Tag Archives: customer service marketing

Idea Gathering: 2013 Customer Experience Report

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 we’ll be discussing a recent customer experience report published by the Temkin Group.

The Temkin Group is a customer experience research and consulting firm just outside of Boston. The firm provides insights for some of the largest brands and aids companies in transforming their customer journeys. Besides their consulting work they also release an annual report which rates industries and companies customer experience. The report uses feedback from 10,000 consumers to rank 246 companies across 19 different industries. The guidelines for evaluation were these three questions:
    

  1. Functional: How well do experiences meet customers’ needs?
  2. Accessible: How easy is it for customers to do what they want to do?
  3. Emotional: How do customers feel about the experiences?
The top five customer experience firms this year according the report were Publix, Trader Joes, Aldi, Chick-fil-A, Sam’s Club and Amazon (tied for 5). It’s interesting to note that not only did Grocery store chains take spots one, two, and three, but as a whole the grocery industry was rated the highest and scored well above the rest. There are definitely lessons to be learned in customer experience from grocery chains.

On the other end of the spectrum, according to the Temkin Group, the worst customer experience in America can be found at US Airways who were given a measly 46% in the report (compared to 84% at Publix). The Airline industry as a whole scored very poorly, not a big surprise considering a recent study ranked Airlines more hated by consumers then the IRS. Other low ranking industrie4s include TV/Internet Service providers and Health Plans.

Notable variance occurred in the Hotel industry where the leader, Mariott, scored a 75% while the worst hotel for customer experience, Days Inn, scored a paltry 48%. Significant variance was also reported in the Insurance industry where consumers ranked USAA an impressive 77% but scored 21st century at just 49%.

The report as a whole gives a great look at customer experience trends and how companies are universally putting a greater emphasis on their customer’s experiences. According to the Temkin Group the number of companies with at least a ‘good’ rating increased has increased 9% in the last year, and 21% in the last two years, and 57% of firms had at least a modest increase.
Where would your company be on this list?
 
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.

Excellent customer service is marketing

Great article today from MediaPost’s Engage: GenY blogger, Morgan Stewart. Stewart discusses a recent issue with a large cable company resulting in Stewart’s decision to stop service through the company. Instead of providing excellent customer service at the beginning, the cable company only provided customer service when Stewart was ready to stop the service contract. Too little, too late. This company didn’t follow the old adage that it’s much better to keep a customer than to acquire a new one; the company assumed that another customer would soon follow Stewart. So what gives? Stewart writes, “On one hand, marketers’ focus on acquisition makes perfect sense. Growth is the primary goal of any company — and new customers are required in order to grow. However, there is a point of diminishing returns where acquisition efforts are simply replacing customers that have already left — the classic leaking bucket.”

Stewart goes on to discuss the larger companies with excellent customer service and by being excellent they let their loyal (and very happy) customers spread their love for the company to their friends and family. This customer service prowess leads to awesome viral marketing.

Does your company think this way? How are you using excellent customer service to market your company?

Learn more: Customer Service IS Marketing

Customer Service Basics

Have companies forgotten about how simple and effective thanking customers can be? This post on Get Elastic discusses how appreciated Philip Mikal felt after he received a hand-written thank you note from Rackspace hosting. He even mentions, ‘A handwritten note and cow bell to celebrate their recent IPO; Rackspace understands that customer service is the new marketing.’

Businesses will have to revert to basic principles this holiday season in order to keep customer loyalty high, especially because of our current economic situation.