Over the years, I’ve talked a lot about customer loyalty—the type of behavior that results from great customer experiences and drives additional revenue through repeat purchases and word of mouth.
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
Earlier this summer I flew from San Francisco to Tokyo with an upgrade from economy to business class. I was excited about my flat-bed seat and the nice snooze I’d be able to take as we crossed the Pacific…
In a recent post, I presented the first of three core pillars of great customer experiences: usefulness. In short, customers spend money because they’re trying to get something done—a job, a task, a goal…
In 1995, the Pennsylvania D.O.T. commissioned a Penn State professor to understand how the state’s residents perceived the organization and to identify the drivers of residents’ satisfaction…
If you read my last post, you understand the importance of supplementing quantitative customer data with insights gleaned through interviews and observational…
In a recent post, I talked about the danger of making assumptions about your customers—and the importance of learning as much as you can about your customers’ real needs, desires, emotions, and expectations.
When I was getting my Master’s degree in Human-Computer Interaction, my professors required my classmates and I to write “The user is not like me” at the top of every test and project we turned in. Failure to do so resulted in a failing grade. At the time it seemed a bit silly—but in the years since, I’ve seen how difficult it can be to remember and internalize this mantra.
Companies that want to improve their customer experience often struggle with where to start. The answer, often, is at the beginning. I don’t mean to be flip. I’m talking about the beginning of the customer lifecycle, that critical time when companies work to convert prospects to fully integrated and profitable customers.
Many companies today still don’t understand the business value of customer experience or why they need dedicated resources in this area. It’s a shame, because the business benefits are quite clear—and they’re benefits that every executive strives for: increased revenue and decreased costs.
Over the last several years, customer experience has become a buzzword in companies around the globe. But why should marketers care about customer experience? Why do customers’ thoughts and feelings about their interactions with companies matter? One word: loyalty.
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