How to Improve Customer Retention by Building Emotionally Engaging Customer Experiences
Customer Service Experience 7 Comments
Watch the recorded version here
In this recession-driven environment, companies are clamoring to increase revenue and save costs; customer retention has never been more important. Oddly enough, most organizations spend more on marketing to gain customers rather than to retain them. A published study by the American Society of Quality Control asked the question “Why do customers leave companies?” Sixty-eight percent of the respondents answered the question with the following “because of the company’s indifferent attitude to the customer.” So how can organizations change this apathetic attitude and improve customer retention? The white paper “How to Improve Customer Retention by Building Emotionally Engaging Customer Experiences“explores building an emotional connection with your customers to not only retain them, but have them become customer advocates, recommending and staying loyal to the organization.
In the webinar entitled “How to Improve Customer Retention by Building Emotionally Engaging Customer Experiences,” Colin Shaw – international bestselling author and customer experience guru, demonstrated how organizations can focus on the areas of a customer experience that provide the greatest value and enable them to use their resources to the greatest effect. He also introduced the new area of the ‘subconscious experience’ that drives customer behavior and how the understanding of this experience can save costs.
If you missed the webinar, the recorded version is available here. Share your thoughts and continue the discussion here.
A copy of this presentation is available in our SlideShare profile.
Download this white paper to discover how to not only retain customers, but have your customers become advocates for you, recommend you and stay loyal to you.
7 Responses to “How to Improve Customer Retention by Building Emotionally Engaging Customer Experiences”
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for truly engage customer, the cost will be prohibitly high, how do you strike a balance?
What are the best research protocols to use to “get under the skin of what the customers really want”?
What type of survey is best to assess customer satisfaction?
how does the experience planning and deployment becomes social? would love to hear Colin’s top of mind on that….
any recommendations for an emotion seeking question in a very short NPS survey
Q 1. For truly engage customer, the cost will be prohibitly high, how do you strike a balance?
The answer to this question is in one of my favourite words. That is ‘deliberate’. As you will have heard me say you need to provide a deliberate Customer Experience. Deliberate does not mean expensive. Many people make the mistake of saying “we need to exceed our customer expectations”, as if they need to exceed aspects of them. You can’t afford this! You have to work out what you can do and what you can’t do, but that decision should be driven by what drives the most value for you.
Q 2. What are the best research protocols to use to “get under the skin of what the customers really want”?There a number of research methods we use. Emotional Signature® as we discussed on the call was one of them. The list is probably to long to go into here . Please feel free to contact me to discuss further via our web site. In fact we have a webinar on new research methodology in the next few weeks. Take a look here http://ow.ly/sXIT.
Q 3 What type of survey is best to assess customer satisfaction?
This is a large question. Customer satisfaction for us is made up of the physical rational experience and the emotional, subconscious experience. The best survey will get under the skin of what the customers really want, what they really value and what provides value to the business. Once the strategy has been set and you know what are the true drivers of Customer satisfaction then a “normal” survey can be used. The important work is making sure that this is started correctly.
Q. 4 How does the experience planning and deployment becomes social? I would love to hear Colin’s top of mind on that.
When you mean “social” I assume you are referring to the whole social media thing. Well interestingly enough I am in the middle of co-authoring our next book, which is out next Spring. It must firstly be stated that social media is just another channel, another way to talk to your Customers. Having said that I think this is a very important channel and has a growing importance. In fact I go so far as to say I think it will ultimately have a fundamental effect on the balance of power between customers and organisations. You will read more of this in a recent blog post. http://www.experienceclinic.com/tag/corporations/
If anyone would like any further clarification please contact us via our website http://www.beyondphilosophy.com.