Top 5 Customer Service & CX Articles for the Week of September 12, 2022

Each week I read many 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.

3 Marketing Lessons From Zappos’ Social Media Team by Aaron Templer

(Inc. Magazine) Obsessed with the customer experience, Zappos has woven a customer focus throughout everything they do. Their legendary use of social media is no exception, and if we as marketers are willing to shed a bias or two, there are three surprising lessons from Zappos that can transform how brands and agencies derive value from our social media investments.

My Comment: Zappos is one of the iconic customer service brands, known for delighting customers with a level of WOW customer service. How do they do it? Here are three of their success strategies. I especially like number two, “Them, not us.”

How to Overcome the 5 Most Common Customer Service Issues by HR News

(HR News) Sometimes, delivering good customer service means eliminating the bad experiences that happen regularly. Awaken Intelligence research has identified the top frustrations for customers – here, customer service specialist Kura offers expert tips on how your business can overcome the top five customer complaints to improve your customer experiences.

My Comment: I’m willing to bet that everyone reading this will have experienced all five of these frustrating customer service experiences. Our customer service research confirms that these five common issues are reasons customers choose to say, “I’m NOT coming back.”

The Top Gun Effect in Customer Experience by Steven Van Belleghem

(Steven Van Belleghem) So how could you use the Top Gun Effect to improve the CX of your products and services? And what are your own favorite Top Gun Effect CX stories out there?

My Comment: I’m a huge Steven Van Belleghem fan. I love his take on all things customer experience. I’m also a fan of the “Top Gun” movies. So, I was excited to read Steven’s article and watch his video comparing the movie to a great customer experience.

3 Things You Need to Do to Keep Customers by Jim Schleckser

(Inc. Magazine) A ton of research has been conducted over the years on how businesses can best develop relationships with their customers. Most companies aim to keep as many of their customers happy for as long as possible, while minimizing churn or customer turnover. Some companies may even have lofty goals like winning customers for life. But what levers can you pull to help increase your customer retention rate?

My Comment: While there are many strategies and tactics to create repeat and loyal customers, there is no doubt that the three ideas shared in this article will apply to just about every business and industry. Number one is about setting and exceeding expectations. That reminded me of the old saying, “Under promise and over deliver.” And yes, your product must be as good as (or better than) your competitors. Finally, if you want loyalty, create an emotional connection.

Customer Brand Preference and Decisions: Gallup’s 70/30 Principle by Ryan Pendell

(Gallup) What motivates consumers to stay loyal to a brand? Are consumers primarily rational actors, looking to maximize benefits for themselves? Or are they driven by impulse, passion and feeling?

My Comment: This article focuses on emotion. As mentioned in the fourth article in this roundup, creating an emotional connection fosters repeat business and loyalty. Emotion can also trigger a buying decision. Gallup’s 70/30 principle finds that 70% of the reason a customer buys is based on emotional factors, and only 30% is based on rational thinking.