The Year of the Customer: Research Points to the New Focus Must Be The Customer

Over the years I’ve covered Marketing, Sales, Customer Service and Support, Customer Success Management – all of which end up providing the brand or company the ability to deliver on a promise and make good on that promise or somewhere along that customer journey or do something that creates an unpleasant experience and drives the customer away from the company and to a competitor. We’ve known for over 25 years, its less expensive to keep current customers happy and continuously buying from a brand, yet companies are still not getting the value in perpetual customer experience. What I mean by that is that – it’s not just one experience that matters. Its every single interaction – and from the customer’s point of view. But it’s not that simple. It’s every single interaction from every single customer – perpetually.

Often people have argued with me whether social / digital makes a difference in customer service and customer loyalty. If you consider the 1-9-90 rule — which means that 1% of the population posts, 9% respond and 90% just lurk or read what the 10% posted — there are literally millions, if not billions of people who have read posts by that 10%. And even though that 10% is the tip of the iceberg of the total customer population, they are very influential. Consider that a good percentage of that 90% reads what the 10% writes. They could read about how horrible a brand’s products and services are, and without even engaging with them, a brand could make the decision to never buy from them. And consider if this is the case, there will be companies that look up one day and their customer base is gone and they will wonder where it went. It went to your competitors.

I thought I would provide a list of the research I’ve been working on – just to give you an idea of the various things I think about and where I see the world going. One of the best things about being an analyst is that you get to see the world from a collected set of experiences – from vendor briefings, conferences, speaking engagements and advisory – and you start to see patterns and that helps to shape your point of view on the world. Truthfully, while there’s some things changing, it’s still should be a customer-focused world. No Customers, no business. It’s that simple.

Here’s some of my thoughts on these topics below. @drnatalie

VP and Principal Analyst, Covering Marketing, Sales and Customer Service and Customer Success Management to Create Great Customer Experiences

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