Tag Archives: Total Customer Experience Leaders Summit

Why Your Brand Needs Social Customer Service

Everyday users go online to complain about brands ‘ on Twitter, Facebook, LinkedIn, Pinterest ‘ you name it. Responding to these complaints in real-time reduces the impact of them on your bottom line.
These days, customers aren’t calling your 800 number. Instead, they are getting on Facebook and complaining about you or sending a Tweet about your lousy service. Social customer service is a very different ball game with unique practices, plans and a different timeline. You’d better be listening for online complaints and be ready to respond in real-time or face potentially negative profits.
Social customer service emerged because organic online conversations require an immediate response. When a customer complains about you on Facebook or Twitter, you’d better be listening and respond within a short window or poor attitudes about your brand escalate. Social customer service connects your customers with people, both inside and outside of your organization, and with the information they need to solve problems and make better decisions. Not to mention, your customers expect it.
Check out this infographic, which highlights the key reasons your business needs social customer service:

Put People First – Your Success Depends On It

Photo by paul bica

“Those that will always help a friend, will always have a friend.” – Anthony Douglas Williams, inspirational author

When you put people first in everything you do, you will be rewarded in many ways. Companies that put people first – their employees as well as their customers – achieve new and higher levels of loyalty.

Putting people first allows you to understand the key drivers of employee and customer satisfaction so you can leverage empathy to improve their experiences.

Is your company customer-focused or operations-focused? Find out by reading
“Six Differences Between Customer-Focused Companies and Operations-Focused Companies” by Shep Hyken.

If people are your priority, use these insights from this year’s Total Customer Experience Leaders Summit to help you design and deliver exceptional customer and employee experiences:

 
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.

    Customer Experience Conversations: Crystal Collier

    In this next post in our Customer Experience Conversations series, we sat down with Total Customer Experience Leaders Summit’s keynote speaker Crystal Collier, CEO of CX Act, formerly TARP Worldwide.
    CX Act has pioneered the science of quantifying, managing and optimizing the customer experience and has remained a leader in the CX market since 1971. Today, through its innovative research, technology and customer interaction programs, it continues to set the standard to improve clients’ customer service performance, customer value and “The Profit of Interaction.’
    In April, Collier and TCEL will explore these topics and the all of the new realities of building brands and relationships in today’s socially driven and data abundant world. The event will shine an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships.
    Here is what Collier had to say:
    IIR: How is empathetic leadership changing leadership in customer experience today?
    Collier: Without considering empathy’from the C-suite to the frontline employee’delivering a superior CX is nearly impossible. Customers are driven largely by emotions, and their behaviors result from feelings. If you don’t understand the emotions and leverage empathy to drive change throughout the organization, you are missing incredible opportunities to drive bottom-line results.
    IIR: Why are empathy and emotion so important in when it comes to customer experience?
    Collier: Emotions govern so many of the decisions we make, so CX must consider and accommodate that reality. Understanding the emotions associated with each customer touchpoint is critical’adding emotions to the customer journey mapping process is a great first step.
    IIR: What are the key traits of a great customer experience leader?
    Collier:  A great CX leader knows how to balance efficiency and effectiveness metrics for a complete measure of CX performance. A great CX leader knows that satisfaction is more than a score. A great CX leader taps into the voice of the employee as well as the voice of the customer. A great CX leader regularly, frequently, and passionately monitors and observes customer interactions. A great CX leader knows what touchpoints matter most to her customers and ensures they are best in class.
    IIR: If your customers have a bad customer experience, how do you reconnect with them moving forward?
    Collier:  One of the most important things to recovering from a bad experience is taking ownership. Ownership and accountability can set the stage for recovery. You need to own the issue with a genuine apology and deliver on promises to fix it. From there, putting measures in place to ensure it doesn’t happen again is key.
    IIR: How has the digital revolution changed the overall customer experience?
    Collier: The digital revolution has revolutionized access’access to customers, to data, to companies. Understanding what channels you control and where resources should be allocated is critical to an effective digital strategy.
    IIR: Employee recognition can positively influence employee behaviors and cultivate a customer-centric culture. How do you recognize and motivate your employees?
    Collier: Regular, timely, meaningful, and relevant employee R&R can help keep the focus on the CX; linking it to VOC metrics is also helpful.
    IIR: How do you strategize and innovate on your company’s customer experience to continuously improve it as the marketplace grows increasingly competitive?
    Collier:  You must understand what your customers want in 2 areas: 1- what do they need to make them totally satisfied and 2- how do you best deliver this service to them.
    IIR: How do you make the connections between experience, brand and loyalty, which together create customer expectations?
    Collier: The brand sets the standard for the experience and the experience drives loyalty. Delivering on the brand promise with employee behaviors is important exercises to increase loyalty and deliver a superior CX.
    Want to hear more from Crystal on customer experience in person?  Join her at Total Customer Experience Leaders Summit 2014 in Miami in April where she will be presenting a keynote session entitled, ‘Bringing Empathy into Your Organization.’
    Your experience at TCEL will include three full days of high-level visionary keynote presentations and in-depth case studies illustrating linking insights & data, data measuring & mapping, design thinking, synthesize intelligence from B2B and B2C companies across verticals, disciplines and cultures to march forward with a sound total customer experience plan.
    To learn more about the event and register, click here:   http://bit.ly/1dQq6xh
    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 DesignCustomers 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 aciccatelli@iirusa.

