Currently viewing the tag: "Voice of the Customer"
Implementing Social Media has no effect on Loyalty.
Loyalty is achieved over a long-time, building trusty relationships and consistently delivering to expectations – or exceeding them. Expectations are set by the organization in response to customer’s needs, with an eye to what they can do to meet their needs as well. Not providing service through [...]
If you rush to use Twitter for Customer Service, you will fail.
Twitter is not integrated with enterprise applications.
The lack of out-of-the-box integration capabilities in Twitter mean it lacks the ability to transfer information in either direction. It does not capture the Twitter interaction record, as you would a chat interaction or email thread, [...]
Censoring your community will kill it.
There are many organizations that would like to “implement” communities for their products or services. The purported benefits of great Word-of-Mouth advertising and the likelihood of collecting valuable feedback seem too attractive. At the same time, they fret over the incorrect message or information being posted to their community [...]
(If you have not read the previous entry, the introduction to this methodology, you can do so here)
In this second part I want to cover the Strategic Measurement Framework I use.
Most organizations attack customer experiences in the same way: isolated islands of processing [...]
The metrics you are using won’t give you the results you want.
You are using metrics that don’t lead to your goals or are related to your strategy. You are either using efficiency-driven metrics (aiming to get top performance from your operations) when your goals are calling for effectiveness, or you are using old metrics [...]
There is no difference between communities and forums.
I had this discussion over twitter a few days ago with a “community expert” who told me that all the knowledge I had in forums could never be applied to communities. There were different things.
Lucky for this person twitter offers the ability to put your foot [...]
Feelings cannot be measured.
Lighting cannot be caught in a bottle.
Cold Fusion is (for now) a dream.
The only difference between these three statements is that some people will actually believe that the first one is wrong. They are the ones who will try to measure customer satisfaction or customer loyalty. The same way [...]
Customer Experience Management is not a technology.
CEM cannot be done better, easier, faster, or simpler by using any software or technology. There are sine-qua-non elements you have to have (feedback, analytics, process management tools) but there is no technology that can make it work better.
CEM is not a strategy.
No matter how cool, [...]
There are two people that are essential to ensuring your community has a long and prosperous life: a content manager and a culture manager.
