In the beginning… Somewhere around late 2006, in the middle of the first phase of my doctorate study, I spent a couple of years looking at customer centricity. I’d just written an article on complaints management. Slowly but surely, I began to be convinced that complaints are actually specific and negative customer signals. At which […]
Quantumleap in experience
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Customer experience is becoming increasingly important from a strategic point of view. When it comes to customer experience, this often concerns the service provided to the customer and how to gear it as effectively as possible to the needs of the customer […]
What is the shelf life of customer inspiration? 3 x 7 tips!
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 […]
Customer Experience versus Patient Experience: no real difference.
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 […]
Experience engineering: a brilliant discovery, but how can you start it right now?
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 […]
Customer Experience Management (CEM) v. Customer Relationship Management (CRM) v. Customer Contact Management (CCM)
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). […]
What purpose does customer experience management really serve?
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 […]
Successful seduction to online thanks to customer service agents
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 […]
Customer journey steering: how does that work in practice? Here are the 7 steps.
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. I believe the switch to thinking in and steering from customer journeys to possibly be the most important challenge faced by organizations today. They have not been designed for this structure, and the customer-centric approach regularly requires them to think outside of […]
Customer Engagement. Another new term?
Prefer the Dutch version of this blog? Check out the blog on Marketingfacts. Customer engagement. This is a term which I often encounter, and immediately wonder why we need another new term. Because in my opinion, it is just that: a new term. It is certainly not a new concept, let alone a new underlying […]