Comments on: Customer Experience Tips for Indexing Relationship Metrics to Find, Keep and Grow More Customers – B2B Marketing and Sales Tip #168 http://blog.reachforce.com/sales-and-marketing-tips/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/ B2B Marketing and Sales Tips Sun, 15 Nov 2009 02:16:19 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Cody @ ReachForce http://blog.reachforce.com/sales-and-marketing-tips/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/comment-page-1/#comment-2612 Cody @ ReachForce Fri, 05 Dec 2008 11:19:35 +0000 http://blog.reachforce.com/b2b-marketing-ideas/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/#comment-2612 Kirsten, Agreed. The use of online channels is crucial to CEI. And from a cost cutting, "do more with less" perspective almost everything I mention in part 3 of my series here about "pushing" and "pulling" for quantitive an qualitative customer feedback can be accomplished using social computing. Think of it: > Online surveys > Blogs and other Social media interaction > Shared online workspaces > Account level knowledge distribution (sharing) and work flow between customers, employees and partners > Capturing, analyzing and routing customer generated content at account or functional levels > Enable Voice of Customer re: product reviews, content discovery, product development etc. Furthermore, having those modes integrated, or at least packaged within a nice, tidy customer community is all the better, especially when it comes to slicing, dicing and scoring data points that comprise CEI. Thanks for being a part of this discussion. Kirsten,
Agreed. The use of online channels is crucial to CEI. And from a cost cutting, “do more with less” perspective almost everything I mention in part 3 of my series here about “pushing” and “pulling” for quantitive an qualitative customer feedback can be accomplished using social computing.

Think of it:
> Online surveys
> Blogs and other Social media interaction
> Shared online workspaces
> Account level knowledge distribution (sharing) and work flow between customers, employees and partners
> Capturing, analyzing and routing customer generated content at account or functional levels
> Enable Voice of Customer re: product reviews, content discovery, product development etc.

Furthermore, having those modes integrated, or at least packaged within a nice, tidy customer community is all the better, especially when it comes to slicing, dicing and scoring data points that comprise CEI.

Thanks for being a part of this discussion.

]]> By: Kirsten Knipp http://blog.reachforce.com/sales-and-marketing-tips/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/comment-page-1/#comment-2609 Kirsten Knipp Wed, 03 Dec 2008 23:37:47 +0000 http://blog.reachforce.com/b2b-marketing-ideas/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/#comment-2609 Cody, I am interested in your thoughts on this topic and most specifically would be curious to understand how you might link CEI metrics to web experiences and specific tactics that customers can use to enhance CEI via their online channels. I believe that the cross channel interaction is crucial, but that in times of tight budgets, more companies will be driving interactions via lower cost online channels ... optimizing these for CEI would be of high value. Cheers, Kirsten Cody,
I am interested in your thoughts on this topic and most specifically would be curious to understand how you might link CEI metrics to web experiences and specific tactics that customers can use to enhance CEI via their online channels.
I believe that the cross channel interaction is crucial, but that in times of tight budgets, more companies will be driving interactions via lower cost online channels … optimizing these for CEI would be of high value.
Cheers,
Kirsten

]]> By: Eric Fraterman http://blog.reachforce.com/sales-and-marketing-tips/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/comment-page-1/#comment-2595 Eric Fraterman Tue, 11 Nov 2008 20:00:31 +0000 http://blog.reachforce.com/b2b-marketing-ideas/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/#comment-2595 I am a customer focus consultant and the theme of my work is Sharper Customer Focus - Sharper Competive Edge. When I tell people about this and what I do, the reaction invariably is that 'business must be good, because service is more important now'. This is the (logical) line of thinking, also espoused by your grandfather. It is amazing to me how such logical and strategic thinking appears to turn into knee jerk budget cutting all across the board. When the CFOs take over and put the brake pedal to the floor, the notion of strategically (although frugally) investing in those customer segments that really pay the rent and keep the doors open is totally overwhelmed by 'budgeteering'. I would say: More power to those few that hold the longer term and more strategic view, Let's honor the wisdom of your grandfather! I am a customer focus consultant and the theme of my work is Sharper Customer Focus – Sharper Competive Edge. When I tell people about this and what I do, the reaction invariably is that ‘business must be good, because service is more important now’. This is the (logical) line of thinking, also espoused by your grandfather.

