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Connected Customer Experience

Improving the Cross-Channel Customer Experience

Author Bruce Burke on Apr-25-2014

Temkin Group recently released a report detailing the current state of customer experience management. The executive summary of the report relates that Bruce Temkin and his group surveyed more than 200 large companies and found an abundance of Customer Experience (CX) ambition and activity.

Some of the outcomes of the report indicate that when compared with CX laggards, CX leaders have stronger financial results, enjoy better CX leadership, and implement more successful employee engagement efforts. It’s important to note that executives in companies with stronger CX competencies also tend to focus more on delighting customers and less on cutting costs.

Temkin Group - CX Maturity 2014 Report Metric

Other trends found in the report indicate opportunities; although almost two-thirds of respondents’ rate customer experience with phone agent as good or very good, the highest rated interaction. Less than 30% rate mobile phone and cross-channel experiences at that level.

This low rating shows that there is a need for innovation in these channels. We are still a long way from having cracked the code on cross-channel solutions, and consumers are expecting brands to provide a better experience.

So what can we do to improve the cross-channel experience? Let’s start by first defining what a cross-channel experience is.

Cross-Channel Customer Experience

In a recent Forbes post columnist Micah Solomon related that we are no longer in a Mad Men world. Time and technology have changed the ways consumers interact with businesses. Today’s shoppers hop between channels – from the web, to their mobile devices, to the store – as they venture through the browsing and buying journey.

Traditional customer channels such as brick and mortar stores, catalogs and telephone have been extended to include online, mobile, kiosk, digital signage, express stores, social media and yes even games. As a result, your brand needs to be everywhere, with a distinctive customer experience that represents your brand anywhere your customer wants to be.

A concrete cross-channel strategy is a requirement to ensure messaging is consistent across multiple channels. This results in consistent customer interactions and accurate inventories – whether a customer is shopping in-store, on mobile, tablet or laptop.

Maximize Customer Experience

To deliver a true cross-channel experience, enterprise must execute on the promise of buy anywhere, fulfill anywhere – both with cross-channel selling and fulfillment.

In crossing channels three basic principles to keep in mind across all channels are mobilize, socialize and personalize. Yes you want a unified inventory system, yes you want the UI to be as similar as possible to facilitate uptake but the overarching concepts of these three basic concepts should be the focus of a cross-channel strategy.

Mobilize: When asked how companies can encourage them to spend more, 61% of customers specified availability for questions, and accessibility of information prior to making a purchase.

Brands need to reach, engage and support consumers wherever they are; making it easier for them to discover, select, use and promote your products.

Mobilize Socialize and Personalize for Cross-Channel Customer Experience

Socialize: 93% of customers identify word of mouth as the best, most reliable source about ideas and information on products and services. 90% of online consumers worldwide trust recommendations from people they know.

Brands need to participate, influence and share conversations about products and brands to magnify positive word of mouth and address any issues proactively before they damage the brand.

Personalize: Consumers listen to and act when recommendations, messages and offers are tailored and based on the user’s context including location, intentions, interests, opinions, activities, questions, connections, responses and level of satisfaction.

Of course collecting all this information leads to a large amount of data …

Quality of data is key to the effectiveness of a cross-channel marketing campaign. Your customer data needs to be reliable, current, well-managed, easy to analyze and not in a separate silo.

Company data also needs to provide a complete picture of each customer's interactions across multiple channels. As customers move rapidly through various channels, stitching together data across time and events produces a clearer picture of customer behaviors.

As enterprise brands look to cross-channel data to develop deeper insights into their customers, they must recognize that discrete event data is a much smaller piece of a more sophisticated and meaningful picture.

Webinar: Winning Strategies in Customer Experience Management

Author Erin Nelson on Jan-30-2014

Nowadays, people trust recommendations from their friends far more than those they receive from third-party sources. The reach and speed of a single recommendation, particularly when expressed through social media channels, can be either immensely damaging or promotional for a brand.

TWebinar: Winning Strategies in Customer Experience Managementoday’s digitally connected consumers are far more vocal about their negative experiences than their positive ones - with poor customer service as the top reason for customer dissatisfaction and one of the top two factors leading to customer churn or loss.

More times than not, peer recommendations are driven by customer experience. Managing that customer experience requires attention and diligence into current customer sentiment. Customer Experience Management (CEM) solutions provide critical insights and answers for brands to improve conversion and customer retention.

