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#SocialMediaMarketing Strategies for Engaging Customers

#SocialMediaMarketing Strategies for Engaging Customers | Social and Digital Customer Management | Scoop.it

Social media is arguably one of the most transformational aspects of our personal and professional lives. It has become people’s microphone, personal advisor, and source of entertainment. So it’s only right that businesses adopt smart approaches to doing business on the social landscape.

 

There are numerous resources out there showing you how to play “small ball” with social media. If you’re going to have a massive impact with your customers, you’re going to need to adopt a clever and effective strategy that goes beyond just asking questions and posting memes.

Here are some of the different approaches I’ve found to be successful for businesses of all sizes on the social web:


Via The Fish Firm, manjaripatrikar, Ricard Lloria, Gladys Pintado
Russ Merz, Ph.D.'s insight:

Five different strategies are highlighted.

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Genevieve Free's curator insight, March 19, 2013 11:36 PM

the future of marketing using social media

Jesse DeLeon | Inmode Interactive's curator insight, March 20, 2013 11:06 AM

Inmode Interactive & Online Marketing 

 

Website:    www.inmode.com

Facebook:  www.facebook.com/inmode

Linkedin:    www.linkedin.com/in/inmode ;

Twiitter:      @inmodetweets

 

 

Social media is arguably one of the most transformational aspects of our personal and professional lives.

Social and Digital Customer Management
How social and digital media are used to deliver customer service and enhance customer experiences.
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The History Of Social Networking Through The Ages [INFOGRAPHIC] - AllTwitter

The History Of Social Networking Through The Ages [INFOGRAPHIC] - AllTwitter | Social and Digital Customer Management | Scoop.it

The History Of Social Networking Through The Ages [INFOGRAPHIC]

 

What was your first experience with social media? Facebook? Twitter?

Myspace? LinkedIn?

 

Of course, the concept of social media goes back a lot further than these very modern, technological marvels. Before LinkedIn there was CompuServe, and even before the internet there were social networks of a sort in place in the form of pen pals and Roman forums.

 

And the dawn of social networking? Look no further than cave drawings, the Instagram of their day. This visual from Bixa Media looks at the history of social networking through the ages.

Russ Merz, Ph.D.'s insight:

Everything you wanted to know about the history of #socialnetworking condensed into a single infographic.

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Language of Engagement | Social Media Today

Language of Engagement | Social Media Today | Social and Digital Customer Management | Scoop.it
Having a well crafted community strategy and roadmap is critical to enabling effective outcomes, but translating that strategy into your engagement approach is equally critical and often overlooked. People tend to communicate in online communities they way they do elsewhere and that can often be the wrong approach.
Russ Merz, Ph.D.'s insight:

A good article that provides 8 recommendations for crafting dialogue with customers in #socialmedia communities.

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Social Customer Service for Marketeers - Marketing Technology Blog

Social Customer Service for Marketeers - Marketing Technology Blog | Social and Digital Customer Management | Scoop.it

Social Customer Service for Marketeers by Douglas Karr on Marketing Technology Blog

 

Customer service IS marketing. I’ll say it again… customer service IS marketing. Because the way you treat your customers is promoted on social media, ratings and reviews every single day, your customer service is no longer an indicator of customer satisfaction, retention or value. Your customers are now a key arm to all of your marketing efforts because they share readily online.+

While Marketing Teams aim to increase brand awareness and lead generation through pushing out information and generating positive engagement, Customer Service Teams aim to improve customer satisfaction and increase customer retention by listening, and responding to customer needs. How the two meet is often seen as a challenge among many organizations. Source: Sentiment

While 60% of companies believe social media is just a marketing channel, they’re ignoring the amplification of their brand through consumer advocates or detractors. All it takes to derail months or years of hard work building trust, authority, and an emotional connection with your audience is mishandling a single event that’s published and promoted on social media. You can recover effectively… but you should never forget that customer service is now a key element of your overall marketing strategy.



