Over the past two weeks we conducted a series of four webinars that collectively comprise the Hooked On Customers Summit. Over 260 people attended.
The eight speakers and I packed an incredible amount of insight into just four hours. I thought it would be interesting to try to choose one key insight from each speaker.
So without further ado, here are my 9 top insights from the Summit. Thanks to all our speakers for a phenomenal job!
1. Customers want consistent, easy, and personal experiences
Consistent, easy and personal experiences are the top ways to drive customers loyalty through CX. That’s why I believe that 1) omni-channel should be a key initiative, 2) technology is essential to make experiences as effortless as possible and 3) humans are still critical even in the digital age.
2. Customers expect a seamless and personal journey through all points of engagement
Daniel Lind of Qmatic made this point early in his presentation of how the digital and physical worlds can and should come together. Instead of viewing digital as a threat, brick and mortar businesses should embrace digital-empowered consumers, and help them continue their experience into a store without starting over.
3. There’s no such thing as meeting expectations
Stan Phelps of 9 Inch Marketing made this point emphatically, underscoring why it’s important to push to exceed expectations and create customer delight. He shared several examples from his excellent book What’s Your Purple Goldfish?
4. Employee ambassadorship links employee beliefs and actions to customer loyalty
Having “engaged” employees is not enough, says Michael Lowenstein of Beyond Philosophy. Progressive businesses strive to create employee ambassadors who are also committed to creating value that will drive customer loyalty.
5. Technology can help empower employees, increase productivity and improve experiences
Yvonne Ba of Genesys presented ways that workforce management solutions can help employee be prepared to deliver at the moment of truth. Increasingly, workforce management solutions are being deployed with the goal of improving the customer experience.
6. Customer-related applications top the list of analytics goals
Data mining expert Karl Rexer shared results from his research, which indicate that gaining and acting on customer insight is the most important application area. That includes a wide range of applications in marketing, churn prevention and more.
7. Customer experience leaders are investing in forward-looking analytics
Walker’s Noah Grayson explained the differences between descriptive, predictive and prescriptive, with a compelling example of how companies can use all three to gain insight into what happened, predict what will happen, and influence what should happen.
8. Voice of Customer data is just data… until you do something with it
Did you know that less than 50% of companies drive action based on Voice of Customer programs? Annette Franz of Confirmit shared 6 steps to turn data into change, with the final “operationalize” step all about getting the insight and action required to the right people.
9. Chief Customer Officers are key to building customer experience competency
Jeanne Bliss shared 5 Customer Experience competencies, closing with this one about leadership, culture and accountability. Instilling the right behaviors is essential to lasting customer experience success.
You can view the full webinar recordings and download slides by registering here.
Disclosure: The Summit was sponsored by Confirmit, Genesys, Qmatic, and Walker.