Customer Experience
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How We Transformed Marketing at Electrolux

How We Transformed Marketing at Electrolux | Customer Experience | Scoop.it
By knocking down silos, shifting resources, and pushing the culture in new directions.
Séverin Tarbouriech's insight:

"Electrolux’s digital, trade, brand and product marketers worked together to create a cohesive experience from pre-purchase, to the purchase itself, to post-purchase service and beyond"

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Your people are customer centric, it’s just your business isn’t...

Your people are customer centric, it’s just your business isn’t... | Customer Experience | Scoop.it
Is being customer centric simply a people problem or does the organisation create the problem for itself?
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Upgrade Your Company's Customer Service Culture Through Positive Peer Pressure

Upgrade Your  Company's Customer Service Culture Through Positive Peer Pressure | Customer Experience | Scoop.it
How positive peer pressure drives customer centricity at: Apple, Southwest Airlines, Disney, Four Seasons...companies with powerful customer service cultures.
Séverin Tarbouriech's insight:

Quote : "If you hire people, and inspire people, in a way that aligns with your goals, the effect on future “generations” of hires allows the effect to snowball"

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Take me on the effortless customer journey

Take me on the effortless customer journey | Customer Experience | Scoop.it

Companies taking their customers on an easier “journey” to get the information or outcome the customer is seeking, have better—and often more profitable—customer relationships. 

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This Tiny Restaurant Knows More than You About Customer Experience

This Tiny Restaurant Knows More than You About Customer Experience | Customer Experience | Scoop.it

If you want to learn about customer experience, forget the next overhyped, overcrowded, tech-focused conference. Just eat at Joe's in Savannah, Ga.

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8 Best Practices for Customer Experience Management Today

8 Best Practices for Customer Experience Management Today | Customer Experience | Scoop.it
1. Build relationships :Best-in-class companies know that it’s not just about solving problems—it’s about building a lasting relationship with your customers.2. Integrate your support channels :New
Séverin Tarbouriech's insight:

Simple, clear and to the point

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Top 10 Predictions For The Future Of Customer Experience

Top 10 Predictions For The Future Of Customer Experience | Customer Experience | Scoop.it

Thanks to the Internet and social networks, everyone’s voice, positive or negative, can be heard and companies have the opportunity to provide a more diversified approach to reach their audiences. Within the next few years, this space will continually innovate and things that we never thought possible will become completely possible…and even the norm.

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Customer centricity - Peter Fader - Wharton Digital Press

Customer centricity - Peter Fader - Wharton Digital Press | Customer Experience | Scoop.it

Customer centricity is a strategy to fundamentally align a company's products and services with the wants and needs of its most valuable customers. That strategy has a specific aim : more profits for the long term.

 

All customers are not created equal. Not all customers deserve your company's best efforts.

 

Customer centricity is about identifying your most valuable customers- and then doing everything in your power to make as much money from them as possible and to find more customers like them.

 

Product centricity vs. customer centricity

The world has changed and companies must change with it.

Technological barriers have been broken down. Geographic barriers are all but nonexistent. But what remains are the relationships that companies have -or don’t have- with their customers.

 

Product-centric model : create a product, market a product, sell a product. Repeat.

 

Today, for the first time in history, companies can collect massive amounts of data, actionable data. They can know what their customer buy and when they buy it and where they buy it and more. The data are there.

 

The ends of customer centricity may be conventional; the means of customer centricity, however, are radical.

Customer centricity is a strategy that aligns a company’s development and delivery of its products and services with the current and future needs of a select set of customers in order to maximize their long-term financial value to the firm.

 

Customer-centric firms celebrate the heterogeneity among their customers.

 

Financial challenge : customer centricity will cost you money, at least in the short term. You’ll have to invest in the technologies and human capital necessary to collect and sort through data about your customers. You’ll have to reorganize your organization to be more nimble, more flexible, and more responsive to the needs of your core customers.

 

Customer centricity allows companies to excel in customer acquisition, customer retention and customer development.

