Dec 04, 2015

Creating Self-Service Content Users Really Want

Brands that can deliver a great consumer experience are able to do so because they develop content around the user’s needs, not on what happens to be available. Organizations have a tendency to build out content for web self-service based on what they already have available on their website or information they have from incoming contacts to the call center. Don’t guess at what content needs to be available. Build relevant content that users are asking for.
Dec 06, 2015

John Doe Demands a Better Customer Experience

Customers who have to start over every time they contact your company can have a negative experience. They want a relationship with your brand. An ongoing one, with history. They know about you. They expect that you know about them. Treating everyone as John Doe is no longer acceptable. The key to success is having one consumer engagement platform that can bring all of those channels together.
Dec 08, 2015

What Marketers Should Know About Knowledge Management: Part 1

Let’s face it—as marketing and customer-focused professionals, the topic of Knowledge Management (KM) probably isn’t the first thing we think about each day, what gets us fired up during brainstorming sessions, or what keeps us up at night.
Dec 12, 2015

What Marketers Should Know About Knowledge Management: Part 2

Over 70% of customers prefer to self-serve to find answers on your site. Chances are, if you don’t give them that option, they will find another brand who will. However, it would be a mistake to believe that just because they start with self-service, they will end there. The key to providing a loyalty building digital customer experience is providing the right answer via the right channel at the exact moment that the customer wants it.
Dec 12, 2015

What Marketers Should Know About Knowledge Management: Part 3

It takes 12 positive experiences to make up for one unresolved negative experience – “Understanding Customers” by Ruby Newell-Legner. With realities like that, brands can’t afford to drop the ball even one customer experience. One of the clear expectations today is a unified experience across channels. With so many engagement options, it can be daunting to think about ensuring that customers will feel they are having a single conversation with your company.
Dec 13, 2015

What Marketers Should Know About Knowledge Management: Part 4

If you don’t want your customers to abandon you, don’t abandon your customer before their needs are fulfilled! Your visitor or caller may have multiple related questions—not just one. While some search- and FAQ-based knowledge management and Web self-service solutions answer the first question fairly well, that’s where it ends.
Dec 15, 2015

What Marketers Should Know About Knowledge Management: Part 5

The customer experience is not a “customer service problem” or a “contact center problem.” Negative experiences can quickly become a major company problem—particularly with the proliferation of social media and feedback sites. On the flip side, brand advocates created through great experiences with your company are crucial to long term success and competitive advantage. No amount of marketing or PR we do can compete with the power of widespread brand advocacy.
Dec 18, 2015

Who Owns Social - Marketing or Customer Service?

Social media has forced many companies to make a decision. Accountability for managing a company’s social profile and setting the strategic course for company involvement in the social universe has to fall somewhere…but where?
Dec 16, 2015

To Create a Great Customer Experience, Delight but Don’t Distract

Much has been written about the magical customer experiences that Disney creates at its theme parks. But what about Universal Studios—what can we learn from its customer experience management?
Dec 24, 2015

Leverage Voice of the Customer Insights as a Strategic Business Asset

In order to maximize your voice of the customer data you need to marry this information with other structured and un-structured data. This combined view gives new views into customer sentiments and behaviors. Many organizations struggle to analyze this information successfully because of the ineffective, manual processes required to do so. Automating the process allows you to find and act on the needle in the unstructured data haystack.