Read more: Social Customer Service for Marketeers | Marketing Technology Blog http://www.marketingtechblog.com/social-customer-service-marketing/#ixzz358ZIesFo ;
Under Creative Commons License: Attribution 
Follow us: @mktgtechblog on Twitter | marketingtechnology on Facebook

Russ Merz, Ph.D.'s insight:

This useful infographic lays out the 5 hurdles that may keep marketing and customer service teams from cooperating toward the common goal of building customer engagement.

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Social Media is Less Help to Business Than You Might Think

Social Media is Less Help to Business Than You Might Think | Social and Digital Customer Management | Scoop.it

One of the benefits of social media is that you can use peer pressure to help change the minds of your potential customers. You can see this happening all the time, where individuals on Facebook or Twitter, for instance, recommend a product or service having made a purchase. The idea behind this is two-fold. Firstly, it increases awareness using word-of-mouth. But secondly, it also has a psychological effect whereby people are subtly influenced by peer pressure to consider the product or service, even if they have previously dismissed it.


The power of social influence to change minds is well-established. However, new research reveals an interesting twist to social influence: it does not last. The study from China, where the psychological power of social groups is significant, shows that peer pressure only lasts for a maximum of three days. It turns out that our opinion reverts back to our original thinking within 72 hours of apparently having changed our minds.

 

Russ Merz, Ph.D.'s insight:

An interesting discussion about the power of #socialinfluence to impact decisions. The article quotes findings from a recent study [see link: http://ow.ly/xL3EB] that demonstrated the decay of influence at varying time intervals. The results suggest that social influence diminishes after about 3 days. The author points out the implications for businesses using social media marketing (#SMM) as a significant component of consumer marketing programs. 

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Hunting Unicorns: 5 Approaches to Measure Social Business ROI

Hunting Unicorns: 5 Approaches to Measure Social Business ROI | Social and Digital Customer Management | Scoop.it
We face two major measurement problems when trying to measure the impacts of social business software: demanding stakeholders and intangible outputs. To grant project sponsorship, the C-Suite wants to see how you will measure return on investment (ROI). Meanwhile, from a human perspective we can inherently understand the value of engagement, dialog and innovation in the workplace, but it's very difficult to measure these intangibles in dollars and cents. How do we begin to quantify the impacts Topic: Social Business.
Russ Merz, Ph.D.'s insight:

A cogent and detailed discussion of five approaches for evaluating social business ROI for business cases and social projects.

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How to Sweeten Customer Experience [Infographic]

How to Sweeten Customer Experience [Infographic] | Social and Digital Customer Management | Scoop.it
Good customer service once meant saying "please" and "thank you" and addressing each person who approached the sales counter by name. But that was before the Internet made e-commerce a fact of life and social media gave every ever-so-slightly annoyed customer the capacity to ruin your brand in 140 characters — or less.When it comes to obtaining and retaining customers, remembering what you learned in kindergarten really isn't enough anymore. Now it hinges on the effect Topic: Customer Experience.
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Why companies should invest in the customer experience - Zendesk

Why companies should invest in the customer experience - Zendesk | Social and Digital Customer Management | Scoop.it

Even if Don Draper himself fleshed out your latest ad campaign, nothing can replace the incredible value of providing customers with the best possible customer experience. Think about it, if you went the fanciest restaurant in town and everyone treated you poorly, would you go back?

 

With peer-to-peer reviews carrying even more weight thanks to the power of Facebook, Twitter, and the barrage of other social media channels rising in popularity at breakneck speed, it’s never been more important to invest in customer service. Because, hey, bad news travels fast.

 
Russ Merz, Ph.D.'s insight:

Good summary stats about the value of #customerexperience investments for businesses. 

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Transformation: Brief Exploration Of Two Radically Distinct Customer Experience Paradigms

Transformation: Brief Exploration Of Two Radically Distinct Customer Experience Paradigms | Social and Digital Customer Management | Scoop.it
What Is The Context For This Conversation?

