Top 5 Customer Service Articles For the Week of September 22, 2014

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.

It’s the Experience Economy stupid! by Tal Shnall

(Leadership Café) Here are three suggestions to elevate a customer and employee centric culture in your organization.

My Comment: Great article reminding us of the importance of the experience. People want to feel good about who they do business with. Simple advice: If you want loyalty, get to know your customer, anticipate their needs and create a lasting positive.

The Loyalty Storm Brewing for Banks, Wireless and Cable Companies by Chris Malone

(CULT) How often does your bank surprise and delight you?  For customers of TD Bank, it’s a common occurrence – from its being open seven days a week, 17 hours a day, to its product offerings, low fees, problem resolution, and lollipops for the kids and dog treats for Rover.

My Comment: Isn’t it amazing that when you treat your customers right – with respect, dignity and admiration – they respond with their appreciation and loyalty. I love the example of TD Bank, and how it makes the case that when it comes to creating customer loyalty, “warmth and competence” is a winning combination.

Customer Experience From Fluff to Tough by Bruce Temkin

(1to1 Media) But, what does it take to deliver and sustain industry leading CX? A lot more than just jumping on a bandwagon. And it often requires more significant changes than what companies are committed to making.

My Comment: A very interesting look at six steps companies go through from the time they think they want to focus on customer experience through when they actually do. Deciding to become focused on customer experience starts at the top with leadership. Then moves through the company as employees buy into the experience initiative and are trained in how to provide it. Finally, it connects with the customer.

Differentiating the Customer Experience with Content Marketing? by Michael Allenson 

(Maritz Research) Through these and other efforts, Kraft has amped up its customer engagement and, according to Fleischer, the ROI on its content marketing is 3-4x what it typically gets with marketing efforts.

My Comment: In my mind, “content marketing” is a part of customer service and experience. It’s part of the value that a company can offer a customer (or potential) customer. The example in this article is perfect. Kraft posts recipes on their website and social channels. This creates value and increases customer engagement. One of my clients, Ace Hardware, posts videos on YouTube teaching how to fix a leaky faucet, repair a crack in a wall and much, much more. This “content” is all about giving the customer value. In return, the customer gives the company its business.

Uncommon Customer Experience by Myles Bristowe

(Huffington Post) Either way, every mistake is a gift bestowed upon you. These learning events are gifts for which you pay dearly, but they also bring us lessons one could never buy.

My Comment: There’s an old business saying that people like doing business with people they know, like and trust. The know and like part is easy. It’s the trust part that gives companies a hard time. Earning a customer’s trust gives you the chance to earn their business, and ultimately loyalty. It really shouldn’t be that “uncommon.” As pointed out in the article… Keep your promises.

Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken