Category: CXM

Easy to implement techniques to create a great “Customer Experience”

Managing “Customer Experience” (CX) is the buzz word today in Information Technology sector. But this blog has nothing to do with leveraging technology to create experience but it is all about some simple strategies to create difference in customer experience for Businesses

One of the easiest ways to create a great experience is to create a false feeling of great experience 🙂 ….May sound abstract but that is what brand managers generally do. One good example is the ad campaigns from Coca Cola with message “Open Happiness”. You would have seen a number of ads featuring Aamir Khan making you feel excited about drinking a bottle of Coke though it is the same good old Coke around for decades. The idea here is to create a fictional effect for the customers by branding it right from customer experience stand point. Ensure you have the CX element as part of your corporate branding strategy

The next option is to create an ambience that touches user’s senses. Something that smells, feels, hears, tastes and looks good. This is a more common strategy adopted by many businesses. When you can get the same coffee for Rs 15, you go to Café Coffee Day and have it for Rs 150 for the reason that the ambience make you feel as if you are having a great coffee. So whatever business you are in, you can create that sort of sensory experience. To give an example a notebook manufacturer can make notebooks that are good to feel, a restaurant can have comfortable furniture for cosy sitting, even your launder man can make a difference in experience by neat handling, no wonder airlines employ great looking ladies as Air Hostess etc. The key is though your core product remains same, you create a customer experience by touching user senses that makes them feel the core product is lot superior to others, though it may not be true 🙂

The other options include creating a community around your product. Though it is a big investment exercise in those days to create community of interest for your products, with advent of Social media like twitter and facebook, it is not that tough today. Volumes written about how Harley- Davidson, created a loyal die-hard fans community and it is now true even in other side of the world. Do a look into the facebook page of Enfield you would really love to own that piece of machine if you go through the postings and interactions in this facebook page of Royal Enfield fans & customers. Ensure you don’t miss our these simple cost-effective community building opportunities even if you are running a small coffee-shop business in your neighboring suburb.

Some of them create an experience by taking you through the way your product is created though it is not an option for many. Best known example is Wine Industry. Though it is quiet famous in Western world, it is picking up fast in India too. Have a look into this web page http://www.heritagewinery.in/winery-tours.html on winery tours organized in Bangalore. May be if you take a cursory walk around your restaurant kitchen showing how the great dishes are made, who knows your customer may love it.

So the bottom-line is though there are always big-ticket investments that you can make to create difference in customer experience by product / service/ technology innovation, you shouldn’t miss our any of these interesting quick to implement options to create a difference “Today” in your business.

Venkatesan Sundaram
Senior Director, CRMIT

Originally Published on Venky’s Blog

Making Customer Experience A Reality

3 Salient points from a meeting with Arnie Capitanelli, Executive Vice President of Ashley Furniture Homestore, and Author of book “Retail Street Fight”:

  • Be Strategic about the Customer Experience (What is the difference in experience you are going to make when compared to others?)
  • Be Statistically knowledgeable about Customer Experience (Metrics driven system to measure your Customer Experience)
  • Be Experimentally Equipped to Exceed your Customer Expectations Every Time (Feedbacks, Review Mechanisms, Continuous Improvements etc.,)

As a CRM vendor / implementation specialist, where do the products in the market can fit in meeting the above needs? And, what is something that we can do in making the existing products better? How can we incorporate these to handle our own customer’s experiences?

Venkatesan Sundaram

Senior Director, CRMIT

Customer Experience Management Concept : FCR

FCR = First Call Resolution

According to Wikipedia, FCR Means:

Percentage of incoming calls that can be resolved without the use of a callback or without having the caller call back the helpdesk to finish resolving the case.

You may not be a call center, but it helps to ask this question, What is your FCR? This is going to determine what level of Customer Experience you can provide as part of your CRM Support functions.

Source: http://en.wikipedia.org/wiki/Service-level_agreement

Guest Post : Managing Product Defects, via Exceptional Support

My sister wanted to buy a new refrigerator. I accompanied her to a local store as she wanted to get the feel for the design and physical dimensions before searching for the cheaper prices online. We approached a salesman in the store and detailed our requirements, he has started showing latest models and explained the cool new features of them. My sister wanted to show her patriotism by buying an Indian brand, she turned down the salesman whenever he tried to hard sell the south korean brands. She liked a fridge made by Godrej, which had a big flower on it’s door. I checked it’s power consumption and it had a label with 5 star rating from Bureau of Energy Efficiency, so our search ended there.

Before buying it, I took out my smart phone and checked it’s prices online. Surprisingly, this store was offering better prices than online shops. We bought it. The salesperson told me that they can deliver it in 3 hours and he will send a serviceman tomorrow to install it. I was bit surprised, what is there in a fridge to install? Aren’t the fridges plug&play devices (even before computers had USBs)? I have politely asked him to just deliver it and convinced him that I can do the installation all by myself.

Fridge got delivered, we have unpacked it. For such a huge size it wasn’t that heavy. Plugged it to the power supply and it has started making that noise every fridge makes while powered on. My sister started loading it with everything she could possibly put into it and still found some space left inside. I was too lazy to go through the manual for recommended settings for right temperature, just wanted to turn the knob to the middle of it’s range. As I tried, I could not turn the knob. It was stuck, by seeing me trying my sister begged me not to break it. Decided to get some professional help after slamming Godrej for this poor quality finish. I didn’t want to call the store as I declined to accept their installation (well, I’m an egoist), I called Godrej’s toll-free service number which I found in their manual. I have explained the problem to a friendly lady on telephone and she promised to send a serviceperson as soon as possible. After the call, all those bad experiences, from the past, with calling the customer support and the service request getting last in nirvana flashed in mind. I’ve started to become anxious.

