Friday Apr 18, 2014

Part 4 of 6: The Art of Easy: Moving at the Speed of Easy by Chris Omland

The speed of change IS the speed of Easy. To meet the demands of what it takes to exceed your customers' expectations, you have to be like Superman -- "Faster than a speeding bullet! More powerful than a locomotive! Able to leap tall buildings at a single bound!" The velocity of easy isn't stopping or slowing down; catching up isn't going to be good enough.

The real question is, “How do you move ahead of the speed of easy?” You can’t see into the future, but you can be ready for constant, fast moving change.  Agility starts from the ground up, as the foundation will ultimately dictate your ability to change—the degrees of what can change and the speed that change can be applied.

So under your shirt, do you have an “S”? Do you have a platform that has the tools to enable agile innovation of customer and agent experiences, the extensibility and integration options to meet the unique needs of every business and customer, and the proven reliability and security demanded by today’s modern customers? To get ahead, you need to stick an “S” on it.

Here are 5 Platform Super Powers that you need to consider to move at the speed of easy:

  1. Be Agile
  2. Be Unique
  3. Have ONE Master
  4. Own Your Schedule
  5. Prove Reliability

#1 Be “Agile”: Meaning “create, deliver, and fix stuff… fast, right?” It does if that is what the business demands of you to meet the expectations of your customers. Don't deliver to scope, to scale, and on time, and you fail at serving the business and customer needs.  No pressure, right? And certainly not easy, especially with a spaghetti foundation, whose complexity has been matured over time.  The answer for most businesses is not “rip it out and rebuild”, even if the new CIO says that's what is needed.

Modern Customer Service requires you to develop, test, deploy, maintain, measure, and refine processes that help differentiate customer service experiences when they are needed most.  So “agile innovation” is really about your ability to establish a foundational layer that allows you to effectively deliver at the speed of change. To do that, you need a platform that is purpose built with the tools, designers, analytics and operations that overlay all that complexity to make it easy again.

#2 Your Footprint Is Unique – Respect it!: Lets face it, your business is unique, which means you must interact with your customers in a unique way, too. You have unique systems, which are an essential part of your business processes—and your environment is constantly changing.

This means you need solutions that can work with your unique footprint. Solutions that can integrate seamlessly into your environment and processes—and are not just bolted on. These solutions need to work with, not replace, your existing systems. They need to work on your schedule, giving you flexibility in your upgrades. They need to provide you with the ability to tailor the solution through configuration, not code. And for those times when you need to go beyond the configuration options, you need open and standards-based APIs that your developers, existing solutions, and tooling can work with on day one without learning proprietary languages and protocols.

#3 Have ONE Master: Your business already has customer data, product data, processes, and systems that you use every day. The trick is not to duplicate and reconcile later. Not to create another silo.  

Working with existing systems can mean synchronizing data, loading data in real-time, integrating functionality to create a unified business process, or bringing together user interfaces. The requirements and implementation will be different for every business, but what is common is the need to bring systems together to meet customer needs and the support processes you have to deliver on those needs.

#4 Own Your Schedule: You set your plans according to your business needs, because only you know when you business is ready to make changes in your solutions. You know when your support request volumes will be at a low point, when you can retrain agents, and when you can deploy new functionality. Why should any vendor tell you when you should upgrade your solution? And if you have more than one Cloud Vendor, how do you juggle all of the timing conflicts and disruptive schedules?

Consolidate, standardize and have the freedom to set your own schedule. You did it with your on-premise solutions, so why shouldn't you expect the same from your Cloud solutions? Especially with solutions that support your most critical asset—your customers!

#5 Don't TRUST It - Prove It: In the end, Modern Customer Service is about an experience and a relationship you develop with your customers. All great relationships are built upon one fundamental concept—trust. Trust means reliability, performance, and availability. Trust is not established and left alone. It’s earned, it’s proven, and it’s continually put to the test. Your customers are trusting you to protect the relationship they have with your brand. That means you have to be always available, responsive, and secure.

To build, prove, and protect this trust with your customer, you need a solution that offers you the same level of trust. It’s easy to say a solution is proven, secure, and can deliver on your customer expectations.  But, it’s another to have proven it through reference customer examples, reference implementations, the highest level of security and compliance accreditations, and a global enterprise network with 24x7.

Put an ‘S’ under your shirt and transform to Modern Customer Service. Start with a platform that enables agile innovation, respects your unique needs, and has proven reliability to help you protect your customer relationships.  Learn why not all Clouds are equal.  The Oracle Service Cloud platform is built from the ground up to help your business move at the speed of easy.