    Customer Experience Innovation: Treat Your Customers Like People

    With the 2014 Total Customer Experience Leaders Summit just weeks away, I was lucky enough to catch up with Len Ferman, managing director of Ferman Innovation, and former Senior Vice President of Innovation and Ideation at Bank of America.
    Today, corporate leaders often lose sight of customer needs in the constant quest toward next quarter’s earnings. But, what is positive for stock prices tends to conflict with long term customer satisfaction and shareholder value.
    You simply can’t understand the customer experience if don’t empathize with your customers, Ferman told me. ‘You have to be able to see them face-to-face and listen to them talk about their pain points and challenges,’ he said.
    Ferman suggests that corporate leaders need to spend more time attending traditional focus groups ‘ watching their customers talk about their interactions with the company and hear their first hand experiences and further, understand how these fit within the broader context of the goals and challenges that they have as people.
    ‘When you see customers face-to-face, you pick up the body language and expressions that you cannot discern in the most disciplined reading of a market research report,’ explained Ferman. ‘Only when you have seen your customers talking about your company, can you truly empathize with their needs.
    Listen to the full podcast interview here: http://bit.ly/1fQymj7
    Len will be speaking in just a few weeks at the 2014 Total Customer Experience Leaders Summit, taking place April 9-11th, in a session entitled, ‘Innovation a Roadmap for Customer Experience.’
    This year’s conference will explore the new realities of building brands and relationships in today’s socially driven and data abundant world. The event shines an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships.
    For more information about this exciting event, click here: http://bit.ly/OeuKLI

    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 DesignCustomers 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 aciccatelli@iirusa.

    How to Create an Emotional Customer Experience

    ‘Let’s not forget that the little emotions are the great captains of our lives and we obey them without realizing it.’ ‘ Vincent Van Gogh, highly influential post-Impressionist artist

    Great storytelling evokes emotion. Using the power of storytelling, you can create emotionally compelling videos with equally compelling messages that will continue to resonate with your employees and customers and build brand loyalty.
    This video is one of the best examples of storytelling I’ve seen posted on www.publicwords.com. If the video doesn’t appear below, you can view it at http://youtu.be/7s22HX18wDY
     

    This post also provides tips on how to recreate the same ‘magic’ for your videos.

    Here are two articles from www.ragan.com to help get you started on creating videos to engage your 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:

    Want to hear more from Peter on customer experience in person? Join him 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.

    Your 2014 Customer Experience Strategy Checklist

    Customer experience is a huge opportunity for growth today. Organizations who are doing it right are seeing profits soar above those who have not. The key is understanding how to align customer strategy against the other long range goals of driving loyalty alongside new business. 
    How you get this done is what your peer groups will be discussing at the upcoming Total Customer Experience Leaders Summit.  This year, TCEL explores the new realities of building brands and relationships in today’s socially driven and data abundant world. Discover the emotional drivers that are critical in creating an effective customer story. TCEL shines an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships. We cover it all at the Total Customer Experience Leaders Summit.
    April 9-11, 2014
    Trump International Beach Resort
    Miami, Florida
    Download the brochure for more information: http://bit.ly/1idxeUe

    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

    Visit our website to download the brochure and view the full program:  http://bit.ly/1idxeUe
    As a member of our LinkedIn Group, we’d like to offer you a 15% off the standard registration rates, use code TCEL14LI to save. Register today: http://bit.ly/1f1zpvh
    We look forward to seeing you in Miami!
    Cheers,
    The TCEL Team
    #TCEL14