CEM is the collection of processes a company uses to drive, manage, and unify every interaction between a customer and brand throughout the customer lifecycle. The ultimate purpose of CEM is to foster customer loyalty and therefore, increase retention and advocacy. To manage the customer experience, companies need to create a strategy that encompasses all customer touchpoints.

Complimentary Webinar

Register for Webinar | Download Whitepaper & Infographic

In our upcoming webinar, we’ll go into detail about the best strategies to succeed in Customer Experience Management (CEM).

This complimentary 60-minute webinar will feature best practices shared by over 180 organizations that have been able to drive the most out of their Customer Experience Management initiatives. The top 30 best-in-class companies have realized:

  • 80% or greater levels of customer satisfaction
  • 80% or greater levels of customer retention
  • Revenue growth over the previous 12 months (average revenue growth amounted to 14%)

This webinar will share how leading companies have used Customer Experience Management to drive customer satisfaction, retention, advocacy, and growth.

When is it?

Day: Tuesday, February 25, 2014 

Time: 1:00 PM EST – 2:00 PM EST

Presenters:

  • Sumair Dutta, Chief Customer Officer of The Service Council
  • Dr. Phil Hendrix, Director of immr and Analyst GigaOm Pro
  • Brooks Cutter, Program Manager at m-ize

Format: GoToWebinar

How do I sign up?

To reserve your spot in the webinar (spaces are limited) click on the button below:

Register for Webinar | Download Whitepaper & Infographic

Or click this link to register: http://info.m-ize.com/winning-strategies-in-customer-experience-management

The attendees to the webinar will receive a complimentary whitepaper “Customer Experience Management: Strategies to Succeed” from The Service Council, a leading research and advisory firm that supports an exclusive community of Services, Services Logistics, Customer Experience, Field Service and Customer Satisfaction Executives representing global, industry-leading, service-centric organizations.

Information presented in this webinar will be beneficial to all executives responsible for improving customer experience.

 Participants of this webinar will learn best practices to:

  • Acquire a single view of the customer
  • Understand the customer journey and customer efforts to get the job done
  • Enhance the customer journey using feedback and analytics
  • Listen, learn, collaborate, and engage

 Register for Webinar | Download Whitepaper & Infographic

If you have any questions please contact Bruce Burke for information:

Analytics 3.0 | Systems of Engagement and Systems of Record

Author Erin Nelson on Nov-26-2013

Technology waves like mobile, social, and wearable computing have transformed customer expectations. In this modern age, the world is rapidly moving towards the datafication of everything – including Analytics.

Analytics isn’t a new idea. The concept started in 1954, when UPS launched the first corporate analytics group. Later nicknamed Analytics 1.0, it was about managing and analyzing small amounts of structured data. Analytics 2.0 emerged in 2010, consisting mostly large or unstructured databases full of externally-sourced data.m

So what is Analytics 3.0?

Analytics 3.0 was coined by Thomas Davenport, a visiting professor at Harvard Business School and a senior adviser to Deloitte Analytics.

A combination of Big Data, Analytics 1.0, and 2.0; Analytics 3.0 is the amalgamation of large and small volumes of data, from internal and external sources, in either structured or unstructured formats.  

It is the datafication and rethinking of BigData to store, analyze, and monetize the information around businesses in a new age.

“It is clear from my research that organizations – at least the big companies – are not keeping traditional analytics and big data separate, but are combining them to form a new synthesis,” Davenport observed. “There is little doubt that analytics can transform organizations, and the firms that lead the 3.0 charge… will seize the most value.”

What does this mean for brands?

Analytics 3.0 greatly increases the speed and range of information to provide new services, operate more efficiently, and market more effectively. It will deliver an era of cost reductions and time decreases for new product development and smarter business decision making; if it can be utilized.

To fully take advantage of analytics, brands must streamline the process between collecting insights and decision making. Connecting Analytics 3.0 and Systems of Record and Systems of Engagement is the key to realizing faster integration of data and a better bottom line.

  • System of Record: A system that passively provides information and requires integration so all data is consistent.

  • Systems of Engagement: A system which incorporates technologies which encourage peer interactions (such as social) to directly connect and provide information.

Bridging the gap between the world of Analytics and these systems requires a solution that leverages web, social, and mobile services. The system must encourage peer interactions and direct connections to provide data. Customers must be encouraged to provide data either through gamification or the Socialization of Things.

Emerging mobile technologies are changing the future of analytics. Both brands and consumers can utilize high resolution cameras, GPS, social media, and other smartphone capabilities to now glean and share information.

