To get customer experience right, companies first need to get the adjusted the marketing activities, make customers more satisfied and more cohesion with the business, the business must first understand this concept.

According to Esteban Kolsky, the principal and founder of ThinkJar, an organization consultant-client strategy, the digital era and the development of marketing activities from within the enterprise (inbound marketing) have opened up a way to do business with what taking place before. Accordingly, the concept of customer experience is also changing. Kolsky said that enterprises need to seriously look at the concept of customer experience in the following angle.

1. Customers are not listening to what you have to say

Because of this that the marketing activities from inside are increasingly growing. "The customers more and more different information channels and no longer dependent on business as before. The main task of the marketing activities from inside is managing the social media channels, not for content management and information flow ", Kolsky share.

2. Customers know more about your business than you do

Kolsky uses the example of duct tape, created as an adhesive tape for use in space. His daughter spent the summer building wallets and t-shirts out of duct tape. “A company can intend a product for a specific use, but very quickly loses control of the product and its use,” says Kolsky.

The question becomes, how do you leverage what customers are doing, and how do you use the information to dynamically change the way you do business.

3. Customers create their own experience

Companies need to throw out the notion that they can control the customer experience, Kolsky states. Customers create their own experiences. They do not wait for companies to tell them how to do it; they push companies to enable them to do what they want.

Therefore, enterprises must change the way business towards customer self-help create an experience for them because that's the true experience customers. Businesses need to build an "infrastructure" for allowing customers to do anything they want, through any channel they choose.

4. Customer interactions are complex and unpredictable

In the old days, customers would call the number listed for customer service. Today they send an email or call the main number, and they know you have to answer it.

Companies can no longer have a silo that corresponds to CRM. Interactions have changed from well-defined to anything-goes. Businesses can also share the data from this system to the client so that the client has an overall view of their relations with businesses in the past and thus create their own experience.

5. Customer communities are where the knowledge is

According to research by Kolsky, now the information can become outdated with 50% of the rate per minute. The problem with knowledge stored in books or accessed via search engines is that it is not contextual. “If you can ask a person a question and get an answer in 30 seconds, then not only is that person’s reputation increased but your knowledge of where to go for information is increased,” he says.

According to Kolsky, Communities are going to replace knowledge management systems, because that is where the knowledge resides. There is no value to a knowledge base that decays over time when you can directly query knowledgeable people. This is the whole purpose of social media. Community members will have reputation scores and earn the trust and respect of peers, where the strongest voice rises to the top of the forum.


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