Yassine EL Hassani's List: Elements de reflexion

• Obtaining the Right Information

      

  There are three patterns of customer experience information, each with its own pace and level of data collection
• Persistent, Periodic, Pulsed
• When companies monitor transactions occurring in large numbers and completed by individual customers, they are looking at past patterns.
• So companies receive by this method an uninterrupted, or “persistent,” flow of information, which they then analyze and communicate internally
• Although surveys are the tool used most often for gathering data on past patterns, customers are sometimes approached through online forums and blogs.

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• Fear of what the data may reveal.

      

  It’s easy to say one’s business is customer-driven when there are no data to prove otherwise.
• Can we afford to do what customers are asking for? How do we choose between conflicting preferences?
• Many organizations place responsibility for collecting and assessing customer experience data within a single, IT-supported customer-facing group

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• makes both the most routine and the weightiest customer experiences—checking a price, getting a question answered, or placing a multimillion-dollar order—pleasant and efficient
• Having spent millions of dollars on customer relationship management software, many CEOs consider their problem to be not a lack of customer information but a superfluity of it.
• the difference is that CRM captures what a company knows about a particular customer—his or her history of service requests, product returns, and inquiries, among other things—whereas customer experience data capture customers’ subjective thoughts about a particular company

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• The secret to a good experience isn’t the multiplicity of features on offer
• how something is provided, not just what is provided
• data about its experiences are collected at “touch points”: instances of direct contact either with the product or service itself or with representations of it by the company or some third party
• We use the term “customer corridor” to portray the series of touch points that a customer experiences

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• Customer satisfaction is essentially the culmination of a series of customer experiences or, one could say, the net result of the good ones minus the bad ones. It occurs when the gap between customers’ expectations and their subsequent experiences has been closed
• To understand how to achieve satisfaction, a company must deconstruct it into its component experiences.
• three kinds of customer monitoring: past patterns, present patterns, and potential patterns
• Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company
• Direct contact generally occurs in the course of purchase, use, and service and is usually initiated by the customer

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