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 …
Continue reading "Why Self-Policing Communities are Better for Your Organization"
(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 that complete a function or portion of a process, that …
Continue reading "A Methodology for Crafting Awesome Experiences – Part 2"
Did you ever have as goal to make someone fall in love with you? No decent person would go into a relationship just to make the other party behave in a manner that is not their intention or in their best interest. Couples are not formed as a one-sided relationship, and business relationships aim to …
Continue reading "Forget About Loyalty and Grow Better Relationships"
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 …
Continue reading "Leaving Behind Crutch Metrics to Succeed in CEM"
As usual on Fridays, a recap of this week's entries: Measurement Mondays - The Fallacy of Measuring Feelings or How to Capture Lightning in a Bottle Loyalty Tuesdays - The Three Secrets of Loyalty Relationships Wednesdays - A Methodology for Crafting Awesome Experiences Communities Thursdays - Don't Throw Away the Forums Baby with the Communities …
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 …
Continue reading "Don't Throw Away the Forums Baby with the Communities Bath Water"
Anyone can put together a customer experience. It really is not that hard to do. You document a process, look for some imperfections to work out (if you don't find any that adds to the cache of the experience being "well built"), create documentation as to what should happen at what time. C'est fini. An …
Continue reading "A Methodology For Crafting Awesome Experiences"
Everyone knows how to build loyalty, few are willing to do it. First, over-deliver. Find out what your customer's expectations are, what they would like to see happen in any interaction, both the results and steps to complete them. Design your experiences around those expectations, aiming to always over-deliver on what they expect to see. …
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 …
Continue reading "The Fallacy of Measuring Feelings, or how to Capture Lighting in a Bottle"
As usual on Fridays, a recap of this week's entries: Measurement Mondays - Why do you Want to be the Same Mediocre Loser? Loyalty Tuesdays - The Two Loyalty Models Compared in a Nutshell Relationships Wednesdays - Why Managing Experiences is Not a Technology, Nor a Strategy Communities Thursdays - The Role of Big Brother …
