Posts Tagged: ‘Customer Experience’

The Path to a Successful Customer Experience: Making DXP Integration Easier

23. November 2021 Posted by Marci Maddox

A retailer needed an information-rich experience that would attract and engage online customers to grow its business. A bank sought to provide its members with mobile access to account and product insights, but its complex technology environment stood in the way. A health insurance provider wanted to connect its clients to physician information and answer member questions online to minimize long wait times on voice calls.

Do these challenges sound familiar? A common thread is the need to easily connect data from multiple, disparate systems with a digital experience platform (DXP) to improve the customer experience. Attaining this connectivity across business systems is challenging. Today’s agile DXP delivers the tools to make integration easier, effectively enabling a data-driven enterprise.

Connecting back-end systems and data to the front-end customer experience 

The focus on improving the customer experience is nothing new. But the ease with which systems can be integrated and data shared to solve problems and influence audiences is now a reality. Modern DXPs designed with an API-first approach can easily connect back-end systems to front-end customer experiences. Studies indicate that digital transformation focused on customer experience is yielding clear returns in business value. In a recent IDC survey, 61% of respondents saw at least a 5X return on customer experience investments, and 78% said data plays a very significant role in the experience an organization provides.  

Designing and delivering engaging customer experiences is often only as strong as the data integration that feeds it. The migration to cloud-based solutions continues to be a significant enabler in advancing integration and digital transformation. IDC found that 27% of organizations recognize the integration and app development capabilities of their cloud platform are critical components of their digital transformation plans. The ability to access and reuse content from across the ecosystem extends the life of data and adds value to the engagement. 

Connecting the dots between a personalized experience and the data that drives it can have a positive impact on revenue and customer satisfaction. Imagine an ERP and CRM integration with the DXP that provides a transparent view into regionally available inventory, with personalized pricing and a link to a support knowledge base for any questions. With proactive surfacing of data from multiple integrated systems into one digital experience, the customer is empowered to complete the transaction faster and likely with higher satisfaction.

Data integration drives greater business productivity and efficiency 

Data is one of the most powerful instruments in personalization and customer-based problem solving. Aggregating data access across systems increases the value of the information, and it minimizes the duplication of work and the risk of errors in independently capturing data. Integrations between the digital experience and back-end systems can also automatically keep content in sync without requiring a content author or administrator to be involved.

The more democratized content contribution becomes across the organization, the greater the need for an agile DXP. A codeless design interface with integrated components allows content to be kept current, while sharing it across multiple channels to reach a wide range of stakeholders cost effectively. Managing the ever-changing content experiences becomes a complex blending of data, assembled in real time based on device specifications or user preferences. With business teams wanting a more holistic view of the customer, data transparency and information sharing is fast becoming the gold standard.

The opportunities that arise when back-end data is connected to the customer experience include: 

  • Empowering collaboration among distributed content authors, designers, and developers with minimized reliance on IT 
  • Supporting first-party data collection with fully integrated security controls and permission-based access 
  • Making it easier to create and publish content via integrated solution accelerators 
  • Allowing customers to access real-time product information and account details

DXPs deliver seamless and flexible cost-effective integration

The digital enterprise depends on technology that provides maximum scalability, flexibility, and portability to accommodate future unknowns. With the right DXP, IT is given many levers to enable greater business agility while minimizing the cost of deployment, upgrades, integrations, and customizations. Enterprise-class DXPs offer a broad set of connectors, templates, plug-ins, and APIs giving developers a choice in how to deliver data faster and respond more quickly to business requests. There also are other benefits:  

  • Solution architects can more easily accommodate an agile DXP into their existing tech stack 
  • IT can ensure data security, regional data residency, and industry compliance mandates are met
  • Back-end developers can fully utilize APIs to provide administrative, data and delivery actions
  • Front-end developers can use expanded JavaScript frameworks, GraphQL, and microservices to build supportable custom designed experiences 

Meeting the transformational challenge 

Integration is fundamental to a successful DXP deployment and is important to achieving the next level of digital transformation. A modern DXP should facilitate data and system connectivity, enabling businesses to digitize operations, deliver connected customer experiences, and gather actionable customer insights. When reengineering the customer experience, consider an integrated system environment that delivers flexibility, scalability, and decentralized content creation. Planning should equally focus on both the customer experience layer and the operational model necessary to achieve success.

