Tag Archives: TCEL

Idea Gathering: Customer Experience News

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!

Our absolute favorite story this week came by way of The Chadwick Martin Bailey blog. The author discusses 3 things a company did to leave her feeling even better after a bad situation:

- They responded

- They used manners (thanked me for my business, apologized for the problem, etc.)

- They offered a resolution

Our guest blogger Flavio Martins also had some great insight this week, offering up5 Traits of Great Customer Service. Additionally I came across this white paper by Oracle which showcased Seven Power Lessons for Customer Experience Leaders. Lastly, we kept counting up to customer experience as Entrepreneur offered up “How The 10 Most Trusted Corporate Brands Connect With Their Customers.” We’ll leave you with the following quote from that piece:

“Though they may not have the biggest sales or market share in their categories, today’s most trustworthy brands have created relationships with consumers through experiences that trigger a visceral response.”

Like these updates? Follow us on Twitter or become a fan on Facebook for industry news all week long.

AAA, Starwood Hotels, Indiana University & more to Share Insight into Customer Experience Design

More and more organizations are viewing customer experience as a strategic priority. As firms strive to establish a competitive advantage through customer experience management, it becomes clear that they must develop a deep understanding of experience management to evolve a solid strategy and approach.

The 2012 Total Customer Experience Leaders Summit is an event that not only redefines customer centricity, but explains what this means for you, your brand and your business. It will unite diverse industry leaders to share genuine insights and best practices for “Designing an Integrated Experience with a Measurable Impact.”

In addition to AAA, see who else will be sharing insights on Customer Experience Design:

‘ The Academic Research Evidence
Neil Morgan, PetSmart Distinguished Professor of Marketing Chair, Kelley School of Business, Indiana University
‘ Managing the Customer Experience – What it Means and What it Takes to Do it Well
D. Randall Brandt, Vice President, Customer Experience & Loyalty, Maritz Research
Lou Carbone, Founder & CEO, Experience Engineering, Author, Clued In: How to Keep Customers Coming Back Again and Again
‘ Redesigning a Guest Experience Feedback Program for Improved Change Management & Enhanced Outcomes
Mathew Valenti, Ph.D., Director, Global Market Research, Starwood Hotels & Resorts
Erik Andersen, Vice President, North America, GfK Custom Research

Download the brochure to see the full program here.

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 today. Visit the webpage to register today.

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

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Understanding and Delivering Customer Experiences that Count

”Customer experience’ is one of those amorphous terms that is increasingly in the public conscious nowadays. It’s amorphous because it tends to be under-defined, it’s meaning shifting according to your perspective. Often, it’s viewed with merely an operational or product lens rather than an understanding of the nuances of the experience as the sum of total customer interactions and the emotions they evoke.”
- Peter Dixon, Senior Partner & Creative Director, Prophet 

Welcome to the 2012 Total Customer Experience Leaders Summit, an event that not only redefines customer centricity, but explains what this means for you, your brand and your business; an event that measures each critical touch point throughout the entire customer lifecycle; an event that unites diverse industry leaders to share genuine insights and best practices for Designing an Integrated Experience with a Measurable Impact.

Join Peter Dixon, Senior Partner & Creative Director, Prophet at the Total Customer Experience Leaders Summit, taking place June 6-8, 2012 in Boston, Massachusetts as he delivers his keynote presentation: Understanding and Delivering Customer Experience that Count 

The ability to create and manage the customer experience is something more businesses would like to get right. For every Starbucks, Virgin Atlantic, Zappos, Starwood, or Apple – a handful among the many that do get the nuances and make the most of them – hundreds more only wish they could come close to the bar that’s been set. It is an attainable goal.

 In addition to Prophet, the following companies will also be sharing their stories at the Total Customer Experience Leaders Summit: AAA NCNU, AARP, American Family Insurance, BMO Financial Group, Boston Symphony Orchestra, Burke, Inc., Citizens Financial Group, Dunkin’ Dunuts, Experience Engineering, Feltz & Associates, LLC, Forrester, GfK Custom Research, GfK Customer Research, Hunter Douglas, Inc., Indiana University, Janet LeBlanc & Associates, JoAnna Brandi & Company, Inc., Maritz Research, Porter Airlines, REI, Rockwell Automation, Starwood Hotels & Resorts Worldwide, The Hartford, Time Warner Cable and USAA.