 

The paradox of customer centricity : you will need the other customers, you want them to stick around. You should view the other customers as low-hanging fruits, they are easy money.

 

financial equity / operational equity / brand equity + CUSTOMER EQUITY

customer equity lies at the centre of customer centricity. We can’t become customer centric until we understand customer equity : customer equity is the sum of the customer lifetime values across a firm’s entire customer base.

 

CLV Customer Lifetime Value : the real worth of your customers

CLV is the present value of the future (net) cash flows associated with a particular customer

- forward-looking concept

- only use relevant data to calculate CLV

- CLV calculations are predictive, not precise

- different methods are used to calculate CLV in different kinds of business settings

 

A direct manifestation of the customer centricity business philosophy, CRM represents a firm’s front-line efforts to gather data and better understand the unique characteristics and expected value of its focal customers and to use that information to appropriately allocate resources.

 

CRM, quite simply, is customer centricity put into practice.

 

Companies that do CRM correctly don’t just collect data about their customers. They also know how to use that data to serve those customers better.

 

CRM gives us nothing less that the most important and actionable information about all of our customers - their wants, their needs, their propensity to spend, their level of loyalty, their long-term value.

 

CRM : interaction, recommendation, nurture

The gathering of data is not where the work ends, it is where it begins.

 

The 4 tenets of customer centricity:

- recognize the fundamental and inevitable differences among your customers

- understand that there is real and quantifiable value to be found in individual customers

- work to quantify the value of each and every one of your customers

- move forward with a highly focused customer relationship management initiative

Séverin Tarbouriech's insight:

Highly recommended reading

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Does Your Big Data Tell a Story?

Does Your Big Data Tell a Story? | Customer Experience | Scoop.it

For marketers, being able to predict a story through Big Data before it’s written means better customer acquisition and greater customer lifetime value. So how can marketers connect the dots and anticipate needs before buyers have a chance to ask?

Séverin Tarbouriech's insight:

"Big Data tells a story about your consumers; it allows you to tell a more precise story to them. That's why content marketing and data are so powerful together." (Patrick Davis)

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The Customer Experience Pyramid

The Customer Experience Pyramid | Customer Experience | Scoop.it

We have developed a framework showing the levels of Customer Experience maturity.

Séverin Tarbouriech's insight:

I keep in mind the four steps:

- customer service and customer journey => interaction with customers

- customer-centric services and experience => increasing the value delivered to customers

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From Organisation to Customer Centric

From Organisation to Customer Centric | Customer Experience | Scoop.it
From organisation to consumer centric, think and acts as a customer!
Séverin Tarbouriech's insight:

4 key ideas:

- What you ‘think’ is not good enough

- Marketing, sales, delivery and support should act and think as one company to serve the customer

- We should not expose our internal organisation to the customer

- Digitise or die!

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From customer experience to competitive advantage

From customer experience to competitive advantage | Customer Experience | Scoop.it
Delivering a good customer experience is often more effective in building a competitive advantage than optimising internal processes.
Séverin Tarbouriech's insight:

"A customer is 4 times more likely to go to a competitor if the problem is service related than price or product related"

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How can you unlock the salesperson within your service agents?

How can you unlock the salesperson within your service agents? | Customer Experience | Scoop.it
Are your customer service agents your secret sales force?
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Top 10 Customer Service Trends

Top 10 Customer Service Trends | Customer Experience | Scoop.it
The original CRM Saleforce calls it the “Age of the Customer” and we’re not inclined to disagree. And your marketing team agrees. About nine out of ten companies tout great customer support.
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Brand Strategy - Customer Centricity and Growth

Brand Strategy - Customer Centricity and Growth | Customer Experience | Scoop.it

Many businesses are either product or operationally focused.  Nearly every decision they make starts with what they sell (or plan on selling), or how they go about doing what they do.  These businesses put what they do and how they do it in front of whom they do it for.

A customer centric business, however, thinks exactly opposite.  Its decisions start with the customer. Activities (and incentives) are aligned to profitably deliver goods or services maximizing value for customers – and, in turn, their shareholders.  It’s all about creating new customer and shareholder value!

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