☠️🔥 5 things marketers can learn from Doom 🔥💀

12. November 2021 Posted by Catrina Boisson

Slaying it in Marketing just like in a video game

Doom is the OG of immersive video games.  In 1993, Doom essentially created the genre, and almost 30 years, 20 releases and more than 10,000,000 sales later, the franchise is still considered by many to be the best of all times.

A big part of what makes Doom so popular is that it delivers “flow”– defined by psychologists as a “mental state in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment of the process of the activity.”

But what does that have to do with marketing?

I’d argue that

  • The marketing equivalent of flow is the age-old “right message delivered at the right time to the right person via the right channel” — marketing so relevant and seamless it feels like a service instead of an intrusion.
  • The keys to achieving flow-state marketing, just might be found in video games

 

First-person Perspective

In immersive games like Doom, the player is the protagonist.  Everything that happens, unfolds through their eyes, their perspective.

Translation – The best marketing is no longer product centric or channel specific.  It’s customer centric and experience driven. Stop selling and instead think about what your customer is trying to do and how you can help them meet that need.

 

Choice

In Doom, a player has infinite choices, but they are presented in a way that fits the specific situation and moment in time.

Translation –The best personalization is real-time, contextual and individual.  It reflects everything you know about your customer combined with what they are doing now, in channel.

 

Control

When you play Doom the action isn’t just happening to you, you are driving the action.  And you live or die based on the decisions you make…

Translation – In a world of GDPR, HIPAA, CCPA and IOS 15, customers control their data. They are only going to allow you to collect it if they trust how you will use it. Don’t spam them or overload them or ignore their explicit preferences. Show them you know them.

 

Automation

Thousands and thousands of hours go into developing a game like Doom. The action may feel effortless, but it’s being driven by lines of code — programming and business rules and machine learning algorithms.

Translation – You can’t deliver a seamless, relevant, omnichannel experience if you are stitching together campaigns across channels, tossing data across platforms and analyzing responses across silos.  You need automation and integration and ideally, an element of self-learning/optimization.

 

The Journey

We are not talking Pong or PacMan, where your final score was probably the best determinant of enjoyment. When you play Doom you are immersed in a story that progresses over time and you are an active participant in the action that propels that story forward.

Translation – Marketing today needs to be about conversations, not campaigns. We’ve been mapping customer journeys for years, but now it’s time to actually operationalize those journeys.

 

We may be the OG of marketing platforms, but with the new release of v12.1.1, our solutions for real-time personalization, journey orchestration and campaign optimization are helping modern marketing organizations across the world universe 🚀 slay today’s monster challenges💀… just like Doom🔥.


If you’re ready to achieve flow-state marketing, Unica is here to help.

Unica the OG of Marketing

Six Ways to Ensure Your Digital Experience Is Excellent. In a Digital-Focused World, Make Sure You’re Working With the Best

12. Januar 2021 Posted by Demetrios Nerris

A digital experience takes place when a customer has an interaction with an organization exclusively through digital technology. The world was already heading in an increasingly digital direction, but in the wake of COVID-19, as more and more teams and organizations have been working remotely and relying on technology to power their workflows, a strong digital customer experience has never been more imperative. What are some steps you can take right now to maximize your digital experiences? 

  1. Invest in strong customer experience software

In order to ensure that they’re providing the best possible customer experience (or CX), companies need to prioritize their customer experience platform — cheaper one-trick-pony solutions won’t cut it. A strong CX platform will offer personalized options to the customer, ensure that their information is secure, and offer quick and reliable self-service when needed. Advanced data collection and machine learning personalization solutions included in a CX platform make a well-rounded solution crucial to invest in.

