The Key to E-Commerce Success may be Human Touch

Great Article from Investors Business Daily.
"The Key to E-Commerce Success May Be Human Touch" .

Seems like so many online experiences rely on the lowest paid, lowest knowledgeable call center reps to be often the first impression of their brand.

Article suggests that success and and improved customer experience can result if you now compensate and treat your call center staff as Relationship Managers.

Webinar: The Evolution of Customer Experience and the Voice of Customer

The Evolution of Customer Experience and the Voice of Customer
Complimentary Webinar presented at 12:00 noon EST, Wednesday, 11/2/11.  Sponsored by #manpowergroup
http://www.brighttalk.com/webcast/5068/36563

Always good to take a little time to get reminded of who are customers really are, and what they care about...

Think "Alignment" As You Approach Social Media

Quite often in Customer Experience discussions, Social Media and Strategy comes up. When you begin developing your strategy, think in terms of "Alignment". This chart by John Scott Hayden may get the discussion off to a good start.

Sterne's "Social Media Metrics" Lacks Insights...You May Wish to Look to Others.

Part of many organizations' Customer Experience strategies are to incorporate Social Media tactics into their plans. So, part of our information gathering involves reading content by the "thought leaders" within this space to glean some tasty Sipping Points to use.

With a glowing endorsement by David Meerman Scott, I felt assured that I would glean great insights into the world of Leading Tools, Strategies and Metrics of Social Media... by reading my first book by social media expert, Jim Sterne.

Sterne has been on the leading edge of "all things Social Media".

However, this book's 9 Chapters only delivered unique, valuable content in Chapter 8: "Getting Buy-In,Convincing Your Colleagues"...The rest of Sterne's material seems like repurposed material from other thought leaders like David Meerman Scott, Steve Krug, the Eisenberg brothers, Halvorson, Jaffe, Kaushik and others.

I was really looking forward to a meaty discussion on best practices in the deployment of Social Media tactics, but this only skimmed at best...I would pass on this "Social Media Metrics" and go with the works of the authors I referenced above.

Holiday Customer Experience Tips for Businesses and Their Customers, not just for the season..



Lynne Jarman-Johnson, Speaker/Consultant/Radio Host
http://www.thejjway.com/
"LJJ Speaks" Mondays 2-3pm, WJRW 1340 am,
Grand Rapids,MI

Bonus Tips that didn't get on-air, during LJJ Speaks on WJRW...Relax, think Bing Crosby music and a crackling fire...

Tuesday, November 30:
I just had an opportunity to be a guest, yesterday, on Lynne Jarman-Johnson's ( @LJJspeaks ) radio show, LJJ Speaks on WRJW 1340 -Grand Rapids, and chat about Customer Experience opportunities and challenges facing businesses and customers for the holiday season (and I content, year-round).

This discussion, geared mostly towards the retail experience, does provide value to other entities as well...anywhere there is a "client/customer interaction is fair game".

The following are questions posed by Lynne, along with my caffeine inspired responses, that did not make it on-air, but are still very key aspects of our business environment we now find ourselves in.

So, warm some Java, or Hot Cocoa, and enjoy these Sipping Points.

LJJ:“As a Customer Service Specialist, and being that it’s the holiday season...How can businesses become more effective at learning customer needs?”

GL: Well, keeping in the “holiday theme” I will assume a retail experience. Here are 5, low-hanging Candy Canes to grab:

1. Data, Data, Data!
○ What is your internal sales data saying? Do you have customer segments with unique needs you can solve? What Products are hot, what are not?
○ Mash-up your qualitative experience and quantitative data to seek actionable insights.

○ What is your web site analytics telling you? (you do have a web presence, right? and Google Analytics is free!) What products are people continuing to visit? Certain colors getting most views? Where is the traffic coming from? Are you still featuring “About US” as your main landing page for prospective and current customers? It’s all about them and what you can do for them...they may not care that you were established in 1880!

2. READ!
○ In retail, read everything by Paco Underhill. Also Martin Lindstrom’s “Buy-Ology”, Joseph Jaffe’s “Flip the Funnel”, and Tony Hsieh’s new book, “Delivering Happiness”. Anything by Seth Godin, including his blog..it tends to slap you upside the face when you need it...

