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I spent much of last week at EMC’s annual analyst event, and much of the breaking news this week appears to be on speculation surrounding Apple pulling out of MacWorld. The problem for Apple is the increasing belief that Steve Jobs will soon be departing the company. At Apple, quality appears to be driven largely from Steve Jobs’s desk and EMC’s CEO, Joe Tucci, appears to have a similar view, but he has tied the result to a quality process that could pass to his successor.
In Apple’s case there is a strong belief that much of what Apple now is will be lost when Jobs eventually departs, with board members suggesting in the past that the firm would immediately lose billions in value.
But quality not only defines these two companies, which are vastly different, it likely will play a major role in 2009 as individuals and companies eliminate redundant vendors to contain chúng tôi vendors more likely to be eliminated are the ones that didn’t create and nurture loyalty and thought high quality scores were enough.
Both Jobs and Tucci naturally don’t trust quality scores and Apple has historically, and EMC has recently, moved to drive much more aggressively toward building customer loyalty as the primary metric to be measured. That helps both firms focus on what is important to their customers not – as others often seem to – on things that often seem to only be important to product managers and internal staff.
Because I think it will be a critical differentiator between firms in 2009, let’s talk about why quality metrics are crap and why everyone should be focused instead on customer loyalty.
Quality vs. Loyalty
The problem with quality is that it is subjective. Back in the 90s I did surveys on Sony and Dell. Sony by any measure had one of the highest quality products in the market, Dell one of the lowest in terms of breakage rates. Yet, based on customer feedback, you would have thought the opposite were true.
This is because, at the time, Dell had invested in a market leading service and support organization and Sony had chúng tôi meant that Dell touched their customers more often and built relationships with them while Sony didn’t touch their customers very often at all and, when they did, the experience was so bad as to almost assure the customer would never buy Sony again.
While people and companies generally don’t compare products, they all know the experience they get and they connect the contact with their vendor to their perception of the chúng tôi that contact is powerful and positive, regardless of product quality, they build loyalty. If it isn’t, regardless of quality, they are likely to stray. Now granted, if the product is truly crap it doesn’t matter how good the support organization is, the vendor is going to go broke and the customer is going to move on.
But the lesson here, and this is often very hard for an engineer to understand, is that quality is a perception and the perception of quality can be significantly enhanced or damaged by how well the customer is chúng tôi fact if you look at much of the difference between a high quality car brand like Lexus and a value brand like Scion you see that the product quality is actually very similar – the experience is the differentiator and the Lexus dealership experience is vastly richer than the Scion one.Though both work to increase loyalty in different ways.
Steve Jobs drives a very high perception of quality. He uses rich materials in his products; he sells the products though his own stores and online shops as often as possible, and he generally is the guy that initially presents these products to the chúng tôi is known to spend hours or days getting the presentation of a product exactly right just so the first impression a potential buyer gets is one of high quality and lust.
His commercials present his products in a favorable light while pointing out, and sometimes creating, flaws in Windows, all to create and drive the impression that quality with Apple products is chúng tôi when he knew, as is highlighted in the book Inside Steve’s Brain, the products clearly weren’t when he took over Apple, he focused like a laser on controlling the perception of the offerings and making sure people saw them as high quality.
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Turn that frown upside down! Keep your customers smiling with a strong customer experience management strategy.
Have you ever been so excited to receive an online order, only to open up the delivery to find a broken product? If the customer care team goes above and beyond to resolve the issue, your frustrating experience can be morphed into a positive one. That’s why customer experience management is a quick way to win people’s hearts.
In this article, we’ll walk through what you need to know about customer experience management and how it can improve your business, including the top customer experience tools and tactics you can try yourself.
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What is customer experience management?
Customer experience management (CEM or CXM) is the process of managing and improving the way customers interact with your business. CEM uses data gathered at every interaction to improve customers’ perception of your company.
At its core, customer experience management is all about understanding and improving how customers interact with your business. This means everything from how your customers discover you online to the interactions they have with your employees in-store.
Examining your customer journey from start to finish allows you to identify areas of friction and areas of opportunity.Why is customer experience management important?
Customer experience management can help businesses to foster a positive image in their customers’ eyes. And it can help build stronger relationships with your customers. Companies that provide a great customer experience will always have a competitive edge.What is the difference between CEM and CRM?
Customer experience management (CEM) and customer relationship management (CRM) are different perspectives on the same relationship. But while CRM focuses on the company’s view of a customer, CEM looks at the customer’s view of the company.
