Don’t treat customers the way you want to be treated. Treat them the way they want to be treated. We all love that adage, which is a simple reminder that customer centricity involves designing an experience for the customer. An idea may seem wonderfully customer-centric within the boardroom, but if it does not directly speak to the demands of the customer, it is not worth pursuing.
What makes the situation tricky is the reality that customers can be unreliable narrators. What they say they want is not always what they truly desire. The interactions they choose to pursue do not always reflect their true preferences.
To address this challenge, savvy organizations are focusing on customer intent. They aim to shape individuals interactions and overall experience journeys on what the customer is actually trying to achieve.
Customer intent will be a pivotal discussion topic at the upcoming CCW Vegas. Ahead of the event, we detailed three ways to think about -- and better understand -- the intentions of your customers.
Stop treating customer journey mapping as an objective. Start viewing it as a solution.
Just as a map of the Las Vegas Strip will not automatically bring you from The Mirage to The Venetian, a journey map does not automatically create a good experience. It does, however, provide a wealth of insights and instructions an organization can use to achieve more meaningful results.
Instead of celebrating the mere idea of customer journey maps, construct them with the goal of accomplishing the following six objectives laid out in the following article.
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In honor of Women's History Month in March, Customer Contact Week launched a two-part #CCWomenStrong campaign. For Part 1, we featured some of the best female leaders in the customer contact industry and asked them to share their stories and words of wisdom. In this feature, we interviewed Ali Lichetenstein, Director of Customer Experience Design at Dow Jones. Ali shares her #CCWomenStrong story and how Dow Jones went through a customer transformation.
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We are excited to feature Mastercard’s EVP of Global Customer Care, Lance Gruner, on our main stage at CCW Vegas! Mastercard created Lance’s role because of their recognizing the importance of customer experience to maintain competitive advantage in an increasingly commoditized industry.
CCW principal analyst, Michael DeJager, spoke with Lance about his role at Mastercard and how he has elevated the role of customer care across the organization.
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Customer Contact Week is excited to celebrate its 20th anniversary in Las Vegas this June. As part of the celebration, we are bringing industry’s leading influencers to headline the main conference. First and foremost, we are excited to welcome Shep Hyken, 35-year veteran in customer contact, back to our main stage.
Shep closed CCW Vegas in 2018, and we are excited to have him back to the main stage in 2019. Shep recently released a new book, The Convenience Revolution, and his keynote will deliver some of the key takeaways from his findings on convenience alongside takeaways you can apply to your customer experience as soon as you return to the office.
CCW Digital Principal Analyst, Brian Cantor, spoke with Shep about the Convenience Revolution and the importance of amazing customer experience to your bottom line.
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Customer Contact Week content is directly driven by the priorities of you, our customers. We compiled our top customer contact insights from expert leaders combined with CCW Digital research to help you set your priorities straight for the rest of 2019. This e-book features insights from these following pieces:
- Keynote Feature: Shep Hyken
- Expert Insights: Troy Stevenson
- Expert Insights: Kirsty Traill
- CCW Digital Speaker Spotlight: Meghan Borsic
- CCW Digital Speaker Spotlight: Kelley Kurtzman
- 6 Ways Customer Journey Mapping Will Elevate Your CX
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