When defining your Customer Experience Strategy you should take 3 C's into consideration: Content, Community & Commerce. Not sure how to start? Read on for some advice from the experts.
James Ainsworth (@alterianjames): If I had a £1 coin for every time a tradeshow stand gave me the chance to win an iPad simply by handing over a business card, I would be able to afford an iPad.
Clearly iPads are the give-away of choice, but has it become too predictable a prize? I can only imagine that if I were to wind the clock back, the fax machine was the prize du jour in the 90s. I understand from a colleague who was on our Alterian stand at DMA in Boston last week that one company was giving away a Smart Car!
Jeroen Verberg (@jverberg) Web content management has changed. Yes, again. The universe of options for organizations to create, edit, manage and ultimately publish content to their Web platforms has shifted for the second time in a decade.
In the first part of the 2000’s WCM software solutions were focused on one thing — and one thing only; making it easier and more powerful for non-technical people to move content from their desktop to their web site. Interfaces were critical. Every enterprise web content management provider touted their “easy-to-use” UI and how flexible and intuitive their solution would make the web content management process. And power-user enterprise features were also key — with the focus on powerful workflows, and approval processes — and the ability to integrate with other enterprise tools.
Kimberly Samuelson (@laserfiche): Digital tools and social media are effective channels for delivering an integrated customer experience, but they cannot serve as the foundation of your overarching customer experience strategy. Even your products and services are not the cornerstone of the customer experience you deliver. That distinction lies with your employees.
Gerry McGovern (@gerrymcgovern): Web teams have been locked away from their customers for too long. It's time to switch to a service culture. The rewards will be immediate and substantial.
Rob Vandenberg (@robvandenberg): The days of catering exclusively to the customers in a single nation are over.
Stephen Fishman (@trivoca): In reading Customer Experience: Help People Do Things, Don't Keep Them on Webpages by Gerry McGovern, I was reminded how the overall UX community is singularly focused on this well reasoned, but incomplete idea. While the article, and much of the associated UX literature that pervades the content ecosphere, is applicable in task-oriented domains, it lacks broader applicability because it treats the web as one big shopping cart and ignores two big factors.
Pete Iuvara (@peteiuvara): More and more people are purchasing good and services online. A recent Forrester Research study was released showing a 5-year U.S. Online Retail Market Forecast — the numbers are astounding. Needless to say, selling products online is a massive distribution channel for nearly every company, but just having a “shopping cart” is not enough — your e-Commerce website should be customer experience focused.
Ben Watson (@bitpakkit): As we build our learning and body of knowledge around user context in a multi-channel world, we increasingly recognize the intrinsic values of consistency. Productivity, familiarity, effectiveness and success are some of the ways users express satisfaction when they encounter intuitive and repeatable patterns in user experience. And these are the kinds of feelings that make people come back. Of course we aren’t talking about un-changing, never-ending consistency, because that’s boring. We simply do new things in similar ways that bend to take advantage of the unique capabilities and opportunities provided for experiences in each channel.
So if you’re in the business of improving customer experiences across multiple digital channels, then you need to be able to learn from your customers both in each channel and across all channels. This is the only way you and your team can reliably target and refine the creativity and delivery of the experiences you offer.
In the physical world, consistently good services can be simple things like basic courtesy, smiles, friendliness, respect and paying genuine attention to the customer. It need not be over-the-top, excessive acts of customer appreciation. Cancel the roses you just bought for your last client; it’s creepy.
In this article, I’ll explore ways we can fuse our expectations and experiences from real-world relationships into the digital space in appropriate, innovative and engaging ways.