Tag Archives: customer loyalty

Four Need-to-Knows About the Millennial Mindset from Target

Podcast delves into research
shifts, loyalty, mobile and more at the bullseye brand!

By Marc Dresner, Senior Editor,
IIR

The Millennial consumer has four
core needs/expectations. Fail to meet every one and you risk losing him/her.
That’s according to Michael Abata,
multicultural marketing manager and consumer futurist at Target Corp.

Michael Abata
‘Loyalty
is defined much differently by consumers today.’
‘Loyalty is defined much differently by consumers today,’ Abata told the Research Insighter.
‘They might be loyal to you for a few months,
but then something better might come along that appeals to one of those four core
needs and they could quickly move on,’ he added.
Abata also shared some thoughts, tips and
observations that researchers should consider, notably around mobile…
‘I
often feel like the client isn’t holding research companies accountable to
ensure that whatever we’re putting out is actually mobile-friendly.’
‘I often feel like the client isn’t holding research
companies accountable to ensure that whatever we’re putting out’especially in
quantitative research’is actually mobile-friendly and that it looks good and
works well on a mobile phone,’ he remarked.
In this wide-ranging interview for the
Research Insighter podcast series, Abata takes us inside research at the bullseye
brand, covering:
‘ Four need-to-knows
about the Millennial mindset

‘ Why ‘friendship
groups’ trump focus groups

‘ Target’s shift
from proprietary communities to commercial platforms

‘ New rules for
engaging Millennial respondents in research…and much more!
Listen to the
podcast here!

Download the
transcript here!

Editor’s note: Michael Abata
will be speaking at TMRE 2015′The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit TheMarketResearchEvent.com.

(Ps.
SAVE $100 when you register with code TMRE15BL!)

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

How to Prepare for the Customer of the Future

Photo by Barry Haynes. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

How can YOU prepare for the customer of the future?

Join me June 3-4 in Miami, Fla. for the Total CX Leaders Conference sponsored by the Institute for International Research USA (IIR USA). This year’s event 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.”

With hands-on workshops and featured speakers from companies like AT&T and Marriott International, the Total CX Leaders Conference “brings together thought-leadership to focus on higher level thinking around the strategic alignment of customer strategy, technology and business aspirations.”

2015 content areas include:

  • User Experience Design
  • Data-Rich Insights & Analytics
  • Digitizing the Customer Journey
  • Customer Loyalty
  • Design Thinking
  • Omnichannel Experience
  • Analyzing and Measuring VOC
  • Aligning Data Touchpoints
  • Customer Centric-Culture
  • Customer Behavior Trends
  • Translating Insights into Actions
  • New Technologies & Methodologies
  • Big Data Initiatives

This is my second year as a guest blogger for this event. I will post daily during this time frame to IIR’s Customers 1st blog and to Starry Blue Brilliance.

Here are other ways to stay connected with this event:

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

Be sure to check it out, and please share this information with those who might be interested in attending this event.

In the meantime, watch for my pre-event and post-event stories on LinkedIn, Twitter, Google+, Customers 1st blog, and my blog. Please share with your networks – let’s keep the conversations going!

This article was originally published on Starry Blue Brilliance.

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.

Move Brands Faster and Longer in the Social Media Era

Photo by paul bica

With new social media networks and platforms emerging almost every day, organizations must efficiently engage customers while delivering a cohesive experience that drives customer loyalty. During the Total Customer Experience Leaders Summit earlier this month, Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft, shared why customer experience is key to make the content viral and engaging.

Customers in the social media era are in control and are setting companies’ agendas. They:

  • Trust in advice made by online acquaintances and strangers
  • Read and create product reviews, product rankings and blog posts
  • Want to provide feedback about the product, brand and the service
  • Seek support to connect with like-minded peers

To move brands faster and longer in the social media era, Nestor contends that organizations must provide a consistent experience across all social media platforms. It needs to be successful, effortless and quick.

Most importantly, organizations must have a game plan that supports the customer journey by:

  • Considering the different ways people learn
  • Pivoting on experience and products
  • Delivering an emotional hook

This game plan must also include a community that:

  • Is healthy and is not intimidating
  • Provides a framework for user-generated content and word-of-mouth triggers
  • Adds authenticity to help establish brand trust

Following this model will lead your customers to purchase more, use more, consume more and tell and share more.

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.

How to Build Habit-Forming Products in Four Steps

Can New Model Help Get Respondents Hooked on Research?