Think of it like this: CRM looks at your sales funnel. Where can you as a company meet your customer? CEM, on the other hand, considers your customer touchpoints. Where do your customers interact with your company?
CRM is about improving internal processes, while CEM looks at your company holistically.What is client experience management?
Is customer experience the same thing as client experience? Well, not really. Though the terms are often used interchangeably, they’re not synonymous.
That’s because a customer may have a single transactional purchase with an organization. Clients, on the other hand, generally engage over longer periods of time centered around long-term services.
11 ways customer experience management can improve your business
By investing in your customer experience management, you can improve the health of your business. You’ll see real results, like increased revenue and profitability. Plus, you’ll build a strong base of loyal, happy customers, which means even more revenue down the road.
Here are 11 ways a strong customer experience management strategy can improve your business.1. Helps you understand customer’s wants and needs
Creating a customer experience strategy means putting yourself in your customer’s shoes. It’s like psychology — you need to know their wants, needs, fears, and desires inside and out. Then, you can understand how to better deliver.
To do this, you can use customer experience tools to collect data on your audience. For example, Hootsuite’s social listening features can show you what (and how) your customers talk about you online.
Hootsuite Insights (powered by Brandwatch) makes it easy to track brand sentiment with intuitive word clouds and meters that gauge your sentiment and brand awareness against the competition.
Request a demo of Hootsuite Insights
You can also use customer experience tools like customer surveys to gain insight into their experience with your brand. These deep insights will help you to deliver on their wants proactively. And what’s better than someone giving you something you want before you even ask for it?2. Build emotional connections with customers
At their core, these strategies are about better serving your customers, which will help you build stronger emotional connections with them. To do that, you need to provide a personalized service and seamless journey.
Finding out what your customers want and giving it to them is a start. But you will also want to anticipate their needs to reach them on an emotional level. It’s not enough anymore to just make things easy. In the customer journey, look for opportunities where you can delight your customers.
Take dog food suppliers Chewy, for example. When a customer called to ask about returns, Chewy learned her pup had passed over the rainbow bridge. They sent the grieving family flowers with a card signed by their customer care team member.
I contacted @Chewy last week to see if I could return an unopened bag of my dog’s food after he died. They 1) gave me a full refund, 2) told me to donate the food to the shelter, and 3) had flowers delivered today with the gift note signed by the person I talked to?? 😭
— Anna Brose, MSc (@alcesanna) June 15, 20233. Capture negative feedback before it goes live
Tools like customer service chatbots offer a golden opportunity to fix problems before they get bigger.
Customers who have their problems fixed are usually pretty receptive to giving your company another shot. Mistakes happen; we’re only human. (Except for the chatbots, of course. They’re just beautiful pieces of customer experience management software.)4. Decrease customer churn
Your churn rate, or the rate at which customers stop using your business, is an important measure of overall customer happiness. It’s pretty simple math: Happy customers equal less churn.
When people feel seen and cared for by your brand, they’re less likely to take their business elsewhere.
That’s why making sure your existing customers are happy can lead to significant savings for your business. It costs a lot less to keep an existing customer than it does to acquire a new one.5. Boost customer loyalty
Loyal customers mean more than just reduced customer churn. When customers have a good experience with your business, they are more likely to recommend you to others. This boost in loyalty can act as word-of-mouth marketing and increase your Net Promoter Score (NPS).6. Lower support costs
Customers who have a good experience with your business are less likely to need support.
There are fewer complaints which means less stress on your customer service team. This results in lower support costs, fewer dissatisfied customers, and a happier customer service team.7. Increase sales
If you’ve made it easy for customers to complete their purchase, they’re more likely to buy from you again in the future.
Plus, satisfied customers are also more likely to refer others to your business.8. Enhance brand reputation
A positive customer experience improves how people perceive your brand. When you’re mapping out your customer experience strategy, keep your ideal brand perception in mind.
Do you, like Coca-Cola, want to be known for happiness? Then you could take a page out of their book and add joyful touchpoints to your customer’s day. How fun was it to find a Coke bottle with your name on it?
Source: Coca-Cola9. Improve employee satisfaction
If you work for a company that is beloved by customers, you’re going to like your job a little bit more. Interacting with happy people who have a great customer experience may raise internal employee morale.
When your employees are happy, there is less turnover. Turnover, estimated by LinkedIn, can cost a company 1.5-2 times the employee’s salary. This number may seem high, but it includes intangible losses like the employee’s company knowledge and strain placed on the remaining team.
