Today is a loyalty-as-you-conceive-it-does-not-exist type of day. First, I read this well-written piece from Roderick Morris (@roderickmorris), where he states Operating under the idea that loyalty can be measured, monitored, and the resulting insights applied, CEM looks to create customers that make the conscious decision to purchase, not of inertia or absence of alternatives, but [...]
Read the rest of this entry »Value, the final frontier. That is not just a bad attempt at a pun, it is a reality of what people through times have thought of value. There are many “types” of values: legal, economical, ethical, quantitative, qualitative, and financial value – just to name a few. There are also issues of perceived, realized, and [...]
Read the rest of this entry »Part 1 – Introduction Part 2 – Strategic Measurement Framework Part 3 – Design Part 4 – Validation Part 5 – Implement If you have not read the previous five parts, please do so to understand the context. And so it is we reach the last of the 4 phases of crafting awesome experiences: measurement. [...]
Read the rest of this entry »Organizations have an unhealthy obsession with Customer Loyalty. Fact is, and I wrote about it before, that what we measure as loyalty is not even real loyalty. Loyalty, same as satisfaction, is a feeling, an emotion and it cannot be measured or repeated. You can point me to the countless studies done that show correlation [...]
Read the rest of this entry »(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 [...]
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