      2. Provide a secure platform

When providing secure personal information such as a bank account or patient ID, customers need to be sure that private and personally identifiable information is handled safely and securely. Though customers are generally willing and enthusiastic to engage in convenient digital experiences, the major data breaches of recent years still leave plenty of consumers understandably skittish about providing organizations with personal info. According to data gathered by Lift361, “strong security increases overall customer satisfaction from 13% to 40%, and customers have shown they are willing to spend more with companies they trust to protect their privacy and data.” Ensure that your tech has personal security measures in place and be transparent with users and prospects about just how safe they can feel using your platform.

HCL Digital Experience is one of the most secure solutions out there, trusted by 8 out of 10 of the world’s largest banks

 

      3. Make sure your solution “plays well with others”

Excellent digital experiences are ones where the user- or customer-facing experience may look and feel simple — but the back-end systems and processes might actually be very complex. Think databases of health and patient data, bank and financial transactions and accounts, government entities who need to share information or resources. These are the kind of transactions millions of people rely on every day to get about their daily lives. And many of the back-end systems are legacy systems — or don’t run in the same operational ways and business processes as others.  Being able to bring these disparate and varied pieces together and deliver a unified, seamless, and even single-sign-on experience is what separates success and customer satisfaction and confidence from brand erosion and mass exodus to a competitor. Learn more about what to look for when you need to digitize business-critical processes here.

Another part of complexity that comes with delivering digital experiences is understanding who’s visiting and what they are doing. This data is part of what you need to know before you can deliver better, faster personalized experiences. The best solutions have analytics included, so that you can analyze and optimize with tools that offer “struggle” detection and resolution (for better, more personalized digital journeys), behavior insights (capturing and analyze site visitor behavior), and business analytics (so you get visibility into business impact and can improve experiences). The best solutions also let you scale, without compromising security, integrity, nor user experience.

      4. Optimize your digital experience management process

DX management is the process of monitoring, assessing, and acting on your digital customer interactions. A strong digital experience platform will make sure your team members can keep track of each customer interaction — where are they in their journey? How often do your emails reach them? Have they expressed any frustrations working with your organization? DX management software should be able to:

  • Personalize interactions 
  • Gather important customer and customer-journey data 
  • Categorize, deliver, and adjust based on those important data points and analytics 
  • Scale your CX as your business grows
  • Flag customers that are at risk of churning

      5. Provide omnichannel capabilities

It’s very likely that customers will use multiple channels to interact with your organization, like mobile, desktop, and even voice. Ensure that any action completed on one channel is automatically reflected on other channels, and make sure that your website is optimized for mobile. Customers should be able to click a link from an email on their email app, for example, and be seamlessly transferred to your site where they can easily complete their purchase. Make sure that large image assets or text blocks aren’t slowing down your site’s mobile loading.

      6. Make sure you offer flexible deployments — including the cloud

With more and more businesses moving their digital experiences to cloud-based deployments, it’s crucial to carefully evaluate their current implementations and create a cloud strategy and path to getting there — and get the boost of cloud for driving transformation and differentiation. Organizations need to be flexible about their journey to the cloud, since there can be challenges inherent in migration mission-critical functions and workloads. The new hybrid-cloud support in solutions like HCL Digital Experience, means you can get the benefits of cloud — but preserve the value of existing on-premises investments and deployments — to help “future proof” digital experiences. 

See also: 4 Features of a Cloud-Native Digital Experience

Investing in a stand-out DX solution like HCL’s Digital Experience is more important to businesses than ever, and that importance will only increase in the coming years. Schedule a demo with us to learn more about exactly how our DX software will best help your organization. 

What’s the real cost of better digital experiences today?

5. Februar 2020 Posted by Kirsten Kelley

Ever wish you could go back to a simpler time? People who had businesses back before the internet were interested in providing a great customer experience, but it was all pretty straightforward. The customer had only a few touch points with the business — face to face, phone or mail – and the successful businesses put their organization’s best foot forward to create a great impression.

