We welcome you to enjoy this content, courtesy of the Next Generation Customer Experience event. It will give you a glimpse into the content that will be presented and discussed March 26-28, 2012 in Las Vegas.
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Building & Nurturing Online Communities for Better Customer Experiences
According to Brianne Hattaway, Director of Customer Support & Consumer Insights for Threadless.com, building a successful online community for your retail brand is dependant upon a deep knowledge of your customer. Threadless.com is known for its lively online community - as that’s what the business model is all about: communities creating and voting on clothing and other items that they can then buy and sell. "You should know why the community is important to you and why the community is important to its members," says Brianne. But how do you build such a community, and how do you ensure it is adding value to your customer’s experience and hence, to your bottom line? In this Q&A, Brianne shares her lessons learned, including: - How to entice your community members through multiple avenues like perks, opportunities, knowledge and relationships.
- How to engage your community – give them something to be excited about and keep doing it.
Click on the image on the left to download the complete Q&A with Brianne.
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| Audio Interview |
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67% of Companies See Fiscal Benefit with Implementation of Chief Customer Officer Role
According to the Chief Customer Officer Council, the first peer-led advisory group for Chief Customer Officers (CCO’s), 67% of companies studied who had implemented and kept a CCO for at least two years saw an increase in revenue while those who let their CCO saw revenue declines.
What is a CCO? According to Curtis Bingham, founder and executive director of the CCO Council, a CCO is the ultimate customer authority throughout a company and drives customer strategies and customer-centric culture. Why do companies need one? Bingham says companies have always needed them, they just didn’t always know they did. The CCO is a way for organizations to get back in touch with their customers on a more personal level, and with the advent of social media and immediate, constant customer interaction, the cycle back to that sort of communication is not surprising.
In this podcast interview, hear Bingham’s three steps toward implementing a CCO into an organization and also which industries are leading the charge in hiring this increasingly popular and necessary role. Hint: think Google, Apple, Facebook, et al.
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| Article |
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5 Critical Mistakes Chief Customer Officers Say Must Be Avoided at All Costs
There are fewer than 400 executives in the world with the title Chief Customer Officer. They are pioneers, not unlike the first group of open heart surgeons. Regardless of the size of your organizations, you can learn important lessons from the customer-centric programs these visionaries have devised and implemented when establishing your customer strategy. In this article, Mr. Bingham shares the 5 Critical mistakes that must to be avoided in the development of long-term customer satisfaction
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| Audio Interview |
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Rosetta Stone’s Jay Topper Fine-Tunes his “Learner’s Happy Usage”
As Rosetta Stone has grown into a large public company with millions of learners using its language software in 150 countries, providing an excellent customer experience has become more involved and demanding. By building out a “Customer Success” team based in the US, the company is responding to the global need for reliable and helpful service but has lots of cultural considerations to make in the process.
In the podcast interview below, Jay Topper, the company’s SVP of Customer Success, cites the digital realm as a great place to enhance his global customers’ experiences and track what he calls the “learner’s happy usage.” He and his Customer Success team use Facebook – which Jay calls a 24/7, 365 focus group – to engage their global learners. Hear more of his advice for providing the best customer experience to such a complex network of users in this podcast.
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| Article |
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EyeBuyDirect.com’s 3 Crucial Steps to Fostering Customer Engagement & Improving the Digital Customer Experience to Increase Conversion Rates
As an online retailer of prescription eyeglasses, Roy Hessel, CEO, EyeBuyDirect.com, is dealing with an already complex, high-involvement, highly personalized product, which demands a high level of customer engagement and a large data set to make sales. In order to tackle this inherently challenging marketplace, Hessel and his team conducted extensive research at brick and mortar eyeglass retailers and surveyed the customer experience from the time they stepped into the door to the point of sale. They derived three critical personalization data sets that all successful retailers gather from their walk-in customers, and managed to transfer this research into an online platform. In the below article, Hessel explains how retailers can collect this data and build engaging websites that foster a better customer experience and inevitably lead to a better conversion rate.
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| Whitepaper |
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OpinionLab: The Future of Voice of Customer
This document outlines the ways consumers’ interactions with brands and their websites have, in recent years, drastically changed. In the time since Voice of Customer became a more widely accepted way for brands to speak directly with their customers, companies have been gaining valuable insights from feedback spanning the full positive to negative range. As the marketplace matures, so too does the need for Voice of Customer listening platforms to evolve.Click on the icon to download this whitepaper.
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