Each week I read a number of customer service and customer experience articles from various 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. 5 Ways to Drive Brand Loyalty and Customer Lifetime Value by Ian Simons […]
Each week I read a number of customer service and customer experience articles from various 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.
(Ad Age) Here are 5 tips for marketing organizations looking to maximize their Discovery Commerce opportunity from Aubrie Richey, VP of media for TechStyle Fashion Group that brought us brands like Fabletics and Savage X Fenty.
My Comment: We kick off this week’s Top Five roundup with an article that could fall under the category of marketing, however, what drives loyalty and increases average lifetime value is the customer experience. Take a close look at number four, which is about optimizing for lifetime value, not just the cost of acquisition for a new customer. (I bet you’ll find keeping your existing customers is far less expensive than acquiring new ones.)
(Linkedin Pulse) Customer service scripts are tempting from the perspective of experience consistency, but it is hard to be authentic and inspired when you are reading someone else’s words. If you are striving for customer experience excellence, here are 5 phrases to shed.
My Comment: Dr. Joseph Michelli is no stranger to this weekly roundup. This week he posted a great article about what never to say to customers. These are what I refer to as customer loyalty killers. I can’t imagine that you’ll disagree with any of them. Which one do I hate most? When someone says, “Our policy does not allow me to…” I’m sure you’ll have a few to add to his list.
(CMSWire) The Customer Effort Score (CES) is seen as a business-critical metric that is a key indicator of customer loyalty and directly correlates to whether a customer will continue to do business with a brand. This article looks at the ways that the CES can be improved.
My Comment: The idea behind knowing your customer effort score is to determine the amount of friction your customers go through to interact with your organization, usually because of a customer complaint or support issue. My belief is that all interactions of the customer’s journey should be considered. You’ll find some of that philosophy in this excellent article that includes four ideas to start your thinking about how to be easier to do business with.
(Business 2 Community) This article outlines how you can benefit from a chatbot in customer service — during and after COVID times. Furthermore, we’ll share some tips on how to implement your own chatbot.
My Comment: Even if this isn’t “everything you need to know” about chatbots, there is still quite a bit of information in this short and information-filled article. Chatbots have come a long way over the past years. If you think that all they do is respond to customers’ questions and requests, then this is an article you will enjoy.
(Total Retail) The ways that people can buy online keep evolving, which means there are more CX touchpoints to consider than ever. Traditional e-commerce, mobile commerce (m-commerce), and social commerce (s-commerce) each have their own customer expectations that merchants must meet in order to stay competitive.
My Comment: I’ve said for years that customers keep getting smarter when it comes to customer service and experience. They’ve learned from the best traditional brick-and-mortar e-commerce retailers. And, now there are two more experiences that are changing expectations: M-Commerce (where M stands for mobile) is driving the need for multiple channels of communication, and S-Commerce (where S stands for social) is focused on social media platforms as a way to attract customers to a brand’s site. The retail world continues to change.
Shep Hyken is a customer service expert, professional speaker, and New York Times bestselling business author. Go to The Customer Focus™ to learn more about our customer service training programs. Follow on Twitter: @Hyken
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