The cost to create multi-channel digital experiences

Now, it’s tricky. If you do business online, you need to worry about the full range of your visitors’ digital customer experiences.  Every digital touch point – you need to be awesome! This includes all web and mobile interactions, but also kiosks, IoT devices, wearables as well as the many other points of communication still in development.

And tricky can also mean costly. With so many channels it becomes harder and harder to create memorable, consistent impressions on each one. Supporting personalized content on so many channels can often sap internal resources. And if you don’t get it right everywhere, users may find themselves looking elsewhere.

What if you could create, manage and deliver engaging and personalized multi-channel experiences with a single digital experience platform? And what if that digital experience platform could not only integrate your efforts to provide customer-centric experiences, but also set your organization on the road to greater productivity?  Well, we have some facts to help illustrate the potential upside!

The research results from IDC

The International Data Corporation (IDC), a premier global provider of market intelligence, advisory services, and events for the information technology markets, interviewed organizations that use the HCL Digital Experience platform to create and manage their digital experiences. “Study participants told IDC that they have realized significant business benefits from their use of HCL DX, especially in increased revenue and employee productivity. The ability to deliver more engaging, relevant content, tailored to personas and channels, has been key to their success.”

HCL customers say that HCL Digital Experience solutions help them:

  • Generate more revenue, by providing customers and partners personalized real-time information about products, services, and prices
  • Enable faster and easier development of public-facing websites, intranets/portals, extranets, and other engaging content experiences
  • Drive higher employee productivity for those who create, deliver, and use digital experiences in marketing, creative services, application development, IT operations, sales, customer support, and other areas

“We are able to deliver a more personalized experience with HCL DX…This means better customer service, and everyone is happier. And that means as much as 10% more revenue.”

 

Consider some of the benefits that users have reported using the HCL Digital Experience platform:

  • 661% five-year ROI
  • 33% improvement in customer satisfaction
  • $41.7 million in new revenue

And if you’re concerned about upfront costs, consider this statistic: HCL Digital Experience customers reported that it took them only 16 months, on average, after investing in the platform to break even.

So it may not be the 90’s anymore, but with the right tools it can still be simple –- and cost-effective — for your organization to provide great customer experiences.

View the Infographic

 

The post What’s the real cost of better digital experiences today? appeared first on HCL SW Blogs.

[DE] Wenn der Paketdienst dreimal klingelt ….

21. Januar 2016 Posted by StefanP.

Eigentlich bin ich ja unter allen Nachbarn der beste Freund aller Paketlieferdienste. Die Zulieferer wissen, dass ich mit meinen Jungs häufig im Home Office arbeite und deshalb klingelt es sehr oft, um auch für die Nachbarschaft Pakete abzugeben. Meine Kolleginnen und Kollegen kennen das ja schon aus den Telefonkonferenzen. “Ich muss mal schnell zur Tür …”.

Neuerdings – seitdem der Fitness Tracker meiner Apple Watch mich virtuell in den Hintern tritt – bin ich über Mittag mal draussen, mache meine Meter, um meine Aktivitätenkalorien zu verbrauchen. Da stehen sie jetzt halt mal vor der Tür und in der Nachbarschaft ist nicht immer jemand greifbar. Die weltbesten Jungs – Kater Toni und Pünktchen – hab ich noch nicht so erzogen, dass sie die Päckchen entgegen nehmen und gegenzeichnen. Wird bestimmt noch. Wir trainieren, der Dosenöffner mit seinen Jungs.

Dieser Tage – noch in der Weihnachts- und Neujahrsperiode – hatte ich nun eine sehr miese Erfahrung mit der Lieferung von UPS. Ich war wohl nicht da und das Päckchen wurde in einer Abholstation abgegeben. So weit, so gut, jedoch hat man mir keine Notiz in den Briefkasten geworfen und ich habe natürlich auf besagte Lieferung gewartet. Geht gar nicht von UPS, aber vielleicht wäre es auch für den professionellen Shop-Betreiber überlegenswert, eine FollowUp-Mail zu schicken und zu fragen, ob man denn zufrieden sei. So musste ich beim Online Shop nachfragen, bevor der Sachverhalt zu Tage trat.

