I serve on the Board of Directors of a commercial construction company. At our last meeting, we had a discussion about the increasing competitiveness of the industry and what strategies might be appropriate to differentiate further the company. Management was talking about the increasing trend where a commercial construction company is viewed as a commodity. Whoever can provide the lowest price, meet the quality standards, and hit the completion date wins the bid.Read More
In the movie Finding Forrester, Sean Connery, playing reclusive writer William Forrester, advises a young friend that “the key to a woman’s heart is an unexpected gift, at an unexpected time”. Forrester’s friend, Jamal, acts on the advice and it works wonders.Read More
I often speak about customer experience in my blogs. I do so because a company that provides a superior customer experience creates a robust strategic differentiator. However, today I want to focus on product innovation and a success story of one of our clients, AGCO.Read More
Many companies have had a formal customer experience program in place for many years. They have accumulated thousands, and in some cases, hundreds of thousands of interviews. Employees have completed training, and new technologies have been implemented to improve the customer experience. Among our long-time clients, all have a customer experience that is superior to what it was in the past. As I work with these clients, I have had several discussions about how to keep their program both fresh and effective. I want to outline some suggestions that can help keep the feedback component of your program alive and well:Read More
It is a question not often formally asked of customers. The response to this question is assumed. “Customers trust us. Why else would they do business with us?” However, it is a question you should consider asking your customers based on our experiences. Their responses may surprise you and may also make a difference to your company’s bottom (and top) line.
Trust and Loyalty: What’s The Connection?
Intuitively, managers know that it is better to have customers that trust them more than less. Since trust, we think, is derived from experiences customers have with a supplier, I want to identify those areas that are critical to enhancing the level of a customer’s trust in your company.Read More
Customer feedback is an essential ingredient for building better customer experiences, which help businesses survive and thrive.
Too often, though, feedback processes contain unnecessary friction, which causes customers to drop out of the process.
This is a lose-lose situation. The company is deprived of customer insights and customers waste their time.
Here’s the good news: By following a few simple steps, you can prevent or solve much of the friction in feedback processes. Before getting to those, though, let me share why I’m writing about this in the first place.Read More
With all the talk of social media and its importance in marketing and lead development, sometimes the importance and value of the sales representative in the B-to-B environment are overlooked. This concept was reinforced to me this week while working on a project for a client.
We conduct product delivery surveys for this client, and these surveys are designed to measure customer satisfaction with the product and their sales process. Our client, like many, has a network of dealers that sell and support their products to the end-user. They wanted to know which of the questions on the survey were most strongly correlated with overall satisfaction and likelihood to recommend.Read More
In this blog, I want to share how one company, Carocon Corporation, has created client loyalty in an industry not know for much loyalty.
Carocon Corporation is the fourth largest apartment contractor in the US. They build over 2,600 apartment units annually. I have had the privilege of working with the company since early 2000 and currently serve on its board of directors.Read More
If your company is looking to strengthen its brand, consider including the customer experience as a key component of your strategy. The customer experience matters, because brands are built on promises made real.
Consciously or subconsciously, your customers compare what your company logos and slogans are saying to what you’re actually doing. If you consistently make good on the promises you make, your brand grows stronger over time.
Imagine you ordered a cheeseburger. But as you prepare to dig in, you discover there is no cheese. Now you just have a burger. I recently spoke to a customer who had a “burger only” experience. He rented a backhoe and was ready to dig in at his construction site. But the bucket was loose and the dig was a disaster. You guessed it -- no cheese.Read More