Brand & Market Research

An Excellent Example of Customer Experience Management: Zappos.com

  February 08, 2012 in Blog, Brand & Market Research, Case Studies, Measuring Total Customer Experience by Marci Bikshorn

Zappos - Customer Experience Management

There is no end to the lengths that company Zappos.com will go to provide great customer service. In fact, its 2010 advertising campaign focused solely on how committed the company is to its customers. Where did this fantastic advertising idea come from? It developed out of the many ways that Zappos had been going above and beyond for its customers throughout the past year.

Last year, Zappos overnighted a free pair of shoes to a wedding where the best man had shown up without his shoes. In that same year, Zappos delivered a bouquet of flowers to a woman who ordered six different pairs of shoes because her feet had been damaged by medical treatment. It says heaps about a company that would go to such extreme measures to genuinely help a customer.

These examples are really what customer experience management is all about, going above and beyond for your customers. The reason Zappos succeeds may have just as much to do with its customer retention programs as its genuine compassion for consumers. Here are just a few of the reasons that customers remain loyal to Zappos.com:

1. Customer Service Training

Each new employee in the Las Vegas office has to participate in a four-week training program. No matter the position they now hold, there are no exceptions. A large focus of this initial training is on customer experience management.

After the four-week training period for all employees, there is a more specific three-week program for the call-takers. As you may have seen in the 2011 ad campaign, consulting and training really pays off when customers ask more difficult questions.

What you can do: Create a training program to allow all employees to understand the company’s stance on customer service. With all employees on the same page, everyone can be relied upon to talk face-to-face with customers during the busier holiday seasons.

2. Understanding Brand Image

Zappos has implemented many different layers to its communication and customer retention strategy due to an understanding of their brand image. Consumers think of Zappos as just a shoe store, although they sell many different items. Because Zappos realizes this is the current brand image, they choose to focus on marketing their one constant, customer service. Instead of only promoting goods and services, they choose to build a brand image around likeability.

What you can do: Use customer intelligence programs to better understand how consumers portray your brand. Brand research can be a useful tool as a small part of a complete customer retention program.

Service Excellence Group is a customer experience measurement and solutions provider. Through our innovative programs, we can offer intellectual and resourceful answers to give you a competitive edge with a better understanding of your brand image. Find out more about our customer experience management solutions.

Ford Uses Customer Feedback for Better Design

  December 06, 2011 in Blog, Brand & Market Research, Customer Experience Reporting, Customer Feedback by Marci Bikshorn

Customer Feedback Solutions

If you haven’t heard, Ford is planning to launch a new MyFord Touch system on 2013 models of the Ford Escape, Flex and Taurus and an update will be available for current owners of the 2011 and 2012 models. Ford recently revamped their system and came up with a solution that is faster and easier to use than the prior technology. New features include maps, voice recognition, compatibility with other devices and ebook support. This new system is much cleaner and simpler than competitive solutions – all thanks to Ford’s emphasis on the consumer.

The Benefits of Customer Feedback Management Services

Ford is a great example of a company listening to the voice of the consumer to create a better product. By implementing customer satisfaction programs, Ford was able to pinpoint the faults of the old technology and foster those specific improvements. In this case, that led to the use of a larger and more readable font size, bigger icons and fewer menus. Much can be gained from listening to your consumers. Here are two great benefits to employing customer feedback systems. (more…)

Going with a Pro – Market Research Consultants

  July 21, 2011 in Blog, Brand & Market Research by Marci Bikshorn

Market research consultants can prove to be advantageous to a business seeking ways to stay ahead of their competitors, and when done right, can lead too more successful and forward-thinking endeavors. One solid way to assure that you are getting the most out of your actions is to hire a market research agency that has the tools and expertise necessary to provide you with essential and beneficial information. Here are just a few reasons why you should invest in a market research program. (more…)

A Running Shoe’s Take on Good Customer Service

  July 07, 2011 in Blog, Brand & Market Research, Consulting & Training, Measuring Total Customer Experience by Guest Author

Customer Satisfaction MeasurementA good pair of running shoes is more important than where you run in them. How do they perform on a track, on a treadmill or in your neighborhood? Are they reliable? What about durability? Can you count on them to offer the same performance day in and day out? This comparison is just like customer service being more important than the location it is provided. Customer satisfaction measurement or at least your awareness of your service level is extremely important. You receive customer service every day in all forms. From the mail carrier to the grocery store to calling about your cable bill, they all provide various forms of customer service. (more…)

Why Should Your Company Implement a Mystery Shopping Program? Survey Says….

  May 19, 2011 in Blog, Brand & Market Research, Customer Experience Reporting, Mystery Shopping by Marci Bikshorn

If there is a common denominator shared by all organizations –financial, retail, service, healthcare, manufacturing, hospitality – it is the monumental need for extraordinary customer service.

It is tough to think of a business type that doesn’t exist by its attention to customer service.

Offering extraordinary customer service requires modifying behaviors.  Modifying behaviors requires coaching, persistence, accountability, feedback and practice.

The findings of The American Express® Global Customer Service Barometer presents evidence, benefits and the reasons why your company should implement a mystery shopping program. (more…)

Top 5 Items To Consider In Your Customer Satisfaction Programs

  April 28, 2011 in Blog, Brand & Market Research, Customer Feedback by Marci Bikshorn

It’s no secret that effective communication is the key to great business. We’ve heard it a thousand times, but it’s true. Good communication, in its many forms, does wonders for productivity, morale, and efficiency within any company.

But are you being as effective of a communicator with your customers as you should be?

When it comes to first-class communication with customers, listening is perhaps the best thing you can do. And the best listeners are the ones who give their customers room to talk. That’s why targeted customer satisfaction programs, backed by solid customer satisfaction market research, are one of the best ways to increase communication with your customers.

When it comes to customer satisfaction programs, it’s best to think of them as conversations. Here are the top 5 items to think about when giving your customers room to use their voice. (more…)

How To Choose Your Market Research Consultant

  April 21, 2011 in Brand & Market Research, Consulting & Training by Marci Bikshorn

How To Choose Your Market Research ConsultantOf all the qualities and best practices that help turn good businesses into great ones, market research analysis is perhaps the trickiest. It’s also the most frequently overlooked. We’ve already seen how important an effective market research consultant is, but how do you go about finding one?

In a lot of ways, finding a good market research consultant can be like shopping for a good pair of jeans—on the surface they may all look very similar, but finding the perfect fit takes a little scrutiny, a little familiarity with yourself, and sometimes a little magic. (more…)

Brand Research: Position Your Company to Cross Oceans While Your Competitors Are Just Crossing the Street

  September 29, 2010 in Blog, Brand & Market Research by Marci Bikshorn

SC_oceans_

So many businesses are focused on Market Research because they are in search of information regarding the demand for their products and/or services or the potential business growth surrounding their sales opportunities.

Companies should also place an emphasis on Brand Research so they are armed with the knowledge to differentiate their brand in the customers’ mind.

(more…)