Heute bekam ich dann von dpd diese E-Mail:

Inbox__78_messages__8_unread_

Die Nachricht kam um 10:45 Uhr an und ich war wirklich interessiert, ob in angekündigtem Zeitraum angeliefert wird. Und siehe da, es wurde. Mal schauen, ob sich das bei weiteren dpd-Lieferungen bestätigt. Angesichts der zuerst geschilderten Erfahrung fand ich das sehr bemerkenswert und hilfreich. Ja, die Nachricht kam erst runde 90 Minuten vor Lieferung, aber trotzdem. Ich ging in diesem Zeitraum nicht raus und konnte so das Päckchen entgegen nehmen. Wäre es aber nicht gekommen, wie wäre dann meine “Customer Experience” gewesen?

Das war jetzt gerade noch zusätzlich lustig: Innerhalb von maximal 10 Minuten klingelten drei verschiedene Paketdienste. Kaum hatte ich die Tür zugemacht … ring. Nun sind der bestellte Wein, die Dichtungsleiste für die Dusche und der Selfie Stick, den ich mir für den Einsatz von Periscope in Orlando zulegen wollte, da. Übrigens wollte ich Dichtungsleiste und Stick eigentlich in Geschäften vor Ort kaufen, um den lokalen Handel zu stärken. War nicht mit vertretbarem Aufwand machbar und so profitierten wieder Online Shops, u.a. der bekannte E-Commerce-Riese.

Eigentlich war das als privates Blog gedacht, aber ich habe es einfach auch mal auf DigitalNaiv rüber kopiert. Hat ja was mit Kundendienst und Commerce zu tun.


Einsortiert unter:Deutsch Tagged: Commerce, Customer Experience, Digital Transformation, featured

[EN] Customers want a transaction-oriented, business-like, respectful customer service experience

9. Oktober 2015 Posted by StefanP.

This is what it will come down to: a transaction-oriented, business-like, respectful customer service experience where yes, the rep knows the customer’s name and history — and then is able to address the query or issue on the spot. Without risking personal data and without trying to cross sell and up sell.

So the answer to that original question of whether customers want to be stalked or ghosted is that they want a little of both.

Source: Customers: Do You Want to Be Stalked Or Ghosted?

I like this summary, but for sure the question of personalization and personalized service versus or with data privacy will keep us busy the next years. And of course I am a little bit smiling when reading the part of not cross and up sell. This is what Amazon is doing. This is what we as marketers are encouraging our sellers to do.


Einsortiert unter:English Tagged: Customer Experience, Data Privacy, Marketing

[EN] Marketing to the “Connected” Generation

9. September 2015 Posted by StefanP.

Think about it!

This is the “connected” generation, those 18-34 year olds who are now responsible for $500 billion in internet spending each year. And in just a few more years, they will make up 75% of the workforce. Here are a few characteristics of this group that should impact your marketing strategies:#

  • They’re connected all the time
  • They’re disconnected from traditional attempts of businesses to reach them, even via content marketing
  • They rely on friends for recommendations
  • They don’t want to be “pushed”
  • They want reasons to read and share – they’re amused, they’re entertained, they’re asked to participate, they see cleverness, they see authenticity, and they see social responsibility

Source: Content Marketing Strategy for the Next Decade – 10 Things to Think About | Social Media Today


Einsortiert unter:English Tagged: Customer Experience, Digital Marketing, Marketing

[EN] The Millennial Generation is (not only) Re-Defining the Web Experience

18. Mai 2015 Posted by StefanP.

134Ha

Some great points by Gerry McGovern. People – in particular the Generation Y – doesn’t believe any more in authority like the previous generations. Not information overload is their challenge. They use the web for information emancipation – as long as they have free access to information not being manipulated, monetized or “advertised” by economic interests.