Trader Joe’s, for example, has an almost cult-like following. And yes, in part it’s due to their off-beat and delightful product offerings. But that on its own isn’t enough.
Trader Joe’s also invests heavily in customer service and understanding the friction points of traditional grocery shopping. You only have to browse the Trader Joe’s freezer aisle, where they’ve removed the cumbersome, annoying freezer doors, to see their strategy in action.
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A post shared by Trader Joe’s (@traderjoes)11. Generate social media buzz
When people experience something notable, they post about it. Dedicate your customer experience strategy to creating a delightful experience for your customers. Some of them will likely share that story, possibly on their Story. (See what we did there?)
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A post shared by • ᴀᴛ • (@_attax)
Top customer experience management tactics to try
There are a ton of tactics you can use today to get your customer experience management off the ground. We’ll walk you through a few easy wins to get you started.Use a chatbot to engage with your customers
Chatbots are a very easy win for your customer experience management. Install one anywhere your customers may reach out to you. That includes your website, your social media accounts, and your apps.
Just make sure you choose a chatbot that will deliver on your customers’ wants. You may need a multilingual chatbot if your consumer base is multinational. Or, maybe your customers always want to track their orders; an ecommerce chatbot could be a good choice.
Something else to consider is your chatbot’s personality. You’ll want to make sure you can program the chatbot to speak in your brand voice. If you can, giving your chatbot a likable avatar is an easy way to improve the customer experience. And choose a chatbot that has natural language processing skills to better relate to your customers.
Hootsuite’s number one chatbot is Heyday. Heyday is an AI-powered chatbot that turns conversations into customers. It can do all the above and more.
Request a Heyday DemoBuild a customer journey map
A customer journey map allows you to visualize the steps a customer takes when interacting with your business. It can give you real insights into your customers’ needs, fears, desires, and goals. You’ll be left with a better understanding of their thoughts, feelings, and pain points.
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Customer journey maps are particularly useful in highlighting areas for improvement and opportunities.
For example, you may notice your customers have to physically call your store or team when an issue arises. This can provide a point of friction; some people *cough cough, millennials* hate talking on the phone. Or, in the case of Deaf or hard-of-hearing folks, will find it inaccessible. A chatbot on your website can make it easier for people to get in touch.
By identifying each customer touchpoint and mapping out the steps involved, you will gain a better understanding of the overall customer experience. This, in turn, can help you to identify ways to improve the journey and make it more efficient and delightful for your customers.Create a customer experience strategy
A customer experience strategy clearly defines the steps and tactics you’ll take to improve your customer experience. An effective strategy defines your goals and the actions you’ll take to achieve them. Then, it considers how to measure and optimize your efforts.
Your goal could be, for example, to reduce customer churn (low customer churn is a great indication of a solid customer experience) by 10% in a quarter. Part of your strategy is to determine what is causing customer churn, which can be achieved by customer journey mapping and customer surveys. Then, fix the issues you uncover.
Here’s a simple way to measure your customer churn. At the end of the quarter, subtract your number of current customers from the number of customers you had at the start of the quarter. Then, divide that total by the number of customers you started with.
Let’s say you had 500 customers at the start of Q1 and 450 at the end. You can calculate your churn rate like so: (500 – 450) / 500 = 10%
After creating a customer experience strategy, you will have a plan in hand for reaching your customer experience goals.
Bonus: Get our free, fully customizable Customer Experience Strategy Template that will help you understand your customers and reach your business goals.Use data to understand demographics
The right chatbot gathers information each time it interacts with one of your consumers. Chatbot analytics isn’t something you should be sleeping on. If you’ve implemented a chatbot, then take a deep dive into the data it’s gathered. This is an excellent tool for understanding your customer demographics.
The better you know a group of people, the better you can tailor the experience you offer to what they want.Engage with customers through social listening
You’ll want to know what customers are saying about your brand: the good, the bad, and the ugly. Keep an ear to the ground with social listening.
Hootsuite Insights helps you make sense of millions of customer conversations happening in real time, so you can stay on top of trends and set strategies with confidence.
Request a demo of Hootsuite Insights
Customers also like to feel heard. When they post about your brand or a topic that relates to you, responding is a great way to build relationships and foster a connection.
You can keep your finger on the pulse by tracking brand mentions, customer feedback, and industry trends. And you’ll stay relevant within the communities you’re a part of.
