How To Teach Phrases To Fall In Love Better Than Anyone Else

What happens when you love your customers? Apart from the typical starry-eyed craze, a person who is wildly in love has insatiable curiosity and uncanny adaptability. For an organization, this implies customer-centric listening and customer-focused decisions, which result in winning customers’ hearts and budgets. Greater sincerity in love much more likely leads to longer-lasting happiness, i.e. self-sustaining business results.

Insatiable Curiosity: Customer-Centric Listening

? More vivid than traditional surveys:
The final time you asked a frasesparaenamorarz fresh friend what they thought of something you did, you almost certainly were intent on their body language together with their words. Everyone knows that most of communication is nonverbal – up to 80%. Additionally, up to 95% of thought, emotion and learning occur in the unconscious mind. Yet most approaches for capturing the voice of the customer tend to focus on verbal mechanisms. We typically measure conscious, verbal aspects of specific product and service elements. As Gerald Zaltman explains in his book How Customers Think, metaphor-based research – along with techniques like paired item response latency, stories, and consensus mapping – have paid dividends for savvy companies like BofA, DuPont, Glaxo Wellcome, Hallmark, HP, Immunex, Mercedes, Motorola, P&G and Samsung, among numerous others. The major glitch is that type of research is usually limited to applications in marketing promotion strategy and innovation of products and services – why not take these extremely valuable insights and apply them to your customer sentiment monitoring (e.g. satisfaction surveys, customer experience measurement)? A picture’s worth a thousand words, and for gaining a true knowledge of the customer’s world, it’s worth its weight in gold.

? More broad than traditional surveys:
When you zero-in on a selection (i.e. create a purchase), you may go through a lot of steps that are less visible to others. And your expectations are often influenced by transactions and impressions from completely different products and services you use in all aspects you will ever have. Avoid the temptation to design your surveys based on your personal brainstorming, or using leading-questions for customer confirmation of one’s survey design. A more holistic knowledge of your customers’ world can lead to highly rewarding customer experience innovations, such as home delivery of groceries, store credit for returning printer cartridges, and Apple’s revolutionary iTunes combined with the initial launch of its iPod. Social media usage is recommended by two-thirds of U.S. consumers to recognize service and support issues, in line with the CustomerThink June 2009 survey. Customer complaints, ethnography (observation research), and unsolicited comments to sales and service personnel are also extremely valuable in gaining a uniquely valuable knowledge of the customers’ world for sustainable differentiation.

? More colloquial than traditional surveys:
Once you give feedback to your friends, you use your personal words. Let customers use their very own words, too. If you’re afraid that customers cannot articulate their needs, or they lack sufficient sophistication to speak meaningfully about items that will let you innovate and improve your processes, browse the preface in Anthony Ulwick’s book What Customers Think; you will discover out how to reframe your method of access truly valuable insights. Make a point of conducting periodic thorough research with the techniques described above, and then adapt your quantitative monitoring surveys to items and phrasing identified in the customers’ world, rather than making customers adjust to yours. Then you can certainly either train your organization to look at customer phrasing, or it is possible to translate customer phrasing into your industry jargon for internal use.

Uncanny Adaptability: Customer-Focused Decisions

? Action-oriented:
You expect your feedback to be applied. There is nothing more disillusioning than to feel ignored. Yet two-thirds of voice of the client (VoC) programs are limited by pure data collection, reports the Temkin Group’s Assessing the Maturity of Voice of the Customer Programs (study of 199 companies in September 2010). Their handy two-page self-assessment tool is a wonderful guide toward VoC maturity across 4 stages: collecting data, analyzing data, collaborating cross-functionally for continuous improvement, and transforming business-as-usual to seriously customer-centric operations. Although some companies have diligently monitored voice of the customer since their launch of total quality management in the 1980s, the Temkin Group survey revealed that only 57% of large North American firms have a formalized VoC program. And only 5% come in the best maturity Transforming stage! Action-oriented customer listening is the only way to make great strides in improving customer experience, differentiating it as a competitive advantage, and reaping ROI for the VoC efforts – ROI both from your own perspective, and your customers’.

? Sensitive to circumstances:
To stay in a relationship, you need your expectations to be respected and anticipated. Market segmentation strives to customize the marketing mix to homogeneous customer groups. Yet typical demographic, psychographic or behavioristic segmentation approaches do not always reflect customers’ experience viewpoint. Expectations management is the key to long-lasting relationships of any kind, and expectations differ more by the circumstances that trigger a customer experience journey. For the past decade, the innovation community has advocated this process (start to see the Innovator’s Dilemma and The Innovator’s Solution by Clayton Christensen), citing excellent results. Focus on the customers’ world research described above, customer personae could be developed based on customer experience circumstances that yield varying expectations. GE Healthcare presented an excellent exemplory case of customer experience segmentation in a recently available webinar (see EMMGroup.com). Share your customer experience personae far and wide during your organization. Circumstance-based segmentation yields customer experience personae that aid organization-wide understanding and decisions in more accurately and profitably catering to customers’ expectations.

When you’re in love, your world revolves around the one you love. Customer-centricity, because the phrase implies, requires a business to revolve around its customers. Develop insatiable curiosity and uncanny adaptability, and reap the rewards you’ve been seeking in customer experience management.