The customer experience an organization delivers is unique to that company, difficult to imitate, and results in a distinctive competitive advantage. According to Peppers and Rodgers, “81% of organizations with strong competencies for delivering customer experience excellence outperform competitors.” Here are Vivisimo’s 12 most important steps an organization can take to improve their customer experience:
Posts Tagged ‘customer knowledge’
The 12 Most Important Steps an Organization Can Make to Improve the Customer Experience
Monday, August 29th, 2011The Union of Structured and Unstructured Data
Monday, August 15th, 2011I had the distinct pleasure of speaking on a recent CXPA webinar “Gaining Customer Insights from Unstructured Data” along with CXPA co-founder and chair Bruce Temkin and Jason Schneider, vice president of enterprise sales at Clarabridge. One thing that resonated was Jason’s comment that “the marriage of structured and unstructured data is the point of ultimate action for an organization.”
I would have to concur. The challenge many businesses face today though is that the information needed to support customers is scattered throughout the company. Sales professionals, account management and customer support professionals have to log into 10 or more different applications trying to find information to help customers. According to Harris Interactive, even once information is found, 44% of customers claim that they received the wrong information. Added to this challenge is the phenomenal growth of unstructured data from internal blogs, content management systems, and customer survey responses as well as data captured outside the firewall from social media.
How Customer-Driven is Your Product Development?
Monday, June 27th, 2011Your company’s core products and services are the experiential epicenter of your company’s customer experience. So, to deliver a competitively differentiated great customer experience, it’s obviously pretty important to make sure that your product development process is truly customer-driven.
Unfortunately, many companies fail to provide their product managers with adequate insight into the “customer’s story.” Sure, they may generate some customer input in the form of broad market research, surveys and focus groups. They may also get some useful data from their CRM and ERP systems. But, while this information is certainly useful, it is typically limited, fragmented and poorly contextualized.
Data Everywhere Yet Answers No Where
Tuesday, May 31st, 2011This is the plight within many organizations today. Research published on MarketingWeb shows that “95% of large companies collect customer feedback, but only 10% use the information to drive improvement actions.” Why take the time, effort, and money to capture and store all of this data just to have it collect dust? According to Transactis, “Only 1 in 5 consumers see any of the firms they buy from using their personal data to make attractive offers and deliver good customer service.” Organizations must find ways to uncover the customer insight buried within their organization to increase customer loyalty and drive repeat business.
Customer Experience for the Gen Y, Digital Native
Monday, May 16th, 2011Gartner describes today’s customers as “digital natives”— the way they shop, the way they purchase, and the service they expect have dramatically changed. How do we deliver exceptional experiences to these customers when their expectations change almost daily? They grew up online and have no idea how to exist without the internet. Online shopping, 24/7 information access, and instant answers are not nice to haves but expected. With today’s Gen Y/millennial/digital native customer “purchasing $150 billion in goods a year, and influencing another $50 billion of Baby Boomer’s family purchases” the pressing question is how do we delight these Gen Y customers? We explored this all important question at one of our #CXO tweet chats with Gen Y CEO Daniel Newman. Here is a summary:
