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 in [...]
I have six very interesting interviews that I conducted over the past two weeks that I’d like to share with you.
When I first started this project I wanted to ask different people the same questions, so we could compare how different backgrounds view the challenges we have ahead for SCRM and the progress of communities. [...]
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 corroborated [...]
Failure is far easier to achieve than success.
Gartner concluded in a recent study that among all new enterprise initiatives, ninety-percent (90%) fail to have measurable success. They either expect inordinate returns, aim for unreachable goals, allocate far shorter time than necessary, fail to calculate costs beyond technology, or improperly staff the project (wrong skills or [...]
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.
Whenever I talk about this methodology, [...]
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 between loyalty [...]
How do you measure the effect of a conversation?
Until now, and still continuing in most contact centers, Customer Service has been measured on the efficiency of its performance: number of calls per hour, times it takes to answer a question, time to answer an email, etc.
Organizations that moved to managing experiences migrated their metrics to [...]
You cannot gain loyalty out of just one interaction.
Nor can you gain loyalty by crafting awesome experiences. Loyalty is the end-goal of a well-traveled mountain path littered by barriers and detours. There are many advantages to it, but just only one way to get it. No matter who you are.
Implementing loyalty programs or crafting great [...]
(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. [...]
The metrics you are using won’t give you the results you want.
You are using metrics that don’t lead to your goals or are related to your strategy. You are either using efficiency-driven metrics (aiming to get top performance from your operations) when your goals are calling for effectiveness, or you are using old metrics [...]