Thursday Apr 10, 2014

Part 3 of 6: The Art Of Easy: Easy Decisions For Complex Problems by Heike Lorenz

Making complex decisions EASY, by automating your service policies allows your organization to efficiently ensure the correct decisions are being applied to the right people.

Like the hit British TV Series Little Britain suggests, when “Computer Says No”, you can be left wondering why?

It's not easy to automate your Customer Service polices, let alone do it a way that is transparent, consistent and cost effective. Especially if you are working within environments where markets conditions and regulations change frequently. Get it wrong and you are left with compliance problems and customer complaints – and that's a costly outcome!

So while you may not be striving to change the decision from a “NO” to a “YES” for your customer, you should be looking to get to that answer quicker for them, with a complete explanation as to why it's a “NO”, have the traceability of what answer was given at that time, have the peace of mind that the answer is accurate, AND do it all at the lowest cost to your business – Simple right?!

So how do you achieve this? There are three core areas of consideration:

1. Centralize & Automate

2. Personalize & Optimize

3. Analyze & Adapt

#1 Centralize & Automate

One method is to grab all of your policy documents, throw them at a team of costly developers to move into a database, code the logic around them, and hope what comes out is maintainable, accurate and accessible to the right audiences. Or, maybe not.

A simpler method is to take your original policy documents and import them into a policy automation tool that will help a business user through a step-by-step process to model the rules. Once developed, they can be tested, modified, published and updated within a few clicks. A solution that can empower your agents with dynamic interviewing tools, and your customers with a self-service approach, across channels, in any language, and on any device.

But that is only part of the whole picture.

#2 Personalize & Optimize

A simple decision process could be easily managed by one or two published FAQs, whereas a complex decision process requires you to take into account many personal attributes about that specific customer – and by definition those attributes can't be applied through static views. Getting a customer to repeat information, or worse not even taking into consideration critical information that is provided within the interaction and personalizes the response, is a fast way to get them to abandon the process, or worse leave you!

You must ensure that your automated policies can be optimized to dynamically adapt to every customer’s unique situation and attributes – be that channel, device, location, language, or other more personal characteristics that are shared prior and during the interaction. After all, each answer should be uniquely theirs, explaining in detail why the decision was reached, with everything taken into consideration.

#3 Analyze & Adapt

The saying “data rich and insight poor” is one that often fits with the word “Compliance” – businesses can easily be more focused on capturing volumes of data for compliance, and less on making the data actionable. The flip side of that is “data poor”, when businesses must scramble to get the data needed to ensure compliance, as an afterthought! And we all know that having insight without ability for timely action, is a missed opportunity to improve, avoid, or sustain compliance.

As your policies change, or you introduce new policies, often the requirements to capture data can change too. Adapting to environmental or organizational changes requires you to gather the right data to deliver the right insight for action. The right tools are required in order to apply that insight in a timely, measurable, and effective manner. The right volume of accessible data is also needed to remain compliant with regulatory business or industry Customer Service standards during periodic audits. So you must have a solution that can adapt with scale, demand, change, and archive. A solution that can actually automate your service policies for insight, compliance, and agility – making it easy.

Putting all these pieces together lets you truly automate the nurturing of trusted relationships with your customers during complex decision-making processes, through transparent and personalized interactions. Giving your business confidence that in even the most demanding markets, you are remaining compliant, in a cost-effective and efficient way.

The Oracle Service Cloud empowers your business to care, take action and succeed in your Web Customer Service initiatives and become a Modern Customer Service organization.

Thursday Apr 03, 2014

Part 2 of 6: The Art Of Easy: What Happens When Easy Goes Wrong? by David Fulton

Easy doesn't begin with Customer Service.  It begins with customer expectation. They expected easy, but it is not! They haven’t given up though because they bought your promise of easy. And now is your chance to redeem yourself by making it easy again.

Your business is relying on you. That’s a lot of pressure! So, where to start? Well, a good place to start is to recognize the relationship between what is considered ‘easy’ and the time each party is willing to invest in getting to resolution.

Valuing your customer’s time can be more valuable (to your business) than your own time, in terms of relationships, reputation, performance, acquisition and profits. Forrester Research has recognized – that valuing a customer’s time is the single most important contribution you can make to delivering a great customer experience.1

That rule applies across all touch points of course, not just Customer Self-Service

So how do we value customer’s time by making it easy with a Customer Self Service approach? One of the most common and simple approaches is to throw up a bunch of FAQs on a web page. This may be easy for your business, but in today’s complex world, it can be far from easy for your customers, particularly if those FAQs are difficult to find, awkward to read, and void of any personal relevance that makes them actionable.

