Shaping Customer Experiences with Business Intelligence

Thanks for dropping in on Friday Five, here are some of the more interesting and useful articles of the past week:

Shaping Customer Experiences with Business Intelligence.

Annie Bustos writes in Business2Community on ways of using business intelligence to improve the customer experience you offer.

She identifies three major areas where BI is effective:

  • Managing Multiple Touchpoints. Customer satisfaction is usually destroyed by many bad experiences over time, most of them small, not one huge mistake. BI enables an effective omnichannel experience, integrating customer communication across touchpoints.

  • Convincing Customers To Stay. BI can correlate dissatisfied customers with the reasons for their dissatisfaction and funnel that back to the appropriate places in the organization to get it fixed.

  • Standing Out on Social. You simply have to integrate what your customers are saying about you on social media, and BI is how you do that.

Your Next Customer Target: Millennial Parents.

Steve Taggart writes that a quarter of all U.S. households are led by millennial parents, so technology and social media are much more a part of the parenting experience than before.

And what do millennial parents want? “Added value and customer service in return for their business,” Taggart reports, much to nobody’s surprise.

Fully 46% of millennial mothers told a recent study that they find social media “extremely helpful” in parenting, and 37% of millennial dads consult social media “daily” for parenting advice.

Taggart calls it a “golden opportunity” for brands to focus marketing in these emerging channels, specifically Pinterest, YouTube and Instagram, since millennial parents express a preference for visual advice, as opposed to articles, Twitter or Facebook.

Service: Does Customer Service, So You Don’t Have To.

There are places in the world where standing in line for goods and services (usually government-supplied) is so much a part of daily life, people earn livings as line-standers – pay them and they’ll spend their day standing in line for you.

There’s a (currently free) service now that deals with customer service for you, called, well, Service. CNET writes that you fill out a brief form explaining the issue you have with a company, and “as long as it’s something reasonable,” Service will take the case.

Obviously there are privacy issues, and no doubt Service will figure out a way to cash in on the customer data they’ll collect. But as the CNET reviewer says, imagine never having to deal with Comcast again. Or calling SiriusXM to tell them that you just forgot to cancel after the promotional period, and you really don’t want three months at full price.

In addition to saving you time, Service reps are probably better than you are at negotiating with companies for refunds, too. So as long as it’s still free...

Customer Experience Strategy: Time to Reset?

On Diginomica Barb Mosher Zinck asks if it’s time you reset your Customer Experience Management (CEM) strategy. 

She calls 2016 a “redefining year for CEM,” and cites DCG cofounder and principal analyst Tim Walters, who offered for “a few guidelines to help you define your approach to a CEM reset:”

  • CEM isn’t about technology – “people and process are critical components” of a good CEM initiative. Put the right practices and pros in place. If you think it’s a tech thing, yes, it will fail.

  • Rationalize your technology (data) stack. Just because something’s new and everybody else has one doesn’t mean you need one. You might, make sure first.

  • Work with the right service providers. Beware of cutting costs just to cut costs, and beware of procurement-driven selections.

  • Focus on the important stuff. CEM doesn’t mean make every single thing better, improving every experience on every channel, it means some things do matter a lot. Concentrate on those.

Supercharging Customer Loyalty With NPS.

Do you have a Net Promoter Score strategy? NPS is a proven effective way to measure your customer experience, and CustomerThink offers four ways to develop an NPS strategy, for “a world where customer reviews and social media can make the difference between success and failure:”

  • Get executive buy-in. Investing in customer loyalty requires effort and money, so you need C-level muscle to get it, as well as to get your NPS team.

  • Choose the right survey approach. Find a survey style that asks the right questions – do you want a relational approach? Transactional? Develop a follow-up plan, too.

  • Use customer-preferred channels. You should be doing this anyway, implementing omnichannel strategies to let customers contact you how they wish to.

  • Design an effective survey. Once you decide if you want to take a relational or transactional approach, design an effective survey considering length, simplicity, actionability of answers, among other considerations.

That’s it for this week. Don't forget to sign up for the upcoming webinar on Wednesday, February 17, about Business Intelligence in contact centers. 

Have a great weekend and we’ll see you back here next Friday.

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