Tag Archives: Listening to customers

What Your Customers Say When You Don’t ‘ or Won’t ‘ Listen

 Photo by paul bica
 
‘When we are listened to, it creates us, makes us unfold and expand. Ideas actually begin to grow within us and come to life.’ ‘ Brenda Ueland, 20th century American author
Ideas are the foundation of success. This timeless concept was best expressed by a Deutsche Bank advertisement in the Wall Street Journal, April 2001 that proclaimed: ‘Ideas are capital. The rest is just money.’
Listen to your customers. They are trying to tell you how they want to be served and how they want to engage with you. Their ideas will support your organization’s continued success and will lead to increased levels of customer engagement and loyalty.
If you’re not listening to your customers, they will find someone who will. The article, “We deliberately ignore customers who contact us via Twitter’ by Philip Calvert, Social Media Sales Strategist, shows how an unengaged company culture can negatively affect the trust and credibility of an organization.
This example clearly demonstrates the importance of having a company culture that empowers and engages employees, who are the ‘key to delivering your customer’s experience’ according to Total Customer Experience Leaders Summit (TCEL) keynote speaker Peter Neill, Former Chief Customer Officer, Level 3 Communications.
To take it a step further, Kerry Bodine, VP and Principal Analyst, Customer Experience Research Practice at Forrester, will lead a TCEL session that will show how ‘customers’ perceptions have a profound impact on business metrics.’
Want to hear more from Peter and Kerry on customer experience in person? Join them at Total Customer Experience Leaders Summit 2014 in Miami in April. To learn more about the event and register, go to www.iirusa.com/totalcustomer
Stay connected with TCEL:
  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

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.

“Driving Best-In-Class Customer Experience” Webinar Recording Available

Recently we were pleased to present a webinar entitled “Driving Best-In-Class Customer Experience: Beyond Social Media Listening” in cooperation with EmPower Research, a Genpact company.

In this session, presenter Sagita Joshi explored the customer experience ecosystem, discussing the ways that listening and engagement can be performed on social media channels.  We learned more about the ways that Twitter “has become the help desk” with examples such as Lenovo and Best Buy’s “Twelpforce” leading the way.

Joshi presented a “win me, delight me, keep me” approach to social media customer experience building, with Empower finding that over time increased awareness of a brand on social media lead to up to 37% more first timers visiting a brand’s page. To learn more, view a recording of the webinar here.

Are you using social media for customer experience?

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com 

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com

Complimentary Webinar: Driving Best-In-Class Customer Experience: Beyond Social Media Listening

In association with EmPower Research, a Genpact company, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Driving Best-In-Class Customer Experience: Beyond Social Media Listening
Tuesday, August 7, 2012
12:00PM – 1:00PM ET

Presenter:

‘ Sangita Joshi, Managing Partner, EmPower Research, a Genpact company

Reserve your Webinar seat now at:
https://cc.readytalk.com/r/ivporydm5oxu
Please mention your priority code: MWY0001BL

Today the rise in customer participation in Social Media is pushing marketers and researchers to listen and learn from Social Media conversations. While numerous applications of Social Media research are taking shape, understanding customer experience through the new media is gaining tremendous mind-share.

Social Media provides an excellent platform to listen to customer concerns, criticisms, and feedback, and address issues through one-to-one engagement. Social Media listening helps brand managers and marketers in not only differentiating their service quality but also aligning them with customer expectations, thus, driving greater satisfaction and better experience. In this session, you learn how Social Media can provide holistic insights on the ‘voice of consumer’.

Participants will learn:
‘ Understanding and measuring customer experience through Social Media ‘ the possibilities today
‘ Beyond listening- Tracking voice of the consumer across the relationship cycle
‘ Social engagement- The path to improving Net Promoter Score/Customer Satisfaction Index

Sangita Joshi is the Co-founder and Managing Partner of EmPower Research – a Genpact company. She has over 20 years of experience in research of which the last eight years have been at the executive level. At EmPower, Sangita leads social media research and delivery to global clients, and closely works with the innovation team to continuously evolve solutions that aid decision-making in a dynamic business environment. She regularly writes for leading industry publications and speaks on topics related to social media-led insights.

About EmPower Research:
EmPower Research, a Genpact company (NYSE:G) provides integrated media and business research services. We help our clients understand stakeholder perception and needs, empowering them to service better. We use proprietary methodologies to listen and learn about conversations in the customer ecosystem, deriving real insights for active stakeholder engagement.
For more information, visit http://www.empowerresearch.com

About IIR:
The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

NACCM 2009: Answering the Social Phone ‘ Listening, Measuring, and Engaging in Social Media.

Your social media phone is ringing. But are you answering it? Do the right thing by listening and engaging with your customers says David Alston, VP of Marketing & Community for Radian6.

What should we be listening for? Alston says that he listens for ideas, compliments, memes, crisis, complaints, competition, crowds, campaign buzz, and needs. Treat the conversations as if you are at a cocktail party. Don’t just jump in but look for the point of need from a customer. Listening first and then engage has been the common theme throughout many of the NACCM presentations today.

Alston shared the 5 C’s for engaging in social media. They include:

Content ‘ give content because people don’t want your promotions.
Community ‘ you want to create a place where your fans, customers and even critics can live together.
Conversation ‘ they build the relationships that build your business.
Collaboration ‘ because the consumer is more and more in control, it’s best to collaborate with your community than try to control it.
Connections ‘ you can’t be a hermit. You must actively and consistently connect with your community.

What do you do if there are no conversations about you? Find people who share your passion and join their conversations. Eventually these relationships will evolve and bring you more exposure. The ultimate is to have customers share their positive testimonials about your business using tools like Twitter. Alston shared how he files positive tweets about Radian6 as ‘favorites’ which he calls ‘twestimonials’.

Alston listed several reasons why some companies hold back from using social media to engage customers. They include restrictive policies, culture, bureaucracy, lack of momentum, concerns over window dressing, lack of top level support and lack of resources. When it comes to your culture, Alston says ‘if you suck in real life, you will suck on social media.’ Make sure it’s right first.

In his Social Media Maturity Model, Alton talks about the various levels of engagement. We all should begin at the bottom and work our way up. That way you build credibility with each step.

Contributing - Contributing value through content and helping customers achieve goals
Sharing – Tell your own story. Share your brand’s passion & personality
Participating – Adding on and sharing your knowledge
Responding – Answering the ‘social phone’
Listening – Monitoring and analysis

For those still hesitant about getting engaged in social media, Alston says ‘find your path, and get started NOW!’ Consumers want to connect with your brand. You’ll make mistakes but you will survive. Alston’s advice is to ‘have fun’. With over 11,000 followers on Twitter, you can bet that he is having tons of fun!