The Millennials, also known as Generation Y or the Digital Natives, … are skeptical, particularly about authority and the system. They look to their peers rather than the experts, because they know the experts have been so wrong so many times before. … Basically, they don’t trust the message. They’ll figure things out for themselves because they’ve got search and social. …

We must design our websites for speed, for simplicity, because the millennials are just the spear point of a world that has got a taste for doing things for themselves, for doing things quickly and easily. We are seeing a historical rebalancing of the relationship between the individual or community and the systems and organizations that are used to govern and control them.. …

With the web, there has been a bursting of the dam. I used to worry about information overload, but that worry was misplaced. Really, it’s information emancipation that has happened. My parents would never question authority figures, whether they were doctors, teachers, priests or politicians. …

Brands and politicians have had an unfair advantage over citizens and consumers. We now have a more level playing field. Organizations need to radically change. We can’t market at or talk down to people anymore. We have to listen and respond. Organizations need to embrace a service culture if they want to be part of the future.

Millennials are not a generation. Millennials are an attitude.

via The Millennial Generation is Defining the Web Experience.


Filed under: English Tagged: Customer Experience, Web Experience

[DE] Mobile App hin und her – Guter Service braucht eine kollaborative Wissensbasis

16. Februar 2015 Posted by StefanP.

Der Kunde ist eine Diva: Er hasst minutenlange Warteschleifen am Telefon, oberflächlich geschulte Agents und starre Skripts für den Service. Außerdem will er alles jederzeit, überall und das möglichst auch noch mit dem Mobilgerät, das er gerade in den Händen hält.

via Kundenbindung heute – Mobile Apps verbessern den Service – MOBILE BUSINESS.

Dieser kleine Nimmersatt Kunde.

Die Zukunft gehört effizienten Serviceanwendungen, die viele Anliegen der Kunden einfach und schnell erledigen. Zeit- und ortsunabhängig, personalisiert und sicher, liefern sie einen beträchtlichen Mehrwert und sind zudem ein ideales Instrument um die Kundenbeziehung zu stärken.

Innovative Methoden der Interaktion

Ein besonders deutlicher Trend sind mobile Service-Apps.

via Kundenbindung heute – Mobile Apps verbessern den Service – MOBILE BUSINESS.

Jetzt reden die von mobilen Apps. Mir würde schon ganz normaler guter Service genügen.

Voraussetzung dafür ist jedoch der Einsatz modernster Web- und Enterprise-2.0-Technologien wie Blogs, Wikis oder Foren. Nur damit kann die interne Kommunikation und Kollaboration themen- und lösungsübergreifend gestaltet werden. Der Vorteil: Auch Partner und Lieferanten können ihre Inhalte (Dokumente, Bilder, Videos) dort einspeisen.

via Kundenbindung heute – Mobile Apps verbessern den Service – MOBILE BUSINESS.

Die wichtigste Erkenntnis: Ich brauche eine vernünftige Wissensbasis, in der Servicemitarbeiter, Partner und Kunden ihr Wissen einspeisen. Nur dann funzt die Serviceanwendung, ob mobile App oder gerkömmliche Portal- oder Social-Lösung. Am besten eine Kombination von Social Portal, das mobil optimiert ist?


Filed under: Deutsch Tagged: Customer Experience

[DE] Zum Kundendienst in der heutigen Welt …

10. Februar 2015 Posted by StefanP.

Von Kundenservice reden sie und vom kundenorientierten Unternehmen. Doch wer sie dann täglich erlebt, der glaubt nicht mehr den Versprechungen. Beispiel: Auch schon einmal mit einem Telefoncomputern telefoniert? Nach 5 Menüs, durch die man sich durchgeklickt hat dann die Ansage: „Entschuldigen Sie bitte, ich habe Sie nicht verstanden.“ Dagegen schon einmal mit einem freundlichen, ich betone freundlichem Service-Mitarbeiter gesprochen? Wie hat es sich angefühlt?

