Customer-Centric Roundup: October 2017
by Philippe Aussant, on Nov 2, 2017
October has already come and gone, which brought about many of the things we have come to expect from this time of the year. The days started getting shorter, the leaves began changing colors, and a slew of great articles and stats about the Customer Experience (CX) and digital marketing were published that shone a light on the path to becoming more customer-centric.
Here are some of the stats and articles that caught our eye this month.
Mobile gained steam this Back to School season, but Desktop still played crucial part
Back to School season is always a crucial time not only for parents and students alike, but for many retailers who must prepare for the inevitable surge in sales. The stats have started to pour in, bringing to light some key changing habits for Back to School shoppers.
Reporting on data published by retail marketing firm NetElixir, eMarketer highlighted that the number of Back To School sales made via mobile increased 44 percent since last year, with revenues increasing 64 percent.
Interestingly, while there was an overall decrease in the number of sales made using a Desktop, which in itself is an important finding, revenues made using Desktop devices actually increased 3 percent. In fact, the Average Order Value (AOV) for Desktop still outperformed that of mobile $132 to $109, respectively.
These findings highlight the continued importance of offering a Customer Experience (CX) on websites and mobile apps that is adapted not only to the devices and context in which shoppers are interacting with your brand, but also to their current needs and shopping habits when using these devices.
The satisfaction gap between customers and Tech companies is increasing
“I want it my way and I wanted it yesterday”. This might be a overgeneralization of consumer expectations in this day and age, but it’s not that far off.
A lot of attention has, understandably, been devoted to the different ways companies are optimizing the pre-purchase experience. But it’s crucial not to forget to about the post-purchase experience as well.
Unfortunately, many Tech companies do not appear to be meeting their customers’ growing needs when it comes to customer support, which is significantly hurting their satisfaction scores.
New Jersey-based company Conduent published a new study, ‘The State of Customer Experience 2017’, which identifies a growing disconnect between customer expectations of customer support, and the resources that companies make available to their customers to meet their evolving support needs. Some of the key findings that stood out in this study are:
- How Tech brands have only 10 minutes or less to resolve a customer’s issues if they want to significantly boost customer satisfaction scores
- Digital channels (e.g. email, website, live chat, social media) now experience lower levels of satisfaction than any other customer support channel, such as call centers or in-store support.
- Almost 2/5 of respondents found virtual assistants helpful to resolve their customer issues, though less than 3 percent would always turn to this medium do so.
Customer retention is seen as one of the primary benefits of a positive customer experience by senior executives. As such, it's crucial to extend your CX optimization efforts throughout the entire customer journey, which can be hugely beneficial to your bottom line.
Strong planning leads to strong CX Metrics programs
Launching a new Customer Experience initiative without putting in place ways to track your progress is like driving a car with a broken odometer – you never really know just how fast you’re going, and you should never (EVER) do it.
That's why putting in place a CX Metrics program is crucial if you want to see what’s working and what isn’t. However, to launch a great CX program, you first need to lay down the foundation for it.
This month, CMSWire set out 5 steps to put in the foundation for strong CX metrics program, which include:
- Setting the business and financial goals you want to accomplish: This will guide you in determining the key metrics you should track.
- Determining a core CX metric: This is a single over-arching, easy-to-communicate metric that gauges the general success of your CX program
In addition to tracking key metrics like Visitor Intent, Overall Satisfaction and Customer Effort Score, it's also important to remember other key ingredients like getting support from your C-suite and 'CX champions' to help your program get off the ground, as well as leverage emerging technologies if they will help you facilitate your efforts to optimize your Customer Experience.
Infographic of the Month: The Ultimate CX Infographic, 2017
The Customer Experience is a vast concept. Many companies have grasped the short-term and long-term effects of it, while large amount of research continues to be performed to put a finger on just how powerful of a concept it is.
This month’s Infographic of the Month was published by Temkin Group, which compiles key findings from different studies they have conducted this year that look into the impact of the Customer Experience.
Among these key findings include the strong positive correlation between CX and brand loyalty, and how companies with strong, purposeful leadership are significantly more likely to offer great Customer Experiences than those with weak purposeful leadership.
Blog Post of the Month: 5 Fears of Switching Survey Vendors and How to Overcome Them
So, you’ve decided that you’re not getting as much out of your Voice of the Customer (VoC) research with your current survey vendor, and that a change is in order. However, making this switch can often be a daunting task and, naturally, a laundry list of fears can start creeping into your mind as to the time, effort and risk involved in pushing through this process.
This month, we sat down for an interview with Duff Anderson, Senior Vice President and Co-founder of iPerceptions. During the interview Duff walked through five of the most common fears you may encounter during this process, and how they can be addressed with a vendor with the right mix of expertise and technology.
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