Customer engagement - conversionation

Listen to the Voice of the Customer or Stop Doing Business

November 24, 2011 By J-P De Clerck 3 Comments

In a recent study by MarketTools 34% of executives surveyed stated that they were aware of customers using social media to comment on or complain about their company and/or its products. That’s about one-third of respondents. Great, isn’t it?

It seems some executives realize that the voice of the customer is channel-agnostic and consumers use social media. However, when looking at how the voice of the customer is taken into account, what customer-centricity is partially about, the outcome is quite shocking, yet not surprising anymore: based on this study the voice of the customer most of the time simply seems not taken into account at all. Less than one-fourth of the executives that were aware customers use social media to comment or complain, said their companies always respond to these customers.

When it boils down to customer service, the research found that 23 percent of companies provide it on Facebook, with 12 percent providing customer service and support via Twitter. [Read more...]

Filed Under: Blog, Connected marketing, Customer engagement, Customer relationships, Customer service, Customer-centricity, Research, Social media marketing Tagged With: customer experience, customer feedback, social media sentiment analysis, voice of the customer

Wake Up: Your Customer Does Not Want to Be Your Friend

September 10, 2011 By J-P De Clerck 2 Comments

A (potential) customer wants you to respect him and what he is looking for in every step of his buying journey. He doesn’t want to be your friend, although you should treat him like one. Five questions to answer and discover how customer-centric you really are.

Words are extremely important. They can even make or break you. A word that was playing in my mind all week is ‘social’. Since the advent of “social media”, it often seems as if we believe that marketing, and by extension even society, has become more ‘social’. Don’t think so. Businesses are not social. They just realize that if they don’t listen better and engage in more authentic customer interactions, they are in trouble.

Another word I thought about a lot this week is ‘friend’. There is no universal definition of friendship, everyone experiences it in a different way and distinctive degrees. In a social media and network context, we use the word ‘friend’ a lot, too much in fact. [Read more...]

Filed Under: Blog, Customer engagement, Customer relationships, Customer service, Sales, Social media marketing Tagged With: brand advocates, Bryan Eisenberg, Chief Customer Officer, conversion, customer advocate, customer experience, customer-centricity, people-centricity, social media

People-Centric Marketing: Four Fundamental Human Needs

September 6, 2011 By J-P De Clerck 4 Comments

Being heard, being understood, mattering and being emancipated. These are four fundamental human needs. Discover what this means for your business and marketing.

Yesterday, I wrote a Dutch post to share a few of the lessons, Trey Pennington taught marketers and businesses. What better can be done than spreading the message, he liked to spread himself to remember him? Today, I thought a lot about the post, and I decided to translate it and add some more marketing thoughts to it, thus working further on Trey’s business thinking. I think he would have loved it.

Trey strongly emphasized the human dimension and aspects of marketing and business. He had a values-based (as in human values), need-centric and emotion-driven approach, making him, in fact, a forerunner in what is now known as Marketing 3.0, since it was called like that by Philip Kotler. [Read more...]

Filed Under: Connected marketing, Customer engagement, Customer relationships, Customer-centricity, Social CRM, Social media marketing Tagged With: emancipation, Giedrius Ivanauskas, human needs, Jim Ducharme, listening, Marketing 3.0, people-centric marketing, Philip Kotler, Trey Pennington, trust, understanding, values

Customer Satisfaction and Social Feedback: No One Cares About You

August 9, 2011 By J-P De Clerck 5 Comments

A MediaPost article titled “Voice Of The Consumer Still In The Woods” earlier this year tackled a survey by MarketTools.

Author Jack Loechner mainly looked at the social media aspect of the survey that found “94% of companies do not yet use social media channels such as Facebook and Twitter to gather customer feedback” in his post but there is more. Much more… [Read more...]

Filed Under: Blog, Customer engagement, Customer service, Customer-centricity, Opinion, Research, Social media marketing Tagged With: business processes, customer feedback, customer satisfaction, social feedback

Blog Comments and Engagement: Calculate and Use the ConversATion Rate

August 8, 2011 By J-P De Clerck 8 Comments

Help, my blog gets no comments! It’s something I often hear being said by marketers that recently started an ‘inbound’ or content marketing program by launching a corporate blog. In order to receive comments, you obviously need some kind of community of people that find your blog worthwhile or simply find it at all.

Moreover, comments are not always essential. The commenting culture is very different in various countries and maybe you just really write darn good posts no one wants to debate about (but that will show in traffic). [Read more...]

Filed Under: Blogging, Content marketing, Customer engagement, Social media marketing Tagged With: Avinash Kaushik, blog comments, blogging, content marketing, conversation rate, engagement, relationship marketing

The Cross-Channel Customer Experience Must and How to Achieve It

August 4, 2011 By J-P De Clerck 6 Comments

If you occasionally read my posts here or elsewhere, you probably know by now that a consistent and valuable user experience, a multichannel approach with a strong dose of social and customer-centricity are my favorite themes.

Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. [Read more...]

Filed Under: Customer engagement, Customer relationships, Research Tagged With: CEM, conversion, cross-channel, customer engagement, customer experience, customer experience management, customer-centricity, Foviance, multichannel

The Cross-Channel Customer Experience Must and How to Achieve It

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