Customer Experience Conversations: Janet LeBlanc

Today, the customer experience (CX)
landscape is drastically changing with the explosion of new and emerging
technologies affecting the customer journey. With all of this change, it is now
more important than ever to understand what it takes to create a strategic
customer experience program.
That’s why we recently sat down with Janet
LeBlanc, president, Janet LeBlanc + Associates Inc., to discuss the state of CX
today and what’s in store for the future. She is speaking at the
upcoming Total CX Leaders Conference 2015 this
spring in Miami. 
This year, the two-day conference brings
together thought-leadership to focus on higher level thinking around the
strategic alignment of customer strategy, technology and business aspirations.
Linking data driven behavior to business results, designing next generation
customer experiences and measuring the impact of your customer programs is the
difference between great and greater.
Here’s
what LeBlanc had to say:
IIR: What is the best customer experience you’ve had?
LeBlanc: The best customer experiences’the type of interactions that make me
shout-out and tell everyone about how a company has made me feel’are those interactions
where I know a company has paid attention to every detail. They have created moments
for employees to make memorable connections with me and recognize that the
‘devil is in the details.’ It is the little things, micro-moments that stand
out and speak so loudly about a company. Customer-centric organizations define
the moments that matter most to customers and design an experience that shows it
makes every effort to exceed expectations.
IIR: What is top of mind for you regarding customer experience in 2015?
LeBlanc: Teaching senior leaders how to build a customer-centric culture is
what’s top of mind for me in 2015. The senior leader is fundamental to the
success of any customer experience transformation. Our North American Study on
Customer Centricity shows that less than half of those surveyed consider
customer experience a recurring leadership agenda, and 67 percent don’t
consider their companies’ leaders to be customer centric. Our goal is to
educate the senior leader on how to be a role model for customer-centric
behaviors. Customer-centric leaders channel the voice of the customer and build
strategic alignment across the enterprise that creates a company-wide focus on
the customer.
IIR: What is your prediction for where customer experience is going this
year and beyond?
LeBlanc: We predict more organizations will embrace customer experience as a
cultural imperative and recognize it as a competitive differentiator. Almost
three quarters of business leaders who took part in our North American Study on
Customer Centricity are in the early stages of transformation towards a customer-centric
organization. Those organizations that have achieved customer centricity have
the commitment of the entire organization. They understand the ideal customer
experience and how to consistently deliver it across multiple channels.

Want
to hear more from LeBlanc? Don’t miss her keynote session, ‘From Lip-Service to
Measurable Change: How to Drive Customer-Centricity’ at Total CX Leaders
Conference 2015 this June in Miami. For more information about the event or to
register, click here: http://bit.ly/1GHBTO1

Next Generation Facial Recognition Software Knows How You Feel

By: Anthony Germinario

Affectiva, a pioneer in emotional recognition software, seems
to be everywhere lately ‘ from discussions in my office about new MR
techniques, to a recent article in Wired.
I first heard of their Affdex technology at an ASC conference in London, and was thoroughly
impressed by the ability to capture emotions while respondents view videos
or ads. Facial recognition has been around for a while now (remember when
Facebook started guessing who was in your photos?) but decoding emotions on
those faces is a whole new frontier.

Affdex was developed with altruistic intentions at
the MIT Media Lab; to help autistic people read emotions during daily
interactions. A machine that reads emotions, however, inevitably
caught the attention of many more interested parties. While I can get
excited about using their technology to measure respondent reactions in Market
Research studies, I am even more interested to see where else this will be applied
in my everyday life as a consumer. Which of my devices will read
my emotions, and what will they give me in return?
Affectiva recently offered a 45-day free trial to developers who want to experiment with their API ‘ which got me thinking… what
are some apps or devices I would want to read my face/emotions? I’m not a
developer (just a dreamer) so here is my short list:
1)     
Apple TV
/ Roku
‘ Could the device please pause my show when I inevitably doze off while catching up with my shows on Sunday evening?

2)     
eCommerce
sites (Amazon, Gilt, etc.)
‘ While I shop, can you tell which items I react
positively to, and tailor my experience like a virtual personal shopper?

3)     
Dating
sites
‘ maybe Tinder can tell exactly how you feel about a potential match,
so you don’t have to keep swiping left/right? Perhaps you would find different
matches based on your initial emotional response, which you may not even be aware of.
All dreaming aside, one real concern about any new kind of
data capture, especially involving video, is privacy. Consumers are willing to
trade a good amount of personal privacy for novelty and convenience, but it
certainly is something that must be addressed. Rana el Kaliouby (Chief Science Officer at Affectiva)
assures us that Affdex, while it has amassed a database of millions of faces,
retains no personally identifiable information. So even if we know my face is
in there, she asserts that nobody would be able to pull it out of the system.

I, for one, will take her word for it ‘ and am excited to
see this approach applied in consumer technology. What about the rest of you ‘ any other
ideas for places you do (or maybe don’t!) want to have your face/emotions read?