What started off as a way to reduce costs by enabling your customers to self-serve answers can quickly end up costing you more. Why? Because a frustrated customer is harder to serve, solve, and soothe. When it goes wrong, it’s your job to make it easy again and get it right.

The Art of Easy is making a complex resolution process both simple for a consumer to navigate and easy for you to deliver. However, location, device, need, communication skills, online profile, preferred channels, customer value, etc., all make a 'one size fits all' approach pretty difficult to pull off. 

Satisfying both sides of the Art is Easy coin, i.e. scaling your business objectives efficiently and effectively while serving your customer’s needs, is the modern Web Self-Service Dilemma, and most businesses today are failing in the execution.  

We believe that there are five key tenets to The Art of Easy within Customer Self-Service in order to be a Modern Customer Service business:

  1. Make connecting simple – Provide choice of channel
  2. Tailor the experience - Build for device of choice
  3. Segment appropriately – Know who you are serving
  4. Understand early – Know if the customer CAN self-serve to resolve
  5. Be proactive – Engage at the right time to avoid frustration

Square peg, round channel: To address those tenets, you need a solution that provides multiple choices for customers to help themselves and get the assistance they need along the way. Having only one-way is the fast path to the exit for many, as one size doesn't fit all.

Available in any color, as long as it is black: When you can’t connect on the device of choice, you make it hard to connect. If you want to avoid frustrating costs and higher abandonment rates, you must have a solution that can be tailored to the experience of your customer’s device. You may find forgiveness if you at least look like you made an effort to provide some mobile device support, for example!

A Segment of One: While a customer may be able get around having only one device and one channel supported, only supporting one “customer” type (not anonymous) is an unmovable roadblock to the experience they need. Chances are that your business (Marketing) already has an effective simple segmentation model that isn't being leveraged in Customer Service. Once you find it, you can use a solution that builds explorative pathways to the fastest resolution based on your different customer types.

Let’s Start Again from the Top: At the height of frustration from any Customer Service Interaction is the need to repeat information, and then to have what you repeated, ignored! And don't expect the customer to tell you what you never took the time to ask in the first place. Avoid frustration by having solutions that guide customers to help you understand how best to help them and that are capable of course-correcting to the right channel.

Don’t make me angry!: Either you are bugging your customer with constant pop-up invitations to chat, or you are sitting in a back room, waiting for them to have a total melt down before you assist. Where is the balance? Every good Customer Service rep knows when to wait, when to watch and when to engage at the right time. Your online customer service technology needs to have this same well-honed arsenal of proactive intuition. Change the “CHAT NOW” to “Are you trying to xxx? I can help you with that!”

What happens when EASY goes wrong? What should happen is that you make it easy again, restoring the faith of your customers and re-establishing trust in your promise. The Oracle Service Cloud empowers your business to care, take action and succeed in your Web Customer Service initiatives and become a Modern Customer Service organization.

For more information, please visit our website.

1Understand Communication Channel Needs To Craft Your Customer Service Strategy, Kate Leggett, Forrester Research Inc, March 11, 2013


Wednesday Apr 02, 2014

CX @ OpenWorld Call for Customer Success Stories is Now Open - by Scott Ewart

Oracle OpenWorld is Oracle’s flagship customer conference, and CX @ OpenWorld is our CX focused conference within a conference designed for all Oracle’s CX customers: (Sales, Service, Marketing, Social, Commerce, Siebel, CPQ, Knowledge). This is where we highlight all of our products, our product roadmaps, the technical side of our software, integration among the entire Oracle suite of CX products, as well as celebrate and learn from our customers’ stories and successes. Our main theme this year is “Modern Customer Experience Transforming Your Business”, and we are looking for sessions that align with the theme of transforming the customer experience, how you have accomplished providing your customers with a great exposure to your business from start to finish, and integration of the entire customer experience lifecycle (marketing, sales, social, commerce, CPQ, service, Knowledge)

This year, customers and partners are invited to submit sessions that describe your experience in a case study format. We want to hear the details around what questions you asked yourselves before embarking on a project, what goals you wanted to achieve, and why that was important to your business.

Of particular interest to our audience at this conference is how you have achieved your goals, including the implementation process, and the business value gained as a result. We want you to describe different aspects of your implementations. We want you to tell us the evaluations you did when you compared products and decided on your path to move forward. We want you to share your successes with us and other Oracle customers that can learn from your experience.

