Part 1 – Introduction
Part 2.1 – Pivot Point
Part 2.2 – Business Functions
It is important to recap a couple of things that we said before:
The SCRM Strategy is composed of multiple sub-strategies, some of which you may already have in existence
The roadmap to SCRM is an iterative process, where you will re-visit many times each strategy [...]
IVR systems get no respect.
An IVR could be considered a great addition to a call center. It handles all incoming calls, resolves the simple requests for service through interactive applications, routes the calls to the most appropriate agent, and captures identifying information to pass along . Is the perfect attendant and can scale to hundreds [...]
Part 1 – Introduction
Part 2 – Strategic Measurement Framework
Part 3 – Design
If you had not had a chance to read through previous installments, please do so you can find the proper context.
OK, so far we have designed (on paper mostly) the experiences and used our acumen to do what we think customers want to [...]
A Methodology for Crafting Awesome Experiences – Part 1, Introduction
A Methodology for Crafting Awesome Experiences – Part 2, Strategic Measurement Framework
In this installment, we are covering the first of the four stages of the Methodology, Designing the Customer Experience.
Designing Customer Experiences is exactly the same whether you are redoing an existing one, or creating a [...]
Censoring your community will kill it.
There are many organizations that would like to “implement” communities for their products or services. The purported benefits of great Word-of-Mouth advertising and the likelihood of collecting valuable feedback seem too attractive. At the same time, they fret over the incorrect message or information being posted to their community and [...]
(If you have not read the previous entry, the introduction to this methodology, you can do so here)
In this second part I want to cover the Strategic Measurement Framework I use.
Most organizations attack customer experiences in the same way: isolated islands of processing that complete a function or portion of a process, that somehow interconnect. [...]
Feelings cannot be measured.
Lighting cannot be caught in a bottle.
Cold Fusion is (for now) a dream.
The only difference between these three statements is that some people will actually believe that the first one is wrong. They are the ones who will try to measure customer satisfaction or customer loyalty. The same way that we can [...]
Big Brother is everywhere. He knows everything, controls everything.
Does he belong in your communities?
The biggest fear I come across when building communities for clients is the loss of control over the content. What if my competitor comes into my community and spreads lies about my product? What if the people who participate don’t know what [...]
You can’t have loyalty without trust.
Sounds simple enough, you can repeat it, you can stand behind it – what does it mean?
If you really want to build customers loyalty among your customers, forget having it as a goal. You shouldn’t even try to improve customer satisfaction. Those metrics don’t reflect the truth behind Loyalty.
Loyalty is [...]
Would you like to know why your measurement program will fail before you launch it?
It is not about choosing metrics, designing reports, or training business users on the proper use of DIY reporting tools – none of those would guarantee success. It is not about taking the metrics you are using now in your [...]
