SRD Group has a number of published articles on Customer Experience. Browse through our developing library of Customer Experience articles.
- March 2008 - 23 Facts that you cannot ignore about customer loyalty and customer satisfaction (pdf).
- November 2007 - Market research- making it “useful” (pdf) and not just “interesting” by boosting explanation and cutting drag-nets - By Reg Price and Neil Stewart.l Published on Marketing Profs.com
A wise but anonymous marketer once said that a market research report that gets described as “interesting” has failed. It’s only when it’s “useful” that it gets the pass mark. After all, what’s the point of interesting research if it can’t be put to use?
- Extracting Profitable Growth From An Existing Customer Base - Fuji Xerox case study (pdf) - SRD Group
Fuji Xerox NZ (FXNZ) wanted to boost its growth, profitably.
They believed that by improving the experience their customers had of them that they could get organic growth from their existing customer base. There was a general feeling in the marketing department that FXNZ was providing a pretty average experience for its customers, but this had not been properly quantified. Previous customer satisfaction surveys had shown there was room to improve, but it was not clear just what the areas for focus might be.
- Two Birds with One Stone - Reg Price and Don Schultz
This strategic philosophy argues that two strategies must be employed in order to maximize growth from a customer base - these are the “two birds”. The first strategy must be to reduce dissatisfaction by meeting the basic expectations of customers. To do so reduces the number of “detractors” - negative customers who tend to leave for a competitor and bad mouth the offending firm.
Fixing the problems that cause such dissatisfaction will not in itself, however, overcome the ambivalence customers feel towards a provider. This requires another strategy altogether aimed at making a company stand out above the rest. This is the second “bird” in the two birds with one stone strategy. We like to use the term “spiky experience”.
- Voice Of The Customer Research: Let Your Customers Do The Talking - By Neil Davey…
“If you go out to your customer base and ask them what is right and wrong with the company, you are asking them to commit time and effort. If you then do nothing about that, and you don’t make your service better on the strength of those recommendations, then those customers are going to feel less inclined to stay with you.
There are firms that merely talk the talk. But those that walk the walk know that it is the customer that should be doing the talking." Read more here...
- Driving Loyalty through Fantastic Customer Experiences (PDF) (added October 2007)
It is not just the big brands that can be known for providing high levels of customer experience, you can too. And it does not have to cost more. In fact, it can cost less. Approximately 30% of business costs can result from correcting errors - failing to identify and provide what it was that customers really wanted when they first requested it. Correct the errors and you can satisfy customers, and reduce costs.
- Customer Experience Management
If its worth doing, then its worth actively managing. Find out some of the fundamentals of Customer Experience Management.
- The Customers Benchmark (PDF)
Jennifer Kirkby of Mutual Marketing talks about what is it that customers value most, what is the requirements benchmark against which customers measure you? There are seven factors of customer value involving both the rational and emotional aspects of purchasing.
- Unlocking the value of your Customer Satisfaction Survey (PDF)- Craig Bailey, Customer Centricity, Inc
In today's business environment companies cannot afford to lose a single profitable customer. By effectively leveraging results from a customer satisfaction survey an organization can respond to their customer's needs in ways that increase revenue as well as improve customer and employee, satisfaction and loyalty. Many companies perform customer satisfaction surveys, but don't receive full value from their investments to administer the program. Too often survey results are used simply for monthly reporting on "how we did last month".
