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Research > Customers.com Strategies > Customer Experience

Customer Experience Articles

Do your customers care about the quality of the experience they have in interacting with your brand, your firm, your products and your people? Of course they do! The success of your firm depends on how well you design and manage the total customer experience you deliver across channels. You create a differentiated customer experience by deeply understanding customers’ needs and goals and by designing delightful ways for customers to fill their needs and meet their goals. You monitor and continuously improve customer experience by measuring what matters to customers using surveys and dashboards or scorecards.

Sample Article:

How to Approach Customer Experience Management
An Overview of Patricia Seybold Group’s Recommended Game Plan

By Patricia Seybold

What’s Customer Experience and Why Is It Important to Manage?

It’s the Way Customers Perceive Your Brand

Your customer experience is your brand. Your prospects and customers experience your brand every time they interact with your firm, its partners, and its products. If you want prospects and customers to perceive value from the products and services your organization delivers, you’ll want to be sure that they appreciate your brand(s). Whether yours is a for-profit company selling products and services to business and/or consumer customers, a government agency providing services to constituents, an educational organization providing services to students, or a not-for-profit organization delivering services to beneficiaries, you are in business to create and to deliver value to a group of customers. When those customers think of your organization, they’re thinking about your brand. Your ideal customer experience is the emotional connection and relationship you want your customers to have with your organization and its brand(s).

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Explore Our Research on Customer Experience:

How Do You Design and Deliver a Great Customer Experience?


Own the Customer’s Total Experience
Taking Responsibility Leads to Customer Loyalty

Help Customers Do Their Jobs
Become a Vital Resource in Helping Your Customers Achieve Their Outcomes

Meeting the Customer Experience Challenge
What’s Your Current Situation? What’s Your Vision?

How Strong Is Your Customer Experience?
Building Strong Customer Experiences Twelve Ways

Streamline Business Processes that Impact the Customer
Make Sure the Customer’s Point of View Is the Design Center for Continuous Process Improvement

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Best Practices and Case Studies in Customer Experience


Making It Easy for Customers to Do Business with You
A Handbook for Your Customers.com® Initiatives—Part 1

How to Plan and Implement Your Customers.com® Strategy
A Handbook for Your Customers.com® Initiatives—Part 2

What Roles You'll Need to Implement Your Customers.com® Strategy
A Handbook for Your Customers.com® Initiatives—Part 3

I Need Help Now!
Do’s and Don’t for Communicating with Customers via Email

Build-a-Bear Workshop’s Challenge
Can an Early Innovator in Personalized Retail Experience Recapture Its Momentum?

Sending Clear and Appropriate Messages
Do’s and Don’t for Communicating with Customers via Email

Establishing and Nurturing a Customer-Centric Culture
Lessons Learned from the Masters (Caterpillar Financial Services, Harrah’s Entertainment, and Lands’ End)

What Are Customer Experience Best Practices?
Summary of Our Findings from the APQC Total Customer Experience Benchmark and a Report Card for You

Provide a 360-Degree View of Each Customer's Context
Making Complete Customer Information Available to Customers as They Address Their Scenarios

Banks Measure What Matters to Customers—and Improve Service
Leading Practitioners Now Measure the Quality of Customer Experience

OnStar
Providing a Decade of Personalized Service for Safety and Convenience

Virtually Being There
Royal Caribbean Cruises, Ltd. Creates an Online Onboard Experience

Getty Images
Making It Easy for Image-Buying Professionals to Do Their Jobs

SAAB Cars USA
Streamlining the Customer Experience

Saving Customers’ Time: Master Customer Scenario® Design
How National Semiconductor, Tesco, and Buzzsaw.com Use Customer Scenarios to Improve Customer Experience



Examples of Good Customer Experience


An Unexpected Customer Experience with the Registry of Motor Vehicles
A Great Customer Experience Story

Scenario on 34th Street
Recognizing the Value of Making It Easy for Customers Since 1947

American Express Comes Through for a Member in Need
Solving a Problem Leads to an Easy Up-Sell

Enticed by Discounts; Impressed by Customer Experience
Providing a Great and Personal Experience Brings Customers Back for More

Netflix.com Wins Patent on Business Methods
Turning Customers' Moments of Truth into a Sustainable Business Advantage

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Examples of Bad Customer Experiences


Use Your Words
Although Pictorial Instructions Avoid Localization Issues, Some of Us Don’t Respond Well to Diagrams

What Can Damage Apple’s Amazing Customer Experience and Brand?
Network Congestion Will Be a Challenge Even to Steve Jobs

The Wrath of Customers
Are We Blaming Providers for Things Beyond Their Control?