    Customer Experience Conversations: Nestor Portillo

    In this next post in our Customer Experience Conversations series, we sat down with Total Customer Experience Leaders Summit’s speaker Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft who shared his best customer experience, the importance of empathy, and how social media has affected customer experience today.
    In April, TCEL will explore these topics and the all of the new realities of building brands and relationships in today’s socially driven and data abundant world. The event will shine an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships. Your experience at TCEL will include three full days of high-level visionary keynote presentations and in-depth case studies illustrating linking insights & data, data measuring & mapping, design thinking, synthesize intelligence from B2B and B2C companies across verticals, disciplines and cultures to march forward with a sound total customer experience plan.
    Here is what Portillo had to say:
    IIR: Describe your best customer experience.
    Portillo: My best customer experience was with Wells Fargo few months ago. I’m not sure if this is a common practice everywhere or not (if don’t it should), but my experience with them when deactivating my debit card (lost it) and getting a replacement was awesome.
    First I will say, it was flawlessly and fast which is something that I was expecting however what really surprise me was that the whole interaction was extremely effortless on my side and once the case (card replacement) was completed, I got a print out with the name of the agent who managed my case, his manager name, their contact information, a summary of the transaction, a summary of what to expect next including timing and also a promise to follow up with me a week after which took place as promised.
    What made it a different experience was the low level of effort required from my end and the high level of accountability demonstrated with the print out. You don’t always you proactively get a written commitment about what to expect and on top of that the names/phone and emails of the people accountable for make it happen.
    IIR: How is empathetic leadership changing leadership in customer experience today?
    Portillo: I would say it is becoming more important than ever. Companies are pushed to deliver on revenue expectations while reducing costs; this makes customer experience a key piece in the operational model to achieve these 2 goals (revenue and operational efficiency).
    IIR: Why are empathy and emotion so important in when it comes to customer experience?
    Portillo: In my opinion, customer experience is a combination of emotions, memories, expectations, needs fulfillment, timing and effort. All of these are important add-ons to your product or service. So, in order to deliver a great customer experience, it needs to have a high degree of empathy and emotion because the interaction goes beyond product functionality or a feature explanation. You need to engage with empathy because for customers it is no longer a transaction it is about them and their feelings that you care.
    If you operate in a business that has low switching costs, then customer experience is your key differentiator or competitive advantage to drive loyalty and keep your market share. Think about cable or cellular services. They all have low switching costs, which means that the real differentiator is the customer experience.
    IIR: What are the key traits of a great customer experience leader?
    Portillo: I think a great customer experience leader is a person that embrace responsible innovation because customer preferences are evolving as fast as the technology evolves; is a change agent because you need the whole organization onboard and is a customer centric person because customer needs to be at the center of what processes, technology, procedures are trying to address or serve.
    IIR: If your customers have a bad customer experience, how do you reconnect with them moving forward?
    Portillo: It is very well known that takes years to build trust and seconds to destroy it. Keeping that in mind if your customer had an unpleasant customer experience you are now back to square one and need to rebuild trust. You can reconnect with them by acknowledging what was wrong and telling them what you are planning to do differently from now on. While this may sound easy, this requires high level of transparency and empowerment to truly change things or do things differently!  
    IIR: How has the digital revolution changed the overall customer experience?
    Portillo: I wouldn’t say changed, I will say changing because the digital revolution is pushing companies to embrace the concept of ‘Omni-channel’ as more and more customers want you to engage with them where they are, when they want and how they want.
    Traditional inbound channels are rapidly getting replaced by mobile, social networks and lately with wearable’s devices. With the new ‘Internet of things’ where now you have a variety of devices that customer are using to connect with your company, this demands a consistent customer experience regardless the entry point and this is where the Omni-channel concept becomes more and more important.     
    IIR: How do you utilize Big Data to gain the fullest possible understanding of your customers?
    Portillo: Big Data is definitely a differentiator, while it is getting better defined as we speak, it is in its early stages and companies needs assess how big data may help however companies have to embrace it and get ready ASAP. It needs to become a formal business practice because it can tell you a lot about customer preferences and behaviors so you can better design the customer experience. Because of Big Data’s complexity, it requires specialized resources due to current tools are great aggregating data, trending it but you need analysts behind understanding what that trends means and how it aligns and impact your business strategy or your product.
    IIR: Employee recognition can positively influence employee behaviors and cultivate a customer-centric culture. How do you recognize and motivate your employees?
    Portillo: Customer satisfaction and loyalty needs to be part of the individual goals and a key component of their performance assessment. You need to tie compensation, bonuses and rewards with satisfaction and experience to achieve great customer experience.
    IIR: How has social media affected customer experience?
    Portillo: Social media is a megaphone for good or bad customer experiences. In fact, many customers are using social media to put pressure to the companies when their customer experience is poor or to simply ‘shame the company into a response.’ Today customers know that companies are monitoring social channels so they are using these channels to capture their attention when the customer experience is broken or to expedite a response.
    But, not everything is about bad experience, there are several cases where customers use social media to praise companies for their customer experience but let’s say that this is less frequent.
    IIR: How do you make the connections between experience, brand and loyalty, which together create customer expectations?
    Portillo: In my opinion, brand is a promise, experience is your way to demonstrate commitment on delivering on that promise and loyalty is the customer assessment of how successful you are. I don’t think you can create customer expectations, you can identify and meet customer expectations and you need to align those three to meet or exceed their expectations  
    Overall, the customer experience leader needs to make sure customer experience is part of the operational agenda and not only part of the PR agenda. If you ask companies how important customer experience is for their business strategy you will get ‘top priority’ as an answer. But, if you dig a little bit and see how many resources are allocated to ensure a quality of customer experience you may get surprised.
    Want to hear more from Nestor on customer experience in person? Join him at Total Customer Experience Leaders Summit 2014 in Miami in April. To learn more about the event and register, click here:  http://bit.ly/NnARgO