We are interested in the HOW you got things accomplished. We do not want to hear a commercial for a particular implementation methodology with a particular partner; we DO want to hear about how your partnership enabled success in the project, and win-win situations.

This year, especially, we want to hear about the decisions you made to integrate your solutions. Are you using your existing solutions and adding Cloud solutions on top of them? Have you shifted your entire business to the Cloud? How are you integrating the solutions you are using? We want to hear about the other solutions in your environment – are you integrated with more than one cloud inside CX (Marketing, Sales, Service)? Please share these stories with us.

At CX @ OpenWorld, it is our hope that we create a community of all CX professionals and technicians where people want to hear from each other, connect with each other, and build relationships by sharing stories and solutions. By sharing your story, you also get the additional benefit of bringing recognition to your company and to you as a professional in the industry.

Session submissions are due by April 15, 2014. Please submit your abstract here.

Tuesday Mar 25, 2014

Part 1 of 6: The Art of Easy: Make It Easy To Deliver Great Customer Service Experiences by JP Saunders

Modern Customer Service is helping businesses to differentiate and grow in today’s competitive market. Why? Because your success gets accelerated when you take care of the people that make you successful. Modern Customer Service is about just that, taking care of your customers, and your people that support them.  To do that, you need to make it EASY to deliver great experiences, time and time again.

Businesses that make it “look” easy, stand out, because they consistently deliver experiences so memorable that their customers feel compelled to share them. But ask any of them how they do it, and you will quickly learn that the ART of EASY really isn’t EASY at all - or we would all be doing it! The most common business challenge stems from underestimating the complexity of simplicity, which can be devastating to the customer’s experience.

EASY is an ART. And it requires a deep understanding to get the right results - understanding of your business and of your customer, which can be applied in your cultural skills. Your canvas is the combination of every engagement channel you have where the picture of your brand gets painted. Your pallet of colors is the collection of your people, knowledge and data. Your brushes are the technologies that blend all together. In order to make “EASY”, beautiful and repeatable, you need solutions that provide a paint by numbers approach.

In this six part blog series, we will help guide you in managing the complexity of your customer service business challenges, while avoiding the common pitfalls, and deliver the type of great experiences that your customers will want to share with others. Experiences that are easily repeatable by you, and hard for your competitors to replicate.  We will show you how Oracle Service Cloud empowers your business to care, take action and succeed in your Web, Contact Center, Knowledge, Policy, and Cloud customer service initiatives, to become a Modern Customer Service organization.

Monday Feb 24, 2014

Oracle Service Cloud February 2014 Release – Streamlining Great Customer Service by JP Saunders

Time REALLY is money. You’re making money or losing it. Customers will either buy from you again, or they won’t. On average, seventy-one percent of consumers surveyed agree: "Valuing my time is the most important thing a company can do to provide me with good customer service."1 So for consumers and for businesses, the "Is the juice worth the squeeze?" question comes down to how much juice (value) you deliver from how much squeeze (effort). You will pay a high cost in terms of relationships, reputation, performance and profits on slow, fragmented and inconsistent customer service.

If your organization seeks to provide great customer experiences, making your service processes faster and simpler is a good place to focus your efforts. The February 2014 release of Oracle Service Cloud provides a variety of enhancements that will help you streamline your customer experiences. Here are just a few highlights from the release.

1. Understand and Route Based on Customer Needs FASTER

Oracle Virtual Assistant Cloud Service is an online concierge made up of a combination of products designed to take complexity out of the online experiences by using human-like conversational language capabilities that truly understand human speak and predict human intent. New interface extensions in the latest release enable Virtual Assistant to draw on customer profile and interaction history, providing a more personalized experience and a streamlined dialog since it asks for data only when it is needed. The latest release is also enhanced with feedback reporting to help you understand the performance of Virtual Assistant in the service process. With the ability to drill-down to specific comments in poorly rated interactions, you can identify weaknesses and take corrective action to improve them.

2. Handle Complex Self-Service and Agent-Assisted Resolutions SMOOTHLY

For organizations seeking to automate business policies, Policy Automation provides the ability to quickly transform complex customer interactions through personalized, consistent, and transparent advice across channels. In this latest release, Policy Automation further streamlines the customer interview process for both customers and agents with new calendar controls and tabular data entry. Customer Service Agents are now better equipped to handle customer interactions with support for sub-interviews that follow the natural flow of the customer interaction. Additionally, the information captured in the interview and the results can be saved back to the incident for historical tracking purposes. And, you can expand the reach of these dynamic customer interviews to more customers with support for more languages – Danish, Norwegian, Swedish, Portuguese, Japanese, and Italian.

