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Year: 2015

Accelerate in Experience|Blog to Inspire|2015

What is the shelf life of customer inspiration? 3 x 7 tips!

  • Zanna
  • 2015-10-212019-12-22
  • Customer Experience

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. In the final part of the series ‘the Customer Experience breakdown’, I’d like to focus on customer inspiration. Many people begin enthusiastically with new initiatives, but a relatively large percentage of them give up because they waste too much energy running up […]

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Customer Experience versus Patient Experience: no real difference.

  • Zanna
  • 2015-10-192019-12-24
  • Customer Experience

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Earlier this year, I extended my idealism to the healthcare sector, and I’d be delighted to make a useful contribution there. Being my usual willful self, I assumed that the customer experience approach would translate well into health care. I’ve spent the […]

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Experience engineering: a brilliant discovery, but how can you start it right now?

  • Zanna
  • 2015-10-162019-12-22
  • Customer Experience

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Matthew Dixon’s book, The Effortless Experience is all about Experience engineering. How can you ensure you positively influence customers’ emotions in your personal contact – store, chat, call, without manipulating them or telling untruths. You simply use Experience engineering. Being my usual […]

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Customer Experience Management (CEM) v. Customer Relationship Management (CRM) v. Customer Contact Management (CCM)

  • Zanna
  • 2015-10-152019-12-22
  • Customer Experience

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. While I was designing the post-bachelor Customer Experience Management course recently, I received feedback from one of the market reviewers: make sure your students clearly understand the difference between CRM (customer relationship management), CEM (customer experience management) and CCM (contact center management). […]

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What purpose does customer experience management really serve?

  • Zanna
  • 2015-10-122019-12-24
  • Customer Experience

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Back in 1989, my hero Frederick F. Reichheld was busy proving that loyal customers and loyal employees can be translated into cold hard dollars. He not only considered research in which customers simply indicated their intention to be loyal, but also showed […]

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5 tips for customer surveys for truly effective steering

  • Zanna
  • 2015-10-062019-12-22
  • Geen categorie

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. I’m still confronted with organizations who are really struggling to design their customer surveys, almost on a day-to-day basis. That’s pretty logical, seeing as most of the people responsible for tackling this within the organization, have no research background. Combine that with […]

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Customer signals management as it was once intended

  • Zanna
  • 2015-06-082019-12-22
  • Customer Experience Management

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. It’s now been eight years since I initiated customer signals management, and it’s awesome to see it implemented by many large organizations. And that there are even vacancies advertised for customer signals management. But those same organizations almost all struggle to get […]

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Successful seduction to online thanks to customer service agents

  • Zanna
  • 2015-04-032019-12-22
  • Customer Experience, Employee Experience

Moving more customers online. Isn’t that what all organizations want? But how do you do so successfully? There are plenty of logical first steps, such as e-mail marketing with information on online, references to online in all communication and outgoing documents, and steering towards DIY solutions on the website instead of immediately picking up the […]

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Contact reduction in a win-win situation? You bet! Here are 7 tips.

  • Zanna
  • 2015-02-122019-12-22
  • Geen categorie

Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Opinions differ: some customer experience colleagues consider contact reduction to be a mistake, based on the notion of: ‘surely you want as much contact as possible with your customers?’ While I’m reasonably well known for my ‘hardcore customer protection’ stance, I must […]

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