7 Keys To Customer Experience In 2010
December 13, 2009 9 Comments
In the December issue of CRM Magazine which focuses on customer experience, I wrote an article called “7 Keys To Customer Experience” that provides advice for companies as they look ahead to 2010. Here’s how the article starts:
Despite the economic difficulties in 2009, we’ve seen a significant up-tick in real customer experience efforts. What do I mean by real? Efforts which address systemic issues like poorly designed interactions, broken processes, outdated business rules, insufficient customer insight, and cultures that are far from customer-centric.
After the introduction, I outline these 7 areas of focus for next year:
- Drop the executive commitment facade
- Acknowledge that you don’t know your customers
- Keep from getting too distracted by social media
- Stop squeezing the life out of customer service.
- Restore the purpose in your brand
- Don’t expect employees to get on board
- Translate customer experience into business terms
I’ll provide more details for all of these items in a later post. For now, you can read the CRM Magazine article if you want to see more.
The bottom line: 2010 will be a busy year for customer experience
About Bruce Temkin
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Is it a good customer experience to go to destinationcrm.com and do a keyword search for “7 keys to customer experience” (link http://www.destinationcrm.com/Search/Default.aspx?Query=7%20keys%20to%20customer%20experience) and get a empty results page with a link back to the home page?
hmm … hopefully the answer is the content isn’t online yet.
Matt: That’s not a good experience at all. It appears that the folks at CRM Magazine haven’t put the December issue up yet. But they do have a fancy interactive version up, so follow this link and look for page 12.
I would personally have put a focus on quality metrics, rather than quantity metrics would have been worth one of the positions on my list.
I see the focus on efficiency as one of the great killers customer of customer experience.
I agree with #7 the most. It is so much better to integrate customer experience feedback into existing decision making and prioritization processes when it is framed in business terms. Then customer experience isn’t a fad, it’s a way of doing business.
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I quoted your insight on my latest blog “2010 will be a busy year of customer relationship building…for marketers” on http://wp.me/pvnpY-bs
Thanks for leaving comments!
Jonty: I absolutely agree, quality metrics are critical. Actually, as part of item #4, I recommend that companies “Measure customer service organizations based on how effectively they help customers instead of efficiency metrics like average handle times.”
Tabitha: You described it nicely. If customer experience isn’t viewed as a key driver for business success, then it will fade away as a focus when something else pops up.
tweetiesblog: Thanks for the shout out!
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