Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Customer criticism can drive brand advocacy

In the company's latest survey of marketing professionals, only 26% said expected that customer recommendations through social media would have a positive effect. Yet a 2010 survey by the American Marketing Association (AMA) revealed that 14% of consumers trust traditional advertising, while 90% of consumers trust recommendations from people they know, and 70% trust peer reviews posted online.

Clearly, customer comments exert a greater influence as they are based on actual experiences and interactions with the brand. As consumers engage in a dialogue and voice their opinions on products, businesses and services, companies have had to join this conversation by changing and adapting the way in which communication with customers takes place.

Engaging with customers shows that you are a company that cares about its customers. Companies that engage effectively with consumers can enjoy the benefits from the development of brand advocates within their audience. This in turn can lead to an increased level of trust in the company and its products and it can also enable companies to provide the best customer experience by allowing customer service delivery to become part of the consumer dialogue.

The key, McCrossan suggests, is to provide opportunities for consumers with similar interests, passions and needs to collectively engage in conversations related to specific products and services which meet those needs. Our research has shown that businesses are beginning to understand this with 47% using a team and 27% used an individual to manage social media.

In addition, by using social media monitoring tools, customer service and the organisation at large, can 'hear' their consumers, provide timely responses, determine the appropriate action and manage other issues that may arise. In this way a company can build trust with customers and at the same time take the final step to harness the power of social media to generate revenue and increasingly take advantage of new mobile commerce platforms.

These conversations, which engage directly with the consumer, can deliver important insights to allow the company to better manage and build its brand.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)