Plus, if you’ve got a cheeky brand voice, responding to people with humor is the perfect way to surprise, delight, and foster a positive customer experience.Ask them what they want
You won’t know if you don’t ask. After they’ve interacted with you, ask your customers what went well and where you can improve.
There are tons of different types of surveys you can send out that will help you understand and improve your customer experience.
One of those is the Customer Satisfaction (CSAT) survey, which uses specific questions like “How satisfied were you with your experience at the ABC Cafe?” to get granular, reliable data.
Top customer experience management software
These days, brands need a stacked toolbox to stay competitive. There’s a lot of customer experience management software out there, but it can be overwhelming to choose between them. So, to avoid being paralyzed by choice, we’ve put together a list of tried and tested tools.
With Hootsuite Inbox, you can bridge the gap between social media engagement and customer service — and manage all of your social media messages in one place. This includes:
Private messages and DMs
Public messages and posts on your profiles
… and more.
The all-in-one agent workspace makes it easy to
Track the history of any individual’s interactions with your brand on social media (across your accounts and platforms), giving your team the context needed to personalize replies
Add notes to customers’ profiles (Inbox integrates with Salesforce and Microsoft Dynamics)
Handle messages as a team, with intuitive message queues, task assignments, statuses, and filters
Track response times and CSAT metrics
Book a free demo
Plus, Inbox comes with handy automations:
Automated message routing
Auto-responses and saved replies
Automatically triggered customer satisfaction surveys
AI-powered chatbot featuresShopify for ecommerce
Shopify is one of the most popular ecommerce platforms. It is extremely easy to get set up on and operate, making it a beloved piece of software by beginners and experts alike.Salesforce for your CRM needs
Salesforce is a powerful tool for managing all your company’s relationships with customers. The goal of using CRM software like Sales Cloud is to streamline your processes and improve your profitability. You’ll be able to track:
outstanding orders, and
manage customer relationships across their entire lifecycle.
Salesforce is a useful customer experience management platform because of its ability to take care of all your CRM needs.
Psstt: If you already use Salesforce Social Studio and are looking for a replacement, we can help!
Free customer experience strategy template
Bonus: Get our free, fully customizable Customer Experience Strategy Template that will help you understand your customers and reach your business goals.
Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.
Get a Free Demo
Save time on social messaging with automated responses, smarter workflows, and friendly chatbots — all in the Hootsuite Inbox.
As rumored, Apple today took the wraps off two new iPhones during a streamed media presentation in Cupertino, Calif.
The iPhone 6 and iPhone 6 Plus boast a new Retina HD screens. “Not any display would do,” said Schiller. Compared to the 4-inch screen on the iPhone 5S, the iPhone 6 sports a 4.7-inch display with a resolution of 1334 pixels by 750 pixels.
The larger, phablet-sized iPhone 6 Plus has a 5.5-inch screen with a resolution of 1920 pixels by 1080 pixels, which translates into over 2 million pixels, 185 percent more than the iPhone 5S, noted Schiller. Both models feature a glass front that curves slightly around the edge.
Highlights include iOS 8, an updated 8 megapixel iSight camera and a faster A8 64-bit processor with 2 billion transistors that is “50 times faster than the original iPhone,” said Schiller. Connectivity is enhanced with a 150 Mbps LTE and a Wi-Fi Calling feature that “seamlessly” hands off to cellular networks. In the U.S., T-Mobile will support Wi-Fi calling.
Eddie Cue, senior vice president of Internet Software and Services at Apple, later showed off the company’s mobile payments solution, Apple Wallet. A combination of near-field communication (NFC) technology, Touch ID, a Secure Element chip and specialized software, the Apple Wallet integrates with Passbook to enable secure payments with retailers and select e-commerce apps.
Cue assured that his company will respect the privacy of Apple Wallet users. “The transaction is between you, the merchant and your bank,” he said.
The iPhone 6 and iPhone 6 Plus go on sale on Sept. 19. iPhone 6 prices start at the $199 for the 16 GB model and top out at $399 for the 128 GB version. The 5.5-inch iPhone 6 Plus prices start at $299. Preorders for both models start on Sept. 12.
The event’s “one more thing” was the long-rumored iWatch, or as the company is branding it, the Apple Watch. Available in two sizes, the wearable “works seamlessly with iPhone,” said Cook. It also serves as a “comprehensive health and fitness device,” he added.
Apple Watch pushed the company to explore new interface and device interaction models. “What we didn’t do is take the iPhone and shrink the user interface,” said Cook.
