Crack the Customer Code

We all love metrics, and that’s what this episode of Crack the Customer Code is all about. In particular, it’s about one metric - the Customer Effort Score - and whether or not it’s the best customer experience metric to track.

Do you know what the Customer Effort Score is?

The Customer Effort Score, measures how much perceived effort your customers experience trying to get an issue resolved. The more effort they have to put in, the less satisfied they are. The less effort, the more satisfied.

Listen in as Jeannie and Adam discuss the CES and whether or not it’s a reliable metric to use in evaluating customer experience - on this episode of Crack the Customer Code.

Why no ONE metric is enough… not even this one!

Even though Adam and Jeannie are devoting this entire episode to the discussion of one metric,  the Customer Effort Score, it’s not the only metric you should be considering because no single metric can tell you everything you need to know to manage your customer experiences.

Why? Well… that’s why they recorded this episode, so hit the play button to find out!

WHAT YOU’LL HEAR IN THIS EPISODE

[0:10] Introduction to the topic: The Customer Effort Score as a metric.
[1:53] Business folks can be passionate about their metrics, but no ONE metric is enough.
[3:00] What is the Customer Effort Score?
[3:42] Why “surprise and delight” don’t matter if the experience is bad.
[4:50] Do you understand how “The Hassle Factor” plays a role?
[5:58] The importance of knowing what to DO with your metrics.
[7:28] An example of how one metric alone is not enough.
[11:14] Each company needs to track its own particular metrics…do you know which ones YOUR COMPANY should be tracking?
[13:36] How context informs the metrics.
[15:50] Metrics are a spotlight to help companies understand their processes and clients.

Sponsor

Service Strategies offers a wide variety of Consulting Services for Support, eService, Field Service and Professional Services operations for technology companies. We have helped industry leading service and support operations enhance operational efficiency and drive world class levels of performance, while improving customer satisfaction and loyalty. Join Service Strategies at their Service Industry Summit event, which brings together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. As part of the event, an informative Customer Success Workshop will be held on October 27th. Visit servicestrategies.com to learn more.

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Lee Caraher tells us how intergenerational workplaces can succeed despite the perceived great divide between Millennials and earlier generations like Boomers.

People talk about intergenerational conflict today like it's something new, but it's not. Humans have always been informed by their generation (in addition to many other factors), so it's no surprise that Millennials have a different perspective of the world than the GenXers before them, and the Boomers before them, and so on.

A company today could have as many as three or four different generations working together. And within the Millennial group, there are three subgroups to consider:

How do these subgroups perceive themselves and the world around them? And how can people from such different perspectives get along in the workplace? Listen to this episode of Crack the Customer Code to find out.

Lee Caraher literally wrote the book on Millennials in the workplace. Lee is a Boomer whose company hired their first Millennial in 2010 and realized quickly that they were in for a change. By the end of the year, they had hired six more Millennials, all of whom failed within their first three months.

Lee was disturbed by this high rate of failure and tried to figure out what happened. She found that a Google search of "Millennials in the workplace" turns up over 2.5 million negative entries. As someone with her own business and a ways to go until retirement, she decided, "I cannot be negative about the generation that’s going to make my future possible. So I threw everything out and we figured it out for ourselves.”

In figuring it out for her business, she also ended up helping many of her clients figure it out for theirs, which eventually led to her authoring "Millennials & Management: The Essential Guide to Making it Work at Work."

Connect with Lee: www.leecaraher.com

Sponsor Message 

Customer Experience is hot… but are you taking advantage of its huge potential to make your services business more prominent and profitable? Join Service Strategies for an informative Customer Experience Workshop in San Diego on October 27th. You’ll learn how to create customer success while generating profitable revenue for your services business. The workshop is part of the Service Industry Summit event, which bring together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. Visit servicestrategies.com to learn more.

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Businesses hack customer behavior all the time; the real question is, are they using their powers for good or evil?

Join Adam and Jeannie as they discuss the good, the bad, and the ugly of hacking customer experience. It is ever okay?

