(Good CX!) Man uses GoPro video to deliver a birthday surprise for his sister

The beauty of the GoPro experience is that it’s the customer’s not the brand’s story.

It’s not who’s telling your story but whose story you’re telling.

Watch the following video and ask yourself how this would have turned out if the brand had commissioned an agency to create the same story. It’s been done a million times but is it an authentic experience?

PAID vs EARNED MEDIA APPROACH TO CUSTOMER EXPERIENCE

Paid Media Earned Media
Model Top-Down Model, One-to-One or One-to-Many Bottom-Up Model, Many-to-Many
Strategy Above the line, Below the line, buy media space, celebrity endorsement, brand ambassadors, create ‘buzz’ Help Fans tell their story, word of mouth
Tactics Campaigns, Big Ideas Grass roots movements, Co-creation with Fans
Role of the Brand Hero/star of the brand narrative. Brand uses resources to buy media space, promote the narrative Customer is hero/star of the narrative. Brand uses resources to create tools and platforms for the customer to share this narrative.
Measurement Awareness, brand equity, share of mind, top of mind, ‘buzz’, recall, impressions, eyeballs Recommendation, Earned Media Indexes, NPS

(Not Good CX!) Lazy USPS Driver throws box with hard drive against garage door

How does Big Data impact the Customer Experience? (Presentation)

Apple, HP deliver best customer experiences from PC makers: research

Apple, HP deliver best customer experiences from PC makers: report

A new report from the Temkin Group, a customer experience research and consulting firm, has published a new scoreboard here, ranking the best customer and user experiences produced by the computer industry going into 2014.

For what is said to be the fourth year in a row, Apple offers the best customer experience for a PC company.

Image representing Apple as depicted in CrunchBase

Image via CrunchBase

For reference, the results of the annual report stem from the surveyed responses of 10,000 U.S. consumers. Participants are asked a series of simple but pointed questions, including “How easy is it to work with the company?” and “Can you do what you want to do?”

Why Customer Experience is #1

Why Customer Experience is #1

In a recent IBM report, the IT services company said that “Customer Experience is #1”

#1 when it comes to:
* Customer Loyalty
* Brand Awareness
* Brand Preference

Over 60% of CIOs are actively seeking out solutions to the Customer Experience (CX) challenge.

I’ve been writing about companies like Amazon, Zappos, Starbucks, Apple, Monster Energy, Lego and Nordstrom for some time in my books. These brands lead their categories in customer experience and their market position reflects this strength.

Customer Experience is everything marketing could have been before marketing was hijacked by the machine.

That’s why I’m now focusing on Customer Experience and will be writing about CX daily on my blog.

CLICK HERE to check out my latest CX posts.

As the youth brands that I have tracked for the last 10 years start to grow up – brands like those above – they bring with them frontline knowledge that becomes valuable to all brands seeking to improve their customer experience.

5 recommended resources on CX

If you want to get up to speed on Customer Experience here are my recommended resources for you to download:

Research Reports:

* How to create an amazing experience that drives sales and word of mouth
* The Apple Customer Experience: how can brands replicate it?
* Youth Buyology: why youth buy

Amazon Books

* Fans (from like to loved)
* Youth Marketing 101 (how to win the youth market without advertising)

Customer Experience Newsletter

Get the Customer Experience Newsletter

* CX Trends & Research
* Customer psychology & social motivations
* Digital anthropology


A Fantastic Customer Experience Doesn’t End With the Sale

A Fantastic Customer Experience Doesn’t End With the Sale

Source

Amazon and other customer experience innovators recognize the power that comes with owning the last mile, and a fierce battle is brewing as they institute new strategies, processes and technologies to deliver products faster and with greater reliability. Amazon has spent billions in the past few years setting up more than 50 fulfillment centers in some of the largest metropolitan areas in a bid to close the distance gap between center and doorstep and make same-day delivery a reality. And let’s not get started on the drones.

As Amazon evolves its same-day delivery service, it could feasibly complement or eradicate its existing carrier relationships by rolling out its own transportation fleet. Much of the infrastructure is already in place, and it would give Amazon the sought-after final link between purchase and the customer.

EBay and Google are trying to one-up Amazon with new delivery services that leverage local store inventory. For its eBay Now service, eBay partners with local retailers like Target and Toys “R” Us, which serve as distribution centers. It employs “valets” who are dispatched to shop for the items on a customer’s list and deliver them to their doorstep within an hour. Google’s shopping service operates in much the same way. Although these services are fast out of the gate, there are major concerns about the ability to scale and turn a profit with such a labor-intensive approach. As Forrester analyst Sucharita Mulpuru aptly frames it, “It is an H.R. issue, not a tech issue.”

In a bid to recoup some market share from Amazon, traditional retailers like Walmart are taking an omnichannel approach whereby consumers can shop online and pickup their merchandise in the store on the same day. The company has gone so far as to institute a locker service in many of its stores to facilitate in-store fulfillment. Considering that two-thirds of Americans live within five miles of a Walmart, it could potentially have the biggest distribution network of all.

The future requires an exceptional customer experience from first click through delivery.

Even if you’re not positioned to own the last mile, there are some steps that you can take to ensure any glitches in your fulfillment process do not cost you a new or repeat customer.

Above all, remain transparent.

Give your customers radical transparency into the status of their order and notify them immediately of any hold-ups, complete with an explanation. You’ll find they’ll be more willing to forgive delays if they know what’s going on. Remember not to finger-point at the delivery service because, to your customers, there’s no difference between you and the service that drops their goods at the door.

Customer Service at Every Stage of Growth: How Zappos Delivers Exceptional Customer Experience

How to increase Loyalty with Customer Experience (Presentation)

How Zappos Creates Customer Experience when employees answer the phone

How to deliver a better Customer Experience with Invisible Innovation (Presentation)