About the Author: Anthony Germinario is Director
of Technical Product Management at BuzzBack,
where he is focused on developing and integrating unique respondent and
reporting experiences for online research. He has earned his PMP certification
and holds a B.S.B.A from Boston University’s Questrom School of Business. You
can keep up with him on Twitter @AGermBB and
on LinkedIn,
as well as on BuzzBack’s blog.

Related articles

How to Create Game-Changing Market Differentiation

Photo: USS Enterprise, Rob Young from United Kingdom. This file is licensed under the Creative Commons Attribution 2.0 Generic license.’

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” – Steve Jobs, American entrepreneur

In “Across The Board, CMOs Struggling To Deliver An Integrated Customer Experience,”  Daniel Newman states that “only 13% of the 110 CMOs surveyed said they are able to truly deliver a personalized and engaging customer experience across channels.”

Are you facing the same challenge? Join Darryl Speach, Chief Customer Officer, Greystone & Co, Inc., as he presents “Designing a Customer Centric Culture: The Final Frontier for Game-Changing Market Differentiation” during the Total CX Leaders Conference June 3-4 in Miami, Fla.

During this session, you’ll learn valuable insights and the steps required to instill and sustain a successful customer-centric culture.

Prior to joining Greystone, Darryl was Disney’s lead consultant assigned to the Disney Institute/McKinsey & Company co-branded joint venture, specializing in customer experience transformations.

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join Darryl at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Evolving Organizational Structures for Intelligence: Where Does Market Research Fit?

By: Bill MacElroy

As we begin to emerge from years of recession, the Market
Research industry
appears to be recovering some degree of growth in
revenue.  However, the growth in the
market for survey research remains very low relative to other business service
industries.
When we consider the causes of low growth, several scenarios
may be at play. First, the industry may have met a natural cap: we may have
reached a zero-sum level of production that meets all the needs for information
that client companies have.  If this is
the case, then the only way to grow is to take business from someone else;
leaving the total market size relatively unchanged.  In this scenario, competition is defined as
“direct competition;” we’re fighting against competitors who are
doing the exact same thing that we are and seek points of differentiation based
on doing what we’ve been doing, only better or cheaper.
A second possibility is that new, disruptive
technologies
or methods are becoming substitutes for traditional research
and that the demand for information in client companies is being met through
alternative channels.  This is
“indirect competition,” wherein we are fighting for budget against
substitutes that are producing similar benefits, but in very different ways.
Having seen the growth in Big Data operations and the
budgets allocated to that infrastructure, I’m of the opinion that the second
scenario may be becoming more relevant.
For a number of years, enterprise-level businesses have been
building new organizational units for the collection and processing of
transactional data and other forms of ‘big data.’  Market research is seen as an established
information gathering function, but the two methods operate very differently in
terms of speed, cost of infrastructure, complexity and perceived reliability.
Many firms have been considering how these parallel
analytical processes can be integrated into their overall ‘market sensing’
activities.  There is some evidence that
the big data group may be poised to swallow a great deal of budget that used to
be earmarked for market research.
In order to ascertain the degree to which big data is
becoming an indirect/financial competitor to established research budgets,
Socratic fielded a study including 200 enterprise-level strategic
decision-makers who employ information systems to support the corporation’s
choices.  We will be presenting the
findings of this study at IIR’s
InsighTech
. This presentation
will feature the results from this research-on-research study, which will
reveal how senior business decision-makers foresee their organizations’ future
structure and where Market Research fits into the overall scheme of business
intelligence.
Key Takeaways:
??        
How does the emergence of business analytics and
big data fit into future intelligence plans?
??        
How/Does market research integrate with these
functions?
??        
What will the reporting structure look like for
research and data analytics?  Do they
both report to the same function?
??        
What will the leadership hierarchy of
intelligence look like?  What functions
produce the most value?
??        
What will be the budgeting mix between big data
and market research activities?
??        
To what extent is senior management supportive
of each function?  Are there credibility
barriers that must be addressed?
??        
What will determine ‘success’ for each of these
functions in the future?
About the Author: Bill brings more than 35 years of marketing
management and research experience to Socratic Technologies.  His career
has included both agency and client-side managerial positions with Corning
Glass Works, Memorex, Unisys Corp., Cheskin, MACRO, and Autodesk. Bill holds a
doctorate in Management & Technology from Golden Gate University, San
Francisco; an M.B.A. with a concentration in Marketing and a Master’s
Certificate in Applied Statistics from Pennsylvania State University; and a
B.A. in Economics from the State University of New York.  He also spent an
undergraduate term at the Universit??t W??rzburg in Germany.Dr. MacElroy has taught
New Product Development and Marketing Research for UC Berkeley Extension, San
Francisco.  He has been a guest lecturer at MIT, UC Berkeley, The
Pennsylvania State University, University of San Francisco and the Notre
Dame-AMA School of Marketing Research.

