Tag Archives: VOC

How to Prepare for the Customer of the Future

Photo by Barry Haynes. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

How can YOU prepare for the customer of the future?

Join me June 3-4 in Miami, Fla. for the Total CX Leaders Conference sponsored by the Institute for International Research USA (IIR USA). This year’s event will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

With hands-on workshops and featured speakers from companies like AT&T and Marriott International, the Total CX Leaders Conference “brings together thought-leadership to focus on higher level thinking around the strategic alignment of customer strategy, technology and business aspirations.”

2015 content areas include:

  • User Experience Design
  • Data-Rich Insights & Analytics
  • Digitizing the Customer Journey
  • Customer Loyalty
  • Design Thinking
  • Omnichannel Experience
  • Analyzing and Measuring VOC
  • Aligning Data Touchpoints
  • Customer Centric-Culture
  • Customer Behavior Trends
  • Translating Insights into Actions
  • New Technologies & Methodologies
  • Big Data Initiatives

This is my second year as a guest blogger for this event. I will post daily during this time frame to IIR’s Customers 1st blog and to Starry Blue Brilliance.

Here are other ways to stay connected with this event:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Be sure to check it out, and please share this information with those who might be interested in attending this event.

In the meantime, watch for my pre-event and post-event stories on LinkedIn, Twitter, Google+, Customers 1st blog, and my blog. Please share with your networks – let’s keep the conversations going!

This article was originally published on Starry Blue Brilliance.

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.

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:

Customer Experience Conversations: Keith Ferrazzi

In this next post in our Customer Experience Conversations series, we sat down with Total Customer Experience Leaders Summit’s keynote speaker Keith Ferrazzi, who is also CEO of Ferrazzi Greenlight and Author of Never Eat Alone. Ferrazzi discussed how customer experienced has evolved in the digital age and the importance of customer experience leadership.
This year, TCEL will explore 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 Ferrazzi had to say:
IIR: Why are empathy and emotion so important in when it comes to customer experience?
Ferrazzi: Technology’s pretty much leveled the field with regard to quality, making customers more likely to develop relationships with the companies they choose to work with. That’s put the customer in the position of looking for a more personal experience. They want to work with people they trust. Empathy, vulnerability, emotion are ways to develop that trust. 
IIR: What are the key traits of a great customer experience leader?
Ferrazzi:  Obviously, accountability is critical. You’re responsible for your customer’s experience, good or bad. But trust, creativity and adaptability are also pretty high. You have to trust your team to constantly look for new ways to improve the customer experience. You need the creativity to see the bigger, longer picture. And you need to be lean enough to change courses when necessary.
IIR: If your customers have a bad customer experience, how do you reconnect with them moving forward?
Ferrazzi: Before anything else, admit your mistake, if it was your mistake, and apologize directly. So many difficult situations can be neutralized with two simple, but sincere, words: “I’m sorry.” Customers are angry after a bad experience because they feel like they were treated poorly. By apologizing, you’ve already changed the dynamic and make resolving the situation more collaborative. From there you can turn a bad customer experience into a loyal customer just by being open to their feelings.
IIR: How has the digital revolution changed the overall customer experience?
Ferrazzi: It’s certainly had an equalizing effect. Neither customer nor company is limited by the old, pre-digital marketplace. Small start-ups can compete against big brands by serving a specific niche and can reach customers all over the world, just by being where their customers are online. And with so much market segmentation targeting your specific customers is more cost effective. You’ll reach fewer eyes but the ones you do reach are more likely to be interested in your product.
IIR: How has social media affected customer experience?
Ferrazzi: It’s made feedback instantaneous. You know immediately whether your customer’s had a good or bad experience. The customer is far more empowered and a dissatisfied customer is always more likely to voice his or her opinion. One bad meal, one rude CSR, and Twitter, Facebook, Reddit knows immediately. You can see that as a problem, or you can use that same medium to show how much you value your customers.
IIR: How do you make the connections between experience, brand and loyalty, which together create customer expectations?
Ferrazzi: Understanding what your brand brings to your customers, not just in the specific goods or services, but in the visceral experience, is critical. Even if you are your brand, is your audience one who is looking for something posh or homey? Luxurious or utilitarian? Intellectually rigorous or practical? Know what emotional need your fulfilling in addition the good or service you’re providing, and you’ll turn a generic transaction into an “experience” which will trigger loyalty. 
Want to hear more from Keith 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/1ces31p

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.com. Follow her at @AmandaCicc.

