Each week I read a number of 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. An online music gear retailer tackles customer experience with a ‘Sweetwater’ difference by […]
Each week I read a number of 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.
An online music gear retailer tackles customer experience with a ‘Sweetwater’ difference by Judy Mottl
(Retail Customer Experience) Sweetwater Sound Inc., an online retailer of music instruments and audio gear, is dedicated to investing in an “old school” approach when it comes to customer experience and the strategy is all about personalization and relationships.
My Comment: About a month ago I included an article about Sweetwater as part of the Top Five Roundup. This company is on my radar. They are an amazing example of customer service and CX, and there is much to learn about this brand. Their CEO and Founder Chuck Surack places the experience over the sale. He defines CX as building long-term relationships with customers. Learn more from Mr. Surack in this short interview.
The Next Phase of E-Commerce: A ‘Human’ Customer Experience by Jim Spare
(Total Retail) Successful e-commerce customer experience will be personally connected, inspiring and entertaining, video-based, and feel much more “human.”
My Comment: You can’t automate a customer relationship. That’s a full chapter in my latest book, I’ll Be Back. This article validates that point and more. A personalized experience wins over an automated experience. An entertaining experience drives higher engagement. A video can create an emotional connection. Great insights into creating a better CX.
Managing Your Marketing: 5 Tips to Reduce Risk of Failure by Angela Hausman, PhD
(Business2Community) Managing your marketing to produce a favorable ROI means developing a marketing plan based on a thorough analysis of your market, your internal strengths and weaknesses, economic conditions, your goals and objectives, and other issues that potentially impact your ability to succeed.
My Comment: Here’s an expression that is several years old, but still has relevance: Customer experience is the new marketing. This is as much a customer service and CX article as it is a marketing article. Tip number three is all about customer service. In the end, it’s all about a better CX, starting with the moment the customer even thinks they want to buy whatever it is that you sell.
Customer loyalty Vs ROI: Why the metrics of Digital Marketing are changing by Michael Bush
(LondonlovesBusiness) the digital marketing world is shifting, which means the mindset of business owners should too – where instead of focusing on ROI as a measure of success, there is growing weight on the value of customer experience and acquisition.
My Comment: How many customers do you lose in a year? There is a big cost to replace the customers you lose with new ones. So, here’s a concept, straight out of this article: Customer experience equals customer acquisition. Mange their journey and the customers will do business with you – and continue to do so. I like that idea, but I look at acquisition as just a piece of the process. After acquisition comes retention.
The customer experience: How the pandemic changed e-commerce by Rafael Lourenco
(ATMmarketplace.com) The pandemic changed how customers viewed shopping and spending. But as the world moves into post-pandemic, retailers are concerned with creating a positive customer experience. Rafael Lourenco, executive vice president at ClearSale shares his thoughts on ways to improve the customer experience.
My Comment: It will be a long time before we stop seeing the word “pandemic” in the title of an article. Still, don’t go past these articles, until you take a closer look. Even though this article focuses on the banking industry, there’s plenty of food for thought here. Consider that the pandemic caused online commerce to explode. It changed the way people did business – in every industry. This article has plenty of industry-agnostic data to give you something to think about.
Shep Hyken is a customer service expert, professional speaker, and New York Times bestselling business author. For information on The Customer Focus™ customer service training programs go to www.TheCustomerFocus.com. Follow on Twitter: @Hyken
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