Top 5 Customer Service & CX Articles for the Week of September 19, 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.

4 Ways Brands Are Boosting Customer Loyalty by Scott Clark

(CMSWire) Customer loyalty refers to customers who continue to do business with a brand as a preference over competitors. Many factors contribute to customer loyalty, including brand trust, a positive emotional connection, personalized experiences across channels and actionable insights gained from customer feedback. This article will look at the ways brands focus on these four elements to enhance customer loyalty.

My Comment: If you want to build loyalty, you must use all four of the ideas shared in this short, but very effective article. While these ideas seem like common sense, unfortunately, they are as common as they should be. 1. Build trust. 2. Create an emotional connection. 3. Personalize the experience. 4. Collect and act on feedback. The author shares a few ideas and examples on how to deliver on all four of these foundational loyalty strategies.

The ‘invisible’ Future of Customer Experiences by Elliot Maras

(Kiosk Marketplace) With all of the innovation taking place in customer engagement tools, it’s hard for brands to know what to focus on: new apps, chat bots, virtual reality, avatars, the metaverse, artificial intelligence. The list goes on.

My Comment: Sometimes, the best customer service is invisible. You don’t see it. It just happens. And you may only notice it if you do business elsewhere and realize something is missing that you used to have. That’s what I was thinking as I started reading the article. It turns out there’s more to it. The author closes the article with this line: “It’s the invisible experiences that will differentiate you.”

6 Types of Customer Loyalty Programs to Help Grow Your Small Business by Social Media Today

(Social Media Today) Rewards points, VIP privilege, Tiered programs, Omnichannel programs, Cashback – What is the best loyalty program to help grow your business? Here is an infographic.

My Comment: How many different types of loyalty programs are there? This author claims six. Maybe there are more, but I can’t disagree with the effectiveness of these programs. Of course, you’ll have to decide which is most appropriate for your business type. The author shares the six types of programs and then follows it with an infographic that shares a little more detail.

5 Absurd Advantages Loyalty Programs Bring to Your Business by Newsweekme

(Newsweekme) Customers who don’t feel appreciated can take a lot of money from your business. What you need to do is give your customers something to look forward to. Consider the benefits of loyalty programs.

My Comment: As long as we’re talking about different versions of loyalty programs, this article shares some of the benefits of having one. There is nothing new here but good reminders of why we should consider a loyalty program if we don’t already have one.

Employee Branding is a Critical Component of the Customer Experience by Paula Sartini

(Media Update) Employees are critical to delivering great customer experiences, says Paula Sartini, founder and CEO at BrandQuantum. Sartini adds that when employees are treated fairly and feel empowered, they in turn deliver better experiences for customers.

My Comment: Years ago, I was the keynote speaker at a Morton’s Steakhouse general managers conference. I remember Tom Baldwin (now the CEO at Benihana’s) sharing how the best marketing department is all of his employees – not a group of people at their headquarters. This article focuses on how employees drive the customer experience, so doesn’t it make sense to consider an employee branding program?

BONUS

10 Customer Service Books You Must Read by BookPal

(LinkedIn Pulse) How can your company exceed customer expectations and have superior customer service? What can you do to ensure that your customers are experiencing everything your company has to offer? Most importantly how can you turn a potential customer into a loyal customer and brand advocate?

My Comment: This is a great list if you’re looking to read some amazing books on customer experience. I am honored that my book, The Culture of the Customer, made the list. Thank you, BookPal, for this honor!