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. Customer Experience Conundrum: Fix Bad Experiences or Make Good Ones Better? by Michael Manfredo (CMSWire) […]
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.
(CMSWire) In design thinking, we use research and data to understand how the customer experiences the journey — and we empathize with the customer’s feelings at every step, paying close attention to these moments that matter. We can purposefully engineer those moments to minimize the pain and maximize chances of delight in order to drive a specific outcome — for example, reducing customer churn, securing a renewal or repurchase or improving employee retention.
My Comment: This is an interesting article that covers Dr. Daniel Kahneman’s and Barbara Frederickson’s “Peak-End Rule,” which is about how the customer’s brain remembers their experience. In short, the customer remembers the peaks, the interactions that stand out, which can include both positive and negative experiences. The title of the article asks an important question, and the answer depends on the situation. I like how this article makes us consider what will make the most positive impact on our customers.
(The Wise Marketer) Whether due to the rise of e-commerce, the disruptions of the pandemic, or other factors specific to a given industry, the old patterns of consumer behavior no longer hold true in the current marketplace.
My Comment: You may think your customers are loyal, but they may not be. The definition of a loyal customer is often confused with a repeat customer. Just because a customer comes back again and again, doesn’t mean they are loyal to your company. They may find your location convenient or the price to be low, and once they find a more convenient location or lower price, they disappear. Consider these stats from the article: 67% of customers who frequently buy from the same company say they’re not necessarily loyal to that company. And 81% of consumers who define themselves as loyal to certain brands say they’d still buy from competitors if it was cheaper or more convenient to do so. Are your customers coming back out of true loyalty, habit, or some other reason?
(Vents) Almost two-thirds of customers say they’ve had customer fury as a result of a customer service or support engagement. Yes, many organizations’ customer service has earned such a terrible reputation that the accompanying emotion has been given its own name.
My Comment: The title is exactly what this article is about. These are basic tips, but don’t let that stop you from taking a few minutes to read this article. These reminders are what we need to remember. By the way, I was just hired by a major company to do a presentation to their leadership about the basics of customer service in a complicated business economy. So, get back to basics and read on!
(Newsweek) After a customer has paid for and received a product or service, it’s natural for them to disengage if a business isn’t working to actively hold their attention. The natural instinct for some entrepreneurs may be to leverage every communication channel available to pull the customer back in, but these efforts may have the opposite effect of pushing the customer further or completely away.
My Comment: I typically focus on giving customers an experience that gets them to come back, some still leave. When they do, here are eleven tips that can help bring them back. The best part of these tips is that they are what you would expect, nothing complicated or difficult to implement. Sometimes something simple can yield powerful results.
(AiThority) In a recent Dynata survey on customer loyalty, 74% of consumers indicated that feeling valued and understood both factor more into brand loyalty than across-the-board discounts and perks. Those terms (valued and understood) were defined as a customer knowing their worth to a brand extends beyond a transactional value, and that the brand demonstrates that it knows the customer’s individual preferences and behaviors vs. those of another customer.
My Comment: I love this question: Does being a male between 18-34 accurately define a person’s interests? Of course, not! Just knowing the demographics of your customers isn’t enough. While you may cater to males, aged 18-34, that’s too broad. It doesn’t define the customer’s interests, only their age. Drilling down on that type of information and segmenting your customers will help you scale a personalized experience.
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 at www.Hyken.com. Connect with Shep on LinkedIn.
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