Analytics 3.0, Engagement

Transform Now

Brands need to begin transitioning now to the new model of Analytics. Transforming your business is the way of the future towards better customer engagement.

In the new age of the customer, datafication is key to improving your ability to win, serve, and retain customers.

At mize, we're leading the charge towards harnessing the new power of Analytics.  We are connecting consumers, products, brands and devices together - creating cohesion with smarter customer engagement services and social capabilities.

To find out more about how you can transform your current Systems of Record and Systems of Engagement, download our whitepaper.

 

Download Whitepaper

 

Contact us today to see our amazing tools we have to store, manipulate, and use Analytics 3.0.

Three Imperatives for Today: Mobilize, Socialize & Personalize

Author Bruce Burke on Aug-7-2013

If your life is anything like mine you face a daily torrent of information; emails, phone calls, text messages, notifications, status updates, tweets, videos, gifs, and of course requests to play Farmville. 

Spam Inbox resized 600

Information seems to come at me from every angle, most of it providing little value for my day to day life.  If I had to guesstimate; I’d say I delete about 96% of the email I receive.  Lately I’ve been on a cleanup binge, and have been unsubscribing rather than just deleting unwanted messages. 

If you poll other consumers their numbers may not be as drastic as mine.  But they’ll tell you how swamped they are by their daily deluge.  As consumers become more inundated they are seeking solutions that provide them with the information they need, when and where they need it. 

Social World resized 600

There is a growing demand from consumers for contextual content and hyper-relevant information.  We’ve graduated from being an on-demand world ...  We expect our needs to be anticipated so that just-in-time information is supplied to us - when we need it, when we're ready …

As I’ve come to expect more germane information, I’ve also come to expect it to be delivered to me in smaller amounts.  As the information is not intended for everyone, I don’t need any info that doesn’t apply to me.  

Streamlined resized 600

I now expect impertinent data to stripped away - the wheat separated from the chaff.

My ideal scenario is a stream of data that’s fed to me as I am ready to deal with it. 

  • Emails are served up as I have the time to read, and if necessary, respond to them. 

  • Updates are downloaded automatically when I’m not using my machine or smart device.

  • Machines would sense free time, and suggest my availability to those wishing to interact.

Recently I was selected to become one of the first Glass Explorers in the Google Glass project.  This device has changed my thinking about what a mobile device is.  Glass has pressed me to decide what incoming emails are important to me, and what contacts are on my short list. 

Google Glass Explorer Edition resized 600
I’ve also had to make decisions about the variety and frequency of notifications I receive.  Just the basics like sports scores and weather conditions can be jangling if they arrive too frequently or at inopportune moments.  

Now I know not everyone is faced with this pressing need to minimize incoming information as I am.  I’m providing an extreme example to illustrate and make a point --- In order for big data to be effective we have to personalize it …

Smartphones and Tablets resized 600

Today’s smartphones, phablets, and tablets are laden with sensors that can track our every move.  Front facing cameras know when we look away, pausing content playback until we refocus on the interface. 

New generation devices include built-in gyroscopes and accelerometers.  A gyroscope allows devices to automatically change image orientation by rotation of the device.  An accelerometer, on the other hand, senses device vibration or tracks acceleration. 

modern technology media 43292620 (1) resized 600Bluetooth allows a bevy of peripherals to be connected, phones and other hardware act as mobile Wi-Fi hotspots, GPS tracks our path and NFC allows us to transfer info from one unit to another.  Still other devices include infrared capabilities that let you control all your other electronic gizmos from across the room.

These sensor-laden devices can generate more information for you to deal with; or the information can be used to further simplify your lifestyle.  At mize we’ve developed new ways to aggregate sensor data, with consumer preferences, current surroundings and individual social graphs to provide a better experience for users. 

Resulting in a more finely-tuned product discovery, well-balanced evaluations, simplified purchasing, and a greatly improved product ownership experience.  Trusted friends and brands are at your fingertips when you need them, but out of the way when other duties call. 

Man at home using smartphone resized 600

Advice, recommendations, ratings and reviews are available from friends and experts. Information concerning only those products that meet your criteria is displayed.  Registration, warranty, service and maintenance records are available to you and product support teams when they’re necessary. 

We safeguard all this information in our secure cloud platform, utilizing it in smart-social ways to deliver more intimate ownership, intensified advocacy, as well as a rewarding brand experience which nurtures loyalty and repeated purchases.

Contact us today for a no-obligation assessment concerning mize Smarter Customer Engagement and Smart Blox capabilities.

            

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