The touch-capable, sapphire-enhanced display is complemented with a “digital crown” that contains infrared LEDs. Users can press and twist the dial to zoom and otherwise navigate the Apple Watch UI. A rear sensor monitors a user’s heart rate. It also features integration with Apple Pay for mobile payments.
To get developers on board, Apple is making available a software development kit (SDK) called WatchKit to extend iPhone apps to the device. Apple watch requires the iPhone, said Cook, before revealing that the smartwatch is backward compatible with iPhone models stretching back to the iPhone 5.
Apple’s wearable will be available in three versions, the base Apple Watch, the Sport and the 18 karat gold Edition. A range of interchangeable watch bands, from leather to sweat-resistant plastic to an array of metals, add an additional touch of personalization.
Prices start at $349. Apple Watch is scheduled to ship in early 2023.
Pedro Hernandez is a contributing editor at InfoStor. Follow him on Twitter @ecoINSITE.
This step-by-step template makes it easy to deliver a well-laid-out customer experience strategy that can give you planned, targeted growth.
There’s no question that a customer experience strategy is key to business success in today’s market.
But knowing where to start when creating a winning strategy can be daunting.
Never fear – your friendly neighborhood business blogger is here!
In this post, you’ll uncover:
What a customer experience strategy is
Why you should have one
9 easy steps that will take you to success
Feel free to save this article and use it as a template for your next customer experience strategy.
Bonus: Get our free, fully customizable Customer Experience Strategy Template that will help you understand your customers and reach your business goals.
What is a customer experience strategy?
A customer experience strategy is a plan for how to improve customer experience across all touchpoints. This includes initial awareness to purchase and beyond.
A well-thought-out strategy involves a defined goal and the actionable steps needed to take to get there. It will also consider how to measure and optimize your efforts!
Customer experience (CX) is a customer’s perspective when interacting with your business. You can learn more about what customer experience is here!
Why create a customer experience strategy
Initiatives with a strategy behind them are much, much stronger than simply setting goals. Support your customer experience efforts with a proper strategy in place. Your efforts will have logic and planning to support them. This lets you make informed, proactive decisions instead of reactive choices. You’ll also be less likely to risk your budget on tactics that aren’t working with consistent monitoring.
Accidental success can only take you so far. A well-laid-out customer experience strategy can give you planned, targeted growth.
How to create a customer experience strategy
Creating a customer experience strategy can seem daunting, but it doesn’t have to be. Follow these nine easy, templated steps, and you’ll be left holding a winning strategy.1. Define your goals
Your first step should be to decide what you’re working toward. Set your objectives and goals in the very beginning. With these in place, you’ll be able to measure your progress, successes, and return on investment (ROI).
Each of your goals needs to be:
The SMART goal framework gives you clear, attainable goals.
A SMART goal example for customer experience could be: To increase our NPS score by a full point this quarter.
Or, more specifically: To decrease the time it takes a customer to solve an issue by 20% on average this quarter.
In this case, the second, specific goal works toward the first high-level goal. You can (and likely will) have multiple goals to work toward in an overall strategy. Start with one high-level goal and work your way down.2. Do an audit of your existing customer experience
If you’re not an entirely new business, then your brand has already made an impression on your customers. You’ll want to discover what you’re offering customers from their perspective.
Do an audit of all of your existing customer experience touchpoints. You can chart them out, rate them, and note any potential pain points, room for opportunity, and what you’re doing well.
Structure this like a traditional SWOT analysis. This is a compilation of your company’s strengths, weaknesses, opportunities, and threats. But, focus it on your customer experience offerings.3. Know your competitors
To stand out, you first need to know who you’re up against. What are others in your industry doing in terms of CX strategy? And who should you be looking at?
You might already have an idea of who your direct competitors are, but Google will tell you indefinitely who the top SERP dogs are. To uncover this, first identify your competitive keywords. One popular method is to use the Google Adwords Keyword Planner to analyze your website.
Then, you can use your top, most relevant five or ten keywords to see who’s ranking for them on Google. Simply type the keywords into the search bar and see who hits first.
Once you know who your competitors are, you may want to keep an eye on them. Use Hootsuite Streams to track them across every social network.4. Do your research (AKA a competitive analysis)
Spend some time researching the customer experience landscape. You’ll want to answer where your brand and your competitors stand in the marketplace.
Take a look at positive and negative reviews by customers. Make sure you evaluate their FAQ page and whether or not they use quality chatbots. If you can, engage your competitors in a faux customer service request and see how they respond.
