The Perfect Customer Experience

Turning Satisfied Customers into Advocates – Dale Wolf, Editor

The Perfect Customer Experience - Turning Satisfied Customers into Advocates – Dale Wolf, Editor

The CEM Challenge

The Dysfunctional Difference

With over 40 years working in marketing and sales with national and regional companies, my observations blend into certain realities.

A lot of companies are dysfunctional.

They were dysfunctional then and years later, they still are.

A few do almost everything right.

There are profound differences in how these two types of companies go about creating value for their customers and provide positive customer experiences.

These differences determine how different companies generate economic value — by first creating a valued customer experience. But for all the words written about customer experience, so few seem yet to get the message.

A massive study by the ... Read More

What’s wrong with the way we look at contact center employees?

Which of these statements is true?

Statement 1

Contact center employees are a vital link to the customer.  Through the way they exercise their talents, knowledge, and resources, they are uniquely positioned to influence customer perceptions of the enterprise and build or diminish the brand promise.

Statement 2

Contact center employees are among the most poorly paid and under- appreciated employees in the enterprise.  They have limited career growth opportunities, are measured and evaluated more frequently than any other group of employees, and incur the highest turnover rates.

Of ... Read More

Customer Experience Goes South in the Contact Center. Who to Blame?

By Dale Wolf

A variety of different surveys indicate that at best only one in ten consumers have an outstanding experience when calling corporate contact centers. The other nine are average, mediocre or poor. The fact that I work for a company selling contact center technology brings an interesting observation. As much as we want to sell our solution, the reality is that providing a great customer experience on the phone is mostly about how you use the technology. Sure, you need certain features to enable agents to fluidly provide fast and accurate responses, but the customer happiness is about how company policies and whether the agent actually cares about providing the customer with a wonderful experience.

The features touted by ... Read More

Is the Customer Always Right?

We all know that in an economy where there is over-supply of virtually every product and service and in a world where the Internet makes information transparent, the customer is in charge. As you might know from reading this blog, I believe that designing and delivering a perfect customer experience is an essential business strategy.

But does that mean breaking the bank to satisfy customers? Of course not. None of us would be in business if we met every customer demand. The perfect customer experience is delivered to those customers who are most profitable. The business strategy must be designed with "tiered experiences" that are appropriate and reasonable for each cluster of customers.

Now, what do you do about abusive customers? We all have them. Customers who ... Read More

Customer Experience and the White Lie

Opinion by Dale Wolf

Howard Sewell writes on his blog that "A growing number of Silicon Valley companies are promoting Webinar events broadcasting at a specific date and time, but that (unbeknownst to the attendees) aren’t broadcasting live. Companies just flip the proverbial switch at the appointed time and play the recorded event, even including a canned Q&A session at the end."

In my opinion "this growing number of Silicon Valley companies" has it all wrong.

In the era of “customer experience” and the requirement of building trust with customers, this strategy seems to make no sense at all. 

Sure a live event has a sense of ... Read More

Messages Must Match Experiences

By Jay McKeever

Anyone in marketing knows it’s becoming increasingly difficult to connect with existing and prospective customers. Studies show that loyalty to brands has eroded sharply. Adult shoppers across all age groups in the 1970s were highly influenced by brand. Today, even loyalty from those over 60 years old (the most brand-loyal segment of consumers) has dropped by 20 percent in the past 25 years

The return on marketing investments is also dropping:

The amount of time necessary to break even in the mobile phone industry has grown from 6.8 months in 1998 to 7.2 months in 2003. Of marketers, 68 percent have difficulty or cannot measure the ROI of their marketing campaigns.

But there is hope. A previous generation of marketers learned how to ... Read More