But, Godrej sent an SMS within minutes after my call with customer care. The SMS had a service person’s name, phone number and a 4 digit code to be given to the serviceperson after he does his job to my satisfaction. This one SMS gave me a lot of assurance that my service request is not lost. Now, I have a hold of a service person with that 4 digit code and real phone number (without extensions). The bad experiences of the past have just lacked this sense of assurance the SMS has provided. My anxiety has been wiped out.

Little later, the serviceperson called and offered to come by next morning. Next morning, the service person came and replaced the knob in minutes and I have given him the code, he left happily. All went well. This has been such a good experience, we have forgotten that Godrej delivered a brand new fridge with broken knob in first place. Big kudos to that person who has really thought through this process to delight his customer.

Yeasix

For the people who haven’t met me, I prefer to go with the name yeasix (supposed to mean ASICs) as my twitter handle. I’m an Electrical Engineer who loves to force the semiconductor elements to get the job done, a.k.a ASIC/chip design. Freshly backed Returned-Indian after spending 12 years in Germany for studies and work. New to Bangalore and it didn’t fail to amaze me

Idea Engineers Exchange On Customer Experiences

Recently, I attended an event on “Idea Engineers Exchange” focusing on Customer Experiences. Many professionals / technologists / business analysts from different organizations were part of this interesting event. Sharing my notes from this event here:

Session – 1

UX / CX , Channels with commerce : Intro by Prashanth

  • Forrester, CXI , Customer exp index .
  • Defects found by customer
  • Customer repeat purchase
  • Likely Experiences for referrals
  • Translate above experience to revenues
  • Incremental revenues generating – $2M $ …by referrals
  • Customer, Retailer to manufacturer communication channel on defects
  • Consumer psychology innovation

Subhradeep Guha, SAPIENT NITRO, Global capability leader, Country director

  • What is digital commerce?, Inform, inbound , engage, advanced version of e-commerce, virtual e-commerce
  • Shopping experience digitally, ASOS fashion finder, online shopping cart, looks , commerce application., NET – A – PORTER web site
  • CATALOG SHOPPING, MAGAZINE shopping
  • BURBERRY web site, streaming videos with fashion shows
  • Comments published in commerce application, liking on the site, harnessing impulse., chooses customer to buy a product
  • Impulse and emotion buyers in commerce site
  • FRENCH CONNECTION YOUTIQUE eCOMMERCE WEBSITE, 98 VIDEOS -> published with theme and importance, implication
  • Clothes service web sites, coming with experience.
  • Who is consumer?
  • Who is target consumer?
    • Toddler to senior citizen, Group , Not an individual, digital m/c and collection
    • 20+ ability to buy
    • Capacity to buy, access to technology
    • Influence decision making
    • Diff target segments
  • Where do they live?
  • Global Demographics stats: North America, western Europe, China, Japan,
  • India : young and less affluent
  • Age : single/no kids / child , family, older + , matters
  • Lives in NA, EU, JP, SK, SN,TW or AU
  • Next : Emerging markets,
  • AS WATSON in china opening physical stores
  • STORE FRONT in NET markets’ mid 1980, 1990s …it’s 1994
  • Retail experience with tasks changed
  • Black BOX in a jeep / car ..Like black box in airplane è In European cars / jeeps
  • Buying experience is linear experience.
  • Shopping with different channels..Shopping exp revolution.
  • Feedback , Grievance box for consumers
  • Connect Brands with Consumers, enabled by technology – connected by data & Experience space
  • What is technology / where are it’s boundaries?
  • How are we designing solutions?
  • How you prepared are you for the future?
  • Omni Channel è Brand experiences will drive revenue
  • INSTORE Experience & ONLINE / INTERNET EXPERIENCES
  • Pre purchase è Beyond the store è Post Purchase
  • (Exp : Pre shopping) (Exp : Post Shopping Exp)
  • Validation, Referrals, Ratings, Reviews, Forums, etc
  • TOUCH POINTS represent increased opportunities / revenues
  • HOME / WORK / HOARDING / MOBILES / PHYSICAL PLACES / IN-STORE è The extended experience space
  • Digitization of shopping / Digital assistance, Apple, Samsung Sleepy’s
  • Extending shop floor with variety of approaches
  • INSTORE, For ex New Balance, iPad …
  • Exclusivity
  • Store as Social Shopping platform. Shirt hanger with Likes / Ratings displayed
  • Store as Studio with multiple channels
  • Theater videos, Vending m/c / Amphi theatre, House,
  • Store design / layouts
  • Capturing Omni channel touch points
  • JC Penny
  • Apple has integrated its total Ecosystem
  • Starbucks listens to their customers à CRM
  • Why do connected experiences matter?
  • A consumer brand experience changes customer relationship

Session – II

Designing immersive exp – Subhindra venkateshamurthy

  • Immersive experiences
  • Immersion in Digital Spaces
  • Flipboard
  • Layar App
  • Extend experiences
  • How to create Immersive experiences?
  • Uniliver’s Share Happy Vending m/c è Ice Cream vending m/c Smile bigger , you get bigger ice-cream
  • Gamify
  • Connect with people’s emotions
  • Set clear goals
  • Rewards
  • Social
  • Allow for discovery
  • All games are Social now
  • Make thing’s for Fun
  • Visit thefuntheory.com ..Elevator vs Steps ..In one of shop they made STEPS like Piano, people strated using Piano steps rather than real elevator.
  • Piano Staircase: (Customer Experience videos)
  • http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded
  • Sneakerpedia , Social Recognition
  • Meaningful contribution
  • Nissan Eco-Friendly , grow tree on DASH BOARDS

Bhaskara Reddy Sannapureddy

Technical Architect, CRMIT