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 comments about each article and would like to hear what you think too. How To Make Your Customer Strategy Fun by Chip Bell (Forbes) Is your organization about […]
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 comments about each article and would like to hear what you think too.
(Forbes) Is your organization about fun? How often do your customers giggle? How much of your business strategy is about funniness—not just entertainment, but customer experiences made joyful by design? What are your customers’ principal memories of their encounters with your organization?
My Comment: We open this week’s Top Five Roundup with a fun article about using fun as a customer strategy. Customer experience expert, Chip Bell, immediately recognizes that there are organizations that may not (and should not) embrace a fun strategy. But for the right company or brand, this can work well. One serious organization that comes to mind is the Pedal the Cause charity that is all about fighting cancer. That’s a pretty serious mission, but they have plenty of fun events to raise funds for that serious and important cause.
(Harvard Business Review) The Spotify app knows what you want to hear. It uses AI to process a vast array of your engagement data, including the songs, podcasts, and audiobooks you’ve listened to, when you listened to them, and what led you to them. Its library is tagged by genre, era, tempo, mood, and a long list of other characteristics. The tags allow Spotify to collate playlists based on your listening habits. The app is always learning, constantly running micro tests with user groups. Spotify attributes a large part of its success to its personalized recommendations—its user base and revenues have both increased by 1,000% in the past decade to more than 600 million users and $14 billion, respectively.
My Comment: Our annual CX research finds that customers want a personalized experience. This article proves that personalization is a powerful way to keep and grow your customers. Empower me, know me, reach me, and delight me… These are the elements of a great personalization strategy.
(Industry Dive) Nearly 70% of consumers will pay more for brands that they love. That is the epitome of successful relationship marketing. It involves getting to know customers by truly understanding who they are—what they like, what they need and how to communicate with them. In a competitive marketplace, this hyper-tailored approach to marketing is the key to creating and keeping customers who love your brand.
My Comment: Let’s learn from some recognizable brands about how their relationship marketing. Personalization, consistency, fun, trust, and a loyalty program are what helps these brands create customer loyalty. Let’s learn from some of the best.
(CX Today) Brands that have achieved customer centricity are 60 percent more profitable than those that haven’t, according to Deloitte. Unfortunately, very few brands have. Indeed, even those considered the flag-bearers for customer centricity – like Amazon – receive bad press.
My Comment: We continue to learn from some of the best and most recognized brands. According to a Deloitte survey, brands that have achieved customer centricity are 60% more profitable than those that haven’t. The author uses three rockstar brands, Amazon, Southwest Airlines, and L’Oréal, to help us understand customer-centricity.
(Contact Centres) Today’s fickle consumers are sensitive to privacy concerns and less inclined to offer feedback than they previously were, setting up a tightrope walk for companies in 2025 as they seek to meet expectations, according to the 2025 Consumer Trends Report from Qualtrics. The fourth annual report draws on insights from nearly 24,000 consumers in 23 countries around the world.
My Comment: We wrap up this week’s roundup with an excellent article about some important trends in the customer service and CX world. Customers’ expectations continue to rise. They expect the experience to be better than ever. Average won’t cut it. Anything less than meeting those higher expectations results in reduced loyalty. If you want customers to return, give them a good experience they can rely on and trust.
(Forbes) In 2024, personalization is the marketing strategy. It’s the key to unlocking compelling marketing campaigns that captivate an audience and convert casual observers into long-term customers.
My Comment: Here’s another article on the power of a personalized experience. The author mentions my research that 81% of customers feel that personalization is important, and they respond with their wallets. Furthermore, a Deloitte study backs this up by finding that customers spend 34% more on brands that personalize.
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. Connect with Shep on LinkedIn.
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