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Posted by March 20, 2010 by myadminComments

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Topics: Testimonials

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Posted by March 20, 2010 by myadminComments

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Topics: Testimonials

Customer Experience Synonymous with Operating Strategy

Posted by January 18, 2010 by myadminComments

When you hear the term "customer experience", what is the first thing you think of? Many think of marketing or sales, but how many think of operating strategy? Others immediately think of the expense of running a customer service department. What is often missed is the growth potential and stability of adopting the customer experience into every operational function and decision.

This story on CRM.com discusses the subtle, but very important differences achieved in giving the customer experience a high profile in your day-to-day operations. Here are a few of the major points:

It is true that the customer experience has a lot to do with sales and marketing, but to limit it to these silos is to miss the larger point. Everyone in your organization is a touch point to the consumer.

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Topics: Customer Experience

Making the Promises Real in 2010

Posted by January 11, 2010 by myadminComments

Many are seeing 2009 as a breakthrough year for efforts designed to raise the profile of the customer experience. There is growing evidence that the everlasting pledge to put the customer first actually got beyond lip service and into real and actionable tactics. With the progress made last year, even in very tough economic circumstances, 2010 should see the movement gain even more momentum.

An article on retailcustomerexperience.com offers the following advice as brand marketers and retailers continue to travel down this road:

"Drop the executive commitment facade." Executives need to "put their money where their mouth is" with time, treasure and talent. If it's a real priority, they will manage customer experience like they do financial results.

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Topics: Customer Experience

One Size Does Not Fit All

Posted by January 4, 2010 by myadminComments

Opinions are being weighed from all over the globe as brand marketers and retailers look forward to the economic upturn in 2010 and beyond. The big question seems to revolve around the customer experience. Is price the driving factor or is there value in truly great service? The answer is that "it depends."

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Topics: Customer Experience

Social Marketing, The Perfect Storm

Posted by December 28, 2009 by myadminComments

Social networking has enabled consumers to move faster than the brands that they shop for. Mark down 2009 as the year when brand marketers experienced a full frontal realization that social networks are, in fact, a mass communications medium. With this realization comes another wake up call, Social Marketing must play a big role in the overall marketing mix. As Jeremiah Owayang writes in a recent Forbes article, "Brands need to develop a strategy and a plan to respond--not simply react--to the latest technology."

Like many others in recent days, Owyang takes a look at the trends of 2009 that drive the decisions of the future. He identifies four key trends that senior marketing execs should give some thought to.

"The Recession Spurred Consumers to Adopt Social Technologies." It's not just the enabling technology that caused the movement. Hard financial times also drive people to connect to one another. High unemployment levels also contribute by giving people more time to connect. Motive, means and opportunity equals the perfect storm.

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Topics: Customer Experience

Customer Experience Stories of the Year

Posted by December 24, 2009 by myadminComments

In our last entry we warned you about the coming onslaught in this, the season of lists. Today, we look at another one on retailcustomerexperience.com called the, "The 5 biggest retail customer experience stories of 2009." This list is predicated on the observation that consumers' relationships with brands has changed significantly in 2009. Only in the New Year will we find out if these changes are permanent. Here are the stories offered up in the list.

"An emphasis on value." Walmart was the big winner in 2009. Their approach defined the term "value" as being synonymous with "saving money."

"Private label brands take center stage." It's no surprise that consumers turn to store brands during tough economic times. However, this time around appears to have staying power as half of the consumers polled said that they found the product better than expected and 41 percent said that brand names are not worth the money.

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Topics: Customer Experience

Customer Service is the New Marketing

Posted by December 22, 2009 by myadminComments

The end of the current year and the beginning of the new always bring many different kinds of lists: wish lists, shopping lists, resolutions, top stories of the year lists, etc. This story in Small Business Trends offers up a list of things to look forward to in 2010. It calls the customer experience the, "new marketing," and the, "only truly sustainable competitive advantage." Here are a few items from the story:

The coming year will be a good one for marketers to imprint upon their employees who interact with customers. Why? High unemployment levels will encourage employees to hold onto their jobs by being good at them. They will try harder.

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Topics: Customer Experience

The Loyal Shopper Principle

Posted by December 21, 2009 by myadminComments

Pareto's Principle states that roughly 80% of effects come from 20% of the causes. In modern times, that's been altered by many to mean 20% of the people do 80% of the work. A recent study by Concept Shopping, Inc. has found that the thoughts of old Vilfreto Pareto and his observations may extend to shopper loyalty.

A story in Progressive Grocer reports on an analysis of over 2 million grocery shoppers. The results are that 10% of the store customers visit the store over twice a week and are responsible for almost 40% of the store's total sales. These customers spend over $39 on each visit.

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Topics: Customer Experience

How Fresh and Easy Listened to the Customer

Posted by December 18, 2009 by myadminComments

Tesco's Fresh and Easy concept in the U.S. provides a vivid example of a company listening to the customer and making almost immediate adjustments based on that feedback. It has been almost two years since the stores started to appear on the West Coast. In that time, the company has, "done a lot of listening to customers." This interview with Steve Ryder, Store Design & Planning Director at Fresh & Easy Tesco's US operation, outlines some of the activity.

Based on customer feedback, 60 stores engaged in a re-fresh program in which stores were made more inviting and informative. Additional banners, more messages and more color was used to address what the customers were calling a "sterile" environment that made the stores appear to be "too discount" for the U.S. shopper.

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Topics: Blog