The 9 Commandments of Being Customer-Centric

You may have heard people say, ‘It’s not about us. It’s about them, the customer! The implication ‘ what sounds enticing to the recipient ‘ is that these people believe that customer-devoted organizations drive significant profitable revenue growth and they execute strategically against their proclamation daily. Unfortunately, most often, nothing could be further from the truth, which is why many companies’ PRG remains anemic ‘ a sign of a non-customer-focused organization. According to Kansas City Business Journal, here are nine proven methods of living the customer-centric mantra.

9. Your customer’s issues ARE your issues. Third Door clients understand that the function formerly known as sales is now 80 percent ‘research.’ They know that relevancy, demand creation and attraction are the front-end drivers of sustainable PRG, replacing ineffective sales techniques. Therefore, what procedures and technology are used to feed you this information that helps create the desired positioning?

8. Honor thy customer. Think about a card section in a local grocery store that showcases designs by customers, displaying where they’re from by city and state. How do you think that makes the consumer feel? How is your customer council structured and how is the all-important state of co-destiny achieved?

7. Further your customer’s purpose. Try this as a sales call opening: ‘I understand what you do. However, I’m curious why you do it? If I can understand that more clearly, I can better determine if we’re a good fit.’ With this information secured, share how your value proposition helps strengthen the client’s ‘true north.’ And because your organization’s objective should be profitability, so it can provide jobs and sustain the community in which it serves, then your primary prospect qualifier is shared purpose, right? 

6. Help advance customer’s value proposition. The definition of value proposition is, ‘The crystal clear statement of the tangible results the customer receives from your products, services and experiences.’ So how are you positively impacting your customers’ tangible results? If you’re not influencing customers’ key performance indicators then you’re a commodity.

5. Fortify customer’s competitive advantages. What your customer’s top brass wants more than anything else are new, challenging and effective ideas. If you’re in sales, when’s the last time your boss asked, ‘When is the last three times you challenged a customer and provided new, innovative thoughts’?

4. Delight your customer’s customer. What are the needs of your customer’s customer? The only thing more important to your customer than his/her profitability is creating more happy and loyal customers.

3. Pay it forward. A past client, a well-known restaurant, is led by a chef who had an idea to reward loyal patrons, by surprising them with their favorite dinner served at home, with live music. Then, the couple suggested the chef do the same thing for a family in need they knew. How does this story square with your charitable efforts? As has been said before, the greatest marketing strategy ever devised is care.

2. Employ customer-centric key metrics. How do you integrate the ‘voice of the customer’ into your management dashboard? One team, one all-important score, people. And that ‘score’ should lean toward some type of ‘customer delight’ measurement.

 
1. Customers help design your value proposition. When strategic planning is performed at your company, the customer’s voice is absent. Have you ever asked customers why they buy from you?

Why You Can’t Miss the Total Customer Experience Leaders Summit

There is just one question you have to ask yourself. And it’s not why should you attend the Total Customer Experience Leaders Summit in 2013. It’s what you will miss if you don’t.

1. A Holistic Approach to Customer Experience from a Diverse Cross-Industry Speaker Roster. There is no other event that brings together higher-level thinking around the alignment of customer strategy with business relevant aspirations. Gain perspectives and cross-industry learnings from financial services, government, automotive, travel, retail, healthcare, hospitality companies and more.

2. Inspiring Keynotes. Hear from client-side experts and award winning authors on the power of listening and valuing customer feedback (Nationwide), understanding the emotional story (Sensory Logic), the impact of Big Data (American Express), optimize customer experience through social media (Facebook), transforming company culture (Safelite AutoGlass), how ethnographic methods are applied to design research (Pacific Ethnography Company), VOC integration (Maritz Research) and more.

