Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Back in 1989, my hero Frederick F. Reichheld was busy proving that loyal customers and loyal employees can be translated into cold hard dollars. He not only considered research in which customers simply indicated their intention to be loyal, but also showed […]
What purpose does customer experience management really serve? Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. I’m still confronted with organizations who are really struggling to design their customer surveys, almost on a day-to-day basis. That’s pretty logical, seeing as most of the people responsible for tackling this within the organization, have no research background. Combine that with
5 tips for customer surveys for truly effective steering Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. It’s now been eight years since I initiated customer signals management, and it’s awesome to see it implemented by many large organizations. And that there are even vacancies advertised for customer signals management. But those same organizations almost all struggle to get
Customer signals management as it was once intended Read More »
Moving more customers online. Isn’t that what all organizations want? But how do you do so successfully? There are plenty of logical first steps, such as e-mail marketing with information on online, references to online in all communication and outgoing documents, and steering towards DIY solutions on the website instead of immediately picking up the
Successful seduction to online thanks to customer service agents Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Opinions differ: some customer experience colleagues consider contact reduction to be a mistake, based on the notion of: ‘surely you want as much contact as possible with your customers?’ While I’m reasonably well known for my ‘hardcore customer protection’ stance, I must
Contact reduction in a win-win situation? You bet! Here are 7 tips. Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. In yesterday’s blog I described how you can simply apply customer journey steering in practice, in 7 steps. However, you require many other disciplines within your organization in order to do so successfully. So how does it work? This blog gives 7
Anchoring customer journey steering in practice. Here are 7 tips. Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. I believe the switch to thinking in and steering from customer journeys to possibly be the most important challenge faced by organizations today. They have not been designed for this structure, and the customer-centric approach regularly requires them to think outside of
Customer journey steering: how does that work in practice? Here are the 7 steps. Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Customer engagement. This is a term which I often encounter, and immediately wonder why we need another new term. Because in my opinion, it is just that: a new term. It is certainly not a new concept, let alone a new underlying
Customer Engagement. Another new term? Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingsfacts. In my first blog in which I discussed effective steering of customer experience, I introduced a model containing 3 elements: customer satisfaction, customer contact and customer signals. In this blog, I’d like to share my experience with the design of surveys to
Effective steering of customer experience (2) Read More »
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. I’ve never been an NPS fan and the CES is still too new, so I wanted to check it for myself. And how about customer satisfaction (CSat)? Well, nobody seems to think it’s sexy anymore… This blog therefore contains a passionate and
Stop steering with NPS, C-Sat is the way forward Read More »
