In this week’s CX Buzz, Jeannie Walters [360connext.cvom] talks about the booming industry around subscription services and how they are doing their customers a disservice by making it so hard to cancel subscriptions. We also share with you a great piece from Eurekalert on how it does pay to try and win back a lost customer.
Tom Martin says that each customer interaction, in-person as well as online, is an opportunity to build a lasting relationship. Focusing all your customer relationship energy on just one part of the journey may result in only short term gains. His advice is to use all the touch-points along the lifecycle to show customers love. Don't be the ones to miss out on the opportunity to make life-long loyal customers, as Madness says, "it must be love, love, love," all the way through your customer interactions.
In today’s hectic “I want the new thing” culture, the booming industry around subscription services seems to fill a need. The companies promote a concept of trying things out, and sometimes only keeping what you like. But could the habit of making it difficult for customers to cancel a subscription service be harming the industry? Jeannie Walters rightly says, it is not a winning strategy for anyone.
The competition for customers in the service sector is fierce. Which leaves us wondering whether it is worth it for big service companies, such as Time Warner, Travelocity, or AT&T, to try to win that customer back when they lose them? Yes, says a new study in the Journal of Marketing as reported on eurekalert.org. It makes for interesting reading.
In another thought-provoking piece from Forbes.com, Micah Solomon talks about building a customer experience that works for most of your customers, saying it is relatively straightforward, because most customers have common desires. However, he goes on to say that we must not forget individual customer needs, and the need to treat each customer in the specific way they want to be treated. His solution to these mixed messages is to let the customer guide your customer service, even going as far as to claim "your customers are the customer service experts." Are you up to that challenge?
It doesn't hurt to be reminded that journey maps are not an exercise in futility. In fact, Annette Franz Gleneicki says it is one of the most common things she hears when discussing journey mapping, and to that she says, "you're doing it all wrong." In this updated blog post, she shares her thoughts on how to avoid the futility and get the best from your customer journey maps.
We hope you enjoyed this week’s CX Buzz, be sure to respond in the comments or tweet us @NICE_CX.