This Week In Market Research: 4/20/15 – 4/24/15

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About the Author:
Ryan Polachi is a contributing
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Earn a FREE Pass to InsighTech 2015 in San Francisco – Become a Guest Blogger

Earn a complimentary all-access pass to The InsighTech Conference 2015 by serving
as a Guest Blogger at the event. As a Guest Blogger, you’ll have access to the
event’s comprehensive agenda attracting the best in insights from around the
world, right in San Francisco, California in May.
InsightTech
Innovations in Research Methodology &
Technology
May 4-6, 2015
Intercontinental
San Francisco, CA
You’ll get a free pass to InsighTech
plus exclusive access to a networking community and on-demand webinars, to help
you grow and learn throughout the year.
Guest Blogger responsibilities will include submitting one
post per week to The Market
Research Blog
between now and the conference and attending specifically
assigned sessions at the event and blogging live or same day.
By participating as a Guest Blogger leading up to and at the
event, you’ll receive an all-access pass for the entire event, taking place May
4-6, 2015 at the Intercontinental in San Francisco, CA. In addition, Guest
Bloggers are responsible for their own travel and lodging. Learn more about the
event by visiting our website:  http://bit.ly/1d4bTQm
Apply today by sending your name, title, company, short
biography and links to your blog or writing samples, along with a few sentences
about why we should choose you to be our 2015 Guest Blogger to Amanda
Ciccatelli at aciccatelli@iirusa.com. We will review your submission and
contact the chosen Guest Bloggers directly with more details.
We hope to have you join us in San Francisco!
All readers of our
blog receive an exclusive $100 off the current registration rate with code TECH15BL. Register
here: http://bit.ly/1d4bTQm
Cheers,
The InsighTech Team
@TMRE
#InsighTech15

Themarketresearcheventblog.iirusa.com

Customer Experience Conversations: Brian Byrne

Today, the customer experience (CX) landscape is drastically
changing with the explosion of new and emerging technologies affecting the
customer journey. With all of this change, it is now more important than ever
to understand what it takes to create a strategic customer experience program.

That’s why we recently sat down with Brian Byrne,
president of Aviador and Associates, to discuss the state of CX today and
what’s in store for the future. Byrne is speaking at the upcoming Total CX Leaders Conference 2015 this
spring in Miami. 
This year, the two-day conference brings together
thought-leadership to focus on higher level thinking around the strategic
alignment of customer strategy, technology and business aspirations. Linking
data driven behavior to business results, designing next generation customer
experiences and measuring the impact of your customer programs is the
difference between great and greater.

The first question we asked Byrne was ‘What is your best
customer experience’? He replied without hesitation, ‘Singapore Airlines,’ which
he takes the airline often when traveling to Asia on business.
‘They really know how to delight you with the little things,
whether it’s how they greet you when you board the plane, or even online when you
first have the initial experience booking the flight. Everything is seamless,
delightful, and it appeals to all of the senses’The whole thing wraps together
into a really, wonderful experience.’
When it comes to empathy and emotion, Byrne knows just how
important they are to customer experience. Since so much of our lives are
technologically-oriented and mechanical, so we really respond to things that
appear authentic and human and real.
‘There’s a real craving right now in our high-tech society
for some of these timeless , classic, human touch points,’ he said.

Hear the full
interview below:

Want to hear more
from Byrne? Don’t miss his keynote session, ‘Classic Patterns of Competitive
War Gaming’ at Total CX Leaders Conference 2015 this June in Miami. For more
information about the event or to register, click here:  http://bit.ly/1D5FoX1

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20 Techniques for Designing Great User Experiences

The Future Of Customer Service Is Now: Expanding technology allows for enhanced personalized experiences

Business Intelligence vs. Competitive Intelligence: Utilizing both in order to improve your business

ROI Of Content Marketing: Measuring exposure and other tools to help you succeed

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

 

How to Transition to an Omni-Channel Culture

Photo: The view of Kii Channel in Japan, from Landsat, generated on NASA World Wind, Wikimedia Commons

“Know what your customers want most and what your company does best. Focus on where those two meet.” – Kevin Stirtz, Digital Marketing Expert

In “A Definitive Definition of Omni-Channel, Finally,” Jeff Nicholson says that “Omni-channel has become one of the most overused, yet misunderstood words in recent years. Omni-channel = seamless, synchronous and symbiotic.”

Want to learn how to provide a seamless customer experience across your company’s digital and physical touch points? Join Barry C. Collin, CEO, Collin Group Inc., as he presents “Transitioning to an OmniChannel Culture by Creating Cultural Middleware” during the Total CX Leaders Conference June 3-4 in Miami, Fla.
Whether you’re responsible for implementation at your company or selling OmniChannel experience solutions, Barry will show you how to ensure your project’s success by establishing “cultural middleware” to transition to an OmniChannel culture.

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join Barry at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:

- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

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Big Data Is All About The Cloud: Picking the right infrastructure is key to becoming successful

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Why Your Business Must Embrace Social Media Yesterday: The evolution of social media and how your company can stand out

11 Twitter Mistakes To Avoid At All Costs

BrandYourself: Review: Best Individual Reputation Management Service

Behavioral Biometrics: Improving customer relationships

Bringing Accountability To Email Marketing: Square is using it payments platform as a foundation

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.