By Marc Dresner, IIR
Email, Facebook, Twitter’most of
us engage in one or more of these and other, similar types of pursuits every
day, usually many times a day, without fail and typically without being
prompted to do so.
Some of these activities we can justify.
Maybe not Angry Birds, but we all
need email, right? Our jobs demand it.
Even on vacation’with autoreply’when
all projects and accounts are in safe hands and you’ve dotted all the i’s and
crossed all the t’s before walking out the door’
Let’s be honest: Do you tell your
colleagues not to email you while you’re away on vacation or is it usually the
other way around?
My boss once threatened me with
an additional week of vacation if I emailed
her again from whatever beach I was suffering on.
And I’m not even a workaholic.

Sometimes, it’s not a
matter of choice; it’s an inescapable compulsion.

Deprivation studies show that separating someone from their smartphone for just one day produces intense anxiety

Indeed, deprivation studies show time
and again that when separated from one’s favorite device’usually a smartphone’for
even just a single day, people frequently experience intense anxiety.

Nir Eyal refers to the apps and
such to which we as a society seem increasingly tethered as ‘habit-forming
technologies.’

‘These
products somehow draw us to use them’It’s unprompted engagement.’
Nir Eyal

‘These products
somehow draw us to use them,’ said Eyal. ‘It’s unprompted engagement. They
don’t necessarily say, ‘Hey, come open this app,’ and yet we still take out our
phone and do it anyway.’

In
short, a ‘habit’ occurs with some regularity and usually with little or no
conscious thought.
And in his new book, ‘Hooked: How to Build Habit-Forming Products,’ Eyal explores the how and why behind this
behavior and introduces a model for developing products that cultivate it.

The
pattern that habit-forming technologies take time and again is a four-step
process: the ‘Hook Model’

‘The
process, the pattern that we see habit-forming technologies take time and time
again is a four-step process I call the ‘Hook Model,” Eyal told The Research Insighter.

‘The Hook Model is very
simply an approach to connect your user’s problem to your solution with enough
frequency to form a habit,’ he added.

How
could the Hook Model be applied to increase research response and cooperation?

While
this should appeal to anyone in product development for obvious reasons, geek
that I am, I couldn’t help but wonder how the Hook Model might be applied to increase
research response and cooperation.

To what
extent do we see Hook Model principles effectively used in some of our more
engaged panels and research communities?
Can
these principles be introduced with minimal risk of biasing sample?
In this
interview with The Research Insighter‘the official podcast series of the Future of Consumer Intelligence conference’we’ll review:
‘ The four-step
process for getting someone ‘hooked’
‘ The
roles frequency and perceived utility play
‘ How
to increase the habit-forming potential of a product or service, and much more’

Editor’s note: Nir Eyal will present ‘Designing Habit-Forming Technology‘ at The Future of Consumer Intelligence conference taking
place May 19-21 in Universal City, CA.

As a loyal reader of this blog you will SAVE 15% on your registration to attend The Future of Consumer Intelligence when you use code FOCI14BLOG today!

For more information or to
register, please visit www.futureofconsumerintel.com 

Want to hear more from Nir Eyal? Check out his blog: NirAndFar.com.
Marc Dresner

ABOUT THE INTERVIEWER 
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Customer Experience is the Way to Grow a Business Today

As the marketplace becomes increasingly crowded with products, it is becoming more difficult for companies to stand out amidst the noise. In the past, product packaging and messai8ng was the most important way to stand out from competitors. Today, these elements are still critical, but in addition, you need to offer the customer a special experience.
The customer experience is a blend of a company’s physical performance and the emotions evoked, intuitively measured against customer expectations across all touch-points. The customer experience should be a reflection of everything that makes up your brand ‘ not just the products or services, but its attitudes, values and key differentiation. This means that every time a company and a customer interact, the customer learns something about the company that will either strengthen or weaken the future relationship – and with that – the customer’s desire to return, spend more and recommend.
Here is an infographic produced by Nunwood  that shows just how important customer experience is to a growing business:

