“Consumers owe you nothing, you owe them everything” and “If it ain’t broke, then break it”. Rowland Heming immediately got our attention at STIMA’s BrandCafé. It comes down to this: it’s not because you put a lot of time and effort in developing and marketing a product, that a consumer is obliged to buy it. You should rather look through the eyes of the consumer and try and understand what he thinks about your product, your packaging.
A summary of Christopher Nash’ talk at WebTomorrow 2015 on ‘Creating Lifetime Customers… by Using Machine Learning and Predictive Personalization’. Millions of personal interactions and transactions are made on the web every single second and minute. The fact is, Data never sleeps. One way of looking at that is to say the web is still a booming platform of human interactions. Another more mercantile way to look at it is that there are millions of customer experiences every minute.
In plenty a company, customer service is the only tangible contact (or touchpoint) a customer has with a company. A lot of customers spend an awful lot of money (hundreds or even thousands of euros a year) with a company. On top of that, for a lot of companies, customer service is their (only) differentiator from competitors. That’s why customer service is so important; companies that listen to their customers, carefully study market trends and take customer service at heart, get out of their way to exceed customer expectations, drive repeat business and boost brand recommendations. These types of companies evolve from customer service to customer activation.