Welcome!

IBM Cloud Authors: Harry Trott, Pat Romanski, Elizabeth White, Liz McMillan, William Schmarzo

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.

@ThingsExpo Stories
From 2013, NTT Communications has been providing cPaaS service, SkyWay. Its customer’s expectations for leveraging WebRTC technology are not only typical real-time communication use cases such as Web conference, remote education, but also IoT use cases such as remote camera monitoring, smart-glass, and robotic. Because of this, NTT Communications has numerous IoT business use-cases that its customers are developing on top of PaaS. WebRTC will lead IoT businesses to be more innovative and address...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, shared examples from a wide range of industries – including en...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. Jack Norris reviews best practices to show how companies develop, deploy, and dynamically update these applications and how this data-first...
Intelligent Automation is now one of the key business imperatives for CIOs and CISOs impacting all areas of business today. In his session at 21st Cloud Expo, Brian Boeggeman, VP Alliances & Partnerships at Ayehu, will talk about how business value is created and delivered through intelligent automation to today’s enterprises. The open ecosystem platform approach toward Intelligent Automation that Ayehu delivers to the market is core to enabling the creation of the self-driving enterprise.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Consumers increasingly expect their electronic "things" to be connected to smart phones, tablets and the Internet. When that thing happens to be a medical device, the risks and benefits of connectivity must be carefully weighed. Once the decision is made that connecting the device is beneficial, medical device manufacturers must design their products to maintain patient safety and prevent compromised personal health information in the face of cybersecurity threats. In his session at @ThingsExpo...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.
Because IoT devices are deployed in mission-critical environments more than ever before, it’s increasingly imperative they be truly smart. IoT sensors simply stockpiling data isn’t useful. IoT must be artificially and naturally intelligent in order to provide more value In his session at @ThingsExpo, John Crupi, Vice President and Engineering System Architect at Greenwave Systems, will discuss how IoT artificial intelligence (AI) can be carried out via edge analytics and machine learning techn...
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
In the enterprise today, connected IoT devices are everywhere – both inside and outside corporate environments. The need to identify, manage, control and secure a quickly growing web of connections and outside devices is making the already challenging task of security even more important, and onerous. In his session at @ThingsExpo, Rich Boyer, CISO and Chief Architect for Security at NTT i3, discussed new ways of thinking and the approaches needed to address the emerging challenges of security i...
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
SYS-CON Events announced today that GrapeUp, the leading provider of rapid product development at the speed of business, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market acr...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, discussed the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insights from the vast t...