Saturday, 20 September 2008

Impacting Experience

Ed Thompson's keynote address at last weeks Gartner CRM Summit, indicated the seven areas of focus that provide the most impact on customer experience:

  1. Listen, think, do: Listen to your customers, seek their input and do something about it. Gartner demonstrates that only 5% of companies tell customers what they have done as a result of that feedback
  2. Design process from the outside in: Build the processes that customers care most about from their point of view
  3. Use multiple channels: And measure across them... A challenge for most organisations still today
  4. Be open and exclusive: Transparency, respect and an openness to co-creation with customers
  5. Personalize products, services and offers: Marketing starts to get complex as we get closer to truly personalised and increasingly relevant interactions. Requires a discipline that traditional agencies are not noted for (that's why I don't work in one)
  6. Alter attitudes: Cited as the biggest challenge. The best efforts of a store loyalty program can be completely undone by an unfortunate in-store experience with a careless employee
  7. Plan and design the customer experience from scratch: The example used was Disney design of their parking lots - with a focus on the customers and getting them out as fast as possible. I really like the fact that Disney's travel group has a CMR and not a CRM department, CMR standing for Customer Managed Relationships

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