Everybody wants to be customer centric, but the actual realisation differs from company to company, so we learned from a qualitative pre-study realized by InSites Consulting for SAS. In a series of interviews with Marketing people we talked about the interpretation of customer centricity, taking into account the 3 axes: Customer Value, Customer Experience and Customer Life Cycle, as well as the role of data in these areas.
On Monday June 18th I attended the 11th Vlerick Brand Community in Ghent, organized by the Vlerick Management School. Topic of the afternoon was “Experience Branding” and “How to make the difference at each point-of-contact”. Regarding my specific interest and scope on Customer Experience Research & Management at InSites Consulting, I was highly interested in today’s topics. Three topics were on the agenda:
- Frank Goedertier, Prof. Dr. at the Vlerick Leuven Gent Management School, bringing a review of the book “Customer Experience. Future Trends & InSights”
- Deva Rangarajan, also Prof. Dr. at the Vlerick Leuven Gent Management School, presenting us research results on customer experience management
- And finally Tom Lambert, sales director at A.S. Adventure, explaining how to turn theory into practice by talking about how the manage the unique shopping experience at A.S. Adventure
In the month of November 2010 Youp van’t Hek and NRC Handelsblad asked their Dutch readers to send an e-mail to email@example.com about their ‘ridiculous experiences’ with help desks. More than 6.000 e-mails were send!
Maastricht University in collaboration with InSites Consulting analyzed the e-mails send to firstname.lastname@example.org. We listed up some of the key results for you:
In this book Tony Hsieh (CEO of Zappos) gives his personal story of life. The book gives you a good view on what Tony learned from his entrepreneurship and what he feels is important to become a successful company. The 3 main focus points according to Tony are Customer Experience, Culture and Employee development/training.
In terms of social media and conversation management Tony tells his people: be real and use your best judgment. The way Steven Van Belleghem (author of The Conversation Manager) is spreading his conversation management philosophy also has similarities with Tony: be passionate and use personal stories.
Christophe Vergult, Director Customer Experience Research InSites Consulting is one of the keynote speakers at the next Vlerick Marketing Informal on Thursday 28 January 2010.
Christophe will present The Relationship Monitor revealing the answer for 8 industries based on an in-depth study in 8 countries. The answer lies in compelling experiences tapping into underlying consumer needs, consistent with the brand promise over all touch points.
Christophe Vergult is Managing Partner and Director Customer Experience at InSites Consulting.
What’s a new ‘buzz’ word in your domain? What does it mean and what do we do with it?
‘Referral value’, as many customers share their experiences with a company with others. And that matters. Positive recommendations generate new customers (referrals) and bring value to the company. Many companies still have a single focus on the traditional, individual ‘value chain’ of customer experience, or how they can decrease churn and cross-sell and up-sell among existing clients. Nevertheless for many companies the true value of investing in compelling customer experiences lies in the potential referral value.
As such, marketers need to understand how client conversations contribute to the value of their company. What is the current referral value of the customer base? Which customer touch points matter? What drives positive conversations for each touch point?
An InSites Consulting survey for Getronics shows that one third of Dutch employees are not satisfied with the computer and IT facilities at work. In the Netherlands the speed of home computers and broadband Internet increases rapidly. Consequently people are more critical of computers and other IT facilities.
The ‘Relationship Monitor’ is a pan-European research realized by InSites Consulting in collaboration with Peppers & Rogers Group. The survey’s objective was to discover the main factors for strong customer relations. In the telecommunication sector specifically, consumers attach the most importance to their telecom supplier’s services offer, the telecom service’s quality and the communication they receive. The comparison between the countries shows that consumers in different countries often have different expectations where the level of customer service is concerned.
Check out the full article here
Together with Vlerick Management School, we’ve set up a study to see how consumers use the internet to decide what and where to buy. The results of this large-scale Belgian consumer research project and critical website screening will be presented by Christophe Vergult, Director Customer Experience research, at the conference ‘Internet & changing shopping behaviour’ (Affligem, 19 june). It’s a full day program with also top cases of retailers and of brand manufacturers who share with you their vision on the internet.
As a partner, we offer our contacts 10% reduction on the attendance fee (mention InSites Consulting as reference when registering). More info on the full program and registration on www.vlerick.be/go/winkelgedrag
At the recent B2B conference, organized by Roularta & Stichting Marketing, Christophe Vergult (Director Customer Experience Research) was one of the keynote speakers. Based on a survey conducted among the conference participants, he talked about the challenges B2B marketeers face on delivering real customer experience. Companies that provide a compelling customer experience across all moments of contact often outperform in long-term profitability. That’s the theory. But what are the beliefs of Belgian B2B marketers and what challenges do they face to excel on their moment of truth? Want to find out more about this topic? E-mail or call him (email@example.com, +32(0)9 269 15 06). Check out his presentation: