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Rescooped by
Darcy Bevelacqua
from Public Relations & Social Marketing Insight
onto Customer Engagement |
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Here’s the key: When it comes right down to it, nobody is going to care if your videos are shot on a fancy-pants video camera or your trusty iPhone — if the information is valuable and useful to them.Action tip: Focus on creating valuable content in a variety of formats to create a content marketing plan that works for you....
Content marketing is getting more important -he are some tips on how to imporve what you are doing.
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Researchers Pam Mueller and Daniel M. Oppenheimer found that students remember more via taking notes longhand rather than on a laptop. It has to do with what happens when you're forced to slow down.
sharon lewis's insight:
Everything old is new again.....We type faster than we write. Hence the theory is that we can type notes that are more verbatim to the text while we will write notes that include more summarization of the materials. Studies show that the hand-written note has more internal memory power. For me, I like the ability to edit my typed notes and such edits reflect the summarization and insights of the information. It also allows me to review the data multiple times. How do yo best take notes?
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Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyaltyand data will hemp them do it. Via LoyaltyShares LLC
sharon lewis's insight:
Loyalty Programs: Knowing what reward is most desirable to a customer is not intuitive. Smart data analytics help get the offers closer to the mark. Rewards that are relevant and come with a high perceived value score well. That being said, there is a lot of room for testing and creativity as “The 2011 Colloquy Loyalty Census counted more than two billion loyalty memberships in the United States, or 18 programs per household. That's double the numbers that were on the books in 2000.” Which programs are you using?
LoyaltyShares LLC's curator insight,
December 13, 2012 7:20 AM
Great article with a ton of info - not all new but well put together. 
Sonia DIOURI's curator insight,
May 16, 2013 5:51 AM
Un article intéressant qui nous met devant l'évidence qu'il faut repenser la notion de fidélisation des clients et les moyens de la mettre en oeuvre.
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One of the six competencies required in the armory of all Customer Experience Professionals is defined by the Customer Experience Professionals Association (CXPA) as ‘Experience Improvement & Design’. To become a Certified Customer Experience Professional (CCXP), you would need to have knowledge of the following: Design thinking and customer co-creation approaches Process improvement methodologies … Via Eric_Determined / Eric Silverstein
Darcy Bevelacqua's insight:
Customer Experience is really understanding things from your customer's point of view. Not only what they do, but why they do it. understanding requires empathy, insights ( knowing why and why not and what else), and prototyping. The prototyping lets you confirm that what you think you are fixing is actually what the customer wanted and doesn't reflect how the organization thinks the customer would want things to be done.
Eric_Determined / Eric Silverstein's curator insight,
October 29, 2015 12:50 AM
3 essential #CX design skills: Empathy:
In the design process empathy is the ability of taking the perspective of the customer and feeling with them as they experience services.
Insight:
Arriving at insights is a creative process that combines empathic observations (I saw this) with the experience (I know this) of the designers.
Prototyping:
Prototypes are visualised service proposals that make their value concrete in a form or another. Apple stores are a perfect example. Which other brands are capitalizing on customer experience design recently?
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Highly effective loyalty programs always act on customer insights to improve the customer experience, which in turn drives true customer loyalty. Companies that lag in customer experience are always at some degree of long-term risk.
sharon lewis's insight:
An unsettling, however not surprising statistic: "81% of loyalty program members don't know the benefits of their programs, or how and when they will receive rewards." What will you do to improve the stats for your own programs - both personally used and professionally managed?
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In the future customer service will become increasingly savvy about how to deal with issues early on, even preventing them.
sharon lewis's insight:
Customer service must cut across any and all channels of contact with the user. Just as companies are now including "technology company" in the way they define themselves, this article suggests that leading companies are also media companies; "Really stand-out companies have full YouTube channels of how-to content in addition to blogs and other media. Remember that every company is a media company and your service department better have a voice.."
sharon lewis's curator insight,
December 22, 2014 2:51 PM
For some, self-service is the best form of service available. No fuss, 24/7 and data driven..
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It's time for b-to-b CMOs to step up and take responsibility for the customer experience, writes Forrester analyst Sheryl Pattek. Via Eric_Determined / Eric Silverstein, Darcy Bevelacqua
sharon lewis's insight:
Customer obsession, where value is built around the customer, rather than a singular channel or product.....must equally include employee obsession. The creation of brand ambassadors and engaged staff who want to do everything in their power to make the customer experience superior. The two work in tandem.
Eric_Determined / Eric Silverstein's curator insight,
September 3, 2015 1:29 AM
Would you agree that the lines are blurring between B2B and B2C #CX? "Today's CMOs must go beyond just customer acquisition to unite all customer interactions into a common consistent experience. Why now? Because B2B customers are increasingly wearing their B2C hats to the office, expecting to find Amazon-like experiences that will make or break how they view your brand.
In the new post-digital world, your brand is now defined as much by what your customers say about their relationship with you as what you say about yourself.
Success will hinge on an aligned organization that can pivot toward customer obsession, where value is built around the customer, rather than a singular channel or product." 
Darcy Bevelacqua's curator insight,
September 4, 2015 10:57 AM
Understanding the customer experience requires you to listen to your customers, identify what is important to them and needs improvement, and then prioritize which ones you will focus on first, second and third. Finally you need a team of IT, Marketing, Sales, Serivce and Operations folks to develop the "right" solution for your brand. Then impelment , measure and continue to improve.
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It's time for b-to-b CMOs to step up and take responsibility for the customer experience, writes Forrester analyst Sheryl Pattek. Via Eric_Determined / Eric Silverstein
Darcy Bevelacqua's insight:
Understanding the customer experience requires you to listen to your customers, identify what is important to them and needs improvement, and then prioritize which ones you will focus on first, second and third. Finally you need a team of IT, Marketing, Sales, Serivce and Operations folks to develop the "right" solution for your brand. Then impelment , measure and continue to improve.
Eric_Determined / Eric Silverstein's curator insight,
September 3, 2015 1:29 AM
Would you agree that the lines are blurring between B2B and B2C #CX? "Today's CMOs must go beyond just customer acquisition to unite all customer interactions into a common consistent experience. Why now? Because B2B customers are increasingly wearing their B2C hats to the office, expecting to find Amazon-like experiences that will make or break how they view your brand.
In the new post-digital world, your brand is now defined as much by what your customers say about their relationship with you as what you say about yourself.
Success will hinge on an aligned organization that can pivot toward customer obsession, where value is built around the customer, rather than a singular channel or product."
sharon lewis's curator insight,
September 8, 2015 9:41 AM
Customer obsession, where value is built around the customer, rather than a singular channel or product.....must equally include employee obsession. The creation of brand ambassadors and engaged staff who want to do everything in their power to make the customer experience superior. The two work in tandem.
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At this year’s B2B LeadsCon, we asked a panel of marketing experts to share 20 customer engagement tips in 20 minutes. Here are their ideas on ways you can connect with your B2B customer base.
sharon lewis's insight:
20 in 20 is a fast read and a nice reminder of the things we have so often done.....or said that we will do!
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Companies are still struggling to integrate the data and processes associated with a multichannel approach. Omnichannel customer experience is about making that a reality. Via Eric_Determined / Eric Silverstein
Darcy Bevelacqua's insight:
Enhancing the #customer experience requires you employ #customer journey maps and place the customer at the center of what you design. Enablement requires data integration, customer identity management and understanding #customer needs and objectives at each step in the process. Be sure to continuously collect customer feedback through #VOC and #VOE (voice of employee) data collection to help identify the #pain points. Delivering the right #customer experience through the right channel (mobile, web, call center etc) will assure you are increasing #customer satisfaction, #customer retention and # increased spending.
Eric_Determined / Eric Silverstein's curator insight,
August 25, 2015 4:19 AM
"Interaction across channels is encouraged and required to drive the optimal #customer #journeys and #experiences. These are not achieved by good intentions; they are achieved by design. To achieve the optimal #omnichannel customer experience, employ customer journey maps and approaches that place the customer in the center of your customer experience design (e.g., design thinking, #VOC programs) or in other words: Have the customer's experience built into each step in the process. Metrics now include the following:
As we move toward a mobile first experience, make sure to give your customers a voice on your mobile platform, deliver ongoing engagement along with a rewarding customer experience.
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Digital Futurist Brian Solis reveals how brands can navigate the customer experience economy.
Darcy Bevelacqua's insight:
Creating a successful customer experience requires connecting the dots between the various channels and platforms. A wholistic experience requires 360 view of the customer, omnichannel approach across the touchpoints, and understanding of the customer journey through mapping(what they want to accomplish by personae) and an organizational transformation. The transformation requires: technology, organizational design, training and hiring differently, and metrics to track success on a continuous basis.
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It’s no surprise when I hear that many business leaders believe they are investing in innovation. The real surprise, perhaps, is how those investments are not paying off. Traditional organizational culture has a tendency not only to create a sub par environment for customer-centric innovation, but to completely discourage innovative thinking altogether.Here are 5 ways your company may be destroying innovative ideas before they have a chance to be considered.1. Focusing too much on the productOn Via Eric_Determined / Eric Silverstein
Darcy Bevelacqua's insight:
You can't offer the right experience every time-you must keep innovating. Most cultures make this difficult. REad the article to find out how your company may be working against innovation.
Kurt Lohmann's curator insight,
August 6, 2015 6:45 PM
"Nobody loves your brand enough to stay with you when someone else is offering an experience that makes more sense for the way they are living right now."
Jeannie Walters highlights 5 key areas that will impair your brand's ability to adapt and innovate.
ERBRAINS MICROSOFT DYNAMICS's curator insight,
August 7, 2015 12:55 AM
"Nobody loves your brand enough to stay with you when someone else is offering an experience that makes more sense for the way they are living right now."
Jeannie Walters highlights 5 key areas that will impair your brand's ability to adapt and innovate.
Michael Allenberg's curator insight,
August 10, 2015 10:10 AM
"Nobody loves your brand enough to stay with you when someone else is offering an experience that makes more sense for the way they are living right now."
Jeannie Walters highlights 5 key areas that will impair your brand's ability to adapt and innovate.
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Do you have happy customers? In this article, you'll learn five ways to use social media to improve your customers' experience with your business.
Darcy Bevelacqua's insight:
Showing gratitude, getting feedback from customers, resolving issues is important- but the key to a long term solution is understanding the customer journey and creating a customer centric culture.
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Marketing Strategy - Technology has transformed how brands reach out to today's consumers. Some brands, however, are still stuck in the old ways of marketing. Is yours? Via Eric_Determined / Eric Silverstein
Darcy Bevelacqua's insight:
Great reminder of the importance of the customer journey
Eric_Determined / Eric Silverstein's curator insight,
June 3, 2015 2:31 AM
Then vs Now: Funnel Marketing vs The Consumer Decision Journey Now it's about Lifetime connection. Do you agree that successful brands need to create a two-sided conversation with consumers rather than a one-way "push" through the funnel? |
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Customer Relationships - RIP, one-size-fits-all marketing. You're just not effective anymore. But interactive personalized video is. This immersive, tailored, real-time communication tool drives results and boosts customer engagement.
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Customer Engagement and Vulnerability: Showing a Little Leg Makes People Share
sharon lewis's insight:
Stories need to be anchored through a human lens -- regardless of a B2C or B2B dialogue. People make decisions using both the head and the heart. Hence the author's title: "How much leg do I show?"
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here are five ways brands can earn loyalty from consumers on mobile devices, writes brandon werber.
Darcy Bevelacqua's insight:
The basic principles of engagement mean being available when the customer needs you, offer inspiration or at least education, reward your users, earn loyalty and see how you can get integrated into their everyday experiences.
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Customer Loyalty Programs Are Not Just About Rewards
sharon lewis's insight:
Reminding and reinforcing your customer on "why they do business with you" should be the focus of your loyalty program.
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Without a single view of the customer experience through data analytics, it’s not just marketing dollars that are at risk for customer loyalty programs, in some cases it can be the entire business.
sharon lewis's insight:
Data governance, alongside of the customer value proposition have always been the most difficult and the most important components of any engagement or loyalty program. As one example in the article suggests: "If a rather disheveled 20-something is travelling economy, it would be helpful for the airline to know that this is in fact the daughter of a high net-worth individual." And so goes the balance of HH data, individual data and the spook factor.
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Check out this list of stats you need to know to understand consumer loyalty and what it means for your clients.
sharon lewis's insight:
Some good stats in the article. Always interesting to find the balance between the "58% of customers wanting more compelling personal services and benefits. (CrowdTwist)" and the " 56% of people don't join a loyalty program because of privacy. (Bond Brand Loyalty).
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To stay ahead of the competition, it’s important for marketing leaders to have an eye on trends that have the potential to accelerate—or disrupt—your business. Via massimo facchinetti
sharon lewis's insight:
"According to Gartner, 89% of executives believe that customer experience will be their primary mode of competition by the end of 2016" This means finessing the balance between a sequence of personalized experiences while avoiding the data creep factor.
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How does gamification fit into customer loyalty strategy? And how can we use it to retain more customers?
Darcy Bevelacqua's insight:
Gamification can help a brand but the strategy must be thought through before it's deployed. The empahsis should be on instant feedback and gratification so customer's understand the game and have fun enjoying the process. Be use to use the basic gamification rules to enhance they customer experience and make it intersting.
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Nordstrom’s loyalty program accounts for a huge piece of company sales
sharon lewis's insight:
The 4.5 million active members of the Nordstrom Rewards loyalty program shop three times more frequently and spend four times more on average than non-members. Another impressive statistic: the program accounts for 44% of company sales.
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Accenture’s Global Consumer Pulse Research sheds light on the key to customer retention for banks.
sharon lewis's insight:
First contact resolution when a customer presents the problem combined with the customer's belief that changing banks is not all that difficult ........contribute to retention vulnerability.
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What’s the most important driver of organizational digital maturity—social, mobile, analytics, or cloud? None of the above, according to the latest MIT Sloan Management Review and Deloitte digital business study. Research infographic and podcast
Laura Luckman Kelber's insight:
Strategy always pays off
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Marketing is moving from a market creation tool to a customer interface tool. This means: Taking ownership of the customer in the company and implementing this… Via Eric_Determined / Eric Silverstein, Michael Allenberg
Eric_Determined / Eric Silverstein's curator insight,
July 3, 2015 4:31 PM
Lessons from brands such as BMW, 7-Eleven and others, remind everyone the importance of engaging your customers, in order to keep pace with not only their interest and desires, but also what is impacting them in their lives, new technologies, etc... Share your experience of a brand that has evolved, creates engaging experiences, then share one that has failed you over time. |
Absolutely - blogging is not a content marketing strategy. Neither is social media.