Here is Your Customer Experience Strategy Checklist:
- Build an Experience Management Core Competency, Experience Engineering Inc.
- Be a Leader that Inspires Creativity and Innovation, Starwood Hotels and Resorts Worldwide
- Change Behavior Towards the Customer Experience, Ferrazzi Greenlight
- Use VOC to Take Actionable Insights, Asten Johnson
- Master the Mindset of the Millennial Candidate, Career Builder
- Use Emotional Energy To Make Your Customer Experience Programs Easier, Faster and Smarter, Brandtrust
- Put Big Data to Good Use and Optimize The Customer Experience, TNS
- Bring Empathy into Your Organization, Tarp Worldwide, Sensory Logic
- Use Employee Recognition Programs to Energize and Strengthen Customer-Centric Organizations, Janet LeBlanc & Associates Inc.
- Use Empathetic Marketing for Total Customer Experience, Insights Consulting Group
- Move Brands Faster and Longer in the Social Media Era, Microsoft
- Build Brand and Loyalty Through Customer Experience, Forrester
- Incorporate the Rational and the Emotional into the Customer Experience Journey, Bank of Montreal
The TCEL Team
If you want to create a great CX on social media you need to know your audience inside and out. You need to post unique and specialized content that will interest and attract the right people ‘ those who can be converted into customers. Also, encourage your existing customers to follow you on social media sites by putting follow widgets on your website and putting your social media handles in sales and marketing collateral.
You can use other social media sites to connect with your customers as well or, even better, provide a place where they can connect with each other. Create a Page/Group/Community so that you fans can discuss your company: a place where you can get involved yourself, engaging your fans with interesting content and questions.
Make sure you post compelling, diverse, quality content on your pages. Don’t post too regularly, but still frequently enough. Work out what your fans and followers like and work out a posting strategy which takes advantage of this. In addition, be sure that you promote your products enough, but too much as fans don’t like being inundated with advertising, they want to see content that is of use to them.
Next, make sure your profile images and descriptions are eye-catching, interesting and, grammatically correct. Check all the spelling in your posts and tweets and only post images that fit within each social media sites’ image parameters. The content on your pages needs to be both professional and attention grabbing.
And, respond to all the comments on your pages and re-tweets your messages get on Twitter. Be active and polite: you customers will appreciate it if you acknowledge them quickly and consistently. Analyze the sentiment of comments about your company online: if someone is negative about your brand you need to act quickly so that your reputation isn’t damaged.
Reward your Fans
Reward your fans and followers with exclusive content. Post information about new products and behind the scenes footage where only your fans can see it. Send out a new product to you Twitter followers before you send it anywhere else, or invite them to your headquarters to try it out for themselves.
When it comes to the social CX, it is key to find customers who are willing to be your social media brand advocates and provide them with a platform to promote your products. Reward these influential people with discounts and products or, if they’re very good at what they do, a marketing job.
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at firstname.lastname@example.org. Follow her at @AmandaCicc.
It’s time for our final Idea Gathering wrap up before we head off to Boston for the Total Customer Experience Leader’s Summit to enjoy the real thing next week!
The Total Customer Experience Leaders Summit provides both B2B and B2C case studies and translating these innovations and insights is a huge part of the value of the conference. Our unique idea gathering wrap-ups between sessions facilitate this translation and were one of our most highly rated features last year. This year we’re continuing the tradition with extended Q&A Idea Gathering sessions. We have built in extra time for questions, feedback and open conversation during each break. Moderated by Jeff McKenna from Chadwick Martin Bailey, these sessions will provide a forum for more in-depth discussions.
Here on the blog we’re doing a regular series of idea gathering wrap ups, pulling together some of our favorite stories on customer experience, customer experience design, and overall customer-centricity.
This week, we chuckled at this piece on new finance website The Billfold detailing “How to Score a Refund From Your Terrible Internet Service Provider in 12 Emotionally Complicated Steps.“
For that one customer, it turned out that twitter was the fastest way to receive a response. Likely because the company in question has put an effort into improving that channel. However, this recent study found that “Only 44% Of Customer Questions On Twitter Are Answered Within 24 Hours” so obviously not everyone is receiving that kind of results. (Zappos.com, ever the customer experience champion, answered 82 percent of tweets within one hour of receiving them, but they were obviously not the norm in the study.)
