Tag Archives: Best practice

Differentiated Customer Experience: Easier Said

By: Rick Kieser,

This post was recently
published on Ascribe’s

Differentiated customer experience (CX) is a deceptively
challenging goal shared by growing numbers of companies. In a recent presentation on Digital
Marketing Trends
 by Mike Corak to
the Cincinnati AMA,
we heard a lot of valuable insights, but one statistic in particular caught our
attention.  On slide 36 in his presentation, Mike quoted an
independent study that said ’89% of companies plan to compete primarily based
on customer experience in 2016.’
It sounds smart and admirable, but what does really
mean to compete on customer experience, and what does it really take?  One
thing it means is ‘something different for every company,’ because to compete ‘
to differentiate ‘ means that you are setting yourself apart as better,
special, even unique.
Easier Said Than Done

In order to truly compete on the basis of differentiated
customer experience, you must:
Identify what makes (or could make) you special
Understand the underlying drivers of your
differentiated customer experience
Deliver it consistently and monitor customer
sentiment relative to your differentiator
So how do you tackle the differentiation challenge and turn
it to your advantage?  The answer is this: ask, analyze, act and ask
again.  Simple, right?  Well asking can be, but what comes next can
set leaders apart.  If you process your open-ended feedback in context
with the rest of your survey data, you can very quickly generate actionable
insights to identify, understand, deliver and monitor your unique customer
Build on Customer

In our own independent research, 91% of respondents said
they collect some kind of unstructured comments, but only about 60% do anything
at all with that feedback and a mere 30% drive their data all the way to real,
actionable insights.  That’s a far cry from the 89% who recently claimed
they would be differentiating based on customer experience!
To us, that translates tremendous opportunity for companies
to capitalize on assets they already have (survey data and open-ends) to
generate insights that can reveal and strengthen their own differentiated
customer experience proposition.

This Week In Market Research: 2/16/15 – 2/20/15

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Big Data in Retail: Winning with predictive analytics

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Marketing Trends: Storytelling, people are tired of being ‘sold to’

Bridging The Screen Gap: Strategies to help brands reach consumers on multiple screens

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.

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Your Invitation to Attend the Total Customer Experience Leaders Summit

We’re proud to invite you to attend the Total Customer Experience Leaders Summit this month in Boston.

Taking best practices from the TMRE event you’ve come to love, and focusing on linking data driven behavior to business results, the Total Customer Experience Leaders Summit will unite a diverse group of customer-focused change makers to share best practices in using insights to drive customer strategy.

Featured sessions for researchers include:
‘ KEYNOTE: See, Touch, Buy: What’s the Emotional Story? The Sensory-Emotional Experience that Lifts the Customer Experience and Profit Margin
Dan Hill, Ph.D., President, Sensory Logic, Author, Emotionomics
‘ KEYNOTE: Discovering Customer Centric Insights to Radically Rethink Performance Metrics, Product Development and CRM for Business Value
Peter Fader, Renowned Behavioral Data Expert, Professor of Marketing, The Wharton School, University of Pennsylvania, Author, Customer Centricity: Focus on the Right Customers for Strategic Advantage
‘ KEYNOTE: Curating the Conversation: Transforming Raw Data into Insights to Drive Your Customer Experience Agenda Forward
Christopher Frank, Vice President, American Express, Co-Author, Drinking from the Fire Hose
Paul Magnone, Co-Author, Drinking from the Fire Hose
‘ Korean Retailer Insights: Emart’s Transformation into a World-Class Retailer
Andres Nicholls, Partner, Prophet
‘ Combining Survey & Operational Data to Increase Insights into Customers Across the Organization
Angi Krauskopf, Senior Manager, Global CS Insights, eBay
‘ Voice of the Customer Insights: Leveraging Consumer Panels for Real-Time Customer Feedback
Paula Harries, Director, Client & Member Research, CVS Caremark
Caron Merrill, Senior Manager, Customer Research, CVS Caremark
‘ The JetBlue App – Always on Insights: Designing a Mobile App that Brings Humanity and Fun Back into Flying
Jonathan Stephen, Head of Mobile, JetBlue Airways
Plus, see who’s already signed on to attend:
American Family Insurance
Bellomy Research
Boston Symphony Orchestra
BP Fuels Value Chain Marketing 
Cafe Britt
Caterpillar Financial
Chadwick Martin Bailey
Chalhoub Group 
City of Ottawa
Crested Butte Mountain Resort
Crystal Flash Energy
CUNA Mutual Group
CVS Caremark
Eli Lilly & Company
Enterprise Storage Division
Florida Blue
Graduate Management Admission Council
Harris Interactive
ICC/Decision Services
Hunter Douglas
Janet LeBlanc + Associates 
Janssen Biotech 
JetBlue Airways 
Johnsonville Sausage 
Le Capitale General Insurance 
Leadership Learning Systems
MAKO Surgical Corp.
Maritz Research
Medical Packaging Inc.
Okemo Mountain Resort
Pacific Ethnography Company
Questback Inc.
RBS Citizens Financial Group 
Schmid Consulting Services
Sensory Logic
Southwest Airlines
Specialty Healthcare Solutions
Station Casinos 
Toyota Financial Services
Triple Peaks 
Tufts Health Plan
Two Men and a Truck 
Working Solutions 
ZS Associates
The Total Customer Experience Leaders Summit will give you the insights and skills necessary to make your customer programs a success. Find out how customer insights can drive your customer experience agenda forward.
We would like to extend a special discount for you to join us this year at the Total Customer Experience Leaders Summit. Save 15% off the standard rate (over $500 in savings!) when you register with code TCEL13BLOG
We hope to see you next month in Boston!