Tag: customer experience

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Understanding the Customer Journey: Know More and Assign Proper Credit

Understanding the Customer Journey: Know More and Assign Proper Credit

There is a fascinating video of a presentation by Neil Hoyne (self-designated “student of the customer journey”, and Global Program Manager at Google) where he discusses customer attribution and how businesses should more closely measure, analyze and understand customer behavior to understand why some people do or don’t click, buy, or come back for more.  While the conversation focuses on website performance and link tracking, the underlying message applies to all aspects of business relationship development.  In short, it doesn’t usually take just one thing to compel someone to do something.

Neil’s session “encouraged companies to identify more actionable performance metrics and build stronger industry relationships as the advertising market continues its rapid evolution away from last-click valuation.”  In concept, it means that there are many interactions that may occur before someone makes that decision to actually click or buy.   They likely received impressions from various sources (ads, word of mouth mentions, etc.), or performed searches or perused various discussion or information sources at some point before that final “click”.  So, why is that “last click” considered to be most valuable?

If you compare online sales and marketing to people-based sales and marketing activity, you’ll find that users will follow similar paths and interact in similar manners with both mediums.  This is due to the fact that, as Neil puts it, “every customer has a story”, and each is taking their own individual journey.   The path they follow is as individual as the person, but there are ways to identify trends based on how users interact with the business if the data can be appropriately captured and analyzed.

If we turn the conversation to customer management, similar truths are revealed.  For example, in many businesses sales success is attributed solely to the sales team, and compensation plans support the belief that the front line is the essential source for new revenue.  However, the truth may be that the sale was made based on a personal referral from a satisfied customer or perhaps due to a discussion where the service and support was said to be exceptional, or even because the login portal is a pleasant shade of green instead of a dull grey.  Not giving appropriate credit to all of the factors which impact the sale presents a risk to the business, because changes in the approach may result with unintended negative consequences.  Remove the element which supports or encourages the action and you may lose the action, which is more likely to occur if the business doesn’t really understand why it happens in the first place.

For example, a business may decide that a direct sale approach is better than giving up revenue to affiliates or resellers.  However, the business may very well find that it takes the involvement of that affiliate or reseller in order to get the sale.  Pouring more money and resources into the direct sales force won’t make up the difference if the target customer isn’t connecting, or if the company isn’t offering the additional service or value-add delivered by the partners.  Also, if the sales organization is focusing exclusively on new business, where is the attention to current customers?

Businesses are spending tremendous resources in time, money and personnel to try to find ways to reach new customers and markets, yet often fail to fully understand what it took to get the existing customers on board.  Even worse, many businesses resist analysis of EXISTING customer behavior, not taking the time to understand how that customer interacts with and uses services provided, and failing further in identifying and delivering additional value to keep the customer satisfied and coming back for more. Many businesses only address existing users from a support standpoint, yet fail to explore ways to improve retention or up-sell revenues through front line sales efforts.  Again, it is the failure to understand when and why people take action that causes investment and effort to be misplaced, and desired results to not be achieved.

The whole point of this is that the business should KNOW MORE about the various ways users interact with them, and GIVE CREDIT to all of the elements involved in the chain.  If every user has a story, then the business should closely listen to those stories to learn how to increase reach and service delivery to customers of a similar theme (what the customer needs now), and to keep listening and learning in order to understand what the customer needs next.

Make sense?

J

Link to Neil’s presentation here: http://googleaffiliatenetwork-blog.blogspot.com/2012/08/accelerate-deeper-look-at-attribution.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleAffiliateNetwork+%28Google+Affiliate+Network%29&utm_content=Google+Feedfetcher

Is great customer service the entire customer experience?

You know those car commercials on TV, where the sales person is telling the customer about how great the warranty on the vehicle is?  Yeah – the one where the customer wants to know if they should buy a good car, or buy a car with a good warranty.  Makes you think, doesn’t it?

Read more about using the cloud to extend your access and collaboration beyond traditional boundaries.

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Getting Results: Social Media for customer service is a sword that cuts both ways

In a recent article on Forbes.com, authors Mark Fidelman and Becky Carroll discuss the high cost paid by Southwest Airlines – cost in terms of customer perception as well as obvious costs in dollars – due to a website snafu resulting in lots of customer overcharges – and the part social media played in the entire affair.  There are a number of lessons to be learned from the article How One Defective Social Media Campaign Spawned Millions in Overcharges, but one big message is about the positive impacts of effective and relevant (and timely) customer communications.  Social media is a sword that cuts both ways, offering a platform for both positive, and not so positive, discussions and conversations.

Using social media for customer service has become just as, if not more beneficial than, having an army of agents in the contact center. This is especially true when a crisis hits a company. Gone are the days when a customer service issue was aired solely between a consumer and the company’s contact center (and maybe a few friends within earshot). When things go wrong, consumers take to a brand’s social media channels for several reasons. Forbes.com

Particularly when you factor in the viral nature of social media interactions, and the amazing speed with which ANY message can gain broad visibility, businesses should understand that all those “friends” can turn into an ugly mob pretty quickly if an effective communications strategy isn’t in place.