3. Innovative Case Study Presentations. Customer-focused leaders share their insights-rich stories on designing a mobile app that motivates (JetBlue), developing a total customer experience metric (Toyota Financial Services), behavioral economics (GfK), creating unparalleled customer experiences (Eli Lilly & Company), optimize customer panels for instant VOC (CVS Caremark), Emart: global retail perspectives (Prophet) and more.

4. One Collaborative Congress. This high-engagement three-day experience focuses on expertise and interactivity with an integrated experience of all main stage presenters. Developing a balanced agenda on topics to help you advance your organization with a sound customer plan.

Customer Experience Design – Explore how VOC data and design principles can be used to engineer experiences across your organization.

Strategy - Interpret, analyze and evaluate your customer strategy to ensure business relevance

Measurement & Feedback – Drive change and optimize your sales force by measuring customer feedback through the entire customer journey.

Alignment - Integrate and leverage your customer touchpoints – measurement & ROI, linkage, VOC, social media, technology, design principles, operational metrics and senior leadership.

5. Executive Summary. Delivered to you after the event summarizing the key session highlights and game changing trends – a valuable resources as you craft your insights-rich customer story.

6. Interactive Forums. Back by popular demand, Idea Gathering Sessions provide more time to collaborate with conference speakers and attendees on important topics. We invite you to challenge your peers to push boundaries. Companies already signed on to attend include:

Allstate
Bellomy Research
Boston Symphony Orchestra
BP Fuels Value Chain Marketing
Burke
Cafe Britt
Caterpillar Financial
CEC
Chadwick Martin Bailey
Chalhoub Group
City of Ottawa
Crested Butte Mountain Resort
CUNA Mutual Group
CVS Caremark
eBay
Eli Lilly & Company
EMC
Enterprise Storage Division
Florida Blue
Forrester
GfK
Graduate Management Admission Council
Harris Interactive
Highmark
Hunter Douglas
Janet LeBlanc + Associates
Janssen Biotech
JetBlue Airways
Johnsonville Sausage
Le Capitale General Insurance
Leadership Learning Systems
MAKO Surgical Corp.
Maritz Research
Medical Packaging Inc.
Meijer
Merck
Okemo Mountain Resort
Pacific Ethnography Company
Prophet
Questback Inc.
RBS Citizens Financial Group
Sensory Logic
Station Casinos
Telerik
TNS
Toyota Financial Services
Triple Peaks
Two Men and a Truck
Working Solutions
ZS Associates

Plus, see what others have had to say about the Total Customer Experience Leaders Summit:

This conference is an excellent environment for gaining insight into the customer experience. From the best practices to overcoming challenges, each speaker brings a viewpoint worth considering.”- Scott Swift, Vice President, Customer Information, Hunter Douglas

This event is about leveraging great customer research by linking and aligning it with key organizational issues.“- Bill Barnes, Senior Vice President, Burke, Inc.

The Total Customer Experience Leaders Summit will give you the insights and skills necessary to make your customer programs a success. Find out how creating a customer-centric culture within your organization, through expanded leadership and employee engagement can drive business results.

Mention your Blog VIP code to save 15% off the standard registration rate today: TCEL13BLOG

http://bit.ly/ZPtnoN
Email: register@iirusa.com
Phone: 888.670.8200

Complimentary Webinar: Silencing the Voice of the Customer (VOC): New research methods to create breakthrough products and services

In association with Strategyn, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar.

Silencing the Voice of the Customer (VOC): Focus on the “job-to-be-done” and create breakthrough products and services
Tony Ulwick, Founder & CEO, Strategyn
Wednesday, April 20th, 2011 1:00 – 2:00 PM EDT

Reserve your Webinar seat now here.

Over the past 30 years, innovation experts have led companies to believe that it is impossible to know all their customers’ needs. They contend that customers can’t articulate their needs, and that customers have latent needs – or needs they don’t know they have. What if it turns out that this thinking is wrong?

There is a new way of approaching your customer needs but it’s not with the Voice of the Customer. Over the past 20 years Strategyn has created and refined an innovation process called Outcome-Driven Innovation?? (ODI) that invalidates this old thinking. In addition, a ten-year track record study reveals that when the world’s most respected companies silence the voice of the customer and gather the right inputs for the innovation process, they experience an 86 percent success rate. This is a complete turn-around in the innovation industry.