Similarly, when it comes to mobile, CMS Wire confirms that many businesses are struggling saying, “Not everyone it seems is having an easy time arranging their customer experience management (CXM) strategies around mobile first.”
So how do you achieve that balance between channels? Businesses today need to be available to respond at all touch points, and also be providing the kind of customer experiences that don’t drive customers away. As this article on Bizcommunity.com states: “Lip-service isn’t enough since anyone can follow a conversation between a company and a customer and make up their own mind.”
So how do you handle the juggle? Any tips for finding the balance? Share with us in the comments!
I caught up with her last week to record a quick podcast where we discussed the growing priority of creating a customer centric culture and some steps an organization can take to identify and change their culture.
On trying to create a customer-centric culture Janet says “it’s one of the most challenging transformational change initiatives for any senior executive to undertake.” However, there are some concrete steps you can take to get there. The first being, define what culture your organization currently operates within.
For more on the process and the types of culture you may currently be operating under, listen to the podcast here.
If you’d like to hear more from Janet LeBlanc, join us at the Total Customer Experience Leader’s Summit this June in Boston. As a reader of our blog we’d like to offer you a 15% off the standard registration rates, use code TCEL12BLOG to save. Visit the webpage to register today.
Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at email@example.com.
In 2011, we interviewed David Blair, Director, Customer Experience,Rockwell Automation in advance of the 2011 Total Customer Experience Leader’s Summit. David will be returning to the event in 2012 as our conference chair. Let’s take a look back at some of his thoughts from last year:
TCEL: Tell us about a project you are working on or recently completed that you are proud of?
DB: We’ve just completed a new event-based survey that allows us to get feedback on our PROJECT business. The survey is very different from our annual customer survey in that it focuses on the individual project ‘ from proposal through design through start-up. The goal is to both ensure a successful project, and get actionable feedback on our performance.
TCEL: What do you think is the key to a successful Customer Experience program?
DB: Senior Management support. Improving customer experience can’t be done from the bottom up. Moving the needle takes hard work and real commitment. And that comes by senior management talking about customer experience, defining performance goals, linking performance to compensation, prioritizing customer experience expenditures, and taking a personal interest in improvement projects.
TCEL: What inspired you to get in the field? What keeps you motivated?
DB: Motivation is easy. In our company, the Customer Experience Office is not just the messenger for conveying customer feedback – we’re also responsible for driving improvements. So knowing the next customer survey is right around the corner, and I’ll be the one walking through results with the CEO, I’m constantly motivated to drive feedback into actions that will improve our Customer Experience scores. I got into the field primarily because it allowed me to leverage my diverse background (sales, marketing, quality, product development) and interpersonal skills to make some real differences.
TCEL: What is one thing you’re excited about for this year’s Total Customer Experience Leaders Summit?
DB: Meeting peers. In our field, we rarely get a chance to share our approaches, successes and failures with peers. Books and consultants are helpful, but there’s really no substitute for an in-depth understanding of how other companies approach customer experience. There’s no one right way, and the approaches vary widely. My goal is to gather ideas that will form the basis for a strategy that elevates our own program to the next level, and likewise I hope I can offer ideas to help others advance.
TCEL: What is one question you are looking to get answered at this year’s Summit?
DB: My question: How do you keep the vitality in your customer experience program? It strikes me that no matter how good the research is, and how well it’s presented, the enthusiasm naturally diminishes over time.
About Rockwell Automation
Rockwell Automation, Inc., the world’s largest company dedicated to industrial automation and information, makes its customers more productive and the world more sustainable. Headquartered in Milwaukee, Wis., Rockwell Automation employs about 21,000 people serving customers in more than 80 countries.
To hear more from our Customer Experience Experts, visit our resource page for a full catalog of interviews, or join us June 6th-8th in Boston. As a reader of our blog we’d like to offer you a 15% off the standard registration rates, use code TCEL12BLOG to save. Register for the event here.
