5 Ways to Ensure Your Customer Experience Drives Better Performance

Posted by Joanne McGowan

Oct 29, 2014 12:00:00 PM

Customer-experience-and-performanceCustomer experience has become a hot topic.  Industry and company experience ratings are published. Marketing and operations leaders are being asked by their CEOs and boards to report on their customer experience.  

A vast array of outside resources are suddenly available to help organizations understand and improve their customer experience.  We’ve seen similar trends when “quality” and “lean” initiatives were first adopted.

Customer experience efforts and sometimes functions have been launched in lots of organizations.  Leaders I speak to often feel besieged with information and reports but are still wondering if their customer experience efforts are the right ones.  If you find yourself in the same spot, you are not alone. 

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Topics: Customer Experience

4 Inspiring Customer Experience Examples

Posted by Linda Ireland

Oct 15, 2014 12:55:00 PM

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Every once and a while I hear a story about a brand delivering an incredible customer experience. Sometimes the experience described is carefully planned, orchestrated and executed. In other cases, the customer experience captured is spontaneous and organic.

What these too-rare stories have in common is the ability to move us. They evoke admiration and trust towards the brands that are behind them - and if you’re like many of the leaders I meet, some “What do they do that we don’t do?!” jealousy as well.

In this article I want to highlight four organizations who are delivering inspiring customer experiences. The names in this list may or may not surprise you, but what’s really worth noting is how each organization has intentionally made the customer experience a part of their mission and philosophy. To them, delivering an amazing experience is not just a line on their value statement, it’s the context through which they make every decision, interact with every customer, and craft every marketing message.

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Topics: Customer Experience

How To Avoid Making Your Customers Feel Captive

Posted by Linda Ireland

Oct 8, 2014 10:14:00 AM

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In the dictionary, the word “captive” is generally defined as “taken and held as or as if a prisoner of war” or “held under control of another but having the appearance of independence.”

Painful, yes? Yet in business, a “captive” customer is often described as a good thing.

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Topics: Customer Experience

The Secret Sauce For Improving Customer Retention And Loyalty

Posted by Linda Ireland

Sep 24, 2014 12:00:00 PM

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If you ask a room full of executives what the secret is to improving customer retention and loyalty is, you will probably get a mix bag of answers. But, place executives from companies like Zappos, Trader Joes, Starbucks and Disney in a room and ask them the same question, and you’ll start to hear answers that revolve around investing in employees and in the customer experience.

At Aveus, we’ve helped companies achieve improvements in customer retention and loyalty for over 15+ years. We’ve identified the pattern, or the same “ingredients,” present for each of our clients when they achieve desired retention and loyalty measurements.

Improve retention and loyalty by keeping enough of the right customers. This means you need to understand two things:

  1. Be keenly focused on the right customer for you.
  2. Efficiently provide value to them.

Let’s explore why retention and loyalty are important, what poor retention and loyalty looks like within an organization and dive into each component of our secret sauce so when you’ve finished reading, you’ll have a more effective way to identify and fix your retention and loyalty problems with a sense of urgency.

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Topics: Customer Experience

3 Things That Customers Care About But Won't Tell You

Posted by Orly Zeewy

Sep 3, 2014 8:30:00 AM

relevanceWhen you talk to yourself, who listens?

The joke goes something like this. “When someone talks to himself or herself, we call them crazy; when a company talks to themselves, we call it marketing.”

Marketing works best when meaningful messaging is driving it. And it starts with a compelling story told in a clear and memorable way to potential customers who are looking for you and want to buy what you’re selling. More importantly, happy customers will refer you if you provide them with messaging that helps them do that quickly and easily. Power Brands like Apple consistently turn out great marketing because they never forget that they are talking to real people. Many companies forget that and as a result, end up talking to themselves.

So how can you talk to your customers so they’ll hear you?

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Topics: Customer Experience

Top Ten Customer Experience Questions: A Self-Examination

Posted by Linda Ireland

Aug 26, 2014 6:00:00 AM

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Every day I work with leaders to align the decisions they make and what they do every day to what customers value. Because of this I’m forced to ask this one question at least once a day: “Is your customer experience costing or making you money?” Most don’t know.

The leaders I’m speaking with are typically evaluating the role of customer experience in how they drive performance or they want better performance and wonder why they struggle to get it. While there’s an unmistakable link between customer experience and profitability (proven via research and personal experience), too few leaders declare that their customer experience generates money. That’s why I ask a series of questions to help the leader I’m speaking with realize the gaps (or lack thereof) in their customer experience and where to focus. These are my top ten questions:

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Topics: Customer Experience

2 Formulas To Estimate Dollar Values of Target and Potential Markets

Posted by Linda Ireland

Aug 19, 2014 7:00:00 AM

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Meet Kate. Kate is the CEO of HRT Insurance, a health insurance company located in New England. Her company is looking to expand and together with her advisors they are working to determine which new market will be most profitable. How can she predict the value of two possible markets to come to a conclusion on her expansion strategy?

Meet Sam. Sam is the owner of RoofCo, a roofing company in Colorado. Sam and his team are considering relocating, and are trying to project and maximize business revenue in two different locations. If all else remains the same, what is the value of RoofCo’s current target market? What if they relocate to an area known for tornados, what is the new total value of this potential target market?

Answering these questions can be done using two simple equations, and we’re going to show you how!

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Topics: Customer Experience

Why Customer Experience Matters

Posted by Linda Ireland

Aug 14, 2014 6:00:00 AM

Why Improve Customer Experience

Are you a lonely champion? That is, an individual within an organization trying to convince others that it is worthwhile to improve the customer experience. Most lonely champions we meet are faced with the challenge of overcoming the assumption that a focus on customer experience is a tradeoff to profits (rather than the way to profits) by senior executives, and typically have to address their question of, “What’s in it for me?”

This blog article will answer the question “Why should we improve our customer experience?” And aid you in creating a positive conspiracy (that is, others in the organization who share your view of the importance in customer experience.)

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Topics: Customer Experience

32 Customer Experience Measurements Every Business Leader Should Know

Posted by Linda Ireland

Aug 12, 2014 6:05:00 AM

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Every organization, no matter what you do or who you do it for, has a customer experience that can either earn you or cost you money. Once your organization embraces the fact that your customer experience drives revenue and profit (and is not a tradeoff), many things need to happen within your organization to align yourself behind your customer’s experience - among them, measuring your customer experience.

 Every experience is made up of the same 6 steps:

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Topics: Customer Experience

Are Sales Promises Killing Your Financial Performance?

Posted by Linda Ireland

Aug 7, 2014 6:00:00 AM

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Do you find your organization falling short on your sales promises to customers? How do you know if you’ve solved your customer’s problem or if the customer knows you’ve solved their problem? Are your sales promises draining you financially?

We’ve identified 6 questions that you need to ask that are key to understanding if you’re delivering on your sales promises. If you answer no to any of these questions, you might consider what you could do better.

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Topics: Customer Experience

    
    

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