Admit it. We as consumers are a demanding bunch. We have high expectations of the brands around us – whether that’s simply knowing our preferences, tailoring our online journeys, individualizing communications, or providing quick and hassle-free customer support. Put simply, we want to be the apple of every business’ eye. If things don’t go our way, well….it won’t be long before we’re off looking for an alternative that will meet our expectations. This logic is precisely why personalization efforts are so critical to the success of businesses – especially in the digital era.
Being able to provide these personalized experiences, however, has proven to be a real challenge among many digital marketers who are still in the process of adjusting to this growing trend. In fact, almost 60% of marketers claim that they struggle to personalize content (in real-time); an occurrence which is often attributed to the company’s inability to gain customer insights quickly enough and apply them. One way of removing this hurdle and gathering the necessary information for personalizing is by collecting customer feedback.
Let’s take a closer look at how customer feedback data drives the three ‘breeds’ of personalization.
https://www.abtasty.com/blog/how-customer-feedback-drives-personalization-efforts/
Ever have a sneaking suspicion something just isn’t right, but you don’t know how to fix it? Is that happening with your organization’s customer experience design for service delivery?
Lately, I’m seeing a lot of good intentions gone awry with customer experience. And a lot of leaders and followers defending the INTENTIONS of the design, instead of dealing with the reality of the situation. Your customer experience design needs work!
Allow me to share a few recent examples from my consulting and speaking work, and see if you recognize anything in your organization.
http://customerthink.com/how-to-avoid-hidden-disasters-in-customer-experience-design/
The final discipline of growth banking is all about listening and acting on feedback from your customers. This discipline requires an understanding of measure and metrics. It requires a commitment to closed-loop feedback. And it starts with the decision to either build or buy a Voice of the Customer solution for your own organization.
But it's important to note: having customer data and following up with individual customer and employee feedback is not enough to move your overall Net Promoter or Customer Loyalty scores.
Yes, you will be improving the experience for customers who share their insights and experiences with you.
But moving the overall scores will take a keen eye and a lot of analysis of customer insights. You'll need to pinpoint the one thing to do next to improve your business. Whether it's adapting a solution, adding a feature, or emphasizing a capability, it takes systemic changes to impact the experience of customer segments (or for all of your customers).
https://www.peoplemetrics.com/blog/how-to-define-your-priorities-and-build-a-plan-for-customer-centricity/
Gone are the days of a simple process with minimal touchpoints: flicking through brochures; speaking to a travel agent; deciding where to book.
The rise of digital in the travel industry has seen a decline in the reliance on local travel agents and instead 83% are now booking their holidays online either themselves or via online travel agents.
Consumers have a wealth of holiday information at their fingertips 24/7 and are often willing to devote considerable time and effort to investigating price and quality before making a decision. The result is complex: an overlapping web of touchpoints with huge variation across different people and their holiday preferences.
https://www.econsultancy.com/blog/70182-how-travel-industry-trends-are-fragmenting-the-customer-journey/
In the current competitive auto market, having an online presence is a must. Before they even set foot in your door, chances are the majority of your customers will have checked you out online. Websites and social media function as extensions of your dealerships. They are virtual showrooms where customers can view your newest models, meet your team and get to know your dealership’s culture.
However, not all online presences are created equal. Though almost anyone today can create a site or put up a dealership Facebook page, if not executed properly, these online tools can cost you customers. It’s vital, therefore, to be able to evaluate your online customer experience so you can ensure their digital interactions are ones that motivate them to take the next step: coming over for an in-person transaction.
This is where mapping comes in. Mapping is a process that allows you to gauge which aspects of your online strategy are working and which need to be done away with pronto! It does this by using customer feedback to create a visual representation of what your clients experience when interacting with your online platforms.
https://www.cbtnews.com/mapping-your-online-customer-experience/
It has become all too common for B2B SaaS companies to survey their customers once a year through a moment-in-time customer relationship survey, with at least one section addressing the ultimate question of Net Promoter Score (NPS).
Assuming the results are positive, the company then proudly presents their board with the survey results compared to industry benchmarks and proceeds with the board meeting. “Let’s move on to how many new customers you acquired” is likely the next agenda item.
https://www.peoplemetrics.com/blog/saas-companies-implement-a-product-nps-program-in-5-simple-steps/
Preference for digital channels generates massive volumes of big data—much more data than what organizations can collect, correlate and assess. The quantity and speed with which data is generated, as well as the diversity of that data—much of which is unstructured and difficult to analyze—can pose a huge challenge for customer centric players; minimizing their opportunity to take timely action and increase profitable outcomes.
In addition, the rise of mobility and proliferation of communication channels is further complicating the task to manage people and processes required to respond to consumer expectations in a consistent, personalized and contextual manner.
By analysing contemporary text-based channels, such as web chat, email, social media, sms and survey notes organizations can gain deeper insight into process and performance gaps. Text analytics can also help map customer experience issues and opportunities. With the European General Data Protection Regulation (GDPR) coming to play, text analytics can also drive compliance by quickly revealing regulatory breaches and failure to adhere to internal policies.
https://analyticsindiamag.com/text-analytics-is-integral-to-customer-journey-analytics/
Over 150 customer experience professionals completed a PeopleMetrics online assessment about the presence, or absence, of customer-centric practices in their organizations. In our blog, we commented on the slow progress revealed by the trends in this data, with few disciplines improving over time.
However, one exception to this stagnation in activities exists: the practice of customer journey mapping. On average, in 2014, one-third of participants (32%) said that their organization had practiced customer journey mapping as part of their customer experience improvement efforts. So far in 2015, the proportion of practitioners who say they are familiar with journey mapping has increased to nearly half (48%). That's a 50% growth in this activity in just a few short months.
Read full article.
https://www.peoplemetrics.com/blog/the-basics-of-customer-journey-mapping/
Marketers can now utilize data to transform the customer journey and capitalize on consumer behavior. This article breaks down the top five things the best data-driven marketers do and how you can do them too.
Simply put, data-driven marketing is using the information we have on customers to better reach our audience through marketing.
Data utilization has grown from a nice-to-have marketing tool to a must-have strategy. The good news for marketers is that, as data has matured, the amount of information available has grown as well. With audience segments, behavioral data, optimization and feedback, marketers can now use data to transform the customer journey and capitalize on consumer behavior.
https://www.business.com/articles/5-things-best-data-driven-marketers-do/
Most marketers believe their brands need a customer-centric business model in order to succeed, and that optimising the customer experience is the biggest priority for the profession.
Yet according to new Marketing Week research, structuring a marketing department around the customer journey is currently the least common model of all, with the majority of departments either being product-centric or structured around marketing disciplines.
https://www.marketingweek.com/2018/08/31/future-marketing-organisation-structure/
