Tag Archives: Business Services

Total Customer Experience: Factoring Empathy into the Stakeholder Equation

Explore the new realities of building brands and customer relationships in today’s socially driven and data abundant world at the Total Customer Experience Leaders Summit, where senior decision makers will gather on April 9-11, 2014 in Miami, Florida.

This year we focus on the emotional drivers that are critical in creating an effective customer story.   Hear from high-level visionary keynotes and in-depth case studies that examine linking insights & data, data measuring & mapping, design thinking, and synthesizing intelligence from B2B and B2C companies across verticals, disciplines and cultures.

Linking- Explore how to connect attitudinal metrics to behavioral data across the enterprise.
Data Mapping- Discover new approaches to measuring and aligning your data.
Design Thinking- Go beyond transaction and strategize a new way forward.
Synthesize- Integrate insights and intelligence to get at the heart of the emotional experience.

All new keynote presentations from leading visionary keynotes:

Lou Carbone
Founder & CEO Experience Engineering and Author,
Clued in: How to Keep Customers Coming Back Again and Again
Keith Ferrazzi
Ferrazzi Greenlight and Author, Never Eat Alone
Stephen Gates
VP, Global Brand Design
Starwood Hotels & Resorts
Mark Ingwer
Insight Consulting Group and Author, Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of your Customers
Richard Margetic
Director, Global Social Media
Those attending are senior decision makers facing tough choices and looking for candid peer-to-peer exchange amongst counterparts who are experiencing the same challenges.

Download the brochure for the full agenda and speaker list: http://bit.ly/1eTivgq

Don’t miss out, register today and lock in the lowest rates for Total Customer Experience Leaders 2014. Mention code TCEL14LI & Save 15% off the standard rate. Register today: http://bit.ly/1eTivgq

Total Customer Experience Leaders Summit 2014
April 9-11, 2014
Trump International Beach Resort
Miami, Florida
The TCEL Team

Design Your Own Event Experience at TMRE 2013

Whether you are joining us for the first time or have been
with us for years, you can trust that TMRE will
deliver an entirely NEW and UNIQUE experience. TMRE is the industry’s most
trusted and supported event accelerating executive development through
practical visionary learning which future proofs the industry.

“Last year was my first ever TMRE conference and now it will always be a
staple in my professional development schedule. It’s the only place where
you can interact and borrow market research ideas with peers from so many
different industries.  Each session provides great takeaways that you can
leverage in your day-to-day as well as insightful keynote speakers that prompt
our community to think about the broader impact research has on the world. For
me, attending TMRE is my yearly reminder of why I love doing

Kassandra M. Barnes, Research & Content Manager, CareerBuilder

Proven value is the TMRE difference:

  • NO recycled speakers
  • NO regurgitated content                                                  
  • NO secondhand conversations
  • NO repurposed ideas
  • NO commercials from the platform

All NEW for 2013
  • Interactive workshops focused on presentation skills,
    strategic thinking, storytelling, business improv and data visualization.
  • New symposia on Digital Insights & Cross Media
    Measurement, User Insights & Customer Experience, Youth & Millennials
    AND Competitive & Business Intelligence.
  • New tracks on Big Data & Predictive Analytics, Your New
    Hyrbid Skillset, Brand Engagement, Transformational Leadership, Predictive
    Insights & Futuring and Strategic Planning.

  • Quality sessions on the topics that matter to you most:
    Shopper Insights, Mobile & Social Insights, Disruptive Technologies &
    Breakthrough Methodologies.
  • Qualify for TMRE Ambassadors Status: Piloted in 2012 to rave
    reviews, the TMRE Ambassador Program recognizes and rewards our most loyal
    attendees and passionate brand advocates. The TMRE Ambassador program is open
    those who have been with The Market Research Event from the start and attend
    annually and whose attendance at the 2013 will be at least their 5th time
    attending, AND those who believe in the brand so strongly that they want to
    help us spread the word.  Find out how to qualify here: http://bit.ly/12SFumU

TMRE Flashback recapping some of our most favorite topics
and sessions.
October 21-23,
Nashville, TN
Mention code TMRE13LINK & Save 15% off the standard
Register today: http://bit.ly/12SFumU

Nothing new comes from repeat performances. When it matters most, choose TMRE.
The TMRE Team

The 2012 TMRE Executive Summary is Available Now

The 2012 TMRE Conference brought together more than a thousand researchers to learn, network and
discuss many key topics. It truly is a great time to be in research, with things evolving ever faster and offering
even more and better opportunities to impact our companies’ businesses.

We compiled an executive summary which highlight the key points and overarching themes of the 2012 TMRE conference. In 2012,The Market Research Event was a tremendous showcase for great work and new trends focusing (importantly) on the ability of Market Research to lead a company’s path to success. We found four overarching themes emerged from the keynote sessions, track breakouts, and networking discussions:

  1. Understanding and Influencing the Customer Journey
  2. Brand is Still King
  3. Burgeoning Data: New and BIG
  4. Social Media coming of age

We would like to share the executive summary with you here.