3. Deliver Timely Agent Assisted Responses CONSISTENTLY

In today’s world of anywhere, anytime service, customers often expect customer service agents to respond to customer issues on the spot. With Oracle Service Cloud’s Mobile Agent App, roaming customer support agents and managers can access their contact center information "on the go," increasing productivity and customer responsiveness. This latest release allows you to tailor your mobile application in order to streamline access to the information needed to resolve the customer issue. Full support for Custom Objects provides mobile access to important information that’s unique to your customer service processes. Mobile workspaces are enhanced with new controls, allowing you to embed analytics, integrate with external Websites, and display SmartSense controls in the workspaces. And, lastly, the Mobile Agent App allows agents to upload pictures from their iPhone camera and photo roll to objects that support attachments, further increasing the agents’ ability to troubleshoot and respond rapidly.

For more information on these high-value features, please watch the Oracle Service Cloud – February 2014 Release Overview video, or read the Oracle Service Cloud – February 2014 Capabilities and Benefits data sheet.

1 Source: Understand Communication Channel Needs To Craft Your Customer Service Strategy, Kate Leggett, Forrester Research Inc, March 11, 2013

Tuesday Feb 11, 2014

Four Ways to Increase Mobile Agent Productivity and Responsiveness by JP Saunders

Many customer support agents and managers spend time away from their desk supporting their customers. But, in today’s world of anytime, anywhere service, they still need to respond to customer issues on the spot. And, accessing the information they need to be responsive is often challenging due to lack of network connectivity or the clunky usability experience of accessing a desktop app on a mobile device. With Oracle Service Cloud’s Mobile Agent App, roaming customer support agents and managers can access their contact center “on the go” – increasing productivity and customer responsiveness!

Keep Informed

Service agents and managers are always connected and able to take action – whether it is on a customer issue or a contact center performance issue. They can manage service incidents, contacts, and tasks all from their mobile device. They can also view the customer’s survey history and access a list of unresolved incidents. A mobile dashboard with pie chart widgets, drill-in capabilities and filterable lists helps managers to monitor exceptions and stay on top of their contact center operations while away from their desks.

Access Knowledge

In addition to the increased ability to capture and respond rapidly while in the field, customer service agents and managers now also have access to answers from their mobile device, allowing them a way to use your knowledge base to solve customer problems both quickly and accurately.

Stay Connected Even When Offline

The Mobile Agent App’s offline cache not only allows access to information while offline, but also provides improved performance with nearly sub-second response time. Additionally, the ability to use profiles to customize lists and workspaces allows the Mobile Agent App to be tailored more specifically to your business processes and, thus, increases service agent productivity.

Delight Employees

Designed specifically for the iPad and now the iPhone, the Mobile Agent App leverages native Apple iOS native iPad capabilities and innovative usability patterns, easy navigation, and integrated apps, e.g. maps and FaceTime. This ease of use will delight employees. And, delighted employees help make delighted customers!

To view a demonstration, watch this video.  For more information on the latest enhancements for the Oracle RightNow Mobile Agent App, please watch the Oracle RightNow Cloud Service – November 2013 Release Overview or read the Oracle RightNow Cloud Service – November 2013 Capabilities and Benefits.

Monday Feb 03, 2014

4 Takeaways on Modern Customer Service from CloudWorld

Oracle held CloudWorld last week in San Francisco. While there were many ideas and themes being discussed in the Customer Service track, several stood out as key differentiators for any company interested in delighting customers.[Read More]

Wednesday Jan 22, 2014

Customer Experience is an ‘Outside In’ Job by Krassimira Iordanova

What Customers Want

As a consumer, customer experience is simple: you want to be served whenever you want, however you want (channels). You expect the company to know you and make relevant offers. If things go wrong, you expect quick fixes. You hate to repeat the same story you told the call center agent a week ago.

You also expect to be surprised in a positive way. Sometimes you really don't know what you want, but if they show you something cool, you might buy it.

For example, I remember browsing at Bungalow 8, a mind-blowing store for home furnishing in Mumbai. When I entered, they asked me "Ma'am, is there anything special you are looking for?" I said, "I'm not looking for anything in particular, but if you show me around, I might end up buying something I like." And I did.

