Top 5 Customer Service Articles For the Week of November 16, 2015

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.

18 Reasons to Map Customer Journeys by Annette Franz

(CX Journey) Have you started journey mapping yet? Or are you still wondering why it’s an important tool to have in your customer experience management toolbox?

My Comment: Journey Mapping is an important process that every company should go through. This list that is put together by Annette Franz, one of the gurus of Journey Mapping, certainly shares some of the benefits you may have already thought of – and some you haven’t.

What a Great Digital Customer Experience Actually Looks Like by Craig Borowski

(Harvard Business Review) While a strong customer experience has been shown to produce significant results many companies still struggle to identify the plan of action that will best achieve them. This doesn’t have to be the case. Leaders can reach these goals if they focus on something more specific: the digital customer experience.

My Comment: The definition of customer experience has changed from primarily customer service to something that includes every facet of the customer’s experience – well beyond the people-to-people interaction. As we have moved into the digital age, we must recognize the importance of the customers who do business with us (through our website), and never interact with our people. My philosophy has always been that while people do business with people, websites are built by people to be used by people. The digital experience and the human experience need to be consistent.

10 Steps to Creating and Maintaining Insane Customer Loyalty by Ryan Foland

(Techday) Here are 10 variables that when combined into the right equation, can help you solve for insane customer loyalty.

My Comment: I love the title of this article. Who doesn’t want customers to be “insanely” loyal?  Great list, and I especially like number two, the “first mover advantage.” While most people might think that is a sales strategy, I’ve been preaching for years that belongs over in customer service and experience.

Why Simple Brands Win by Margaret Molloy

(Harvard Business Review) The greatest brands make life simple. Think Google, Amazon, or even Dunkin’ Donuts. They cut through the clutter by delivering what consumers want, when they want it, without hassle. By simplifying customer experience in a complex world, these brands win customer loyalty, which drives business results and creates value for shareholders.

My Comment: I have to agree that the best brands are simple and easy to do business with. The companies mentioned in this article are perfect examples. So, it doesn’t matter what business or industry you’re in, simplicity wins!

So what exactly does Customer Experience (CX) mean? by Jeff Rajeck

(Econsultancy) Customer experience (CX) is one of the leading ways that marketers seek to differentiate their brands these days. But what is CX?

My Comment: As I started to read this article, I thought it would be another definition of CX. Instead, I was pleasantly surprised that it was about what CX means to a company. Great stats and facts, along with some tips and tactics. Great article!

Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact or www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken