Top 5 Customer Service & CX Articles for Week of December 18, 2023

Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.

Customer Centricity: How to Always Put the Customer First by Fernanda Alvarez Pineiro

(Startups.co.uk) If the words “customer is King” have recently graced your LinkedIn feed with their presence or starred in your recent business conversations, you are probably attuned to the growing trend that is customer centricity. As the customer journey continues to evolve into something more dynamic and diverse, it’s imperative to think about ways of optimising your (hopefully) amorous customer relationships through your business communications.

My Comment: The title is a question that I’m often asked. This article delivers the answer and much more. It includes strategies, tactics, research findings, and more that back up the importance of having a powerful customer-centric strategy. Also included are short summaries of the customer-centricity strategies from five of the most recognizable brands on the planet.

Loyalty beyond Points: Boost Customer Lifetime Value with a CX-First Approach by Leanne Franks

(InternetRetailing) Nearly every British retailer offers a loyalty programme. Customers accumulate points for every pound they spend to earn discounts on future products and services. The exchange is straightforward: customers get benefits; the brand gets loyal customers.

My Comment: I’ve always felt the best loyalty program doesn’t come from points, miles, or perks but from an amazing customer experience. So, imagine if you combined the two: a good loyalty/ incentive program (points, perks, etc.) and amazing customer service. And perhaps some of those rewards can be experiences, not discounts or free products. This short article will give you much to think about regarding your loyalty programs.

Culture Clash: Why Customer Experience Improvements Fail by John Aves

(MyCustomer.com) To successfully change your CX, you must create the right culture and climate to effect the change. You can’t do this without your people changing their behavior. Without leadership from the top, it is difficult to champion a clear path for improvements, set the tone, and role model new behaviors.

My Comment: This is interesting. A failure in a customer experience strategy is the fault of… The CEO! According to the author, “…the problem isn’t rooted in strategic thinking, but because the CEO is often detached from the plan.” I’ve stressed in all of my customer service speeches, that a customer-focused culture starts at the top with the CEO. And it’s not just the CEO saying, “Let’s do it!” They need to be behind it and involved throughout the journey.

4 Steps to Create a Seamless Customer Experience by John Quaglietta and Kathy Ross

(MyCustomer.com) The customer journey is becoming more complex, with customers moving between more channels than ever before. John Quaglietta and Kathy Ross of Gartner explore strategies for providing seamless CX in an ever-changing sector.

My Comment: While this article is a little technical, the point is simple. Eliminate friction! The more convenient experience wins. It makes you more competitive, more resistant to pricing issues, and customers simply want to do business with the companies and brands that make it easy for them. Here are four more steps or ideas for you to consider for your convenience strategy. (What? You don’t have a convenience strategy? It’s time to get one! Join the Convenience Revolution!)

20 Simple Strategies To Positively Transform Customer Experiences by Forbes Business Council

(Forbes) In the business world, going after “low-hanging fruit”—the easily attainable yet impactful strategies that can make a significant difference in your business trajectory—is a great way to earn some quick wins. This can be especially appealing in the realm of customer experience, where every interaction is an opportunity to turn a one-time buyer into a lifelong advocate of your brand.

My Comment: Let’s close out the Top Five roundup with an excellent list of basic customer experience ideas. There is everything from the simple idea of writing a handwritten thank you note to optimizing your current “feedback loop.” There is a short paragraph for each idea, so consider these idea-starters. Bring the list to your next meeting and talk about which one of these ideas you want to implement first.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.