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How Much Does a Follow Up Call Matter?

A friendly smile. A welcoming voice over the phone. Someone who makes an extra effort to make sure you are pleased. These things matter in customer experience, but since many of these “little things” are in the eye of the beholder, it is difficult to know just how much impact they have. Did you know there is one simple thing you can do that will improve your customer experience score?


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Is a fantastic product alone enough for true success?

A fantasic product will only take you so far to success. I have argued that a strategy based mainly on product differentiation; without considering other aspects of a customer’s journey, is not a robust strategy for the long run. 

Why? 

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Let Customers Do Your Marketing—It Takes Performance and Trust

I have written in the past about the high percentage of customers who give referrals. Our research indicates that between 30-40% give referrals depending on the market in question.

In preparing for a presentation to a group of bank executives, I discovered that referring customers in the banking industry are not that unusual either.  An E&Y study from 2014 (“Winning Through Customer Experience,” E&Y Global Consumer Banking Survey, 2014) found that 77% of banking customers were very likely or likely to recommend their banker.  Furthermore, if the customer expressed “complete trust” in the banker, the percentage of those very likely or likely to refer shot up to 95%.

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Great Customer Experiences Do Create Referring Customers

Over the past few months, we have been doing a good deal of analysis of the more than 300,000 interviews we have in our database. We are trying to glean as much as possible from this trove of information and learn how great customer service impacts other behaviors.  We are particularly interested in the linkage between great customer service and referral behavior. I want to share some of what we are learning. There are some findings that apply to many businesses. 

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