and technology professionals on behalf of technology firm Adobe, found almost half (45%) of organisations rank customer experience as one of their three top priorities.
The research also discovered great customer experiences is not just the responsibility of marketing teams. Organizations implementing a cross-functional approach to customer-led initiatives are almost twice as likely to exceed their business goals.
Here, three experts give their best practice tips for great experiences in a digital age.
https://diginomica.com/2018/02/28/great-content-means-great-customer-experiences-some-expert-tips/
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