Whether or not an organization uses social media as one of their official customer service channels, customers will seek out all ways of communicating when they have an issue. How companies choose to respond on social media has a large impact on how quickly a crisis settles down.

But communication isn’t all that is required.  Providing information on a solid course of action, and how revealed problems are being addressed to satisfy customer demand RIGHT NOW is the critical element.  Communications and promises are nothing if they’re not backed up with action in real time.  Actually, the best solution is to not have the problem in the first place, but sometimes you just don’t see it coming (see “unintended consequences“).

Make sense?

J

Is great customer service the entire customer experience?

You know those car commercials on TV, where the sales person is telling the customer about how great the warranty on the vehicle is?  Yeah – the one where the customer wants to know if they should buy a good car, or buy a car with a good warranty.  Makes you think, doesn’t it?

Read more about using the cloud to extend your access and collaboration beyond traditional boundaries.

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Is great customer service the entire customer experience?

Is great customer service the entire customer experience?

I’ve been working with accounting technologies for a long time, and much of that time and activity has been focused on online accounting models and solutions.  The Authorized Hosting Program for QuickBooks is a good example of the type of service model that’s garnered a lot of attention over the past couple of years, particularly since desktop QuickBooks editions continue to be the accounting solutions of choice for new and growing small businesses, even as those businesses look to leverage the cloud for remote and mobile access to business information.  But hosted QuickBooks delivery models vary tremendously from provider to provider, so how does an accounting professional or their client business owner know which service will suite them best?

At the surface, most of the QuickBooks hosting services available today look pretty much alike.  In concept, they are, but in reality the technology each provider elects to deploy makes a big difference in the experience of the hosted service user.  Some deployment models require a lot of 3rd party software to make the service work, and some providers have constructed their own “black box” technology to make the delivery possible.  The result is a wide variety of service models and delivery approaches, some of which may perform better or offer more functionality than others.  But these details are often difficult to discern when evaluating the various provider deliveries, so most folks simply resort to pricing comparisons.  Unfortunately, this isn’t really the best way to measure the quality of the provider or the service.  There’s still some truth to the old adage that “you get what you pay for”, even when a service has become commoditized in the market.  On the other hand, just because a service is more expensive doesn’t mean it is better.

It is often difficult to get prospective customers to see or understand the technical  nuances of any given hosted delivery, so many service providers are trying to find other ways to set themselves apart from the competition.  One approach that’s become quite popular is to tout the availability and quality of the customer service offered by the provider.  While I do believe that quality customer service should be available for subscribers at all times, I also recognize a bit of a problem with this marketing approach.

To illustrate the problem, I’ll describe a conversation I had with a hosted client last year.

This particular client was with an engineering firm, and the company was subscribing to hosting services for a variety of Microsoft applications, including MS Project (not that it matters, really).  Anyway, this client called me up one day just to chat about something that was frustrating him, and that was an issue of irregular system performance.  Sometimes it was really speedy, and sometimes things would slow down to a crawl and nobody seemed to know why.  He said that he and his team members had been regularly in contact with the support department, and that the support team was always cheerful, helpful, and willing to work with them to find out what the issue might be.  Unfortunately, they didn’t find anything, and suggested that the client continue to contact them when there was a problem.  This went on for quite a number of months, and the client continued to be frustrated with the service performance but quite pleased with the support response.  Then he told me a story.

He said that he used to have a Mercedes, and he loved that car.  It was beautiful and fun to drive, and yes, pretty expensive.  The car had frequent issues, and for this reason he got to know the guys at the Mercedes dealership really well.  He knew all of their names, and they knew his.  He even sent them Christmas cards every year.  He couldn’t have wished for a nicer group of people to service his vehicle.

Then he bought a Toyota.  He really liked this new car, too.  It was fun to drive, sporty, and a little more affordable than the Mercedes was.  This car didn’t need nearly as much maintenance as the previous one, and he had far fewer problems with it.  He never got to know the names of the guys in the service department at the Toyota dealership, because he didn’t go there very often.  When he did, the service was fast and courteous – pretty much what he expected.  But the best part was that he didn’t become closely acquainted with the dealership service team, because the car just worked.

You know those car commercials on TV, where the sales person is telling the customer about how great the warranty on the vehicle is?  Yeah – the one where the customer wants to know if they should buy a good car, or buy a car with a good warranty.  Makes you think, doesn’t it?

When you’re looking for a hosting service provider to deliver QuickBooks and other desktop software to you via the cloud, remember that great customer service is only part of the puzzle.   The best solution is the one that just works, and doesn’t leave you needing a lot of support.

Are you on a first name basis with your hosting support team?  You might want to think about why that is.

Make sense?

J

Read more about using the cloud to extend your access and collaboration beyond traditional boundaries.