Touchpoint Insights, May 2009: Future Customers, Redundant Touchpoints, VOC

In This Issue: Looking Ahead, Planning Now, and Grabbing Market Share Tomorrow...

1.) Customers 2014: What will they expect 5 years from now? Organizations that understand and embrace this today will be closer to their customers than any competitor - how can you be one of them? (An MCorp Consulting Whitepaper)

2.) Better Understand, and Improve, Customer Experience. Six simple steps your organization can take now to be more responsive by listening to-and changing-the stories their customers tell themselves, and their families and friends. (article)

3.) How Eliminating Redundant Touchpoints Saved one Telecom over $500k a Year Eliminating touchpoint redundancies and refining customer experience boost satisfaction, improve the experience, and drive significant ROI (A Touchpoint Mapping Case Study)

4.) The "new" rules for voice-of-the-customer research. Here's how your organization can leverage research programs to "ask, listen and act" to move beyond data and information to actionable customer insights.

5.) World Wide Rave. You'll love this book if you realize that traditional marketing and advertising methods are increasingly ineffective, and you're ready to embrace change. (on our bookshelf)

Customers 2014: What will they expect 5 years from now? (And will you be ready?)
How touchpoints are driving shifts in distribution, feedback and marketing channel control to alter the landscape of customer experience forever.

Today, the only constant truly is change. Little stays the same. Not the competitive marketplace. Not customer loyalties, perceptions and expectations. Organizations are losing control over their customer experiences- and those that understand and embrace this today will be closer to their customers than any competitor. So what can forward-looking companies do to plan for, much less deliver, a differentiated customer experience in a world where customer expectations are changing as fast as touchpoints are multiplying?

Click here to download whitepaper >>

Better understand, and improve, customer experience.
Six simple steps your organization can take now to be more responsive by listening to-and changing-the stories their customers tell themselves, and their families and friends.

By viewing your customers through the lens of profitability and relationship potential, you can focus on those that are most important to your organization. At the same time, you'll need to know what they think. What they like, what they don't and why. How else can you deliver "best in class" experience to your best and most loyal customers, while keeping less profitable customers happy with a lower-cost of delivery? A review of these six steps will get you thinking, and can point your organization to better - and more profitable - experience delivery.

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How Eliminating Redundant Touchpoints Saved One Telecom over $500k a Year.
Eliminating touchpoint redundancies and refining customer experience boosts satisfaction, improves experience, and drives significant ROI.

For this Fortune 30 Telecom, the first 60 days are critical to the long-term relationship in terms of future upgrades, cross-selling and retention. Focusing on touchpoints and the experience they deliver across the entire customer lifecycle-from awareness through advocacy-we charted a series of 47 different touchpoints. By measuring the performance and value of these touchpoints by region, combined with path and driver data, we were able to deliver significant cost savings, dramatic ROI, and an improved overall customer experience.

Click here to download case study >>

The "New" Rules for Voice-of-the-Customer Research: Ask, Listen and Act.
Here's how your organization can leverage research programs to move beyond data and information to drive actionable customer insights.

As customer experience drives more and more customer choice - and competitive advantage - it continues to work its way through organizations worldwide as a business issue which is more critical than ever. Whether your goals are around improved brand, customer experience, service delivery, marketing efficacy or some combination, newer Voice-of-the-Customer (VoC) methodologies ask AND listen, leveraging Web 2.0 and Social Media as well as methodologies such as Customer Experience Mapping, to track opinions and attitudes across the Relationship Lifecycle to get at the customer insights which drive market perception.

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On Our Bookshelf: World Wide Rave.
You'll love this book if you realize that traditional marketing and advertising methods are increasingly ineffective, and you're ready to embrace change.

From author David Meerman Scott (who was kind enough to post about this review on our blog) World Wide Rave: Creating triggers that get millions of people to spread your ideas and share your stories is an exploration of the new methodology for marketing your products and services. Scott urges us to stop hyping our products and services. He suggests that we harness the viral power of the Web as a platform for creating and sharing content and solutions. Each chapter contains a succinct action item entitled "Your Challenge" - so you can start implementing the ideas right away.

Click here to continue to full book review >>