With new social media networks and platforms emerging almost every day, organizations must efficiently engage customers while delivering a cohesive experience that drives customer loyalty. During the Total Customer Experience Leaders Summit earlier this month, Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft, shared why customer experience is key to make the content viral and engaging.
Customers in the social media era are in control and are setting companies’ agendas. They:
Trust in advice made by online acquaintances and strangers
Read and create product reviews, product rankings and blog posts
Want to provide feedback about the product, brand and the service
Seek support to connect with like-minded peers
To move brands faster and longer in the social media era, Nestor contends that organizations must provide a consistent experience across all social media platforms. It should be successful, effortless and quick.
Most importantly, organizations must have a game plan that supports the customer journey by:
Considering the different ways people learn
Pivoting on experience and products
Delivering an emotional hook
This game plan must also include a community that:
Is healthy and is not intimidating
Provides a framework for user-generated content and word-of-mouth triggers
Adds authenticity to help establish brand trust
Following this model will lead your customers to buy more, use more, consume more and tell and share more.
“A great customer experience can only be delivered by someone who wants to give it.”– Ian Luxford, Learning Services Director, Grass Roots
During last week’s Total Customer Experience Leaders Summit, Bill Barnes, Senior Vice President, Client Services and Jaci Jarrett Masztal, Ph.D, Vice President, Practice Leader from Burke Inc., presented “Customer-Centric Culture: Why it Matters and How to Measure it.” Bill and Jaci contend that the employee engagement process and the customer experience process, which are usually separate management processes in many organizations, be brought together to improve organizational performance.
The premise of this approach is that a high level of employee engagement is critical to creating and enhancing positive customer experiences leading to customer engagement. To improve employee engagement, organizations should focus on ways to:
Improve job performance
Provide more job growth opportunities
Enhance Talent Management
Better serve various internal stakeholder needs
Improve commitment and retention
Enhance customer service
A customer-centric culture that actively focuses on what is best for the customer is a critical factor in improving organizational performance. Customer centricity is a part of all organizational aspects including leadership, strategy, decision-making, operations and in ongoing job functions. It’s also important to remember that culture is:
Broader – it’s more than an initiative
Motivation, focus, behavior
A challenge for most organizations is determining how measure a customer-centric culture. Measurement allows a true gap analysis and a baseline to track change and assess impact. At Burke, Bill and Jaci help their clients to measure their culture with The Customer Centricity Index, which measures across these six important dimensions:
Leadership & Strategy
Messaging & Modeling
Employee Understanding & Commitment
Product & Service
Excellence Support & Tools
Recognition & Appreciation
Leadership drives the strategy and culture which sets the foundation for Who, What, and How, all of which drive and support customer engagement and business success. Employees believe the products and services are worthy and are equipped to deliver. Employees are recognized and rewarded for the customer-centric behaviors reinforced and repeated. Full customer centricity is achieved when the organization has a collective mindset of doing what needs to be done to the benefit of the customer.
Does your organization have a customer-centric culture? How do you measure it?
I thoroughly enjoyed being a part of the Total Customer Experience Leaders Summit (TCEL) last week! I met some great people and learned more about creating an effective customer story.
Here are some key nuggets of information to help your organization transform the value they create for customers, employees and other key stakeholders by understanding your audiences’ key emotional drivers:
If creating authentic brand identities through storytelling sounds intriguing to you, be sure to join Daryl Travis, CEO for Brandtrust, at the Total Customer Experience Leaders Summitthis week in Miami, Florida as he presents “Using Emotional Energy to Make Your Customer Experience Programs Easier, Faster and Smarter.”
This year’s Summit focuses on the “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” I encourage you to learn more about this event and to “discover the emotional drivers that are critical in creating an effective customer story.” Please also share this information with those who might be interested in attending.
Here are other ways to stay connected with this event:
linkedin.com/Total Customer Experience Leaders
In the meantime, please continue to watch for my pre-event posts on LinkedIn, Twitter, Google+, Customers 1st blog, and my blog, and please share with your networks. Let’s keep the conversations going!
How are you developing more empathy for your customers?
I’m excited that this year’s Summit focuses on the “Return on Relationships: Factoring Empathy into the Stakeholder Equation,” especially since showing empathy through strategic storytelling is the theme of my January, February and last week’s posts.
I encourage you to learn more about this event and to “discover the emotional drivers that are critical in creating an effective customer story.” Please share this information with those who might be interested in attending this event.