Gain Exclusive Insight into Today’s New and Transformed Customer Landscape

The 2014 Total Customer Experience Leaders Summit is your trusted partner during these transformative times. Join us as the industry’s most respected and forward-thinking customer experience experts reveal how you can increase your Return on Relationships by factoring empathy into the stakeholder equation. Visionary and thought-provoking sessions will give you exclusive insight into today’s new, and transformed customer landscape, while addressing your challenges and providing viable solutions.
April 9-11, 2014
Trump International Beach Resort
Miami, Florida
The Total Customer Experience Leaders Summit covers the key themes for all stakeholders, including: Empathetic Marketing, Culture, Digital Commerce, Leadership, Innovation, Consumer Trends, Personal Intelligence and more.  Here’s a glimpse into what you can expect:
Lou Carbone, Founder & CEO, Experience Engineering and Author, Clued in: How to Keep Customers Coming Back Again and Again
Building an Experience Management Core Competency
In today’s competitive world, while organizations scurry to embrace customer experience as the solution to gaining a competitive edge, there isn’t a deep understanding but rather a whole lot of discussion, flurry of activity and deployment of resources. Are they really transforming and optimizing the value they create for customers, employees and stake holders? There are 5 Absolutes that distinguish process improvement from experience management. Embracing experience management is a cultural adoption. Many organizations are improving process but not creating experience management systems or fully leveraging the opportunity.
Keith Ferrazzi, CEO Ferrazzi Greenlight and Author, Never Eat Alone
Changing Behavior Towards the Customer Experience
Why do teams fall short of objectives even though everyone agrees they make sense? Why don’t people live up to their New Year’s resolutions, and why can’t teenagers change bad habits they acknowledge? During this session discover the biggest barriers to humans changing behavior and learn an efficient set of interventions which can help all of us in our own lives and in helping others create change within their own companies, and their stores to improve the overall customer experience.
Stephen Gates, VP, Global Brand Design, Starwood Hotels & Resorts
The Crazy Ones: How to be a Leader that Inspires Creativity and Innovation
Every company wants more creativity and innovation from their teams but very few really understand what type of culture and leadership it takes to really make it happen. Stephen will give you tangible takeaways that will help you create innovation and creativity that will yield real results with the same team you are working with today.
  • Explore the 7 characteristics of great leaders and how they will impact your team and their work
  • Insights learned from leading the Starwood Global Brand Design teams and working with senior design teams at Apple, Adobe and Google.
  • The role of research and consumer insights in innovation and creativity….and many more industry leading keynotes!

Download the brochure for the full agenda: http://bit.ly/1cMgoLb
Join us at the leading industry meeting place that brings together legendary, visionary gurus that help you design and execute your new customer experience strategy.

Mention code TCEL14BL & Save 15% off the standard rate. Register today: http://bit.ly/1cMgoLb

We hope to see you in April in Miami!
Cheers,
THE TCEL Team
@TotalCustomer

Is Your Customer Experience Holiday-Ready?

There are only 43 days until Christmas. Are you ready? Is your company’s customer experience ready?
You better be. This year, the first full night of Hanukkah and Thanksgiving coincide for the first time since 1888. Now, thanks to the proliferation of mobile devices, holiday shopping can be done from a variety of sources ‘ in-store, mobile and desktop. No matter where customers are, most expect to have the experience stay the same.
It the past, stores didn’t start to prepare for the holiday season until after Thanksgiving, and there was an expectation that you shopped when the stores were open and if you missed out. As shopping online became popular, retailers needed not only to maintain an active in-store presence, but also manage inventory online. Some stores stay open 24-hours between Thanksgiving and Christmas, making it easier than ever to find the perfect gift any time of day or night.
If you’re not focused on turning customers from browsers into buyers, you can bet that they will go elsewhere to make their purchases. So, how can retailers prepare to handle omnichannel marketing and help customers find the best products at the right prices?  