Adam says the intention behind customer hacking is everything; after all, companies have been practicing hacking in one form or another for ages—narrowing options so you know which product to buy, optimizing prices, etc.

Our biological make-up drives us towards the conservation of energy, or, as Adam puts it, our natural state is that of a couch potato. In a world where customer convenience has become the most valuable commodity, how do we overcome this? How do we hack ourselves?

How can businesses help customers make the best choices—the healthiest choices—for both the organization and the customer's benefit? Listen in and find out!

Customer Experience is hot… but are you taking advantage of its huge potential to make your services business more prominent and profitable? Join Service Strategies for an informative Customer Experience Workshop in San Diego on October 27th. You’ll learn how to create customer success while generating profitable revenue for your services business. The workshop is part of the Service Industry Summit event, which bring together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. Visit servicestrategies.com to learn more.

Take care of yourself and take care of your customers.

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John Murphy discusses how emotional intelligence can be a driver of success across metrics as you learn how to engage with your team, your clients, and your customers.

How can business leaders engage their team in the company vision?

"Emotional intelligence is absolutely fundamental to the growth and development of an organiztion," says John Murphy, the founder of John Murphy International, "and strong leadership is the [vehicle] for this sort of engagement."

By creating an emotional connection, leaders are able to fully engage with their clients and employees and help them to invest in the business and the product, thereby creating a dedicated and empowered team.

4 Universal traits of successful leaders

Want to know how leaders develop and enforce powerful habits at an organizational level? What about how emotional intelligence can help your business stand out across a wide variety of metrics? Listen to the episode to find out!

About John Murphy

John is an Emotional Intelligence expert and the founder of John Murphy International, where he specializes in Executive Coaching, Business Strategy, Team Coaching, and Business Implementation.

His expertise has led him to coach business leaders, senior executives, CEO's, and management teams at large companies such as Johnson & Johnson, ITC, Rothco, and many more.

He also hosts a podcast where he interviews top authors and business leaders and offers advice to ensure that your company operates seamlessly.

Connect with John:

Sponsor Message 

Customer Experience is hot… but are you taking advantage of its huge potential to make your services business more prominent and profitable? Join Service Strategies for an informative Customer Experience Workshop in San Diego on October 27th. You’ll learn how to create customer success while generating profitable revenue for your services business. The workshop is part of the Service Industry Summit event, which bring together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. Visit servicestrategies.com to learn more.

Take care of yourself and take care of your customers.

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Robert introduces some of the principles taught in his latest book, Experiences: the 7th Era of Marketing, which he co-authored with Carla Johnson.

After briefly summarizing the previous six marketing eras, Robert explains how the next one signifies a profound paradigm shift where customer experience intersects with marketing through the content we produce.

According to Robert, we have moved beyond the age of just describing the value of products and services in marketing and entered an age when we must actually deliver value as a vital part of that marketing before a purchase is considered.

As businesses shift into this new era, Robert has observed that the content marketing strategies of many businesses are still not well-adapted. Content production has, in many cases, been tacked onto the normal duties of professionals in many departments and areas of expertise.

Fear not! As Robert explains, this change is not as hard to adapt to as you may think. He and our hosts discuss great examples of companies that have adapted beautifully, and how they are doing it.

Has your company entered the new era of marketing? This episode will help you decide how to develop your content marketing strategy as part of an overall great customer experience.

Customer Experience is hot… but are you taking advantage of its huge potential to make your services business more prominent and profitable? Join Service Strategies for an informative Customer Experience Workshop in San Diego on October 27th. You’ll learn how to create customer success while generating profitable revenue for your services business. The workshop is part of the Service Industry Summit event, which bring together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. Visit servicestrategies.com to learn more.

Robert is in the business of helping marketers become stellar storytellers.

As a strategist, Robert is the Chief Strategy Officer for the Content Marketing Institute, and Senior Contributing Consultant for Digital Clarity Group. Robert helps develop content marketing and customer experience strategies for large companies such as Oracle, Allstate Insurance, Staples, Hewlett Packard, and AT&T. As an author, Robert’s new book Experiences: The 7th Era Of Marketing has been called a “treatise, a call to arms and a self-help guide” for “creating the experiences that consumers will fall in love with.”  He co-hosts the podcast This Old Marketing with Joe Pulizzi.