Download the brochure to see the full program.
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 today.

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

Follow us on Twitter: http://twitter.com/TotalCustomer
Become a fan on Facebook: http://on.fb.me/Aw2yW4

Customer News of the Week: Getting Social and More!

As we move into 2012 and start looking forward to the next Total Customer Experience Leaders (TCEL) Summit, we’d like to occasionally share with you some of our favorite resources from around the web on customer experience, customer experience design, and customer-centricity.

Here are this week’s picks:
The Social Customer named 2012 “The Year Social Marketing and Social Customer Service Get Cosy” forcasting it as the year that social customer experiences reach maturity where “companies will focus on delivering a complete and consistent customer experience” throughout channels. Plus, NACCM and TCEL favorite speaker Becky Carroll pointed out some great uses of the medium.

Over in our NACCM LinkedIn Group a member shared the following post “Feedback is NOT a sandwich; ‘Where’s the BEEF?’” regarding the best ways to give feedback to employees providing front line customer experiences. A lively conversation on the topic is still happening if you care to join.

Finding inspiration in new and different places, this week the #PRStudChat on twitter featured Jim Joseph, President of Lippe Taylor, and the author of The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience. Joseph discussed customer experience and loyalty in relation to PR, and you can read a recap of the interview here.

What were your favorite customer experience links this week? What resources do you turn to?

CALL FOR PRESENTERS: Total Customer Experience Leaders Summit

The Institute for International Research (IIR) presents: Total Customer Experience Leaders Summit, June, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, January 13, 2012 to Stacy Levyn, Conference Producer at slevyn@iirusa.com or 646.895.7335.

Total Customer Experience Leaders is an event that showcases trends, insights and best practices for measuring, aligning and communicating your customer experience strategy to ensure business relevance.

3 Full Days of NEW Topics
Day 1: Customer Experience Design & Measurement
‘ Experience Engineering
‘ Design Management
‘ Redesigning a Program
‘ Analyzing VoC
‘ Data Deployment and Data Dissemination
‘ Social Media Feedback
‘ New Innovative Methodologies
‘ Internal Customer Index Scoring vs. NPS
‘ Enterprise Feedback Management

Day 2 & 3: Strategic Thinking & Action Planning
‘ Using VoC to Take Actionable Insights
‘ Alignment
‘ Employee Engagement
‘ Monetizing Your Customer Experience
‘ Recovery Strategy
‘ Linkage
‘ Customer Service

High Level General Sessions that Focus On:
‘ The Rising Role of the CCO
‘ Innovation & Creativity in Customer Experience
‘ Operational Perspective
‘ Digital Customer Experience
‘ Leadership
‘ Behavioral Economics

Plus! Idea gathering forums following each session topic.
The Audience:
‘ Individuals within the company responsible for customer experience, voice of customer, customer research
‘ Individuals with direct experience for the customer experience and/or voice of customer collection, dissemination, interpretation and results
‘ Individuals seeking to enhance their own company’s capabilities in these areas (become more customer-centric and drive business results through improved customer experience), and willing to help others advance through sharing of best practices and experiences
Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium.

Sponsorship & Exhibition Opportunities
If you are interested in sponsorship or exhibit opportunities please contact Jon Saxe, Business Development Manager at jsaxe@iirusa.com or 646.895.7467.

Interested in Becoming a Media Partner or Featured Event Blogger?
Contact Kacey Anderson, Marketing Manager, at kanderson@iirusa.com.