8 Stats Proving the Importance of Customer Experience

Is customer experience really that important? Well, the recent Fortune list of the world’s 10 most admired companies in 2013 includes seven that are renowned for excellence in that area: Apple, Google, Amazon, Starbucks, Southwest, Disney and FedEx. Here is some recent research by Business2community.comthat proves customer experience should be a top priority for companies today.
  • Dell has published internal metrics showing that 97 percent of dissatisfied customers can be rescued with proactive intervention and more than 40 percent of those people become raving fans.
  • Siegel+Gale’s 3rd annual Global Brand Simplicity Index reported last year that nearly one third of American consumers would be willing to pay an average of four percent more for simpler brand experiences.
  • Gartner estimated last year that by 2014 ‘failure to respond via social channels can lead to up to a 15 percent increase in churn rate for existing customers.’  
  • Research by Temkin Group last year reported that only seven percent of the 255 large companies it surveyed could be described as reaching the highest level of customer experience maturity, although 60 percent said their goal is to be the industry leader in customer experience within three years.
  • A July, 2013 Lloyd’s survey of 588 C-suite executives found that customer loss was their second biggest concern, exceeded only by worries about high tax rates. Respondents also indicated they are under-prepared to address this risk, with executives giving themselves only a 5.7 rating on a 1-to-10 scale. 
  • Sixty-two percent of B2B and 42 percent of B2C customers purchased more after a good experience, while 66 percent and 52 percent, stopped making purchases after a bad experience, according to a survey of 1,000 people who had had recent customer service interactions.
  • An Oracle survey of 1,342 senior-level executives from 18 countries earlier this year found that 97 percent agree that delivering a great customer experience is critical to business results, and that the average potential revenue loss from failing in this area is 20 percent of annual revenue. However, 37 percent are just getting started with a formal customer experience initiative, and only 20 percent consider the state of their customer experience initiative to be advanced.
  • A survey of 2,000 adults last year found that 83 percent are willing to spend more on a product if they feel a personal connection to the company. One-fifth said they would spend 50 percent more on companies that they felt the company put the customer first.

Amanda Ciccatelli, Social Media Strategist at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the tech industry.  She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc. 

Setting Targets for Measures of Customer Satisfaction: Comparing Results Based on Benchmarking vs. Linkage Analysis

Every company wants to know how they add up against the competition. But how do you measure customer satisfaction and loyalty? Dr. D. Randall Brandt spoke about three ways to set target loyalty goals: judgment-based metrics, benchmark-based, and linkage analysis. Judgment-based choosing is when management simply picks a target based on personal judgment. This works best in tandem with benchmarking or linkage. It can be difficult for management to articulate the rationale, and it may not be realistic. When companies use benchmark-based targets, they define their targets in comparison to some benchmark, be it time, inter- or intra-organizational. These targets are easier to explain and take into account the company’s current state. However, this may promote a false sense of confidence since you don’t know if achieving the target will yield desired business results. Linkage Analysis is based on strength and creates a relationship between satisfaction and business outcome of interest. It is easier for management to explain, which increases the odds of achieving the desired business result The objectives of this analysis is to determine and evaluate the similarities and differences among targets based upon benchmarks vs. linkage analysis, then use the results to develop a framework. Frameworks should: – 1. Drive continuous improvement – 2. Achieve customer experience leadership – 3. Realize desired business results Use these criteria for setting targets for key customer metrics on the basis of business strategies and objectives. Evaluate scores on these metrics using the selected multiple criteria and targets to find out just where your company sits against others in the industry.

5 Decisions Today’s Most Beloved Companies Make That Drive Their Success

Go “behind the scenes” and tap into the decision making process of the top B2B, and service oriented B2C companies at The Total Customer Experience Leaders Summit. Here you will learn how top customer rated companies thrive in a culture that expects strategic growth and demands competitive action planning.

Join Jeanne Bliss, President of CustomerBliss, Author of Chief Customer Officer and I Love You More Than My Dog: Five Decisions that Drive Extreme Customer Loyalty in Good Times and Bad at the Total Customer Experience Leaders Summit, taking place October 3-5, 2011 in Phoenix, Arizona as she delivers her keynote presentation:

Becoming a Company Customers Love and Can’t Live Without: The Five Decisions of Beloved and Prosperous Companies

Through this session begin the process to understand how your decisions and actions have created your culture. Understand its impact on your customers, on your employees and on your business growth and prosperity. See how far or close you are to earning business outcomes compared to beloved and prosperous companies.

Plus! Hear inside stories on Measurement & ROI, Data Performance, Operational Metrics and Social Media CRM from customer experience, loyalty, research and insights executives at: AT&T, Kelley Blue Book, CVS Caremark, Verizon, AAA Northern California, Rockwell Automation, J.D. Power & Associates, Maritz Research, CPI Card Group, Customer Experience Partners, Customer Bliss, EMC, Forrester, Expedia, Allstate Financial, Peppers & Rogers Group, Pfizer, FedEx Corporation, GE Healthcare, Microsoft Corporation, and more. Download the brochure to see the full program.

The Total Customer Experience Leaders Summit will enable you to effectively measure, align and communicate your customer strategy to ensure business relevance. Register by Friday, August 19 to Save $200 off the standard & onsite rate. Please use priority code TCEL11BLOG when registering.

We look forward to seeing you this October in Phoenix!
The Total Customer Experience Leaders Event Team
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