What is a customer council and why do you need one? A traditional customer council has been a strategic advisory board, comprised of the top customers of an organization, gathered to advise the companies’ management on industry insights and set priorities and strategic initiatives for the organization.
Today we see an ever-increasing march towards technology utilization to engage with customers. Using technology, an organization can create efficiencies in the workplace designed specifically for their custom customer journey. This means many portions of the customer journey are now being augmented by technology. Broadly, this is starting with AI helping write ad copy for ads, bots answering chats, workflow automations for […]
I was in a meeting this week and discussion around mapping the customer journey occurred. The discussion was regarding the steps needed to implement a new customer facing solution. Happily, everyone agreed that the organization’s customer journeys by customer profiles were a needed input when implementing a customer facing solution. “Great!” I thought to myself, […]
As sure as the sun rises you will have a day when your organization did not provide an excellent customer experience. Customer experiences are delivered by people executing on processes supported by technology. Those three factors all fail at some point. People make mistakes, processes can not cover every scenario and technology…well as seamless as it continues to strive to […]
Today as I look at the overall retail and service landscape, I see organizations failing to meetcustomer expectations. The list of storied brands shutting down locations is enormous. In 2017 alone, over 5,000 stores of major retailers were closed: Sears and Kmart closed 358 stores, JC Penney 138 stores, Macy’s 68 stores, Payless Shoes emerged […]
Recently, I experienced a very effective marketing experience that was seamlessly connected to the start of the sales process. I have to admit I was impressed; until I went to the physical location and was immersed in their in-store experience. So what happened? I was triggered by a radio ad for an item I am […]
Many will say a great customer journey is accomplished with great customer service at every touch point of that journey. Many experts say that creating a great customer experience is simple, you just need to genuinely care about your customer. If it’s so simple, why are so many brands falling down? Perhaps it is because […]
the four stages of the customer journey, it is outlined in this blog. This week I am starting with a B2C service brand. To kick start the critique, this is my Net Promoter Score for the brand in question: On a scale of 1- 10; 1 being the least likely and 10 being the most likely, […]
As I look at the retail and service landscape, I see organizations failing to meet customer expectations. The reasons are many: the customer can now educate themselves better than what most in-store representatives can provide. A retail store is limited by the brands they offer versus the brand that a customer may want. The store […]
In 2017, retail brands are scrambling to differentiate themselves. There is still some product exclusivity left but for the most part, product X can be replaced by product Y. This then just leaves price and the customer experience as ways for companies to stand out from their competitors. Customer experience is the key to making your […]