I am following the lead taken by Dawna MacLean in her recent post on encouraging businesses to become more human. It occurs to me she is a brave lady worthy of admiration and respect. I dedicate this post to her, in service of the stand she is taking and the possibility that she is living from and into.

There are many actions that I regret. Few bring me shame. One in particular is etched within me despite it occurring ‘a lifetime ago’. I reckon I was 14 at the time, walking, alone, on my way into the town centre. I am stopped by an old lady, she has a walking stick, she tells me she is lost, she asks for directions. I draw closer to hear-understand what she is saying. She smells! I tell her that she need to turn around. I tell her she is only ten minutes walk from her destination. And I spell out the directions – twice.

A voice speaks to me along the following lines: “Take her hand, walk her there, it is even on your way somewhat. Without your help she will struggle.” Another voice speaks: “She smells awful! You are in a hurry and it will take ages to take her there. You have given her what she asked for. She’ll be fine.” I listen to the second voice, leave her to make her own way, and I walk into town. I cleaned up a lot of history whilst participating in Landmark Education. And that is one that I never got to clean up. If that old lady were here today, I’d ask for her forgiveness.

Why am I sharing this with you? So that you have the context from which to make sense of what I speak-write. I write is not to help you make it: sell more, be more successful, obtain higher status, live happily ever after. I write to open eyes, unblock ears, touch hearts. I write to encourage-facilitate a shift of worldview. I write from the possibility of meaningful-fulfilling human lives and the possibility of a ‘world that works for all, none excluded’. Arguably a world that works must include meaningful-fulfilling human lives. And such a world has plenty of space for businesses that do great by doing good: enriching human lives, and life as a whole.

 
Russ Merz, Ph.D.'s insight:

This article outlines a paradigm shift that may be occurring in customer experience practice. What do you think?

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Case Study: 'Pay after it works' social influencer program yields 300% ROI

Case Study: 'Pay after it works' social influencer program yields 300% ROI | Social and Digital Customer Management | Scoop.it

The company enables businesses to boost online sales and decrease net advertising costs by leveraging genuine customer engagement.

 

Word of mouth is a powerful persuasion tool, whether you’re deciding what movie to see, what sneakers to wear, or what car to buy.  And social media has compounded its reach and effectiveness. Powerful statistics like this leave little debate about the power of the social word:

60% of millennials rate products and services online, compared to 46% of non-millennials. (Source: BCG) [tweet this]51% of millennials say consumer opinions found on a company’s website have a greater impact on purchase decisions than recommendations from family and friends. (Source: Brazaar Voice) [tweet this]64% of millennials vs. 53% of boomers think companies should offer more ways to share their opinions online in the future – and they’ll continue to participate. (Source: Brazaar Voice) [tweet this]

But differentiating between a casual “Like” and a real endorsement is the social media practitioner's greatest challenge. Because, of course, a “Like” or retweet doesn’t mean someone actually bought a product from that company. Similarly, peer reviews like Yelp! aren't necessarily authentic. Influence marketing specialists Social Rebate was launched to address this. 

Russ Merz, Ph.D.'s insight:

This articles describes a clever marketing approach called social rebating that "pays" customer to provide #WOM recommendations via #socialmedia about the products they purchase. In essence this boosts online sales and reduces ad expenditures by shifting the cost to fund the #socialrebates. 

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How to Humanize Your E-commerce Business with Personalized Messages

How to Humanize Your E-commerce Business with Personalized Messages | Social and Digital Customer Management | Scoop.it

E-commerce websites are no exception to this working law. In fact, e-commerce is one of the least forgiving areas if you simply meet basic requirements.Elements such as site speed, design, positioning, pricing, categorization, and SEO are vital for efficiency and success.

Fortunately, there are many themes and third-party tools available now that handle most of the basic requirements right out of the box. This gives us more time to invest in maximizing each area of e-commerce.

 

Today, we’re going to focus on humanized branding with personalized messages and creative content. The following examples show us how to be more than just a store front by going above the basic requirements of RSS promotion or Facebook Offers.

