5 Top Customer Service Articles For the Week of March 31, 2014


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Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.

Sharing Compelling Stories on Social Media is Boosting Bookings, Driving Loyalty by DJ Vallauri

(Hotel News Resource) Knowing your audience based on the social media platform they frequent is key to online marketing success and hotel guest loyalty.

My Comment: While this article focuses on the hotel industry, the ideas are good for any type of business. Customer service is the “new marketing.” Social media channels are able to provide any company (not just hotels) great opportunities to connect with the customer. Too many companies simply monitor the social channels to hear about complaints. While that’s not a bad start, there is so much more, as this article points out.

What Not to Say: Words that Cost You Customers by Noreen Seebacher 

(CMSWire) But nothing is more maddening — or more contrary to the whole philosophy of CXM — than scripted responses that lack even trace amounts of empathy, understanding or compassion. As customer experience researcher, innovator and entrepreneur John A. Goodman so clearly articulates, some things are better left unsaid.

My Comment: No doubt that companies train their employees to say the wrong things to the customer. In the right situation these phrases are perfect. But in the wrong situation they are loyalty killers and worse, may fuel anger and resentment toward the employee. The ideas in this article can help us show employees how important it is to be flexible and think before we speak.

5 Easy Ways to Improve Customer Experience by Brian Morris

(Digital Marketing Ramblings) In order for you to improve customer experience, you have to think in terms apart from product and pricing; rather, you have to consider how you can make buying from you fun and enjoyable for your customers.  At the same time you want to make sure you’re not going to lose revenue by making customers happier.

My Comment: Agree that these are five easy ways to improve a customer experience.  Simple and common sense.  And, they are also five easy ways to help improve customer loyalty.  Love the idea of posting a picture on social media – if appropriate.  It helps create an emotional connection between the company and the customer.

Is Your Customer Experience a Loop or a Line? by Bizness Apps

(Bizness Apps) By examining each step of the customer experience, you can put yourself into the customer’s shoes and better understand not just one moment in your relationship, but all moments.

My Comment: The big take away for me in this article is the clarity of the concept of a
loop versus a line. The loop is about the customer coming back. The
concept of the line is that the customer’s experience is one way – just a
simple transaction. Customers go through various phases as they
interact with the company that determine if they will come back again, which makes me ask: What do we do to make sure we have a loop versus a line?

CEM Toolbox: Employee Experience by Annette Franz

(CXJourney) Employee experience is a tool, you ask? Yes! Employees are actually your most important tool! Remember that the employee experience drives the customer experience; if your employees aren’t engaged, it will be very difficult for them to delight your customers; in very simple terms, this describes “the spillover effect.” Here’s some evidence – as if you needed more!

My Comment: Much of what is listed in this excellent article is also great for general customer service. The point is, if we work to attract and retain great employees, with many of the same tactics and “tools” we use to attract and retain customers, we will create an environment of loyal employees that are focused on taking care of our customers. And, I love the idea of plotting the employee life cycle – like a customer journey map.

Republished with author's permission from original post.

Shep Hyken
Shep Hyken, CSP, CPAE is the Chief Amazement Officer of Shepard Presentations. As a customer service speaker and expert, Shep works with companies who want to build loyal relationships with their customers and employees. He is a hall of fame speaker (National Speakers Association) and a New York Times and Wall Street Journal best-selling author.


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