Every week, I read dozens of articles on customer service and customer experience from a wide range of sources. Below are my top five picks from last week, along with my takeaways. The Word Steve Jobs Wouldn’t Let Us Say—and How It Built Apple’s Most Loyal Customers by Ron Johnson (Fast Company) Apple’s products were […]
Every week, I read dozens of articles on customer service and customer experience from a wide range of sources. Below are my top five picks from last week, along with my takeaways.
(Fast Company) Apple’s products were never going to win people over without stores. Our approach to service made them work.
My Comment: We kick off this week’s Top Five roundup with an article about a word that Steve Jobs (Apple) would let people use. Spoiler alert: The word is “love,” as in “love your customers.” You’ll have to read the article to find out why. It’s a very good reason, and some might say the word he prefers is a better one.
(Retail Week) Viral content can fill a shop floor overnight, but the retailers seeing the greatest return from social media are those converting that attention into repeat customers says American Express UK general manager, merchant services Dan Edelman.
My Comment: Companies and brands spend a lot of money on getting people to notice them and ultimately buy from them. The Holy Grail of content marketing is to have something go viral. You get noticed, and customers show up. And here is the most important point of this article: Once you get them to you, what do you do to make sure the experience makes them say, “I’ll be back?” That’s where the magic happens: when you give them the experience that makes them say, “I’ll be back.”
(CX Network) One of the most relevant sources of customer sentiment, online reviews can be an insights goldmine when utilized correctly. Joanna Clark-Simpson sets out four ways brands can transform negative feedback into customer trust.
My Comment: Online reviews can make or destroy a brand’s credibility. This short article offers fresh insights into how consumers think about reviews, which types of reviews build confidence, what scares them away, and the power of a negative review.
(Cotality) Digitally savvy Gen Zers who compare mortgage offers with a few swipes on their phones are often described as having short attention spans and fickle consumption habits. So, assuming that young people fitting this profile makes them natural rate chasers is low-hanging fruit for the housing industry.
My Comment: Although this article relates to the mortgage and financial industry, much of the information applies to other industries. I’m always interested in how different generations do business. Gen Z is the up-and-coming generation that will soon have major influence and buying power. Learning how they like to buy, what they think about technology, and what makes them loyal will be crucial for any business to know.
(ClickPost) Customer loyalty has shifted from a nice-to-have into a measurable growth engine, with 91% of companies now running formal programs. The data spans retention economics, ROI benchmarks, and personalization impact — giving businesses a clear financial case for investing in loyalty.
My Comment: We wrap up this week with an article featuring stats, trends, and findings on customer loyalty. These are compiled from numerous sources. There is something here for every type of business. My take on this is that loyalty programs work, but it has to be the right program. One size does not fit all.
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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