Russ Merz, Ph.D.'s insight:

Many great examples of how to give marketing messages a human voice.

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Infographic: Which Social Media Platforms Drive the Most Sales? - Marketing Technology Blog

Infographic: Which Social Media Platforms Drive the Most Sales? - Marketing Technology Blog | Social and Digital Customer Management | Scoop.it

Infographic: Which Social Media Platforms Drive the Most Sales? by Douglas Karr on Marketing Technology Blog

 

Wow… to better understand how social media is impacting the ecommerce industry, Shopify analyzed data from 37 million social media visits that led to 529,000 orders. Here are some highlights from the infographic they shared:

Nearly two thirds of all social media visits to Shopify stores come from Facebook.An average of 85% of all orders from social media come from Facebook.Orders from Reddit increased 152% in 2013.Polyvore generated the highest average order value ahead of Facebook, Pinterest and Twitter.Instagram generates higher average orders than those same sites.Facebook has the highest conversion rate for all social media ecommerce traffic at 1.85%.



Russ Merz, Ph.D.'s insight:

Great stats from Shopify research showing the sales effectiveness of 12 #socialmedia platforms.

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Customer Service Standards Exposed in 3 Mini Case Studies - Business 2 Community

Customer Service Standards Exposed in 3 Mini Case Studies - Business 2 Community | Social and Digital Customer Management | Scoop.it

Recently my company, newBrandAnalytics, put out a report saying that according to hundreds of thousands of customer social media reviews, service matters most in hotels.

 

When I posted a link to the study on LinkedIn one of my ever-skeptical friends replied to the post saying:

 

“You needed a study to determine that!?”

 

Well, of course not. Most of us know that service matters most in any business with four walls. (Even more than what is hanging on those walls.) But let’s dig past this topline message to determine how you can run circles around your competition by focusing on improving the customer experience.

 

Your goal as a business is to prevent showrooming by creating a memorable shopping experience that brings the customer back repeatedly. We all wish there was a silver bullet to fix common service problems like high turnover and lack of product knowledge but in reality you need to focus on multiple aspects of service and do your best in all of them. Because your customer is paying attention and sharing how they feel about your service, both good and bad, with the social world.


Let’s take a deeper look at three key areas of service – each supported with a true story – friendliness, attentiveness and knowledge.

Russ Merz, Ph.D.'s insight:

Important best practices of customer service are illustrated in three mini-case studies. 

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Seamless customer experience: the holy grail of future retail - Business Reporter

Seamless customer experience: the holy grail of future retail - Business Reporter | Social and Digital Customer Management | Scoop.it

Interaction and personalising the shopper experience is vital to understanding what customers want when it comes to retail.

David McCorquodale, head of retail at KPMG, says: “When you look at the principal areas retailers are focusing on, one is information, which I think is the next real driver of business.

 

“That drives on to smart personalisation. That is taking the big data and retailers trying to be personal with it. Consumers want to be treated like individuals and they want to be in continuous dialogue with their brands.

 

“An awful lot of work is going on with retailers at the moment to harness this information, manage it, understand it and turn it back to make that into dialogue with consumers.”

Russ Merz, Ph.D.'s insight:

More evidence that delivering excellent customer experiences is a function of key competencies such as providing personalized service and interacting with customers in a meaning and useful way.

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Which Stats Matter: A Definitive Guide to Social Media Metrics | Social Media Today

Which Stats Matter: A Definitive Guide to Social Media Metrics | Social Media Today | Social and Digital Customer Management | Scoop.it

Learn the importance of finding the right social media metrics to track for your marketing. Learn how to get the most value from social engagement.

 

Among the many superpowers I wish I had, one that would be quite useful is the ability to understand social media metrics. I know enough to get by, and I love learning the new techniques to get more from these numbers---and to make sure I'm seeking the right numbers in the first place.

