Each week I read a number of customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
Winning means losing in the game of customer retention by Linda O’Grady
(CMO) All too often retention is a blanket goal. ‘We need to hang on to our customers’ is reverberating around boardrooms all over the country right now. But what if we reframed that statement?
My Comment: The title of this article caught my attention. Then I realized what the author was getting at. Some customers aren’t worth doing business with, or as she writes, “Hanging on to.” Her premise is that the relationship needs to be a “win/win.” The key is to hang onto the right customers.
Want to Deliver Better Customer Service? Immerse Yourself in Context by Deb Miller
(CMSWire) When it comes to customer service, we call it context and nothing is more important to critical thinking.
My Comment: What is context? As it applies to customer experience, it’s about a “big picture” that helps to interpret data that helps you come with a plan to enhance your customer’s experience. This article set’s up the premise and offers up ideas such as making processes more customer-centric, using technology and more.
Four Experts, One Question: How Do You Give Constructive Feedback That Is Actually Constructive? by Steve Williamson
(eRep) We chose four experts in business, HR, customer service and employment consulting and asked them one question.
My Comment: Feedback is crucial to the growth of your team members. The author went out to four experts (myself included) and asked us, “How do you give constructive feedback that is actually constructive?” There are some excellent perspectives here. If you are a manager, supervisor or leader, this is an article you’ll probably read more than once.
Customer Experience or Customer Engagement – what’s the difference and how do you truly engage? by Beverley Stag
(CustomerThink) Customer experience is traditionally focussed on flexing what you do to meet customer expectations.
My Comment: The title is a question. My answer is that customer engagement is what can enhance the customer experience. The author’s answer is about…”Matching what you do best with what the customer wants most. Matching purpose with outcomes.” If you want your employees to be more engaged with your customers, and who doesn’t, then this is an article you’ll definitely enjoy.
New Global Mood Media Study Reveals Two-Thirds (67%) of Consumers Have Returned to Non-Essential Shopping In-Store by MTS Staff Writer
(MarTech Series) Conducted in partnership with Censuswide, over 8,000 consumers across the UK, US, China and France were surveyed to gain key insights into how consumers are adjusting their in-store shopping behaviors and developing new shopping patterns in today’s world.
My Comment: This is a positive article that is the perfect way to end our Top Five roundup for the week. I included it because it shows that life may be getting back to some sense of normalcy. People are returning to non-essential businesses (in person) to do shopping. Even if consumers are spending less time and spending less money than before the pandemic, at least the trend is heading back to where it was. There is a lot of information to take in. Some may or may not apply to your business, but I think it gives you an idea of where the economy is headed as of now. (Of course, that can always change!)
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information on The Customer Focus™ customer service training programs go to www.TheCustomerFocus.com. Follow on Twitter: @Hyken