The Customer Life Cycle Experience belongs to everyone and no one. Every person within an organization who comes in contact with a customer is responsible for carrying the torch of customer service. And if you listen real close, your analytics can tell you what the customer wants. These and other insights were among those shared with us during this month's Tweet Jam.
5 Years Later Where were you in 2008? Social media was in its infancy. Most companies wanted nothing to do with social, despite its growing popularity among consumers. The idea of engaging with a brand on Twitter or Facebook sent shivers down the spine of every CEO. There was no Chief Marketing Officer.
Five years later, the customer has driven companies to become more socially engaged. Customer expectations have shifted the way companies operate and have challenged them to build loyalty. The stakes are high, but the rewards are worth it.
[ View the story “Q1. What's different about the customer life cycle today vs. 5 years ago?” on Storify ] Q1. What's different about the customer life cycle today vs. 5 years ago? Storified by CMSWire.com · Wed, Jan 23 2013 14:25:35
Q1 Customers’ expectations have increased – brands must be more responsiveness and be able to react “in-the-moment”. #cxmchat #cxmchatSteve Earl
Q1 Everything. Social has shifted the power from seller to buyer #cxmchatRob Howard
Q1 - more orgs have come back to remembering the Customer really matters - customer can & will walk away from bad #CXP's #cxmchatJulie Hunt
Q1 …and people expect to use social as the buying tool vs. biz educating #cxmchatRob Howard
Q1 - orgs are finally acknowledging that the customer is king, not the product they are selling #cxmchatBarb Mosher Zinck
Q1 #cxmchat - Speed - pace is driven by the need to support digital and social outletsNorth Plains
Q1 What hasn't changed? Customers are interacting w/ brands across all channels. #cxmchatKaren DiClemente
@kndiclemente agreed - and there are so many more channels now too #cxmchatRob Howard
Q1: 2008 a lot of folks talked about UGC. 2012 I think most of it is in social networks, vs. 'on the site' like FB, Pinterest #CXMChatNate Barad
Q1 Orgs also understanding importance of #CustServ as key #Customer interaction channel - excellent #CXP essential here #cxmchatJulie Hunt
Q1: What's different - well… everything! The power of choice across so many channels #cxmchat #cxmchattrobbins
Q1 with all that's changed, orgs must have a difficult time keeping up. #cxmchatBarb Mosher Zinck
Q1 #cxmchat - We still need to move quicker – enterprise software will elude the "frictionless model", but needs to move fasterNorth Plains
Q1: Customers are more fickle than ever—and they are everywhere, every channel. And expect that brand to be seamless and RELEVANT! #cxmchatAshley Eckel
Q1 Moving closer towards perfect capitalism - differentiation shifts to customer service #cxmchatRob Howard
@robhoward I think customer service can introduce a new biz. Existing biz customer service has gotten worse. Airlines for example #CXMChatNate Barad
@natebarad completely agree customer service is the key and becoming a more important differentiator #cxmchatRob Howard
Q1: Channels means hard choices … budgets aren't unlimited #cxmchat #cxmchattrobbins
Q1 Customer lifecycle, interactions have become more complex - need better orchestration for one experience for all interactions #cxmchatJulie Hunt
Q1 @Forrester had good piece on this: Bye, Bye Marketing Funnel #cxmchat http://ow.ly/h4ccYRob Howard
Q1 #cxmchat - The need to support social interaction in a transparent fashion while managing your brandNorth Plains
Q1 I think it's also much much harder to truly win the hart of a customer and build a lasting relationship #cxmchatRuud Verstraeten
@ruudverstraeten true, but it's also no longer linear. cust retention becoming paramount in biz. Continuous selling/service #cxmchatRob Howard
Q1 customers are more proactive and vocal thru social, so you must respond quickly, efficiently, and correctly #cxmchatChristian Buckley
Q1. The customer lifecycle is more fragmented now. More sources of info for customers, and available in their pockets or purses. #cxmchatTony White
Q1- curious, know we must focus on the online channels, but do we know %s of people still not going there? #cxmchatBarb Mosher Zinck
@cmswire A1. Social has made a huge influence in the fact that it is easier to connect with individual customers. #cxmchatSherrie Rohde
Q1: We must put customers at the heart of our marketing decisions, for every channel. No more subjectivity and guessing games. #CXMChatAshley Eckel
Q1 - is the marketing funnel dead? or just changed… #cxmchatBarb Mosher Zinck
@bmosherzinck Q1 - funnel is different. Funnel is 'wider' in the middle. Retention and Referral are closer to revenue #CXMChat #CXMChatNate Barad
Q1 I don't think the funnel really changed much, it's complexity just got more accessible and visible to us #cxmchatRuud Verstraeten
@bmosherzinck Analytics IS the marketing funnel now. It unifies data into a perceptible customer journey. #cxmchatTony White
@arslogica @bmosherzinck Disagree. Analytics only tells you what is happening. Not WHY. #cxmchatAshley Eckel
@ashes54 @arslogica - this topic has the makings of a great article #cxmchatBarb Mosher Zinck
Q1 The customer journey is much more difficult to follow. A unified picture of your customer is even more important today. #cxmchat #cxmchatSteve Earl
@jwillie but as a brand, you have much less influence than you did 5 years ago because of social #cxmchatRob Howard
@robhoward @jwillie Agree - no longer 'command & control" - changing to listen and respond to Customer #cxmchatJulie Hunt
@juliebhunt @robhoward @jwillie Yes, love this distinction! #cxmchatSherrie Rohde
Q1 #cxmchat - managing customer expectations for immediacyNorth Plains
Q1 Apple has no twitter presence and most loyal customers. So is "social" really that big an influence? #cxmchatapoorv durga
Q1. It’s now more difficult/complex to establish loyalty among new customers. Enter Analytics. #cxmchatTony White
@arslogica Q1-True enough, but cust. loyalty is a factor of follow-up by company. Love the customer and they may love you back. #cxmchatJeff Hora
Q1 - The CLC today is defined by customer journey mapping from first contact, adoption, and beyond. No longer just the sale. #cxmchatEllis Luk
Q1 social CRM is a strategy, not a set of tools you deploy. If your team has not bought in, the technology is irrelevant #cxmchatChristian Buckley
Q1- we talk customer service - but does it mean different things today than it did before? feels like it encompasses much more #cxmchatBarb Mosher Zinck
.@bmosherzinck #CustServ can encompass more, but takes sophisticated biz processes, analytics + strategic commitment from C-level #cxmchatJulie Hunt
It Takes a Village This is where it gets tricky. It isn't that we don't want the customers to own the consumer life cycle, it's just that there are so many hands on deck it can get hard to really know for sure. It also depends on how proactive or reactive companies are about the customer experience. What can be agreed upon is that unless everyone is in it to win it, your customer experience strategy will fail.