It is amazing to me how such logical and strategic thinking appears to turn into knee jerk budget cutting all across the board. When the CFOs take over and put the brake pedal to the floor, the notion of strategically (although frugally) investing in those customer segments that really pay the rent and keep the doors open is totally overwhelmed by ‘budgeteering’. I would say: More power to those few that hold the longer term and more strategic view, Let’s honor the wisdom of your grandfather!

]]> By: Kathy Doering http://blog.reachforce.com/sales-and-marketing-tips/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/comment-page-1/#comment-2589 Kathy Doering Thu, 06 Nov 2008 22:00:19 +0000 http://blog.reachforce.com/b2b-marketing-ideas/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/#comment-2589 Conducting mystery shopping for your B2B-SaaS company would allow you to see the process through the eye of your customer. Just as in retail, we set up a typical customer situation with a mystery shopper to evaluate service levels. It offers a different view from traditional survey systems. Our biggest asset in doing this type of research for companies is due to our diverse shopper data base. With over 100,000 shoppers available throughout North America, we have many shoppers who are self employed and/or have a general knowledge or background with a particular industry. We are advocates of customer feedback too, but feel mystery shopping is a very important part of insuring customer service levels are in place. Hope that helps! Conducting mystery shopping for your B2B-SaaS company would allow you to see the process through the eye of your customer. Just as in retail, we set up a typical customer situation with a mystery shopper to evaluate service levels. It offers a different view from traditional survey systems.
Our biggest asset in doing this type of research for companies is due to our diverse shopper data base. With over 100,000 shoppers available throughout North America, we have many shoppers who are self employed and/or have a general knowledge or background with a particular industry.
We are advocates of customer feedback too, but feel mystery shopping is a very important part of insuring customer service levels are in place.

Hope that helps!

]]> By: Cody @ ReachForce http://blog.reachforce.com/sales-and-marketing-tips/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/comment-page-1/#comment-2576 Cody @ ReachForce Wed, 05 Nov 2008 17:38:54 +0000 http://blog.reachforce.com/b2b-marketing-ideas/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/#comment-2576 Kathy, I agree mystery shopping might have an interesting part to play in measuring customer experience. I'd love to find out more about how it works in a B2B environment. For example if I owned a B2B-SaaS company and hired a mystery shopper to analyze how loyal + satisfied my customer's are, what are the steps involved? My only experience with mystery shopping is with competitive intelligence applications. Kathy,

I agree mystery shopping might have an interesting part to play in measuring customer experience. I’d love to find out more about how it works in a B2B environment.

For example if I owned a B2B-SaaS company and hired a mystery shopper to analyze how loyal + satisfied my customer’s are, what are the steps involved?

My only experience with mystery shopping is with competitive intelligence applications.

]]> By: Kathy Doering http://blog.reachforce.com/sales-and-marketing-tips/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/comment-page-1/#comment-2570 Kathy Doering Tue, 04 Nov 2008 17:48:45 +0000 http://blog.reachforce.com/b2b-marketing-ideas/customer-experience-tips-for-indexing-relationship-metrics-to-find-keep-and-grow-more-customers-b2b-marketing-and-sales-tip-168/#comment-2570 Hi Cody, Your post caught my eye and it is loaded with excellent information! As owner of a market research firm in the Chicago area, I just have to ask you one question. Have you ever considered mystery shopping as an option for measuring the customer experience? I can tell you first hand that our firm is seeing more and more B2B companies coming to us for help in this area. Traditionally mystery shopping was used in the hospitality industries, however we have seen a strong trend this year in B2B clients. This has made for some interesting studies. It is also used as a form of competitive intelligence in the B2B marketplace as well. I look forward to reading more! Hi Cody,

Your post caught my eye and it is loaded with excellent information!
As owner of a market research firm in the Chicago area, I just have to ask you one question. Have you ever considered mystery shopping as an option for measuring the customer experience? I can tell you first hand that our firm is seeing more and more B2B companies coming to us for help in this area. Traditionally mystery shopping was used in the hospitality industries, however we have seen a strong trend this year in B2B clients. This has made for some interesting studies. It is also used as a form of competitive intelligence in the B2B marketplace as well.

I look forward to reading more!

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