Craig Kielburger is a social entrepreneur and NYT-bestselling author. He is the co-founder of the children's charity Free The Children, the youth empowerment event We Day, and the social enterprise Me to We.
For 2015 putting your customer at the center of every strategy and business process will be essential for acquisition, retention and competitive differentiation. No more just talking about it. This coming year, it has to happen.Customer Think
Today customers can make sure that their voice is heard like never before. And, if marketers don't have measures in place to listen, they are turning a deaf ear to potentially significant problems and missing out on essential insights for improving their customer experience.
A healthy change is taking place: Consumers are demanding that brands engage them in conversations versus one-way blasts. But for this to be effective, both consumers and marketers have to change previous behaviors.
Companies rely on customer referrals to bring in new business. But, they continue to struggle to interact, listen, and respond in a manner that provides the engagement and motivation for customers to actually provide those referrals.
As marketers adopt new and more sophisticated technologies and methods for servicing customers, you would assume that we've gotten to the point where a satisfactory customer service experience would be a given.
Challenge: Customers want to be actively involved in their own brand experiences. To meet this demand companies are developing innovative experiential marketing campaigns utilizing the virtually limitless opportunities of multichannel engagement.
It amazes me when I hear that a CEO or marketer has never heard of Net Promoter Score (NPS). I'm also shocked when folks tell me that they know all about NPS but aren't measuring it at their company. Really?
A good preference center is akin to a good first date. It is all about initial appropriateness, understanding, and communication. Once accomplished, you have earned the right to a second date and deeper levels of discussion.