Trends in Customer Experience Management

Customer Experience Management (CEM) is all about bringing the customer into the center of the organization. A big challenge operators will have is to break down the silos inside the organization. How you integrate different departments into the single view of the customer is very important.

Check out this insightful video featuring Julio Puschel, Principal Analyst, Head of Operator Strategy, Informa Telecoms & Media. 

How to Calculate CX: Hypothesize, Test, Measure and Adjust

Investing to improve your business’s customer experience (CX) can determine its success or failure. When companies take time to plan their CX, it pays. In fact, according to Forrester Research, there was $1.3 billion in additional revenue for companies that improved CX. The ROI that comes from improved CX is related to increased customer loyalty ‘ each customer buys more, fewer customers are lost, and customers are willing to spread good news about your business.
The benefits that come from improved CX depends on your ability to measure your investments in CX, otherwise you won’t know which are working. Measuring CX will cause your investments produce a return because they generate new business, larger sales and even save money. When you start to measure CX, you need to take a step back from traditional product-centric measures of performance and focus on the basic functions of your business.
Image via blog.vitria.com
Everage Insights shares four steps you need to take if you want to be able to measure your CX.
Step 1 – Get into Your Customer’s Brain
First, get to know  your customer. This helps you set aside your beliefs about your product and move towards understanding their perspective. I’m sure you already know your customers – you have demographic information on what they like to read. But many businesses still fail to understand them.
Ask questions including:
  • Since I know what they read, why do they choose to read those blog posts or ebooks?
  • What problems are my customers trying to solve?
  • What questions do they need answered?
  • What kind of information did they need, but were unable to find?
  • Are my customers and their behaviors changing?

Step 2 – Identify Points of Contact
Measuring CX depends on identifying each point of contact your customer has with your business. A touchpoint can occur virtually or in the real world. Each contact your customers make with your product will determine how long someone sticks around.
Touchpoint metrics are specific to CX – they are developed to measure the attributes of each point of contact someone makes with your brand and how they relate to your businesses goals. By monitoring how well you meet customers’ expectations and how effectively you are achieving business goals at each touchpoint, you will know if and how you are impressing customers.
Step 3 – Develop Solutions
Now it’s time to develop solutions that can address these problem areas. If you measure touchpoint metrics for customer or technical support, you can theorize potential solutions to those problems. Until you measure these ideas, they are only theories -possible solutions to the problems plaguing your CX.              
Step 4 – Measure Metrics
Solution metrics, qualitative and quantitative metrics that measure the effectiveness of your solutions complement touchpoint metrics. Solution metrics can narrow your focus to the problem areas identified with touchpoint metrics. I ask myself one question: Are the problem areas improving or worsening after I implemented my solution?

Using solution metrics, you can test your ideas to see which effectively address the problems you identified and which fail to do so. Once you know which solutions are effective, you’ll know where to focus your business’s resources so you can see the biggest improvement in customer experience.  

How to Recover from a Bad Customer Experience

Every business would like for every one of its customers to have consistently great experiences, but that’s not always the case. Even the best businesses have customers who have a less-than-positive experience. Luckily, ReadLocalhas seven tips for how to recover when a customer has a bad experience.
1) Quickly Take Action
A customer may complain at the time of service or wait to contact the business. However a customer contacts you about a negative customer experience, it’s important to resolve their issue as quickly as possible. You want the customer to know you care about their business , so quickly resolving their problems helps them feel more positive about your company.  
2) Identify the Cause
When a customer complains about a bad experience, they may mention many issues when they speak with you. It’s important to listen to what they have to say, paying attention to the specifics they mention pertaining to your business. There are potential issues that can arise, but it’s important to identify the root of the problem so you can respond to their specific issue.
3) Offer an Immediate Resolution
If a customer is unhappy with your products, solve their problem as soon as you hear about it. The longer it takes for their issue to be resolved, the more upset they are likely to become. To make sure you can consistently offer immediate resolutions to customer complaints, create a system, procedure, or policy for each of the bad customer experiences your business has faced so that you’ll have a way to handle issues as they arise.
4) Take Responsibility
Is every customer complaint your fault? Not necessarily, but it is important to take responsibility for the contribution you have had in the issue. Don’t blame the customer, because that is only going to make them more upset. Identify the parts of the issue that your business played a part in, and let the customer know you are aware of your responsibility. 
5) Apologize
Make sure to apologize for the customer’s bad experience. Be sincere in your response. Let the customer know you appreciate their business and are sorry for any inconvenience. Don’t be frustrated in your conversation with the customer. Instead, put yourself in their shoes and let them know you care.
6) Provide a Tangible Solution
In most cases, an apology alone is not enough to recover from a bad customer experience. In order to resolve the issue with the customer, offer a resolution. For example, many businesses offer a discount, refund, or complimentary service package, depending on the severity of the issue.
7) Empower Your Team

‘May I speak with a manager’? This is one of the questions that a customer has a complaint about your business. But, authority and approvals to get customer complaints resolved can make the process take more time and make the customer feel frustrated. So, empower your team to be a part of the resolution process so that issues are handled at the front line. 