In an effort to understand the little bits I can, I've done some research into all the many different social media stats you might track and which ones are worthwhile. Wouldn't you know it, social media stats aren't just as simple as looking at the right numbers!

There's a difference between knowing what the stats mean and knowing which stats are meaningful.

With that in mind, I'd love to share with you some of the stats we value greatly here at Buffer and the reasons why, as well as some new social media metrics we're excited to try.

Russ Merz, Ph.D.'s insight:

A very comprehensive summary of key #socialmedia #metrics, their meaning, and tools.

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The History of Social Analytics [Infographic] | #engagementlabs

The History of Social Analytics [Infographic] | #engagementlabs | Social and Digital Customer Management | Scoop.it

With the release of www.evalueanalytics.com, what better way to celebrate the progress that Social Analytics has made, than with this awesome infographic!

Russ Merz, Ph.D.'s insight:

A summary timeline of some of the key developments in the history of #socialanalytics. The infographic has useful reference value for important milestones and current social networking stats.

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Successfully Measuring Social Customer Service Performance

Successfully Measuring Social Customer Service Performance | Social and Digital Customer Management | Scoop.it

In order to grasp the full impact and ROI of social customer service, companies need to measure it in a way that enables comparison with—and benchmarking alongside—more traditional customer care channels, such as phone, email and chat. Without measuring real customer service KPIs over social, it is difficult to resource teams for spikes in volume, improve the quality of agent performance and deliver the best customer experience possible. Below I have outlined the most important metrics to measure:

 

Russ Merz, Ph.D.'s insight:

A detailed look at five key performance indicators (KPIs) for assessing the performance of social customer service experiences.

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Russ Merz, Ph.D.'s curator insight, June 10, 8:28 PM

A detailed look at five key performance indicators (KPIs) for assessing the performance of social customer service experiences.

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Wealthy Customers Want Social Customer Care - Marketing Technology Blog

Wealthy Customers Want Social Customer Care - Marketing Technology Blog | Social and Digital Customer Management | Scoop.it

Wealthy Customers Want Social Customer Care by Douglas Karr on Marketing Technology Blog

 

A key social media marketing strategy must incorporate customer service. Many companies differentiate the two, but your customers don’t have any such separation. Once you’re social, they’re going to utilize this channel for questions, comments and complaints. The good news is that you can really show of your customer service skills in public, thereby marketing how well you do it with prospects. +

What companies may not realize is that it’s your customers with the largest budgets that prefer social care and customer service. Let that sink in a bit…+

High earners in particular make the greatest use of social networks for customer service. Companies that fail to take advantage of that are missing an opportunity to improve brand experiences and grow. McKinsey & Company

Companies need to incorporate a customer service strategy into their social media strategy that routes and resolves customer service issues as quickly as possible. Letting issues drag on will destroy your authority and the trust that’s required to turn prospects into customers and customers into fans.+

 

 

 




Russ Merz, Ph.D.'s insight:

#Socialmedia based #customercare #stats compiled from a recent McKinsey report. Good reference material.

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Six Ways to Improve Customer Experience Now

Six Ways to Improve Customer Experience Now | Social and Digital Customer Management | Scoop.it

As humans, we often lie to ourselves. At best, it’s a way to show ourselves a little mercy (“It’s OK to skip workouts on vacation!”) and at worst, it’s a way to maintain excuses (“I’m too exhausted to exercise”).

As business leaders, however, fooling ourselves can be the worst kind of risky. When you try to look at your own project, business, or even employees with a more objective and less critical eye, you inevitably find yourself in a viewpoint that provides some data. BUT, it may not be the kind of data you really need.

Evaluating other organizations’ experiences is something I do every day. My third-party perspective is maintained carefully because I know what can happen when you’re on the inside looking further in.

You draw your own conclusions, based on scenarios from the past.You see the completion of a project as success, whether it’s working or not.You hear what you want to hear regardless of what employees and customers are really trying to tell you.

 



Russ Merz, Ph.D.'s insight:

Getting an outside perspective is key.

