It’s important to put all of VOC scores and feedback into the broader context – how well do you do stack up against your competitors? I’m talking about benchmarking, which means making comparisons to help you understand the perception of your business relative to the competition in the minds of your customers.

A brand promise is the expectations you set with your customers. It’s a combination of the brand purpose and the reality of what the brand can deliver. It defines the benefits a customer can expect to receive when experiencing your brand – at every touchpoint. Customers will select your brand because they know that, every time they choose your brand, they will have the same experience.

Companies can no longer buy customer loyalty and assume customers will stay. It is easy for customers to “click away” and buy from another vendor. Customer Experience Management is now a formal process that involves multiple processes and departments. It requires the mapping of customer touchpoints, and combines operational and CRM data with customer service and marketing information.

Today’s theme at the Allegiance Engage Summit was analyzing patterns in data to find insights that can improve your operations. Speakers included Billy Beane, GM of the Oakland A’s, Vicky Stennes, VP of In-Flight Experience at Jet Blue, and Bruce Temkin, Tempkin Group.

My last business trip resulted in no less than four feedback opportunities: the airline, the hotel, the rental car company and the travel agency.  Each of these organizations sought my feedback to help improve my customer experience.  Marvelous! It seems every time I buy a product or service, the provider offers the opportunity to give them [...]

It’s now commonplace for companies to ask for customer feedback by email, phone or even the mail. But that’s just one factor in VOC success. CustomerThink research has identified the following five major pitfalls to VOC success: 1. Lack of executive support to drive change Being customer-centric is easy to say but hard to do [...]