Performing a SWOT analysis of your and your competitors’ customer service offering is a clear way to see gaps in the marketplace.
This in-depth guide on social media competitive analysis may give you some inspiration on how to tackle your customer experience research.
By understanding the customer experience landscape, you can make sure that your brand is differentiated in a way that matters to customers. You can also avoid the customer service pitfalls that can cause customers to take their business elsewhere.5. Create audience personas and customer journeys
Personas and customer journeys help you to understand who you’re serving and what they’re experiencing when they interact with your brand.
Customer journeys will show you each touchpoint your customer has with you. You can anticipate any pain points and try to make each step a little more enjoyable. And, when you know who your customers are, you can personalize those moments of joy.
For example, your persona describes busy, time-starved parents who dislike spending too much time on weeknight meals.
Your customer journey shows those folks often using their mobile to order groceries early in the week.
The solution to making their customer experience more enjoyable could be to have a popup with a hassle-free, kid-friendly dinner recipe involving a few items they’ve purchased before they checkout.
Moments of joy could be even simpler, like CD Baby’s confirmation email. Allegedly, CD Baby’s founder, Derek Sivers took twenty minutes to write it in an attempt to make people smile. The email has been shared thousands of times, and on the topic, Sivers’ has said, “…please know that it’s often the tiny details that really thrill people enough to make them tell all their friends about you.”
Source: CD Baby’s Confirmation Email6. Plan your implementation, tactics, or execution
Once you’ve completed the above steps, you should have an idea of:
Where you want to go (your goals)
The opportunities available to you and the gaps you can occupy
Now, it’s time to think about how you’re going to achieve your goals through the opportunities available. This step in planning your strategy needs to build on your previous answers, so everyone’s plan will be different.
Take your time and map out the steps needed to implement each of your action steps. For example, maybe you noticed your competitors’ customers all complaining about how long of a wait it is to access a customer service representative.
An easy win would be to implement a chatbot on your site that can take down a customer’s information and then have an agent contact them directly without the annoying waiting around. Your tactics here would be to:
Find a chatbot that works for you (Heyday, for example, integrates directly with your human team)
Implement it onto your site
Do some testing to make sure it works
Get a free Heyday demo
Note, chatbots aren’t only useful on your website. If you’re on Facebook, Instagram, or Shopify, you should consider working one into your overall digital strategy. Social media customer service is extremely important.7. Send out surveys
When you don’t know (and often, you don’t), then ask! We don’t mean to be rude, but you can’t know what your customers actually think if you don’t ask them. Send out surveys to crowdsource sentiment on your brand, your customer experience, and products or services.
You can craft your surveys specifically to ask questions about your customers’ experience with your brand. Have you noticed an issue with repeat customers? Send one out after folks have purchased a product or service and solicit feedback.8. Measure
You’ll need to measure your efforts to understand whether or not your strategy is effective. Consider common customer experience metrics like:
Net Promoter Score
Customer Effort Score
Customer Satisfaction Score and
Average Response Time
You can see more details on what these common metrics are and how to calculate them here.9. Optimize
The last part of any great strategy is to make it better.
Keep asking folks what they want to see from you, how you can improve, and what’s working and what’s not. Continue to stay aware of what your competitors are up to on social media — shout out again to Hootsuite Streams for automating this task! And check in with your customer service team.
The actions you can take to make their lives easier will likely benefit your customers, too, like a chatbot designed for your business.
Retail bots improve your customer’s shopping experience, while allowing your service team to focus on higher-value chúng tôi your online and in-store sales with a conversational AI retail chatbot by Heyday by Hootsuite.
Get a free Heyday demo
Turn customer service conversations into sales with Heyday. Improve response times and sell more products. See it in action.
Innovative techniques and examples of engaging web and mobile designs Engagement is an Emotional Phenomenon
People ”Engage” when their emotions are triggered, either positive or negative. Thus, the goal of content design must be to stimulate emotions that will influence behaviours and motivate customers/potential customers to act. As important as it is to define your target market, then, it is just as important to stimulate emotional engagement, happiness, excitement, surprise, and satisfaction. When these emotions are triggered, studies say, customers will:
Become repeat customers
Will be less likely to shop around
Will be less concerned with pricesEngagement is All About User Experience: A Case Study
Another Facebook campaign has teamed up with Vice Magazine to hold a photo contest. Followers are asked to submit unique photos of bars anywhere in the world. Once the contest ends, the winning photo will be featured in a Jack Daniels ad.The Conceptual Aspect of Engaging Content Design Comes First
A recent post on chúng tôi by Irene Pereyra, well-known user experience designer, pointed to the steps that must be taken as a conceptual framework is developed for engaging content design. Here are just a few of her suggestions, although reading the entire post would certainly be valuable:
Stop designing for yourself and start designing for your users. What is their demographic, what do they want to know, how will they best engage, and are they tech savvy? You can use analytic tools, of course, but how about reaching out to your customers and just ask them?