Robert is a frequent keynote speaker and web marketing expert, advising top professionals in the successful strategy of content marketing and customer experiences.

Connect with Robert:

Take care of yourself and take care of your customers.

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Customer Experience is hot… but are you taking advantage of its huge potential to make your services business more prominent and profitable? Join Service Strategies for an informative Customer Experience Workshop in San Diego on October 27th. You’ll learn how to create customer success while generating profitable revenue for your services business. The workshop is part of the Service Industry Summit event, which bring together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. Visit servicestrategies.com to learn more.

We are honored to kick off our new format with a guest of Bob’s acclaim!

Bob Burg shares the principles of his seemingly counterintuitive yet surprisingly powerful new strategy for selling in today’s economy. He explains how a shift in focus from acquisition to providing as much value as possible can be the catalyst for long-term loyalty and amazing customer value.

Bob tells us why it’s so important to understand value is relative, and shares some great ways to stay in touch with what customers value most without letting our own perceptions of customer value interfere with providing the best customer experience.

Bob says, “You can’t make the sale, but you can create the environment where that person chooses to buy, and you are there to receive the sale.” Can you be a “Go-Getter” and a “Go-Giver” at the same time­—increasing customer value for yourself while creating that environment for your customers?

Listen in and find out how to give customers what they really want without losing your edge!

Guest Speaker / People

Take care of yourself and take care of your customers.

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Customer Experience is hot… but are you taking advantage of its huge potential to make your services business more prominent and profitable? Join Service Strategies for an informative Customer Experience Workshop in San Diego on October 27th. You’ll learn how to create customer success while generating profitable revenue for your services business. The workshop is part of the Service Industry Summit event, which bring together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. Visit servicestrategies.com to learn more.

One of the best parts of podcasting is the flexibility of the medium. We're making some changes here on the podcast to improve the listening experience.

Tune in for a short, bonus episode on what's happening.

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Customer Experience is hot… but are you taking advantage of its huge potential to make your services business more prominent and profitable? Join Service Strategies for an informative Customer Experience Workshop in San Diego on October 27th. You’ll learn how to create customer success while generating profitable revenue for your services business. The workshop is part of the Service Industry Summit event, which bring together leaders from companies like Cisco, Dell and others to discuss the challenges of a changing service landscape. Visit servicestrategies.com to learn more.

A hot topic touched upon by Fast Company and investigated further by author Gretchen Rubin, Adam and Jeannie discuss the idea that it’s not really products that we aim to sell to customers, but the experiences and emotional connections facilitated by those products.

While many companies go above and beyond to sell customers on the experiences delivered by the products themselves, they often drop the ball when it comes to the overall customer journey.

Jeannie and Adam discuss some of the ways companies can carry that emotional connection beyond marketing and maintain it through the total customer experience.

Discussion begins at 01:33

Special guest Ben Blakesley shares how to truly define success in social media. He explains that companies need to determine how social media serves their business needs, rather than simply ”doing” social media.

Ben explains some of the ways Reebok creates a mutually-beneficial social environment by creating and maintaining emotional connections on social channels while staying aligned with business goals.

Ben shares some inspiring stories around Reebok’s strategy of featuring the challenges and victories of everyday athletes instead of pro sports figures many customers could never realistically compare themselves to. This sets the stage for a very strong culture within Reebok that is centered on helping customers and employees be the very best they can be.

Listen to hear the many ways Reebok is walking the talk!

Discussion begins at 10:40

Credit card companies bear the brunt for most credit card fraud in the U.S today… but that’s about to change! Adam and Jeannie talk about things like Chip-and-PIN technology and the coming shift in fraud responsibility.

Retailers and vendors will soon need to be more vigilant about protecting themselves from credit card and gift card fraud.

Adam and Jeannie discuss several ways the coming changes can affect the experience honest customers are having with your brand.

Discussion begins at 24:01 

Take care of yourself and take care of your customers.

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