Maz Iqbal
Ramblings and useful reminders on customer-centricity
Caring for existing customers is a new construct for large companies The focus of the largest most successful companies has been on attracting new customers. Caring for new customers is relatively recent invention and a new construct for these companies. Today, there is...
Are you confusing marketing focus with customer focus?
Here is what the latest Forrester reports says on loyalty schemes I just read a piece by marketing week that discusses the key findings of the latest Forrester report on customer loyalty schemes. Here are the key points that speak to me: "The problem is...
If you don’t answer this question correctly then your customer efforts are simply putting...
Yesterday British Banks Gave Up The Fight Against Compensating Their CustomersYesterday the British Banks (HSBC, Barclays, Lloyds, RBOS…) that 'own' the retail banking market gave up, reluctantly, their legal fight against compensating the millions of customers who were 'mis-sold' payment protection insurance (PPI): 'Millions...
How much can you rely on the Voice of the Customer?
VoC Customer Experience Vendors Are Doing Well A significant component of Customer Experience improvement is getting access to the voice of the customer. A whole software based industry has sprung up to provide access to that voice; according to The Temkin Group customer experience...
Thinking strategically about customer experience: the 5 components of customer value
How do you think about Customer Experience? In my view too many people are thinking about Customer Experience tactically. Or put simply: too many people are thinking of Customer Experience in terms of making changes to the interaction channels. Being a strategist, I prefer to...
Are your marketing communications cultivating customer loyalty or distance?
Theory: marketing communications cultivate loyalty Recently I wrote a post on customer loyalty – Why Companies Are Struggling in Cultivating Loyalty – and one of the readers brought up the subject of communication. In his words: "…………..It's critically important that companies create an ongoing dialogue...
B2B: 6 guidelines for great customer service and fruitful relationships
What does it take to deliver good customer service in B2B? A little while back I wrote the following post: Do you care about your customers? This led to one reader asking about the difference between B2C and B2B customer service. In this...
Why companies are struggling (and will continue to struggle) in cultivating customer loyalty
Only 17% of companies scored 'strong' or 'very strong' on customer loyalty I read the following post - 'Customer loyalty – does anyone care? and that got me thinking. The author is highlighting the research carried out by the Temkin Group that shows that...
Why you have to meet and exceed customer expectations
It is important to communicate and set expectations correctly to avoid disappointment Cheryl Hanna wrote an interesting post titled "The Art of Meeting Customer Expectations" in which stresses the need to clearly communicate and agree upon expectations between the organisation and the customer. She...
Are you delivering a P.L.E.A.S.A.N.T customer experience?
The receptionist at my local physio clinic failed to deliver a P.L.E.A.S.A.N.T experience Recently, I became a customer of a local physiotherapy and chiropractic clinic. At the first visit (the diagnostic) everything went well and I was delighted that my 'consultant' was able to...
Are you using the right lens to design the customer experience?
How do you view your business, your industry? One of the most useful posts I have come across recently is one by Mark Hurst at Good Experience. It gets to the heart of the matter quickly and I encourage you to read it: "Your...
Want me as your customer? Show me love.
Lyn Hunsaker and a particular song got me thinking I read this opening line – ""How did we make you feel? That's what really matters."- from Lyn Hunsaker's post and a little later the radio played one of my favourite songs. And that is...
Do you care about your customers? Suzanne from Sky does and that I why...
Background BSkyB is the dominant pay TV company in the UK and is more commonly known simply as Sky. Over the recent years Sky has expanded into broadband and fixed line telephony; to use the broadband service you have to get your router from...
A great example of using Relationship Marketing to deliver a memorable customer experience
On relationship marketing About ten years ago relationship marketing was in vogue. Marketing departments were abuzz with the talk and the promise of relationship marketing. And I noticed Seth Godin's Permission Marketing in many a marketing department. Since then the word relationship...
Does marketing deserve a seat at the Customer Experience and Customer Centricity tables?
I believe that the marketing function has a valuable role to play in customer experience and customer-centricity In the Customer Experience and Customer Centricity communities I have noticed a certain dismissive attitude towards the role and contribution that the marketing (and advertising) folks can and...
Why you should not confuse ‘personalisation’ with ‘personal’
There is value in personalisation By personalising content on websites you provide me with content that is likely to be relevent to me. And that saves me time. It tends to make me think that you have your act together. That you...