[ View the story “Q2. Who owns the customer life cycle and how is this changing organizational structures today?” on Storify ] Q2. Who owns the customer life cycle and how is this changing organizational structures today? Storified by CMSWire.com · Wed, Jan 23 2013 14:25:13
Q2-Good question. Many orgs have a chasm between marketing/sales & svc./support and then back again. Clear view/owner is lumpy. #cxmchatJeff Hora
Q2: The customer owns their own journey. We find intersection points that work for everyone. #cxmchattrobbins
@trobbins I love this! Each customer has individual needs with different pit stops and checkpoints along the way. #cxmchatSherrie Rohde
Q2 Today marketing is taking a greater role in the customer life cycle as it relates to customer retention and engagement #cxmchat #cxmchatSteve Earl
Q2. Anyone agree that no ONE owns the customer journey? #cxmchatTony White
“@arslogica: Q2. Anyone agree that no ONE owns the customer journey? #cxmchat”—I'm with you on this one!Ashley Eckel
@arslogica yes, I agree with that. It takes a village #cxmchatRob Howard
A unified journey is a nice to have, but we understand only fragments. The more we know, the less we know #cxmchatMitch Lieberman
Q2 I believe: customer service + marketing = maximum impact #cxmchatRob Howard
Q2 Cust owns lifecycle in some ways; orgs need integrated customer-focused teams to deliver #CXP excellence to maintain lifecycle #cxmchatJulie Hunt
Q2 #cxmchat - On the vendor side, the idea of Customer Success is gaining traction and true ownership of the customer lifecycleNorth Plains
I think EVERYONE owns it. Putting it in one department is the silo cliche. The whole org dedicates and differentiates on it #CXMChatNate Barad
Q2. Within an org, mktg is most responsible for the cust lifecycle. Extra-org, search engines and social media have a lot of pull. #cxmchatTony White
Q2 if the customer experience is a strategy, no single group owns it. Everyone plays a role #cxmchatChristian Buckley
Q2 - Everyone! Organizations are striving to be more customer centric & this means empowering each employee to delight the customer #cxmchatEllis Luk
Q2 drop the silos yes, but do you need a cross org team to make it really happen? Is that easy to do in larger orgs? #cxmchatBarb Mosher Zinck
@bmosherzinck which is why ownership of cxm is also spread across the org #cxmchatChristian Buckley
Q2 No one ownes it but the customer, but at brands, marketers should work to optimally support all individual journeys #CXMChatRuud Verstraeten
Q2 customer service is emerging as a front-line leader, very proactive vs reactive #cxmchatRob Howard
Q2 #cxmchat - On the customer side, it is a combination still with IT and business owners – requires engagementNorth Plains
Q2: It has be across all departments in an organization. The core values of the company have to align with customer centricity. #cxmchatAshley Eckel
Experience is the perception held by a person, similar to the journey, we can design and lead, but it is visceral, theirs, not ours #cxmchatMitch Lieberman
Q2 customer owns the journey, org is responsible for the life cycle? #cxmchatBarb Mosher Zinck
+1 Q2 customer owns the journey, org is responsible for the life cycle? #cxmchatChristian Buckley
Q2 Agree, the whole organization should work to support the customer journey on every touch point - cross business silos #CXMChatRuud Verstraeten
Q2 for S/W offerings >> mult journeys: buyer (w/ mult. roles & diff. journeys), end users (both for design phase & post-sale) #cxmchatJulie Hunt
@juliebhunt and they also need to understand their customers to build effective products! then go to market #CXMChatNate Barad
We must think of our target consumer and how to deliver a better experience. Here's a how-to: http://ow.ly/h4dGJ #cxmchatJulie Cottineau
Q2 But brands must understand their customer's lifecycle as it pertains to their products to do effective marketing. #cxmchat #cxmchatSteve Earl
Q2: Cust owns their own choices, but it is up to an organization to figure out what they need and work on providing it. #cxmchatApptentive
Q2 *everyone* who interacts w/ customer now touches customer life cycle. We see customers educating internally for this e.g. Dell #cxmchatRob Howard
Until metrics (like pay) are aligned across sales, marketing and service, we are going to have a problem #cxmchatMitch Lieberman
So everyone and no one owns the Customer Life cycle — good arguments on all sides! #cxmchatCMSWire.com
@cmswire Hahaha, at least we know how to back up our points! :) #cxmchatSherrie Rohde
It's in the Way that You Use It Analytics is just the first step. The challenge is knowing what to look and listen for. Your analytics is like an ancient cipher — it holds all the answers, but only if you know how to unlock its secrets.
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Source : cmswire[dot]com
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