3. Seek Input From your Front line Folks!
○ Just because you pay them peanuts, doesn’t mean they have one for a brain...Executive leadership should LISTEN to the people on the front lines. You will get an added benefit of increased morale.

4. Think LEAN manufacturing principles:
○ In LEAN, an overarching principle is “Go See It For Yourself, get out on the floor”

○ Think, “Under Cover Boss” TV show. Find ways were Executive (and/or owners that have may become removed from the front lines) to intimately engage with your customers on a somewhat regular basis.

○ I just experienced an author/CEO respond to a general inquiry I made to their website! Then, he asked me who referred me to his book and firm. Then, he even responded, acknowledged that he knew my acquaintance and his firm, then asked me to say hi to him and that he was looking forward to an upcoming conference to catch up. This guy, “gets customer evangelism”...his business is personal to him and he wants his passion to resonate.

LJJ: “What Frustrates Customers Most?”:

GL: “Well, I just so happened to have updated this research and polled more people this morning, using my very expensive and sophisticated techniques, at my local Starbucks...Good mix of men and women too (that actually all experienced Thanksgiving weekend shopping)...Here are the findings:

● Items out-of-stock, or sizes out.

● Pushy Sales Floor Staff that don’t listen...

● Uneducated Staff...Do not know the products, or similar, to make a trusted recommendation

● Lines...

● Lack of selection

● Their own children causing distractions from the experience.

LJJ: “What are some tips for businesses that sell to customers in order to make transactions smooth and positive?”:

GL: “Being an avid reader, and student, of “thought leaders in stuff like this”, I find that Frank Luntz’s latest book, “What Americans Really Want, Really..” summarizes what the American Consumer (and even b2b) market want. Here are 5 Gingerbread Goodies, adapted from Luntz’s findings about our desired lifestyle goals in the U.S.":

1. More Money,Save Money,Less financial anxiety. Remember Hyundai and the job-loss protection? How about showing them how you are “saving them money” (more on that another time about my recent tire purchase)

2.Fewer Hassles: How can you reduce “The friction” in all of your customer touchpoints?
○ Can customers find you using the web?

○ Are you linked to your Manufacturer/Brand sites as a “local store”?

○ How can you assure buyers that you are offering the “fair market price” ? Consider Price Matching to minimize any “price resistance”.

○ Can buyers find Customer Reviews of products you offer, or of your business easily?

○ Can customers verify inventory is available prior to traveling to your business?

○ Use the Mother (or Mother-in-Law, depending on who you get along with better) Rule. That is, Would you treat your own Mother the same way as you treat customers? If not, you will have troubles in the long-term.

○ Finally, say a genuine, “THANK YOU FOR LETTING US EARN YOUR BUSINESS”!

3. More Time:
○ Respect customers time, save them time.

○ Look for other ways to respect their time, perhaps consierge service for repeat cutomers?

4. Choice/Selection:
○ this varies by product and demographics, but “Choice” is the American way.

○ Can you offer various pricing models, or product versions?

5. No Worries:
○ What assurances can you give customers?

○ Think more about potential Customer Lifetime Value, versus a single transactional opportunity.

LJJ: “What tips do you give customers entering the holiday shopping season to make transactions smooth and positive?”

GL: "Assuming someone is starting from a shopping list of some type, I recommend a little technology assistance prior to heading out to the stores."

1. Check the manufacturer, or Brand, websites for the items you are seeking to look for Local Stores, Online Vendors and any possible coupons, rebates, etc.

2. Look at the various Local Stores' web sites, or Online Store sites, options to check for inventory availability, total cost comparison and any store level incentives.

3. If you decide on a Local Store, call ahead to secure any items you feel are in high demand. Some will simply “Hold” for a specified time, others will have you pay over phone, then hold your item until pickup.

4. Now, however, if you are more impulsive (like me) and are already in your local store, without advance planning advantages I just described, grab your smart-phone device equipped with a free UPC Barcode/QR Code app(scanlife) and Google’s “Goggles” app. These will allow you to Scan the package code labels, or take an actual picture (as in Goggles), and open price comparison sites, product detail sheets, or even show other retailers that may offer the item. You may even find that special information that will allow you to easily justify that purchase to your significant other!