Study your competition. What are they doing that is great that you can re-purpose for you own uses? What mistakes are they making that you know you want to avoid? You can pick up a lot of best practices this way!
Things must be simple when they get to your site. Cut down on their tasks and walk them through your site adroitly.
Pretend that all of your users have large fingers. Use big buttons and large input fields. One example of this was the Messages for Japan website that was launched after a huge earthquake in Japan. Everything was big, so that users could write messages easily in a big input field, and there were large buttons for the “send a message” and the “make a donation” options.
You can do your quantitative analysis, but get a third party to do your user testing. You will not be objective.
Specific Engaging Content Design Suggestions, Even on a Small Budget
Feature Your Customers: What a great way to recognise and appreciate your loyal customers. Sweet Equi Tees designs and sells T-shirts to enterprises of all types. Each month it features photos of customers wearing their T-shirts. What a great way to engage customers and feature your products at the same time.
Hold virtual theme parties via Skype and have full interaction among you and all of your customers. They can share their stories, ask questions, etc. in a group gathering.
Feature your customers in blog posts with photos, videos that they have shared, and their stories. They will share that blog post everywhere. And if you do it really often, think about how many shares you will achieve with the “skyscraper technique”.
Use unique animation. ShipServ, a shipping company wanted a unique and engaging way to present its online directory, so it created a great animation of Lego figures to walk users through it. It was a surprise, but a nice one and will not be forgotten.
Always be accessible. No reply emails are a real turnoff. Invite your customers to contact someone in your organisation. This is the way you build a deep bond with your customers, and the deeper the bond, the more they remain with you and recommend others.
Get a fan club and publicise it everywhere. Feature on Facebook those fans who have shared specific pieces of your content, and offer awards for doing so.
Engage customers by activities/fun that don’t relate to your product or service. Anthropologies sells clothes, but on its site it has a section on DIY drink recipes, tailored for each season.
Never use text when a visual will do. Look on this amazing interactive table of contest for blogpost on chúng tôi blog.
Make sure you have interaction often, especially on all of your social media sites. It is so easy for people to share when they have had a good laugh, taken a survey, or been entertained. One more special method is creating viral content that will spread a word about you itself.Use email for interaction, not just to announce specials, sales, etc.
Get a catchy or punchy subject line
Go interactive in the email itself. People don’t want to link to another place anymore.
Your email should have great content and buttons for sharing right there.
Make your email recipients feel special and think they are part of an exclusive group. You need to show that you care about them and you are not selling here ñ you are building relationships
Incorporate some gaming techniques. Starbucks has email campaigns that let readers earn stars by performing certain actions (like sharing the email). These stars were worth free drinks. Incorporate games that go on over multiple emails and that are released on a scheduled basis and those emails will get opened!
The goal of content design is to engage. The more customers and visitors are engaged, the longer they stay, the more they participate; the more they participate, the more they bond; and the more they bond, the more loyal they are, and the more they share and recommend.
Review the quality of your audience segments with this checklist
This blog post first appeared in the Arts Marketing Association’s, Journal of Arts Marketing, and we are now sharing it with Smartinsight’s readers. For more free resources, case studies, research and toolkits to promote art, culture and heritage visit culturalhive website.
In an ideal world we would treat everyone as an individual and tailor and promote our offer accordingly. But this is impractical. Treating everyone as an homogenous mass however is ineffective – one size does not fit all. Segmentation provides us with a happy medium.
Segmentation is a fantastic way of reaching different people with different messages and can vastly improve how you cater for people. It means you can be strategic about audience growth and development of audience relationships.
Get it right and segmentation should provide true market insight that will lead to tangible results in audience development, organizational development and income.
I hope you find these 10 tests that I use to assess the quality of segmentation useful.
1. Segmentation needs to be practical
Segments need to be sufficient in size to make targeting them worthwhile your effort and they need to be in a position to engage with your offer. Having too many segments will also make managing your strategies tedious. Too few and it won’t give you the granularity you need. Between 5 and 8 segments tends to work best in many cases. In order to devise coherent strategies and develop long-term relationships, the segments should also be mutually exclusive – each individual can only sit in one segment.
2. Segments must be discernably different
When segmenting your audience (or potential audience) the first thing is to make sure the segments have discernably different needs. If one segment has no distinguishing differences from another or they all respond in a similar way, you will end up with homogenised strategies, which defeats the point of segmentation.
3. Don’t confuse behavioural clusters with segments
In Arts marketing for example, the Box Office database holds detailed information on behavioural patterns (performances selected, seat choices, frequency, party size, planning horizons, geography and so on). However this only describes WHAT your segments are CURRENTLY doing. It can’t tell you WHY they do these things. People may frequently move cluster but they shouldn’t frequently move segment. To be really effective, segments should be defined by WHAT each seeks to get out of the experience.
4. Use attitudinal segmentation
Not all C2DE families share the same needs and motivations, the same applies to ‘young people’ or BAMEs.
Using demographics as a basis for a segmentation system makes for simple evaluation, but can’t give you everything you need to inform planning. Attitudinal segmentation provides you with deep insight into your audiences.
Understanding what drives audiences, how they want to be made to feel and what motivates their involvement, enables you to identify and effectively target groups of individuals with shared values. This puts you in a position to influence their behaviour and deliver deeply satisfying experiences.
5. Segmentation should lend itself to differentiated strategies and campaigns
The same production or exhibition or product can appeal to a number of different segments for different reasons. One may seek primarily social outcomes, another driven to learn something new and a third be looking for emotional resonance. These three segments will recognise different benefits from the same work. They will respond to different messages via different platforms and be influenced by different factors.
Differentiated campaigns with messages optimized to resonate with a particular segment are more effective than a generic message aimed at everyone but speaking strongly to no one.
6. It should lend itself to development of products and services
As well as increasing your ability to reach segments, understanding what they want to get out of the experiences you offer, puts you in a position to the best experience and to shape the audience journey. Front of house ambience, customer service, catering, learning opportunities and merchandise can all be developed to cater for priority segment needs.
7. Remember to consider everyone in your priority segments
With limited resources the easy, obvious but potentially disastrous solution is to contact just those who are most actively and most recently engaged. For a time this might work but rinse and repeat this narrow selection process for any length of time and the result will be chronic audience-underdevelopment.
Good segmentation goes beyond defining people by their ‘lapsed-ness’ and to understanding why they might engage. While you don’t need to target absolutely everybody, you do need to be able to identify where the greatest potential lies and this will not only be in those that have most recently visited.
8. Great segmentation doesn’t live in the marketing department
A segmentation system delivered by marketing to other departments will often fail to become embedded within the organisation. Segmentation needs to involve everyone and belong to everyone.
In order to be immediately and intuitively recognisable and credible across departments the segmentation process has to be iterative with everyone involved in identifying then and fleshing them out.
This way it will provide a common language for talking about audiences – bridging the understanding of marketers, programmers, front of house, learning, fundraising, hospitality – putting audiences at the centre of the conversation.
9. Build it into your ongoing research
Segmentation, the gift that keeps on giving… whatever research you are conducting or data you are analysing, building your segments into this means you immediately have a more subtle and granular understanding of the outcomes.
Rather than 20% of our audiences think X or do Y, you now know which segments are displaying which behaviours or opinions, giving you further insight into why this may be the case, and how you can respond to the findings.
10. You need to be able to monitor and evaluate your success
This should perhaps be my first, not last point. As with all evaluation, it needs to be considered from the get-go.
Make sure you’ve got mechanisms in place to monitor what works best, where the greatest return on investment lies, who is responding, which messages resonate with which audience segments via which platforms.
This means you can adjust your strategies and change your messaging as you go. Segment evaluation also helps you prioritise and plan developments based on how well you are currently meeting the needs of your segments – a virtuous circle of improvement.Culture Segments
Culture Segments is Morris Hargreaves McIntyre’s whole-of-market, psychographic segmentation system for arts, culture and heritage organisations.
The system draws upon a decade’s leading-edge practice helping our clients to truly understand and meet the needs of audiences for arts and heritage. It is based on people’s cultural values and motivations with the principal objective of providing the sector with a shared language for understanding the audience with a view to targeting them more accurately, engaging them more deeply, and building lasting relationships.
These segments can also be tagged at record level in Box Office systems – please contact me for further details.
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