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Customer Experience Marketing ResourcesResult(s): 1 - 10 of 10
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Brand Experience Lab is one of those cool companies that's all about reenvisioning the world with pie-in-the-sky ideas of what "experience" is... and then translating those ideas into both traditional and cutting-edge tactics. Their blog is excellent for three reasons: 1) It has endless, thought-provoking posts drawing from every walk of life to illustrate both good and bad customer experiences; and 2) It has hundreds of references for you to follow up on, from related blogs to their own "lab" work whitepapers and case studies on behalf of clients like Nokia, Chase, Pepsi, Yahoo! and more; and 3) It's one of the first places you will read about new experiential, already in practice ideas like MSNBC.com's NewsBreaker Live CrowdControl concept.
Working in partnership with Brand Experience Lab, MSNBC.com had the brilliant idea to entertain captive movie audiences waiting impatiently for movies to start with a participatory video game that uses the big screen as the game board and the entire audience - moving in unison from side to side, forward or backward - as the joystick. This concept utilizes BEL's motion-sensor technology and is loosely based on the game Tetris, where news headlines fall randomly from the top of the screen and the audience must move as one to "capture" them before the headlines fall off the screen (for points, of course). Another in-the-works idea involves using audio waves/motion technology to create individual pockets of sound (meaning actual individual songs) around each customer in a store or a mall. If you want to get excited and inspired by the idea of customer experience, this is a great place to start.
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Chordiant's customer management technologies focus on automating a company's customer experience processes. For example, their "Decision Management" suite of tools asks: What are the most effective resolutions to your common customer complaints - ones that don't break your budget and also satisfy and retain your customers? How do you make those proposed resolutions business rules for your company's reps to follow? What happens if the customer is not satisfied with your suggested resolution? Does your service rep have a back-up plan, and how empowered is he or she to handle each situation without having to escalate the issue to his or her "manager"? (You know things are not going well when your customer demands to "speak to a supervisor".)
Once all these processes are figured out, the company will create call center/service department scripts, provide the technology to segment and market to customers and lots more. As you might expect, their clients include utilities, telcos and banks: Nokia, T-Mobile, Wachovia and the like.
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CustomerThink is the new name, look and feel for the website previously known as CRMGuru. It is still a great resource; the name change reflects the fact that because so often CRM is perceived as a technology issue as opposed to a "making customers love you" issue, the new name of the site had to reflect the fact that it was not solely a place to learn about new CRM technology.
CustomerThink offers many resources, an online community and access to the world's leading "CustomerThink" gurus. There are hundreds of articles on any possible angle or approach you are considering for customer experience management, plus an active network of business bloggers. Should you wish to interact with people rather than pixels, you can dive right into the active forums, consult one of the gurus or take a stoll through the Boardroom for answers to your questions. CustomerThink also offers a CustomerQ Customer Management Assessment tool (via a Q&A process), which you can take to benchmark your practices against others in your industry - and it's all available to you on a complimentary basis. Bookmark this one.
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It may sound very mysterious, but what this international organization does is very simple: They employ 200,000 mystery shoppers across the globe who will shop your brand across all channels and report back on their experiences. This includes visits to physical locations, calls into offices and call centers, emails via your website, letters to your company, and the like. You can also employ mystery shoppers for specific reasons, such as a targeted auditing of point-of-sale promotions, distribution audits, competitor benchmarking and so on. At the site you can also find accredited mystery shopper companies in your area, should local knowledge of your competition be required.
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Keynote is at its heart a company that tests all kinds of online things from the user's perspective. It tests your mobile content to make sure that your subscriber's experience is consistent no matter where he or she is located and what device said content is viewed upon. They will benchmark your mobile content delivery against that of your competition to make sure your company is up to snuff. They will test your streaming content, VOIP, overall bandwidth and browser compatibility to make sure your visitors are getting the right experience from your site. They also offer the ability to use their platform to design and conduct your own research into your site visitors' online behaviors, attitudes and intentions.
Keynote is also the publisher of competitive benchmarking reports about the online performance of top sites. At their site you can find all kinds of interesting research, such as the average download time of the home pages of top US online businesses (Google = .29 seconds; Amazon = 1.76 seconds). They offer many indices, benchmarks and rankings at no cost at their site. At the time of writing you could test drive any of their services at no cost as well.