Happy Holidays to All, and a special thanks again to Lynne Jarman-Johnson @LJJSpeaks !

Cheers & Blessings to All!...Grant LeMahieu

Are "Ratings and Reviews" Important to your prospects and customers?

http://polls.linkedin.com/poll-results/102515/cvght

Recent LinkedIn poll showing the key factors people are looking for online to help make purchase decisions in the IT space.

How does this insight correlate to your world? Can you incorporate "ratings/reviews/testimonials/samples/case studies" into your messaging platforms?

Create Fans Through Follow-Up...

"Not following up...is the same as filling up your bathtub without first putting the stopper in the drain." - David Frey


How many times have you heard colleagues, prospects, clients talk about the lack of follow-up by many of their current, or prospective vendors, or even some of their own team members?

Nothing more frustrating than when I am establishing connections for my own network of competencies, or recommending vendors for projects that I consult, as the lack of follow-up from their business development reps, or principals! These folks rub elbows at association meetings, Rotary Clubs, Country Clubs, etc, and prospects ask for more information, yet there is no intentional follow-up. Why Not?

Every expert commands that you do some type of reply back to a prospect by the end of the next business day...we are so connected Today, that there really is no excuse not to have someone on your team make a contact within this timeframe. Remember, prospects or clients, are not asking for a detailed proposal by the next day, but they do want to know you are interested in their business or not.

Here's a recent example, I am doing some consulting and facilitating on a web site usability and redesign for a client. When evaluating prospective technical and creative resources for the project, I was amazed at the Hubris, and lack of follow-up, that some of these "web services/marketing" firms display...Must be a huge market out there,uh??? Again, I know their "people" are attending all the proper business networking events, yet I still here on the street that "Firm XYZ" never calls back!

In closing, I suggest that your "marketing effort" needs to dial into the "customer experience" aspect of your business now. Nothing is more cost effective in marketing your business than having a bunch of @ravingfans spreading the good word about your business...

Physical Office Arrangements Can Reveal Much About "Customer Focus"

Does your physical office space reflect "Customer Focus" or not? I ask that due to a revelation I had recently, but would love your unofficial, field research on this one:

My theory is that businesses and organizations that truely live the "Customer Centric" lifestyle, will intentionally design their workplaces and all other touchpoints so the people that should be most involved with "Customer Experience" are located closest to the potential touchpoint interactions with customers.

Car dealerships are a great example. The sales reps cubicles/offices are right on the sales floor, by the main entrances of the store. Bookkeepers, HR, Mechanics in the back, right?

Now, In one of my past roles, the reverse was true. By the way, this was a firm that did "talk" about being "Customer Centric" however, here is how the home office of this firm was arranged (see if this applies to any you know):

Main Entrance Experience:

Nice, warm feeling colors, furnishings, Digital Displays representing examples of firm's work. Good Job on this touchpoint! Emotionally engaging space...

Inconsistent switchboard/front desk personalities, which run the risk of a bad impression...an example, would be replacing friendly receptionist with good phone and people skills with a grumpier one, just because they can type memos 5 WPM faster...

Finally, the 5 offices surrounding the Customer Entrance are as follows:
1. General Operations Manager
2. Accounts Payable/Receivable
3. CFO/HR
4. CEO
5. VP of Finance and Estimating

Okay everyone, did I list any Sales or Marketing offices within the proximity of where the customer enters this office?

No! The actual offices for these functions are several feet down a long hallway, well beyond ear shot of any Insightful discussions that the Receptionist may be having with a customer on the phone, or in the reception area. Shouldn't the Sales and Marketing functions be the closest to frontline interactions so they have a chance to glean some Customer Insights? Or, is it best for the bookkeepers and financial folks to share those Insights?

Sure, this whole situation may have evolved inadvertantly, yet it remains uncorrected...

So, your homework is to "walkthrough" your customer touchpoints to see how you are maximizing the Customer Experience and how you are setting up your team in charge of product development and business development to succeed.

Remember, your clients don't need, nor care, to see your accounting, HR, and other operations areas...They want what you sell...That's it...