In this webinar, Strategyn founder and CEO, Tony Ulwick will demonstrate how thinking about innovation and customer needs from a “jobs-to-be-done” perspective enables companies to create winning growth strategies and breakthrough products and services.

What you will learn:

* The shortcomings of listening to the “voice-of-the-customer”
* How to define a market from the customer’s perspective
* How to create a growth strategy using the right customer inputs
* How to organize the innovation process around the right customer insights

System Requirements
PC-based attendees
Required: Windows?? 7, Vista, XP or 2003 Server

Macintosh??-based attendees
Required: Mac OS?? X 10.4.11 (Tiger??) or newer

About The Institute for International Research:
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.

Free Webinar – Linking VOC to the Bottom Line: Strategies for Uncovering Researchers’ Holy Grail

Date/Time: Thu, Aug 5, 2010 2:00 PM – 3:00 PM EDT
Register: https://www1.gotomeeting.com/register/158148440
Mention priority code MWS0034BLOG

In Maritz Research’s 2010 Voice of the Customer Challenges and Practices Study, client-side researchers indicated their biggest challenges were linking survey measures to financial/business results and linking VOC information to internal business processes and metrics. Our own clients have told us that the ability to link survey research information to other business information is the “Holy Grail” within their companies.

As a leader in Customer Experience Measurement, Maritz Research is proud to present Keith Chrzan, Vice President, Marketing Sciences, who will discuss our unique perspective regarding the formal, statistical process that enables us to connect various types of data sources to others. Keith will discuss the varying levels of linkage sophistication, the obstacles that face marketers wishing to perform linkage, and the experience we’ve gained with a large number of linkage engagements. Researchers, operations leaders and those charged with performance improvement in their company’s channels will find this discussion an essential primer before attempting to connect the Voice of their Customers to other business data.

Keith is the DVP of Marketing Sciences at Maritz Research. He has over twenty-five years of experience on the client and supplier sides of the marketing research industry. His experience includes positions as Director of Marketing Research at Boehringer Mannheim Diagnostics and Managing Director of Marketing Sciences at IntelliQuest, Inc, an Austin, Texas-based marketing research consultancy serving the technology industry. Keith is well – respected in the marketing sciences industry and has the ability to make complex statistics not only understandable but fun.

We look forward to your attendance. Don’t miss it!

Register: https://www1.gotomeeting.com/register/158148440

Free Webinar – Linking VOC to the Bottom Line: Strategies for Uncovering Researchers’ Holy Grail

Date/Time: Thu, Aug 5, 2010 2:00 PM – 3:00 PM EDT
Register: https://www1.gotomeeting.com/register/158148440
Mention priority code MWS0034BLOG

In Maritz Research’s 2010 Voice of the Customer Challenges and Practices Study, client-side researchers indicated their biggest challenges were linking survey measures to financial/business results and linking VOC information to internal business processes and metrics. Our own clients have told us that the ability to link survey research information to other business information is the “Holy Grail” within their companies.

As a leader in Customer Experience Measurement, Maritz Research is proud to present Keith Chrzan, Vice President, Marketing Sciences, who will discuss our unique perspective regarding the formal, statistical process that enables us to connect various types of data sources to others. Keith will discuss the varying levels of linkage sophistication, the obstacles that face marketers wishing to perform linkage, and the experience we’ve gained with a large number of linkage engagements. Researchers, operations leaders and those charged with performance improvement in their company’s channels will find this discussion an essential primer before attempting to connect the Voice of their Customers to other business data.

Keith is the DVP of Marketing Sciences at Maritz Research. He has over twenty-five years of experience on the client and supplier sides of the marketing research industry. His experience includes positions as Director of Marketing Research at Boehringer Mannheim Diagnostics and Managing Director of Marketing Sciences at IntelliQuest, Inc, an Austin, Texas-based marketing research consultancy serving the technology industry. Keith is well – respected in the marketing sciences industry and has the ability to make complex statistics not only understandable but fun.

We look forward to your attendance. Don’t miss it!

Register: https://www1.gotomeeting.com/register/158148440