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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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What is Customer Experience? [Infographic]

What is Customer Experience? [Infographic] | Beyond Marketing | Scoop.it

CEM or customer experience management is the line of business where we organize and manage the customer service actions and business operations to enhance the customer’s perception of their interaction with the organization.

This infographic by CustVox, now owned by SandSIV, reminds us of ”what is the customer experience?” and is a great starting place for organizations wanting to increase their focus on developing customer relationships and is also a great refresher for those with programs already in place to measure their actions and the results of their customer experience efforts.

Denis Failly's insight:

CEM goes beyond CRM that is too much company centric, think before in term of interaction and not transaction

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Customer Experience, Correlations and Predictions of the Future

Customer Experience, Correlations and Predictions of the Future | Beyond Marketing | Scoop.it
Denis Failly's insight:

"...the better a model is (i.e. the longer it works as expected without re-calibration) the more we tend to forget that it was designed to calculate probabilities, not to discover a causal certainty."

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Industrial Content Marketing’s Impact on Customer Experience

Industrial Content Marketing’s Impact on Customer Experience | Beyond Marketing | Scoop.it

Customer experience— the Holy Grail of customer loyalty and repeat business. Every company wants it, many talk about it but only a few get it right.

Customer experience is critical to manufacturers and industrial companies because it takes a long time and lots of hard work to find new customers from a limited pool of qualified prospects where their competitors are fishing too. You may be missing a huge opportunity if you are counting on your sales team and/or sales support people to provide “exceptional customer experience” from start to finish.

Denis Failly's insight:

The 5 W to optimize CX

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The Business Case For Customer Experience (CX) Management

There’s a threefold challenge that stands to impact your ability to retain your customers. Customer expectations are rising, customers are more readily sharing their bad experiences publicly and customers are switching their suppliers at a dramatically increased pace.

The rise of social media and social customers now reward those brands that engage customers through social channels and deliver a consistent and rewarding customer experience (CX). Or on the flipside, suppliers which do not deliver rewarding customer experiences are being called out publicly in forums and social networks that reach thousands or millions of potential or existing customers and have a duration of months, years or longer. If a vendor’s products are chastised by existing customers, new prospects will clearly seek competitor solutions and existing customers will take note, thereby increasing their likelihood of churn.

Denis Failly's insight:
The Customer Experience Challenge, Solution, Framework, Risk and Payback :A Recommended Approach
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A Behavioral Manifesto: Measuring and Managing Customer Experience and Loyalty

A Behavioral Manifesto: Measuring and Managing Customer Experience and Loyalty | Beyond Marketing | Scoop.it
Denis Failly's insight:

About behaviors and the "emo-rationnality" of decisions makers, I suggest you too read the excellent book of  Daniel Kahneman: "Thinking, Fast and Slow" : http://amzn.to/1f5Xz4v

That will be very usefull in B2B inter alia

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Loyalty Programs Don’t Drive Loyalty; Customer Experience Does

Loyalty Programs Don’t Drive Loyalty; Customer Experience Does | Beyond Marketing | Scoop.it

Forrester published “The State of Loyalty Programs 2013”. I thought the new findings would provide a good occasion to share an updated comparison between loyalty programs and customer experience as drivers of customer loyalty.

Denis Failly's insight:

"Numerous studies by Forrester and others consistently show that customer experience strongly correlates to loyalty. Customer experience leaders see a clear advantage over customer experience laggards in customers’ willingness to buy more, reluctance to take their business elsewhere and their likeliness to recommend the organization. Research has also shown that better customer experience drives millions in annual revenue across industries by increased purchases, lower churn and new sales driven by word of mouth. Not only that, but other studies have shown that customers are even willing to pay more for a better customer experience.

Clearly a focus on customer experience improvements is more effective at accomplishing customer behavior and financial goals than loyalty programs in and of themselves are."

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The Big Hole in Big Data

The Big Hole in Big Data | Beyond Marketing | Scoop.it

Much has been made about the future of the Internet, of customer relations, and of business interactions with customers. In fact at every conference I speak at I hear discussion about ‘Big Data’ and how it will help improve the Customer Experience – the Big Data trend that seems to be sweeping the globe. Thanks to the prominence of powerful computers, analytics services, and entire companies dedicated specifically to monitoring customer actions, there has never been more data available to companies when it comes to understanding how their customers shop, click, and work. In fact, these programs alone have generated a full 90 percent of all the data in the world over the past two years.

 

 

Denis Failly's insight:

Big Data : What about Qualitative, emotionnel data, nearly half of Customer experience

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Business Growth Via A Better Customer Experience: Transformation Tale

Business Growth Via A Better Customer Experience: Transformation Tale | Beyond Marketing | Scoop.it

A large and growing insurance company has managed to grow it’s revenue by leveraging a new customer experience that span both BPM and legacy applications. By leveraging something old and something new, this organization delivered growth at a constant cost .

Denis Failly's insight:

A business case

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