As we journey from push to participatory, with a stop at pull along the way, here are a few guidelines from customer experience guru Bruce Temkin:

  • You can’t buy loyalty, you’ve got to earn it
  • Innovation is a team sport
  • Every interaction creates a personal reaction
  • People are instinctively self-centred
  • Customer familiary breeds alignment
  • Unengaged employees don’t create engaged customers
  • Employees do what is measured, incented and celebrated

Bruce has recently released his 2013 US customer experience ratings.

10,000 U.S. consumers were asked to rate their recent interactions with companies across three dimensions of their experience: functional, accessible, and emotional, using their responses to rate 246 companies across 19 industries. Thirty-seven percent of companies received a “good” rating or better, an increase over 28% of companies in 2011 and 16% in 2010. Grocery chains, fast food chains, parcel delivery services, and retailers earned the highest average scores while TV service providers, health plans, and Internet service providers earned the lowest.

The three dimensions are:

1. FunctionalHow well do experiences meet customers’ needs?
2. AccessibleHow easy is it for customers to do what they want to do?
3. EmotionalHow do customers feel about the experiences?

Here are the leaders and laggards:Temkin 2013 best and worst experience companies

 

A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

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