Touchpoint Insights, September 2010: Improving Customer Experience Strategy

Insights and Influence in 140 Characters or Less...

More philosophical than we've seen in awhile, this month's collection of most-read (and retweeted) tweets shows us that our followers are not just a bunch of sales-hungry, profit-driven capitalists.

Though some of us wear that badge proudly, it's not the only way we'd like to be recognized. Looks like we also want to know that the products and experiences we're delivering to our customers -- internal and external -- have use, value and...meaning.

All things being equal, we all want to know we're contributing to the greater good rather than just selling a bunch of stuff people don't need. Provided, of course, we're making money in the process...

1.) Size doesn't matter. Levi's tells women to "wear what fits". http://ow.ly/2GYB3 [Well played.]
It's not that my wife isn't interested in how I spend my days brand researching and helping clients guide customer experience, but let's just say she's never pushed me out of the way to click on a site we're writing about. Before now. Levi's new jean-fit algorithm...if it really works...is truly a breakthrough that addresses a need that's pretty important to half its buyers. Time will tell if their science of a good fit really works. (Why their three sample models are all a size-0 is a misstep and a mystery.) (Tweet Score: 126)

2.) Reading: "Introducing the 6 Laws of Customer Experience" http://ow.ly/2ycL2
Anything cited as a "fundamental truth" makes me antsy. But the author's guiding points really do seem to cover all the bases as far as what makes a cohesive, successful, customer experience strategy. If you're willing to dig below the six "laws" into the what and why, you'll have a pretty comprehensive CEX game plan in one compact spot. It may take awhile to get the full line-up in place, but the sooner you start, the sooner you can start hitting some home runs. (Tweet Score: 86)

3.) This may be the toughest rebranding ever. Well, besides brussels sprouts. http://ow.ly/2AGxo
Carrots branded like junk food? What has the world come to? Next thing you know they'll be selling them in high-school vending machines alongside the Twix, Doritos and...oh wait, they're already doing that too? Aside from the fact that the "baby" part of "baby carrots" is a lie, this is just smart branding. They're already lathed to look like Cheetos, so it's a short hop over to their not-so-subtle new tagline, "Eat ‘em like junk food." (Tweet Score: 76)

4.) Reading: "Managing the Value in Customer Experience" http://ow.ly/2Bfuz /via @deliverbliss
Another set of fundamentals for the customer experience crowd, this time from a value perspective. But "value" covers a lot of ground in this meandering post that's more like a philosophical walk in the woods than a quick-hit list. (Tweet Score: 59)

5.) Great @HarvardBiz Column: Redefining Failure http://ow.ly/2Bg2S
Seth Godin definitely does NOT fail to get his point across in this must-read post on defining failure. Failing to fail is not the same thing as succeeding. But in our high-pressure business culture, the penalties of outright failure are often so severe that our executives aim low, aim wide and easily hit...mediocrity. How high could we fly if we could all agree to redefine business failures in Seth's terms? (Tweet Score: 58)

6.) How important is customer experience to your customers? http://ow.ly/2JBYo [Hint: You may be forgetting a very important group.]
It's been a couple months since I've gotten to beat the "internal customer" drum. "Boom!" Consider it beaten. Take a look around your organization and ask yourself if all departments have what they need to do their jobs (i.e. service YOUR customers) most effectively. Information / means of communication / the big picture...how educated / focused / clear is your internal team on the subject? (Tweet Score: 52)

7.) Yes, it's a "Top xx" list. But this Top 10 from @BrandingInsider is a good reminder if you've forgotten the basics. http://ow.ly/2Ibxp
The ubiquitous top-ten list! Let's play a little game. I'll say the first word and you fill in the principle that makes a successful brand. Ready? (Don't worry, we're not timing you.) Stand. Strive. Make. Interact. Anticipate. Create. Co-create. Find. Be. Build. It's actually worth reading. (Tweet Score: 45)

8.) Your customers aren't just looking for you to deliver a product. They want the knowledge of where, why and how. http://ow.ly/2LQ3m
If you think supply chains are strictly a retail issue, consider how quickly exposure of a sweatshop can turn "mere operations" into a customer relationship nightmare. Hiding supply chains is a tough proposition in the internet age, so use exposure to your good rather than your detriment. (Tweet Score: 40)

9.) "...trusting the process is about doing the footwork. Even if you don't recognize the road before you." http://ow.ly/2KL6p
This is the second post this month touting "trust"...and also the second to extol the virtues of the quest, rather than simply the win. Sticking to the tried and true means you'll never explore the road less traveled, take a chance on what's behind curtain number two, bet on the dark horse, dare to be great. I can't decide if this is a philosophical discourse masquerading as a post on smart business, or a business strategy post rooted in belief, trust, faith, and contradiction. In the spirit of contradiction, maybe the two are one and the same. (Tweet Score: 31)

10.) Customers want brands who help them get what they want or hope for...which is not necessarily what they need. http://ow.ly/2LJfC
As we focus on customizing the customer experience and winning brand share, we frequently talk about meeting demand. But "demand" can mean very different things to different markets. A reality show is not a well of clean water in a third-world country. Food for thought, and an interesting ending, to this month's newsletter. (Tweet Score: 29)