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Top 7 Live Chat Software Vendors for Ecommerce

Top 7 Live Chat Software Vendors for Ecommerce | Social and Digital Customer Management | Scoop.it

While customer support is one of the most important aspects of running your ecommerce business, it is also one of the most expensive and hard to manage.

When you’re talking customer support, you probably picture people with headsets in a huge open space, taking phone calls and answering questions. Maybe you picture something a tad relaxed, somewhere along the lines of a Zappos call center. Either way call center involve human resources, technology to set up, management and others. If you think that gets expensive – you are right. Fortunately, there is a growing alternative to this.

ENTER THE LIVE CHAT SOFTWARE.


In a recent study by BoldChat customers worldwide responded to the question “Have You Ever Engaged in a Live Chat?”. Results showed that more than half the respondents did engage in live chat, with more 65% respondents in the US saying yes.


Although email is still the leading form of communication throughout the world (see left), live chat is catching up really fast , especially in the United States, Canada and Mexico.

 
Russ Merz, Ph.D.'s insight:

An excellent review of the top 7 #livechat vendors. If you are looking for a live chat vendor, these seven should probably be on your short list.

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How to Get Smart about Customer Lifetime Value

How to Get Smart about Customer Lifetime Value | Social and Digital Customer Management | Scoop.it

Every business is focused on the bottom line: Making sure revenue exceeds costs each month. One big line item for most companies is spending hundreds–or, in some cases, even thousands–of dollars on acquiring new customers. Once you get that customer, what then?

Customer Lifetime Value, or CLV, is a different way of looking at the customer equation. If your business isn’t measuring CLV, read on. Doing so could be the key to a healthier bottom line.

 

Russ Merz, Ph.D.'s insight:

A short summary with graphical support of the customer lifetime value concept.

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Bill Schmarzo's curator insight, April 19, 6:46 PM

Nice layout of the variables that define customer lifetime value (LTV)

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The Real Cost Of Bad Customer Service [INFOGRAPHIC] - AllTwitter

The Real Cost Of Bad Customer Service [INFOGRAPHIC] - AllTwitter | Social and Digital Customer Management | Scoop.it

The Real Cost Of Bad Customer Service [INFOGRAPHIC]

 

Many years ago, in Twitter’s dark, early days (circa. 2008-10), if you complained about a brand or their products you didn’t really expect a response to your tweet. Indeed, if the company was even actively using Twitter it was surprising. So if they actually saw and proactively responded to your complaint? Inconceivable!

Things move pretty fast. Nowadays, we not only expect a reply, but some quick resolution, too. Yet studies have shown that up to 70 percent of customer service complaints go unanswered on Twitter, which risks damaging not only your brand’s reputation, but your organisation’s bottom line. And future.

Check the infographic below from ClickSoftware, which takes a closer look at the real cost of bad customer service.

Russ Merz, Ph.D.'s insight:

Some useful #stats about the state of #customerservice across industries and countries. The infographic also highlights the role of social media and the effect on brands. Good reference material based on recent research.

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CEM Toolbox: Employee Experience

CEM Toolbox: Employee Experience | Social and Digital Customer Management | Scoop.it

Have you considered that employees are a tool in your CEM Toolbox?

Continuing my CEM Toolbox series, which follows my CX Framework and builds out tools to facilitate the framework, the next stage is all about focusing on the employee experience.

But employee experience is a tool, you ask? Yes! Employees are actually your most important tool! Remember that the employee experience drives the customer experience; if your employees aren’t engaged, it will be very difficult for them to delight your customers; in very simple terms, this describes “the spillover effect.” Here’s some evidence – as if you needed more!

Companies in the top quartile of engagement scores had 50% higher total shareholder return than the average company. -Aon Hewitt

Companies with highly engaged employees score 12% to 34% higher in customer satisfaction ratings. -Vance

Each incremental percentage of employees who become engaged predicts an incremental 0.6% growth in sales. -Aon Hewitt

There are a few different ways to not only ensure employees are a part of the overall customer-centric culture but also to ensure that employees have a great experience.