8 Simple Rules for Great Customer Service

Today, good customer service is the heart of any business in virtually any industry. Businesses can offer promotions to bring in as many new customers in as they want, but unless they can get those customers to come back, they won’t remain profitable for long. Good customer service is about bringing customers back and sending them away happy enough to pass positive feedback along to others.
If you’re a good salesperson, you can sell anything to anyone once, but your customer service approach determines whether you’ll be able to sell that person anything else. The essence of good customer service is forming a relationship with customers. So, how exactly do you go about forming such a relationship? Here are eight tips for having good customer service in your business.
Answer the phone
Make sure that someone is picking up the phone when someone calls your business.
Don’t make promises you can’t keep
Reliability is one of the keys to any good relationship, and good customer service is no exception.
Listen to your customers
Let your customer talk and show him that you are listening by making the appropriate responses, such as suggesting how to solve the problem.
Deal with complaints
If you give the complaint your attention, you may be able to please this one person this one time – and position your business to reap the benefits of good customer service.
Be helpful
If you go out of your way to help your customers, they will be loyal in return.
Train your staff to be knowledgeable
Give every member of your staff enough information to make those small customer-pleasing decisions.
Take the extra step
Whatever the extra step may be, if you want to provide good customer service, take it.
Throw in something extra
Whether it’s a coupon for a future discount, additional information on how to use the product, people love to get more than they thought they were getting.
The irony of good customer service is that over time it will bring in more new customers than promotions ever did!

Customer Experience Experts Podcast: Jeff McKenna of Chadwick Martin Bailey

In anticipation of our 2013 event, I recently spoke to Jeff McKenna of Chadwick Martin Bailey about his involvement and experience with the Total Customer Experience Leaders Summit.

We discussed the what Jeff is looking forward to in the program, what case studies he will present and what is key to building a successful customer experience program.

Jeff McKenna of Chadwick Martin Bailey by IIRUSA

Join Jeff as he presents our Idea Gathering sessions at the 2013 Total Customer Experience Leaders Summit. As a reader of this blog, we’d like to offer you a 15% discount off the standard registration rates, use code TCEL13BLOG.

Visit our website to download the 2013 brochure, learn more about the event, or register.

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!

Idea Gathering: Customer Congruency

Not just hearing, but translating innovations and insights is a huge part of the value of the Total Customer Experience Leaders. Our unique idea gathering wrap-ups between sessions facilitate alignment of customer strategy inspiration with business relevant actions and have been one of our most highly rated features in the past.

Here on the blog, we’ll be presenting weekly idea gathering wrap ups of some of our favorite customer experience strategy, design and alignment news and views.

This week our focus is on Customer Congruency.

Steph Hyken defines customer congruency in a Business Exchange article saying describing it as ‘When what we promise and what the customer receives are thought to be the same’. Does your business deliver what it promises to deliver? When you say you have a commitment to great customer service are you really delivering that?
Customer congruency is an important part of any business and particularly their customer experience. Calculate customer congruency by evaluating what you offer to the customer, or claim to offer, then compare that to the actual customer experience. The difference (or lack of) reflects your customer congruency, great businesses strive to keep this difference as minimal as possible.
Customer congruency can come as a shock to some companies because it often reveals how little companies actually know about their customers and their customer’s experiences. This was highlighted in a study by the Stravity Group who polled company executives on the customer experiences at their respective companies. The poll consisted of three key questions which got pretty shocking results:
   1.) Do you know the average annual value of a customer to your business?
12.9% yes.  87.1% no
2.) Do you know the cost of a customer complaint to your business?
9.7% yes  90.3% no
3.) Do you know the cost of acquiring a new customer?
8.6% yes 91.4% no
Are you able to answer these questions about your own business? If you don’t even understand the value or experiences which customers are having with your business then it is impossible to determine your customer congruency. Even beyond customer congruency, understanding the value of your customers to your business is important to determining how you will be treating them.
If you found yourself unable to answer some of these questions, and/or know that others in your business would be unable then start with an intnernal survey. Find out exactly how much your employees know about the customer incudling their experiences and value. Compare that to external sureys or focus groups with actual customers and see just where your business stacks up.
Jeffrey Marino is a contributing writer concentrating his focus on Business Administration, Management Information Systems, and Tech Innovations. He blogs atFordham Nights and can be reached at JMarino@iirusa.com.