The more organizations focus on their own internal efficiency, forgetting about the customer, making it more difficult for them to reach the people they want, the easier it makes it for the customer, as well….

All organizations constantly face the need to simplify their processes, workflow and costs. But in doing so, they can’t focus solely on their own internal operations. They have to think about the impact on their customers, suppliers, and those outside the company who need to be engaged. No organization, no part of an organization exists in isolation. There are people who serve the organization (e.g. suppliers) and people who the organization serves (e.g. customers–and everyone has customers).

Changes to our processes without considering the impact on these communities, ultimately hurt the organization itself. If customers can’t conveniently reach people in the organization, they will vote with their wallets, going some place that focuses on customer experience. Even suppliers and other external people need to be considered, if they can’t get through, where does the organization get critical information to improve its ability to achieve its goals.

via ‘Simplifying The Way We Work’ is Great, But What About The Customer? | Social Media Today.

Unternehmen sprechen von Service, doch die Prozessoptimierer und Kostenspeinsparungsapologeten haben das Sagen. Ohne Rücksicht auf den Kunden, von dem sie eigentlich doch leben. Doch das scheint sie nicht zu scheren. Und die Kunden scheinen oft nicht die Wahl zu haben, die Alternativen sind wohl nicht besser oder aber sind zu faul, um das betreffende Unternehmen abzustrafen. Schlimm ist es, dass dies vermehrt Unternehmen sind, die in unserem Alltag eine wichtige, vielleicht sogar monopolartige Rolle spielen – und das ausnutzen.

 


Filed under: Deutsch Tagged: Customer Experience

[DE] Der Pilotenstreik, Lufthansa, das nicht erreichbare Call Center und besserer Kundenservice

19. Oktober 2014 Posted by StefanP.

Ich kreide Lufthansa die derzeitigen Probleme wegen des Pilotenstreiks eher nicht an. Und den armen Piloten, denen es ja finanziell so schlecht geht, kann man ja nur tiefes Beileid und vollstes Verständnis aussprechen …

Wofür ich kein Verständnis habe, ist, wie Lufthansa bzw. das Lufthansa Call Center das Problem behandelt. Überlastetes Call Center mit Kunden, die man endlos in der Warteschleife hängen lässt. Mein iPhone zeigt derzeit 35 Minuten an … Das könnte man auch anders lösen, so im Sinne von Kundenservice.

Stefan_Pfeiffer_-__Lufthansa_Call_Center__Bitte_haben_Sie_noch____-_Mozilla_Firefox__IBM_Edition


Filed under: Deutsch Tagged: Customer Experience

[EN] The Opportunity in a Customer Complaint | Social Media Today

18. September 2014 Posted by Stefan Pfeiffer

In our modern digital world companies need to recognize even more:

Handling complaints in a positive way is often pleasantly surprising to customers – a surprise they often share with their friends. Of course the reverse is true too. Except that when you handle a complaint poorly your customer is likely to tell even more people – and this kind of w0rd-of-mouth advertising most of us can do without.

via The Opportunity in a Customer Complaint | Social Media Today.


Filed under: English Tagged: Customer Experience, Social Media

[EN] Predictive Analytics and Customer Experience can be a Dangerous Mix – Chief Marketing Technologist

16. September 2014 Posted by Stefan Pfeiffer

Ever experienced an overbooked flight at an airport? Hearing the offer to get some cash, if you take the later flight or stay overnight? Well, I heavily recommend to read this posting and the thoughts on predictive analytics and customer experience.

Two trends, each racing forward, that have the potential for disastrous collisions:

  1. The need for truly customer-centric organizations in a fully connected world.
  2. The use of algorithms, predictive analytics, and big data to optimize everything.

In many cases, these can be synergistic. But some are train wrecks.