Call for Presenters:
For consideration, please email slevyn@iirusa.com with the following information by Friday, January 13, 2012.
‘ Proposed speaker name(s), job title(s), and company name(s)
‘ Contact information including address, telephone and fax numbers and e-mail
‘ Talk title
‘ The main theme you plan to address
‘ Summary of the presentation (3-5 sentences)
‘ Please indicate what is NEW about the presentation
‘ What the audience will gain from your presentation (please list 3-5 key ‘take-aways’)
‘ Previous conference experience
‘ Short bio

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in the Total Customer Experience Leaders conference. We look forward to receiving your proposal!

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.

Steps to Driving Action on the Front Line in a B2B Environment

Tim Berry from Microsoft spoke of driving your sales force to enhance the customer experience. Every company should try to become a trusted partner with its customers. Microsoft has gone on a journey toward deeper customer satisfaction. When Microsoft was being perceived less positively, Bill Gates made a decision to start listening to customers. Since then, the company has received more and more positive feedback as it shifted to the Web, and now through the transition to the Cloud. Understand what your moment of truth is: It’s when a customer is most focused on you and when they make their assessment of how satisfied they are with you. The goal is to drive change. Use customer feedback to find out how to make the experience better. This can be measure by the Relationship Management Score (RMS). Have a consistent and predictable customer engagement model. This information can be used to create tools and resources to optimize the sales force. Listen to customers to find how they define success. Create actionable Customer Satisfaction Metrics to hold people accountable ‘ all the way down to the individual level. ‘What gets measured gets done.’ Make sure the data is being used. Here are Tim’s tips to drive relationship health: 1. Consistent Sales Methodology 2. Listening Methods 3. Drive Execution Excellence 4. Close the Loop You must know the value proposition for all your constituents, whether they be external or internal. The sales force needs to be funneled toward execution excellence. Start with a Strategic Relationship Map. Define which roles and relationships are needed and who can fill them. Be sure to communicate the results to customers and to employees. Create an action plan to improve upon what you learned. Focus on having CPE information stay close to the sales team. Formalize Corrective Action Plans ‘ if an issue comes up, be transparent and open. Create a conversation Start this movement from the top down. If the CEO isn’t behind it, others won’t come together either. Create a central group that supports the vision ‘ they will drive the overall strategy. Remember that CSAT is a long-term strategy and every internal and external factor has an impact. Tailor the process to each segment. Create actionable CSAT metrics to drive change. Then measure, and do it all again.

Breaking the Barriers in Total Customer Experience

[Full disclosure ' You might want to take this with a grain of salt since he's my dad.] Joe Pine kicked off Tuesday with an introduction to how experiences are the new offering in this economy. We have progressed from the commodities market, to an industrial economy focused on goods, to a service economy, and now to a market that values experiences. The value of an experiential offering is based off how much time consumers are willing to spend with you. The recession isn’t slowing down this progress; instead, it is accelerating the shift to experiences being what consumers truly want. With limited spending money, people are realizing they don’t value ‘stuff.’ They value shared experiences with loved ones. Soon, experiences will become the predominant economic offering and even generate more jobs. Experiences aren’t always experiences in real time and space. Companies like Layar use digital technology to enhance experiences. There’s been an explosion of this technology ‘ it’s a migration from reality to virtuality. We need to figure out how to use technology to enhance experiences by fusing the real and the virtual and exploring the ‘Multiverse’ (explained in his book, ‘Infinite Possibility’). Here are Joe’s tips on designing experiences: – Make the experience cohesive o Use the design principle of THEME: ?? Theme ?? Harmonize impressions with positive cues ?? Eliminate negative cues ?? Mix in memorabilia ?? Evoke all five sense – Make the experience rich ‘ hit the sweet spot of the experience – Make your experience individual ‘ experiences happen inside of us – Make your experience authentic ‘ be true to self – Make your experience compelling o Embrace dramatic structure of Exposition, Inciting Incident, Rising Action, Crisis, Climax, Falling Action, and Denouement Measure the success of an experience by how much time a customer is willing to spend with you ‘ whether in real life or in the virtual world. ‘With technology it’s limited only by our imagination, and to that there is no end.’