Companies Have it ‘Inside Out’

As a company, you might have a tough time with all this customer experience stuff, because you're focused on process efficiency. Process efficiency is an ‘inside out’ view; customer experience is an ‘outside in’ view. To understand the difference, contrast most airlines’ boarding procedures (inside out) with Apple’s Genius bar (outside in). Which experience do you prefer?

A Change in Perspective

Customer Experience Journey Mapping helps you flip your perspective to ‘outside in’ so you can identify every moment of your customer’s experience, whether it is a specific interaction, or an entire relationship with your brand across touch points. As the Harvard Business Review says,

A company that manages complete journeys, would not only do its best with the individual transaction, but also seek to understand the broader reasons for… the call in the call center, address the root causes and create feedback loops to continuously improve interactions upstream and downstream..."

You can best visualize continuously improving interactions by diagramming your customer's journey across the buy and own lifecycle. This helps you see where you need to make changes. And if you deliver a great experience across this cycle, then it becomes an infinite loop where customers remain loyal because you deliver on your brand promise.

Take Action

Start cultivating an ‘outside in’ customer perspective of your organization by participating in a hands-on Journey Mapping Workshop. You will leave with practical insights you can apply right away.

Upcoming 2014 Journey Mapping Workshops:

Upcoming 2014 Journey Mapping Workshops in Europe:

Upcoming Journey Mapping Workshops in Asia-Pacific:

Find more information on journey mapping here.

Monday Jan 20, 2014

Pamper your customer's ‘Remembering Self’ by Krassimira Iordanova

A friend came back from a three-week vacation on the Maldives. Lucky guy!

"How was your vacation?" I asked.

"Great," he said. The place was just marvelous and the diving experience was phenomenal. However, the flight on the way back was horrendous. It ruined my whole vacation."

"Really?" I raised my eyebrow. "How could a nine-hour flight ruin three weeks of great vacation?"

My friend had chosen a selected piece of memory to drive how he felt about his entire experience.

To understand why, let’s look at the differences between the Experiencing self and the Remembering self, as outlined by Daniel Kahneman, Nobel laureate and founder of behavioral economics.

The Experiencing self and Remembering self 

The Experiencing self focuses on the present, which consists of a chain of moments. As Daniel Kahneman says,

"the psychological presence is set to three seconds long... so most of the experiences we have leave no trace and are completely ignored by the Remembering self. For the Remembering self, those chains of moments are lost forever, but what stays are the memories. And memories are defined by:

  • Changes
  • Significant moments
  • Endings.

 And endings are very important."

Why does this matter to Customer Experience? Because the Remembering self is the story-teller. It tells us what to keep from our experiences to create a story. That means if you have a business, you'd better address the Remembering self of your customers. Because you want to positively influence the story they will tell about you—on Facebook, Twitter, and to their friends. This matters because it will either create business value for your brand, or negatively impact it.

The Customer Experience

The customer experience is the combination of all interactions a customer has with your brand, from searching products on your website to calling a customer service agent to visiting a branch.

A customer might have a positive interaction visiting your website and chatting with an agent, but an error at checkout might cause the customer to report that "the whole experience was ruined". You might say, "Wait a second, the customer had a lot of positive experiences, only the last interaction was bad. It’s not a big deal." It is a BIG DEAL. It’s what the customer remembers—and endings matter!

That's why a consistent, positive cross-channel customer experience is one of the only sustainable advantages you have. A single bad experience can cause you to lose a customer, and all the potential customers they tell.

Key Takeaways

Experiences happen anytime, anywhere. Make sure the experiences you give customers are personalized, positive and consistent across channels.

Be there in the moments that matter most to delivering on your brand promise, and your customers will reward you with loyalty and advocacy.

Pamper your customer's Remembering self—surprise them, wow them! Last week, I received an email from Airbnb with proposed greetings cards for me to send to my hosts—all I had to do was select the design and hit send. Was I surprised? Yes! Was I wowed? Yes! Did I remember it? Yes! Did I tell my friends? Yes! My positive experience and willingness to share it with others created business value for Airbnb.

Design the story you want your customers to tell. Do that by mapping your customer’s journey with your brand, identifying all the interaction points that could leave a "memory" their Remembering self will say to themselves and others.

Start mapping your customer’s journey today by signing up for a complimentary journey mapping workshop near you.

Upcoming 2014 Journey Mapping Workshops:

 

Upcoming 2014 Journey Mapping Workshops in Europe:

Upcoming Journey Mapping Workshops in Asia-Pacific:

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