A Customer Experience Journey
Signing Up for CitiCards Rewards Proves Daunting

Going! Going! Gone?
Will Customer Service and Software Problems Topple Internet Auction Leader eBay?

Challenges in Supporting Customer Scenarios® Across Multiple Touchpoints
Following Up on Fleet’s Focus on Customer Service: Personnel Doing a Fine Job, but Voice Response System in Desperate Need of Enhancement

Of Mergers and Brands
Quality of Customer ExperienceSM Suffers in Most Mergers—Thoughts about Sears/Lands' End and HP/Compaq



How Do You Deliver Great Cross-Channel Customer Experience?


How to Approach Customer Experience Management
An Overview of Patricia Seybold Group’s Recommended Game Plan

Best Practices in Dealing with Consumers’ Cross-Channel Retail Behavior
Meeting Consumers' 'Moments of Truth' as They Shop across Channels

HP Provides Cross-Channel Inventory Visibility
Responding to the Moment of Truth: 'Where Is This Product in Stock?'

Making Progress in Cross-Channel Retail
Sears and Lands' End Take Great Strides in Their Merger, but They Still Have Opportunities to Grab

Lands’ End Brings the Softer Side to Sears
How the Lands’ End/Sears Combo Stacks Up as a Multi-Channel Retailer

How to Approach Multi-Channel CRM
Walk In Your Customers' Shoes and Identify the Services that Customers' Need across Channels

Ronni Marshak on Customer Experience: Multi-Channel Shopping
A Commerce Experience Should Be a Blended One



How Do You Measure Customer Experience?


Get Better with Help from Your Customers
The Right Survey Can Help You Improve the Quality of Customer Experience You Deliver

A Better Way to Measure ROI
Measuring What Matters to Customers Drives Revenues & Reduces Redundant Overhead

What Belongs on Your Customer Dashboard?
Design Your Customer Dashboard to Monitor Performance on Customers’ Moments of Truth

Turn Customer Co-Design Insights into Action
How to Gain Momentum by Turning Customer Scenarios® into Operational Scorecards, Recommendations, and Action Items

Monitor Your Quality of Customer ExperienceSM
QCE vs. QoE: Monitor Operational Performance on the Things That Impact the Quality of Your Customer’s Experience with Your Brand

Design Your Quality of Customer Experience (QCE) Scorecard
Create a Small, Focused Set of Metrics; Measure What Matters to Your Customers

Where Do We Stand on Customer Value and QCE?
Results of the Self-Assessment on How Well Positioned Your Organization Is for Managing By and For Customer Value & Monitoring & Improving the Quality of Your Customer Experience

Framework for Quality of Customer Experience (QCE) Management
Building Blocks that Support your Customer Measurement System, Changing Goals, Processes, and Executives’ Practices

High Tech Companies Grade themselves on the Quality of Customer ExperienceSM They Offer
Different Results According to Different Roles

Results of the Quality of Experience Benchmark Survey
How the Leaders Rate Themselves



Where Does Customer Experience Fit in Your Organization?


Building a Customer-Centric Company… Lessons Learned

Advice to Customer Experience Executives from Aisling Hassell

Chief Customer Officer
Jeanne Bliss Explains How to Overcome Organizational Barriers to Attain a Customer-Centric Culture

Key Role: SVP of Cross-Channel Customer Experience (or Equivalent)
Patty's Dream Team: Roles and Responsibilities You'll Need for Your Customer-Centric Organization

Don't Manage Your Partners
Manage Your Customer Experience

Making It Easy for Customers to Do Business with You
An Organizational Roadmap for your Customers.com® Initiatives

American Customer Satisfaction Suffers Its Biggest Drop in Seven Years
What Are the Implications of the ACSI Decline?

 

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