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

How do you get customers to advocate for your brand? Teach them to love your company.
Jeanne Bliss of CustomerBliss spoke this morning about creating a prosperous company by rallying customers behind it. Customers look to one another to make buying decisions 78 percent of the time. These customers who believe in your company are assets; relationships you need to honor. These customers will become an army for your company, so leverage that by becoming a beloved company with Jeanne’s five steps: 1. 1. Believe 2. 2. Clarity 3. 3. Real 4. 4. Be There 5. 5. Say Sorry To get customers to believe in your company, you must understand that they are assets. Make sure to hire people who live your core values. Stop letting rules and policies drive a wedge between you and your customers. Enhance clarity by being reliable. How clear are you on the memories you want to deliver? What story are you trying to share? Have clarity on what you will and will not be. Be real with your customers and walk in their shoes. Train your new hires to also be a customer of your company, and make sure everyone throughout the company knows what the lives of your customers are like. Be there for your customers at every touch point. Be deliberate on experience and create differentiating moments. Earn the right for customers to return. With these steps you can become a beloved company and make sure customers are telling your story.

Curt Carlson on Customer Experience: #2: Customer Experience Management ‘ We forgot about the customer

In this new series of posts, we are joined by guest blogger Curt Carlson, Senior Vice President, Customer Experience Management ‘ TNS North America. Read the full series here.

Hi! I’m back with the second of four blogs leading up to the NACCM conference. In my last post, I talked about the fact that Customer Experience Management (CXM) programs just aren’t working well for most companies today. Flat results and lack of new insights are causing executives to rethink their programs. I attributed this to limited perspectives’a type of tunnel vision that in turn limits practitioners’ abilities to help drive customer experience improvement and the profitable growth that would accompany it. Correcting this defective perspective requires a significant change in how we think about traditional CSAT programs. Not only are such programs not customer-centric, they actually have relatively little to do with the customer.

Santayana’s advice about not forgetting the past suggests a good place to start. CXM can trace its roots back to the Quality era. It started with a focus on process improvement and all these years later is still doing the same thing. (Look at your company’s most recent CSAT survey if you don’t believe me.) While 30 years of focus on process improvement has vastly improved customer experience in terms of product and service quality, the lack of further gains shows it has taken us as far as it can.

All this focus on process improvement is causing us to forget about the customer. What matters is not what process area has the greatest impact on the customer base; it’s about which customers (that is, real people) are most impacted by which processes. Once we understand that it’s about individual customer needs, we start to gain new, wider perspectives. Let’s apply this thinking to some current issues: flat scores and the same ol’ key drivers.

Functional key driver priorities, such as customer service, product quality, and billing, are analyzed and ranked based on the ability of processes (and their attributes) to improve overall customer experience. As we have all learned, they don’t change much over time unless there’s some disruption. Consider, however, that each of the process drivers is the #1 key driver for some subset of customers. Real example’ We know that for mobile carriers, Coverage is often the primary driver of satisfaction. However, we have learned that for some customers, Coverage not a key driver, but the Data Plan Offer is. Profiling customers in terms of demographics, products, usage, and spend can provide the additional information necessary to identify which customers are impacted most by which drivers. Your current program is stuck in part because you have been uniformly optimizing experience across your customer base. When you take it to the customer level you have the potential to differentially maximize it, further driving profitable growth.

So this is all about recognizing and understanding the differences among customers. Customers are not all the same; they have different needs. A nice analytical trick, you say, but what strategic potential in Customer Experience studies is unlocked? Top of mind’ How about increasing share of spend? Improving competitive position? Increasing the value of the customer database? Improving the efficiency and effectiveness of marketing spend? Building ROI into CXM? All this and more become possible. But how do you turn potential into reality?

Until next time’Please share your experiences in trying to get more from your current CXM program. What worked? What didn’t?

If you enjoyed this post, meet Curt this week, Oct 3rd to 5th, at the Total Customer Experience Leaders Summit in Arizona, or join TNS this November at NACCM for a session on Best-in-class Customer Experience Management.

To learn more about NACCM, click here. To register, click here. Readers of the Customer’s 1st blog can save 15% off the standard registration rate with code NACCMBlog.