As part of ongoing customer experience training and personal development, I’m always on the lookout for a great training conference that I can attend to help develop my skills as a customer service and customer experience leader.
Being on a budget, I’m looking to get the best bang for my buck. The Total Customer Experience Leaders Summit is the conference you can’t miss!
At last year’s conference, a stellar group of customer experience leaders trained on the importance of establishing customer experience as a key value of your organization to compete in today’s customer experience focused economy. Joe Pine led off the conference giving the state of what customers want today.
The recession isn’t slowing down this progress; instead, it is accelerating the shift to customer experience being what consumers truly want. With limited spending money, people…don’t value ‘stuff.’ They value shared experiences…Soon, experiences will become the predominant economic offering.
-Joe Pine, Cofounder, Strategic Horizons LLP
How do we create customer experience in a digital marketplace?
Experiences aren’t always done in real time and in a physical place. The key is to be consistent in the delivery of your service theme that your customers receive. Joe outlines how to create a THEME that will guide you as you design an exceptional customer experience.
(T)heme the Customer Experience
- What thoughts/feelings to you want to evoke from customers? Is your entire team on board? Is your delivery consistent?
(H)armonize Customer Experience
- Do you connect your company ideals with the needs of customers?
(E)liminate Negative Customer Experience Points
- What words/actions/behaviors/triggers break down the positive experience your customers receive? What are you doing to mitigate these customer experience combustion points?
(M)ix Memorabilia in the Customer Experience
- Do you offer digital swag only your customers can enjoy? It doesn’t have to be for everyone, but when you get feedback (good and bad), or an exceptional review or experience with an individual, what can you send to solidify that experience?
(E)voke the Senses in the Customer Experience
- Think of all of the touch points customers have with you. What does it look like from the customer’s point-of-view? Do they feel special? Do they feel like you care? Do they feel special?
Hopefully you get the idea. Thoughts should be coming to mind about your situation and what you can do to make the digital experience better for your customers.
This along with more great customer service training content is waiting for you at The Total Customer Experience Leaders Summit this year!
The technology is there to help us create exceptional experiences with our customers in today’s digital economy. Our only limitation is our creativity and willingness to focus on the customer.
It doesn’t all need to be done in person. It doesn’t require a physical handshake, or a human phone call.
What do you think? How do you show your customers you care? I’d love to hear what principles guide you to as you work to deliver a quality customer experience.
The Total Customer Experience Leaders Summit provides both B2B and B2C case studies and translating these innovations and insights is a huge part of the value of the conference. Our unique idea gathering wrap-ups between sessions facilitate this translation and were one of our most highly rated features last year.
Here on the blog we’re doing a regular series of idea gathering wrap ups, pulling together some of our favorite stories on customer experience, customer experience design, and overall customer-centricity. Share with us in the comments to add your thoughts!
This week on the blog, we wrote about the impact of a customer-centric company culture and talked with Peter Dixon, Senior Partner, Creative Director, Prophet, about the power of creating small moments of delight for your customers.
Meanwhile, Kate Leggett was asking on the Forrester blog, Is “Good Enough” Customer Service Good Enough? arguing that the real focus needs to be a consistent, reproducible experience across all touch points. But is this a false dichotomy? In an ideal world wouldn’t you have both moments of delight for customers as well as the removal of experience pain points?
Another big question this week: Are customer loyalty programs broken? This week Mashable’s Webtrends series posted 2 Ways to Fix Customer Loyalty Programs, pointing out that many consumers see these programs as irrelevant, but that increased targeting and better use of mobile technology could remove some of the issues.
So how do you target your customers better? In this piece on MyCustomer.com, Professor Hugh Wilson from the Cranfield School of Management “claims that when it comes to experience design, marketers need to overhaul their thinking” and segment customers based on channel preferences, not demographics.
In an upcoming webinar, IIR will be hosting Joe Stanhope, Senior Analyst, Forrester Research and Annie Weinberger, VP of Marketing, Autonomy an HP Company on “The Future of Online Testing” and testing and targeting for more successful customer interactions online. Perhaps we’ll gain some more insight then. Please mention priority code: MWJ0020-BLOG when registering.