Tagged 'customer experience'

The Fusion of Personalization and Automation is Eliminating the ‘Ask’ in Customer Engagement

Posted by Glenn Pingul on January 20th, 2015 at 7:58 am

Although the newness of Siri has long worn off, she still manages to have a strong ‘following’. When you know you need something but just can’t pinpoint the specifics or you know exactly what you need but just not sure how to find it…Siri is ready and willing to find the information you need.  And of course she serves as a good source of entertainment when your kids (or maybe you) decide to ask her ridiculous questions.  (FYI – here’s a good list to reference when you have a little too much time on your hands - http://www.freemake.com/blog/siri-answers-20-hilarious-questions/.)
She’s knowledgeable and she doesn't waste your time – giving you exactly what you need when you ask for it. And although we know she has a bank of automated answers, she still manages to deliver a seemingly personalized response. Now if only Siri was smart enough to know what we needed before we asked (props to my wife for this idea, stemming from her frustration in my ‘inability’ to ask for directions).  But if that was the case, Siri would be in high demand for a role on the digital marketing front!
Every digital marketer knows the value that comes with delivering personalized... Read more

3 Rules for Marketing Future Innovations to REAL Customers

Posted by Jeannie Walters on January 13th, 2015 at 6:30 am

The Consumer Electronics Show, the behemoth of tech conferences, took place in Las Vegas recently and generated a predictable onslaught of product announcements, amazing trade show booths and many discussions around what the customer really wants "next."
Is the future really now for YOUR customers?
Some of the trends emerging are not terribly surprising, but they create a unique challenge for marketers. How should marketers position products and behavior around them when consumers don't necessarily know they are ready for the future?
Case in point: wearable technology is a big part of any of the"what's next" conversations, but studies show many users tire of actually wearing these products quickly, often within a few months.
What can marketers do to speak to their next customers, who don't know what they don't know? Here are a few ideas.
1. Paint the "what you can do" not the "what it can do" picture.
Lowe's came out with more technology around the connected home, a big topic at CES this year. Technology and data are critical to the success of the idea of a connected home, but customers don't care about that, really. In an interview at CES about this, Lowe's Anne Seymour described it this way:
It's about education of... Read more

When Words Don't Work from the Customer Perspective

Posted by Jeannie Walters on December 2nd, 2014 at 5:30 am

I've been in lots of meetings, particularly regarding digital user interface designs, when the term "accessibility" is tossed around. We know, for the most part, how we *should* make things "accessible" for the greater population, but we don't always know how.
It's easy, when we look at the world through our very own lens, to think our way will work for all. But there are so many ways to make things better for those who otherwise may not be able to access the information and tools available.
Whose lens are you looking through?
Customer experience is, overall, an exercise in challenging the lens you have. Playing the role of the sales director or the ecommerce lead or even the head of human resources means we use that lens to view the world. Our role in business is to accomplish something - higher conversions, better engagement, increased revenue, lower turnover, etc.
Our customer approaches their experience with us in a totally different way. The customer wants to accomplish something, too, but often it has nothing to do with the goals the leaders of an organization have. Our customer needs guidance. Our customer seeks better understanding of how to use the tools we sold them. Our customer... Read more

6 Ways Internal Communications are Costing You Customers

Posted by Jeannie Walters on November 4th, 2014 at 9:09 am

Internal communications are a huge part of your culture, which has a direct impact on the customer experience. Here are 6 ways internal communications are costing you customers.

The Long View of Customer Experience: 4 Stages of Engagement

Posted by Greg Kihlström on September 29th, 2014 at 7:08 am

This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement.

When we talk about the long-view customer experience model, we are referring to a customer “pathway” that has the following steps:

Awareness

Perception

Engagement

Action

AWARENESS
The first stage and foundation of your customer’s experience with your brand , the goal of awareness is not a monetary one. The goal of this stage is to increase name and product recognition in the eyes of your target audiences.
At this point, we are not concerned about sales in the short term but instead with saturation on the channels your audience uses and ultimately name recognition, along with being top of mind with consumers.
Its Evolving Role
In traditional advertising, “awareness” was many times enough to drive product sales. With less variety and therefore less need for focus on niche marketing and audiences, in the Mad Men era of advertising it was often enough to have good television and radio advertising coverage in order to drive sales.
As we as a society have adopted... Read more