Hire the right peopleProvide a clear line of sight to the customerPlot the employee lifecycle and map the employee journeyGather feedback from your employees, both solicited and unsolicitedEmpower employees by unleashing ownership and accountabilityShow appreciation, recognize greatness

What tools does that require? I’ll briefly touch on some, as well as more details for each.

 

Russ Merz, Ph.D.'s insight:

A good summary by Annette Gleneicki outlining the critical steps employers can take to build employee experiences that will increase customer satisfaction. 

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IBM study confirms customer experience is #1

IBM study confirms customer experience is #1 | Social and Digital Customer Management | Scoop.it

According to a new IBM Study released today, over 60% of CIOs seek to improve customer experience and change the way they engage with customers. More than 80% of CIOs surveyed are mining data for customer insights and shifting their focus to marketing, sales and customer service managers who work on finding, winning and retaining customers. Here's a snapshot of how CIOs want to spend more time on customer-related activities:

+15%: Customer experience management;+6%: Sales and New Business Development;+2%: Marketing and Communications.

 

The report is based on face-to-face conversations with more than 1,600 CIOs from 70 countries and 20 industries worldwide.  The research, conducted by IBM’s Institute for Business Value, reveals that customers drive CIOs to turn their focus to the front lines. "The study validates the emerging reality that there is no longer any real distinction between the customer experience and contemporary business strategy," said Peter Korsten, global leader, IBM Institute for Business Value. A number of additional CIO insights are available in this detailed report.

Russ Merz, Ph.D.'s insight:

IBM reports CIOs are flocking to provide support for customer experience (#CX, #CXP, #CXM) initiatives.

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3 Tips For Creating A More Consistent Customer Journey - Business 2 Community

3 Tips For Creating A More Consistent Customer Journey - Business 2 Community | Social and Digital Customer Management | Scoop.it

As more and more brands and organizations adapt to providing customer service and engagement across more and more channels, clearing that hurdle only leads to the next: creating consistency across the customer journey. A recent report by McKinsey tells it like it is, “consistency may not seem sexy, but it is the secret ingredient to making customers happy.”

While impressive individual interactions may inspire delight and even hero stories, it’s still consistency and reliability that inspire lasting confidence, loyalty and long-term retention. Think about it this way, if you get a great haircut, you are going to be delighted in that moment, but if you go back to the same place in a few weeks expecting the same and it’s not, you’re either going to be at best disappointed, or if it’s really off the mark, pissed off – negating that individual instance of delight. And according to Understanding Customers by Ruby Newell-Legner, it takes 12 positive brand experiences to make up for just one negative one. Consistency may be a boring trait, but it’s an important one, especially considering the following statistics from an Aspect Software survey:

90% of more than 2,000 consumers surveyed said they expect customer service consistency and continuity — such as picking up with a same-issue discussion where they last left off — but just 39% currently receive it.89% are annoyed by having to repeat themselves and their issues across channels.61% have not been able to easily switch from one channel to another when interacting with customer service.

Specific to retail:

Almost three quarters (72%) of respondents to a Rethinking Retail study said consistency across online and physical stores was important.69% said consistency affects their loyalty to a brand.

 

Russ Merz, Ph.D.'s insight:

Three competencies for maintaining consistency in customer journeys with your brand: High cross-channel information content, up-to-date customer knowledge and ensuring that keeping promises is emphasized.

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What is Customer Experience? [Infographic] - Business 2 Community

What is Customer Experience? [Infographic] - Business 2 Community | Social and Digital Customer Management | Scoop.it
Simply put, customer experience is how your customers perceive their interaction with your organization.

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.

 

Russ Merz, Ph.D.'s insight:

A good summary of why customer "interaction" is a core competency for delivering customer experience. The infographic details the many ways those interactions can occur.

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Samuel Pavin's curator insight, March 2, 8:13 AM

In a few words : what would you expect as your own customer ?