Welcome!

IBM Cloud Authors: Yeshim Deniz, Elizabeth White, Pat Romanski, Liz McMillan, Stefan Bernbo

News Feed Item

How to Improve Customer Experience in the Social Age

Practitioners at the 2013 Summit on Customer Engagement Provide Surprising Answers

SAN FRANCISCO, Feb. 20, 2013 /PRNewswire/ -- What's the best way to significantly improve customer experience in the Social Age?

"It's one of the great hidden opportunities out there," says Bill Lee, author of The Hidden Wealth of Customers (Harvard Business Review Press, 2012) and President of Customer Reference Forum. "To dramatically improve a customer's experience in today's world, get him or her advocating for you."

Executives, managers and experts from some of the top firms in the world in this area—such as IBM, Teradata-Aprimo, Intel, AmerisourceBergen, Jive Software, Infor, SMART Technologies and others—will show why this is the emerging reality in customer experience and relationship building at the 2013 Summit on Customer Engagement, March 5-6 in Redwood City, Calif. There are still a few seats left.

Turning conventional wisdom on customer experience on its head 
Lee, along with Lisa Arthur, the award-winning Chief Marketing Officer from Teradata-Aprimo, and Katharyn White, VP of Marketing for IBM's Global Business Services, will provide current research on the growing impact customer advocacy can have on improving customer experience.

"That turns conventional wisdom—which says you first create a great customer experience, then ask for the reference, referral, blog post, media interview and the like—on its head. How is it that getting customers to advocate for you improves their customer experience?" he said.

Here's a preview of how firms presenting at the Summit are doing this.

"Focus on customers' successes, not your products and services. In the old world of marketing, firms would ask customers to be interviewed for a success story focusing on the firm's products and services, and distributed as marketing and sales collateral. That's not particularly appealing," says Lee. "No matter how much customer's like your products and services, they'll get tired of this."

Now picture this approach: After ensuring that he is succeeding with your product and service (and correcting any missteps in your delivery), you approach the customer about doing a video, article or joint case study that touts his success.

"It's obvious which has more appeal," says Lee. "And note that the second approach will be more interesting to your prospects and buyers. And by the way, they'll get the idea that your product and services were instrumental to helping the customer succeed."

Help build their reputation 
The corollary to focusing on customers' successes is that firms build their reputation—whether it's in their industries, among their peers or even just internally with their firms. "And reputation," notes Lee, "is a prime component of social capital. Firms are helping customers build their social capital. They love this."

From book reviewers with their own profiles on Amazon.com, to Salesforce.com "MVP" (Most Valuable Professional) customers, increasing customers status among their peers will dramatically improve their experience of being associated with you. At the 2013 Summit, Deena Zenyk of SMART Technologies, an education software and services firm, will explain how the firm designates its leading advocates "SMART Exemplary Educators," or "SEEs," who enjoy exceptional status with their peers in the firm's customer community. SMART reckons that the resulting robust advocacy and thought leadership the SEEs provide result in an additional $130,000 in value generated per SEE—over and above anything they purchase themselves.

Help them find or expand community 
At the Summit, Teradata-Aprimo's Arthur will show how communities will be the great disrupter in the new marketing, fueling much deeper customer experiences and, concurrently, more powerful customer advocacy. She'll show that this is no fad, but an important long-term trend.

Also, Sydney Sloan of Jive Software will reveal how the firm's customer support community creates remarkable synergy with Jive's customer reference program. The community provides a platform to give references visibility and status with a large group of their peers. Top references, for example, receive badges, VIP recognition and other distinctions—the very best are called "Jive Champions"—all of which create exceptional emotional attachment, the gold standard for a rich customer experience. That increases not only their loyalty, but also their tendency to advocate. Plus, the presence and visibility of references in the community encourages more community members to become advocates themselves.

About Bill Lee 
Lee is the world's foremost authority on customer advocacy and engagement. Forbes Online columnist Dorie Clark called his book, The Hidden Wealth of Customers (Harvard Business Review Press, 2012), "one of the most insightful business books I've read this year." His firms, Customer Reference Forum and Lee Consulting Group, provide educational, research and consulting services on customer strategy, advocacy and community building.

About Bill Lee: http://www.customerreferenceforum.com/about_leadership.php

About the 2013 Summit on Customer Engagement: http://www.customerreferenceforum.com/event2013

About Customer Reference Forum: http://www.customerreferenceforum.com/index.php

SOURCE Bill Lee

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

IoT & Smart Cities Stories
The deluge of IoT sensor data collected from connected devices and the powerful AI required to make that data actionable are giving rise to a hybrid ecosystem in which cloud, on-prem and edge processes become interweaved. Attendees will learn how emerging composable infrastructure solutions deliver the adaptive architecture needed to manage this new data reality. Machine learning algorithms can better anticipate data storms and automate resources to support surges, including fully scalable GPU-c...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...