B2C relationship

The Art and Science of Customer Insights

Brand as business bit: The combination of listening to customers and digging into data is only one of the many fascinating insights revealed in Brad Stone‘s expose on Amazon and its CEO Jeff Bezos, THE EVERYTHING STORE

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Customer Service or Customer Experience?

Customer service or customer experience? Are they the same thing?

There's been a lot of talk about whether marketing and customer experience are one and the same or if they replace each other - you know, "Customer experience is the new marketing." Well, I have a bone to pick with that one, but this post is about yet another debate - one that I've written about before, and one that we should continue to define and discuss: the difference between customer service and customer experience.

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VOC: Shifting from Asking to Listening

What is your VOC approach? Are you listening to customers, or still/only asking?

As part of the CX Day celebration earlier this week, I moderated two Google Hangouts, one for Australia and one for the Pacific Time Zone. In the former, we discussed the state of customer experience in Australia, while in the latter, our topic was the shift in VOC efforts, from asking to listening.

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If a Tree Falls in the Forest...

If a tree falls in a forest and no one is around to hear it, does it make a sound?

We've all heard that saying, right? Or perhaps you've heard the modern version: If a tree falls in the forest and no one tweets about it, did it really happen?

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Knowledge Management and Customer Satisfaction

We all know the statistics, right?

  • most dissatisfied customers will eventually tell 9 other people about their problem
  •  only 4% of dissatisfied customers actually complain to the company
  •  satisfied customers tell 5 to 6 other people about their positive experience
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Putting the Customer at the Center of Every Conversation

You know the drill: Put the customer at the center of every conversation and every decision made by your company. How many companies are really doing this?

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giffgaff: How to Generate Delight and Advocacy without Spending a Fortune

Occasionally I come across a brand, an organisation, a bunch of people who get it, who practice it as opposed to talk about it. Who am I talking about? I am talking about giffgaff – a mobile virtual network operator that works off / is tied to the O2 network in the UK. giffgaff is unusual/innovative as a brand/organisation and I have written about giffgaff here and here. You should know that my family and I are members/customers of giffgaff.

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CRM Did It, Eventually

Customer Relationship Management, or "CRM," is a broad idea that was successfully marketed starting at the turn of the century...and then fell far short of everyone's expectations. It’s useful now, but not in the ways any of its evangelists had hoped, and I wonder if business use of social media technologies will follow a somewhat similar path.

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We Don't Want Your Business

Lawn-care company TruGreen fired me as one of its customers last week, and I thought the experience might be illustrative to other businesses on how successful marketing has more to do with operations than it does with creative ideas.

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People Make the Experience, Technology Enhances It

I've been involved in a number of customer service conversations lately, as I believe that in our social media world, companies are going to have to deal a lot more with customers who complain publicly when things don't go well.

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