    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 DesignCustomers 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 aciccatelli@iirusa.

    Earn a Free Pass to Total Customer Experience Leaders Summit 2014: Become a Guest Blogger

    Earn a complimentary all-access pass to Total Customer Experience Leaders Summit 2014 by serving as a Guest Blogger at the event. As a Guest Blogger, you’ll have access to TCEL’s comprehensive agenda attracting the best in customer experience insights from around the world, right in Miami in April.
    You’ll get a pass to the annual TCEL event plus exclusive access to a networking community and on-demand webinars, to help you grow and learn throughout the entire year.
    Guest Blogger responsibilities will include submitting at least one post per week to the Customers 1st blog between now and the conference and attending specifically assigned sessions at the event and blogging live or same day.
    By participating as a Guest Blogger leading up to and at the event, you’ll receive an all-access pass for the 3-day TCEL event, taking place April 9-11 in Miami, Florida. In addition, Guest Bloggers are responsible for their own travel and lodging. Learn more about the event by visiting our website:  http://bit.ly/Nc3sWm
    Apply today by sending your name, title, company, short biography and links to your blog or writing samples, along with a few sentences about why we should choose you to be our 2014 Guest Blogger to Amanda Ciccatelli at aciccatelli@iirusa.com. We will review your submission and contact the chosen Guest Bloggers directly with more details.
    All readers of our blog receive an exclusive 15% discount off the standard registration rate with code TCEL14BL. Register here:  http://bit.ly/Nc3sWm

    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 DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts. 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 aciccatelli@iirusa.com. Follow her at @AmandaCicc.

    The Secrets Behind a Successful Customer Experience Strategy

    According to the Customer 2020 Report, the customer of the future will be more informed and in charge of the experience they receive.

    They will expect you to know their individual needs and personalize their experience. Immediate resolution will not be fast enough as customers will expect you to proactively address their current AND future needs.

    At the 2014 Total Customer Experience Leaders Summit, we examine the power of today’s customer-driven world to develop a strategy to deliver an integrated customer experience by focusing on four key content pillars – Linking, Design Thinking, Synthesis, and Data Mapping.

    Total Customer Experience Leaders Summit 2014
    April 9-11, 2014
    Trump International Beach Resort
    Miami, Florida
    Download the brochure for the full agenda: http://bit.ly/1ffN4Qo
    Join our keynotes as they address the main themes of the Customer Experience process:
    Linking - Explore how to connect attitudinal metrics to behavioral data across the enterprise.
    Personal Intelligence: The Power of Personality at Work
    John D. Mayer, Renowned Professor of Psychology, The University of New Hampshire and Author, Personal Intelligence
    Design Thinking – Go beyond transaction and strategize a new way forward.
    The Crazy Ones: How to be a Leader that Inspires Creativity and Innovation
    Stephen Gates, VP and Creative Director, Global Brand Design, Starwood Hotels & Resorts Worldwide
    Synthesize - Integrate insights and intelligence to get at the heart of the emotional experience.
    Using Emotional Energy To Make Your Customer Experience Programs Easier, Faster and Smarter 
    Daryl Travis, CEO, Brandtrust
    Data Mapping – Discover new approaches to measuring and aligning your data.
    Employees are the Key to Delivering your Customer’s Experience
    Peter Neill, Former Chief Customer Officer, Level 3 Communications
    The Total Customer Experience Leaders Summit tells the whole story, from beginning to end. This is your invitation to join the conversation to gain a deeper understanding of your customer and provide you with the foresight you need to create a strategic and effective customer experience plan.
    Mention code TCEL14BL & Save 15% off the standard rate. Register today: http://bit.ly/Ofcbrq
    We hope to see you Miami!
    Cheers,
    THE TCEL Team
    @TotalCustomer
    #TCEL14

    customers1stblog.iirusa.com

    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: