Employee happiness is essential for any company that wants to improve its customer experience.
About Kerry Bodine
Kerry Bodine is an independent customer experience consultant and the co-author of Outside In: The Power of Putting Customers at the Center of Your Business. She’s a regular contributor to the Underline blog, so look here for future posts. Kerry also tweets at @kerrybodine.
Entries by Kerry Bodine
Within the highly competitive travel industry, companies are under immense pressure to differentiate their offerings, solidify their brand in positive customer memories, and generate lasting customer loyalty. But sometimes this exuberance inadvertently leads to communications and interactions that degrade the experience of travel companies’ most loyal customers.
No one likes feeling like her choices have been made for her, and marketers who employ this sneaky technique are doing their brands a disservice. By letting customers make choices about when, how, and why they’re contacted, companies cement a healthier relationship, and customers get more relevant information and promotions.
Instead of inspiring action, frantic and frequent emails tend to cause people to tune out from key messages. In fact, 43% of consumers say that they receive too many commercial emails. But this doesn’t necessarily mean they want to sever ties with the companies, charities, or well-intentioned government bodies that cross the line into spam territory.
Today’s marketers and customer experience professionals put a tremendous amount of focus on the beginning of the customer relationship. They focus on optimizing the steps that lead up to that all-important point of purchase, and then try to create smooth onboarding experiences. This is essential work.
I’ve written a lot of posts about the need for marketers to truly understand their customers. But that knowledge doesn’t do any good if it’s just sitting in a slide deck or database. My challenge to marketers and to the developers of the systems that support them is this: Let’s put an end to generic emails. Let’s use our smarts—and, perhaps more importantly, our customer data—to make email the personalized and relevant touchpoint that we all know it can be.
In a previous post, I talked about the need for loyalty program interactions to be both useful and easy. In other words, loyalty programs need to provide some utility or help someone accomplish a task (whether that’s saving money, getting a free TV, or getting exclusive access to an event). And the process of doing so shouldn’t require a lot of effort or brainpower on the part of the customer.
In recent years, the size and scope of loyalty programs have grown to the point that nearly every customer interaction—from commerce transactions to core product/service usage—is intrinsically tied to either a loyalty program earning scheme or a reward. It’s impossible to shop at a major grocery or drugstore chain without seeing discounts exclusively for members. […]
In a recent post, I talked about the increasing complexity of loyalty programs—and how the earning schemes that marketers employ can influence customers’ perceptions of not only the program, but of the brand itself.
Loyalty programs have gotten increasingly complex in recent years. As companies fight for share of wallet, simple sandwich punch cards have been replaced with complex point earning schemes, tiers of status upgrades, and labyrinths of prize redemption.
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