I experienced just how badly those two things can clash first-hand this week, when the Westin Cleveland Downtown reneged on my supposedly prepaid reservation at Content Marketing World. … How could that be? They failed to accurately predict the demand from an event that was outside their domain of expertise, a rapidly growing Content Marketing World. …
Here’s how something like that happens. Reserving rooms in a hotel is a ridiculously simple algorithm — …. If typically 5% of your reservations fail to show up, you could theoretically book 105% of your capacity.

That’s a classic insight that predictive analytics can deliver. But it’s also the point where you shift from a deterministic booking algorithm to a probabilistic one.

… You may think it’s worth occasionally sacrificing the happiness of individual customers for that extra revenue from overbooking. But in world of search and social media, there’s a risk that you will trigger outsized negative consequences.

Predictive analytics and customer experience can be a dangerous mix – Chief Marketing Technologist.

In the world of Social Media and Word-of-Mouth people need to think before to trust analytics only. Or – in this case – take the risk of bad reputation. In other cases the damage could be even much worse.

I am a strong believer, that analytics is able to help, but there still needs to a human brain involved, before making a decision. And I have the strong feeling, that this human brain is taken out of the process more and more often. This makes me concerned.


Filed under: English Tagged: Analytics, Customer Experience

[EN] Top Technologies to put the Customer at the Center | Forrester Blogs

26. August 2014 Posted by Stefan Pfeiffer

Forrester is promoting a new report for CIOs on the Top Technologies For Your BT Agenda introducing a customer life cycle framework. Talking about Digital Transformation on every corner from Marketing, Pre-Sales, Sales to Customer Service and Loyalty I found this graphic and the distinction into two technology categories at least worth to discuss:

From Kyle McNabb’s Blog – Top Technologies For Your BT Agenda

These top technologies fall into two categories:

  • Life cycle solutions that redefine CRM. These include enterprise marketing solutions, sales and fulfillment solutions, customer service solutions, and product innovation solutions that help your business leaders improve upon customer facing and supporting processes. Collectively, these solutions help you support continuous customer relationships, forcing a rethink of how you look at CRM.
  • Engagement platform technologies to deliver unified customer experiences. Your customers expect unified and cohesive experiences across touchpoints – from the mobile app through to the contact center. Engagement platforms support a modular, four-tier architecture to tie life cycle solutions into the experiences you deliver. They consist of interaction technologies, digital delivery technologies, aggregation technologies, and infrastructure & context technologies you use to deliver the experiences your customers demand.

via Top Technologies For Your BT Agenda | Forrester Blogs.

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Filed under: English Tagged: Customer Experience, Digital Experience, Digital Transformation, Engage

[EN] Why Digital Customer Service is now a Strategic Imperative | McKinsey & Company

23. August 2014 Posted by Stefan Pfeiffer

 

The problem is that companies from customer-facing industries that deploy multiple customer service channels too often assess the effectiveness of e-care by measuring individual channels, when customers today often move from one channel to another as they try to resolve service issues. They may start looking for an answer on the company’s website before switching to its mobile app, posting a comment or question via social media, and then finally turning to the call center if they have been unable to find an answer elsewhere. That’s why it’s critical to measure the multichannel effectiveness of e-care—something many companies still are not capable of doing.

via Why companies should care about e-care | McKinsey & Company.

True. Digital Channels play a more and more important role in Customer Service. But the whole and real story is: Digital Channels play a more and more dominant role from the Pre-Sales/Information Phase to Sales to Service and Support and Customer Loyalty. The whole cycle is meanwhile strongly influenced by digital and we struggle on each and every intersection point to measure it properly. What is the real influence and ROI of Social Media? Which role do digital channels play for the buying decision? How do the sellers need to act in the age of the well and pre-informed customer? And here: Which role are digital channels playing for e-care? I used to call it the Social Age. Perhaps it is better called the age of Digital Transformation everywhere (where social plays an extremely important role in the emancipation of the customers – in B2C and B2B).

Digital everywhere:

 


Filed under: English Tagged: Customer Experience, Digital Experience