TOP CUSTOMER SERVICE AND BUSINESS ARTICLES Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too. 3 Types of Customer Interactions Every Customer Experience Manager […]
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
(Kinesis CEM) It is impossible, of course, to plan every customer experience or to ensure that every experience occurs exactly as intended. However, companies can identify the types of experiences that impart the right kind of information to customers at the right times. It is useful to group these experiences into three categories of company/customer interaction: Stabilizing, Critical, and Planned.
My Comment: This is another perspective on how your customer interacts with your organization. A “stabilizing” interaction creates confidence. A “critical” interaction can lead to positive impressions and memories. The “planned” interaction is a reaction based on a customer’s behavior – when the customer does this (says this, buys this, etc.) you react like this (you respond, suggest other products, etc.). As Jan Carlzon said years ago, “Every time a customer comes into contact with any aspect of a business, they form an impression.” The three types of interactions in this article are critical to any company’s success.
(HBR) Since the birth of e-commerce, marketing experts have disagreed about the future role of brands. Some have predicted that digital technologies will hasten the demise of brands because customers will have ready access to information they need to make purchase decisions, and “brand” will therefore become less relevant. Others have prophesied an increasing importance of brand as a simple way to evaluate choices in an era of information overkill.
My Comment: This great article makes the case that the relationship with the customer is more powerful than the brand. While the article doesn’t get into how to do so, it is implied that you want to turn average customers into loyal customers. Do that by creating a strong customer service experience. Connect on an emotional level, if possible. That is what will improve the value of the company – not the name (brand) on the sign above the door.
Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.
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