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This site, which dispenses shopping advice from a plethora of personal shoppers via live chat, is the creation of live chat provider LivePerson. After all, your live chat with a site's service representative is only as good as his or her advice, right? So the company decided to launch a personal shopping chat portal and employed real people with expertise in a variety of categories like fashion, technology, wine, electronics, music, books, etc. as your no-cost personal shoppers. These personal shoppers are not beholden to any particular retailer for their product suggestions, which is quite nice from the consumer's point of view. At the time of writing, LivePerson was still trying to figure out how to price this service and make some money (conceivably it could be a pay-per-lead play for retailers, for example). They are extending the idea by providing "chatlet" buttons linking to individual personal shoppers for use by bloggers, who can supplement their postings and pods and hives and other social marketing efforts with a link directly to a particular shopping expert.
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Perhaps you need to start with getting your customer service up to speed so your customers can at least have a baseline positive experience. Customer relationship management (CRM) solutions come in many flavors, but they are increasingly offering ways for you to create a good front-end customer experience in addition to back-office organization. For example, one of the most annoying customer experiences is sending an email to a company's customer support department, only to have it disappear into the big black holes of nothingness with no guideline for what will happen or when.
Parature offers all kinds of modules to tackle problems such as this one. For example, every customer email or phone call can be assigned with a ticket/number and routed through to the right person for follow up and resolution. You can also build a knowledge base covering frequently asked questions to that customers can help themselves online without waiting for your staff to get back to them. Customers can also build their own unique portals on your website based upon what product or service they've purchased so that all the right information, FAQs, white papers etc. are available to them right there. There is a demo and beaucoup white papers and case studies at the site.
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This company enables you to see exactly what every one of your site visitors is doing on your website, both individually and as an aggregate group. This allows you to equate positive or negative customer/site visitor experiences with hard dollars. Let's say that you have several things to do on your site, such as download whitepapers upon registration, request a salesperson's call and sign up for your email newsletter.
Your dashboard will show you, perhaps, that 20% of visitors hitting your whitepaper registration page convert. However, 80% of visitors are not converting. Why? You can run analysis reports to see what those visitors have in common (perhaps a browser issue; perhaps there are too many fields required in your form, and so on). These various problems are organized into buckets for you to judge their impact. You can replay actual sessions to experience what visitors are experiencing for yourself. You can even grab email addresses (assuming visitors have shared them) and email those people who have had problems and invite them to try again. Of course, if you have an e-commerce site (like tealeaf clients Walmart.com, Neiman Marcus, Bluefly and Esurance) there are even more applications for this service.
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Benchmark how well your competitors, your industry and industry leaders are managing the online customer experience at this site. Each website measured is assigned a Customer Respect Index (CRI) rating, which is both a qualitative and quantitative analysis based upon 100 criteria. Those criteria include responsiveness, attitude toward customers, simplicity of site navigation, etc. While some of the sections of the site have not been updated in a while, you can still check out how your industry sector is doing with the variety no-cost reports to be had here.
In the retail industry, for example, they analyzed 51 major online companies. The industry as a whole scored 6.2 on the 10 point CRI index. The five best companies were Sears Roebuck, Payless, LL Bean, CVS and Walmart.com. 92% of emails sent to the 51 companies received a response back, as compared to the all-industry average 81% response rate. Alas, the retail industry asked for more personal data than other industries when forms were required, with 20% of companies asking that 10 or more fields to be completed. Updated, in-depth industry reports are available for a fee.
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This blog has a useful approach to customer experience management because the "blogkeeper", Dale Wolf (a copywriter turned ad man turned "contextual marketer"), organizes a number of guest authors to contribute on an ongoing basis. These guest authors are all authors of books about customer experience, such as John Todor ("Addicted Customers") and Jill Griffin ("Customer Loyalty: How to Earn It, How to Keep It"). Should one of these authors appeal to you, his or her article bank is available to you with a click of a button. Mr. Wolf also compiles lots of "best of" lists of books, other blogs, even the best customer experience rants and raves on YouTube (the "How Hard Is It To Cancel AOL?" upload from one frustrated customer is priceless). All in all, there are enough resources here to spend your lifetime in customer experience heaven, plus you'll find daily insightful posts as well.
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