Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home CRM Systems Customer Service Contact Centers Business Intelligence More Topics...
Eliminate costly downtime!
Find out how with Free White Paper
& enter to win a Samsung Galaxy Note

www.apc.com
Customer Service
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
CEOs Need To Become Customer-Experience Evangelists
CEOs Need To Become Customer-Experience Evangelists

By Jennifer LeClaire
April 28, 2014 9:29AM

Bookmark and Share
In today's interconnected world where every customer has the Internet as a soapbox, even a few unhappy customers can wreak havoc. That's why customer experience management has become a top priority not just for sales and service managers, but all the way up to the CEO. Turning customers into evangelists themselves can be a winning strategy.
 



CEOs already have plenty to do, but Oracle chief Mark Hurd is suggesting they take on one more task -- becoming customer experience evangelists.

In a recent column, Hurd challenged conventional wisdom that argues once your customer satisfaction ratings hit the 95 percent mark it’s a waste of money to spend more effort on that last few percent of the customer base. Conventional wisdom says those customers can’t be pleased so you should just move on.

Hurd insists that conventional wisdom is antiquated. In today’s interconnected world, customers control everything and even a few unhappy customers in the lot can be costly. With all this in mind, Hurd is pushing the customer experience evangelist envelope.

Three Challenges

An Oracle survey revealed 81 percent of executives surveyed realize that active social media processes and culture are essential to their success, yet only 65 percent offer social channels for sales and service. Where’s the disconnect? The respondents pointed out three challenges: inflexible technology that can’t handle modern social tools; siloed organizations that can’t adapt to rapid external disruptions; and insufficient funding.

“As I look at those three obstacles -- core technology, organizational structures, and budget priorities -- it’s clear that they can’t be overcome by a feisty social team, or a hard-charging sales leader, or even by a forceful finance chief,” Hurd said. “No, those barriers to becoming a truly social business that can deliver superb customer experiences can only be knocked down by the CEO.”

As Hurd sees it, CEOs need to make customer experience a top priority across the company -- and central goal of transformational efforts that attack those three obstacles before they transform from inconveniences to dangerous and devastating threats.

It’s the Brand They’re Buying

We caught up with Lisa Arthur, CMO of Marketing Applications at Teradata Corporation, an enterprise analytic technologies firm, to get her take on Hurd’s stance.

As she sees it, CEOs are employees of the company like everyone else, and customer experience should be a central focus across the board. Everyone in the C-suite -- CEOs, CIOs, CMOs, etc. -- should reinforce that the customer experience is the company’s central focus and also ensure that the brand is considered and delivered at every customer touchpoint.

“In a company of 1,000 people, there should be 1,000 customer experience evangelists. Why do you think the marketing automation category is expanding so rapidly? Because customers are demanding a better and better experience. They want brands to which they are loyal to know them, their preferences, etcetera,” Arthur said. (continued...)

1  |  2  |  Next Page >

 

Tell Us What You Think
Comment:

Name:

Neil Davey:

Posted: 2014-05-28 @ 12:38am PT
“In a company of 1,000 people, there should be 1,000 customer experience evangelists. Why do you think the marketing automation category is expanding so rapidly?"

Not sure I'd entirely agree with the view that marketing automation investment creates customer experience champions within the organisation. Customer centricity/evangelism requires a cultural shift more than a technological one IMO.

Neil Davey, MyCustomer.com

patmcgraw:

Posted: 2014-05-03 @ 11:35am PT
Great companies have great leaders...and part of the definition of great leader is vision that includes how the organization must consistently deliver a unique, valuable customer experience across the organization with empowered employees that also realize the importance of "Wowing the customer".

Data is nice to have but when push comes to shove a dedicated, empowered employee can ask the right questions, make the right decisions and Wow the customer. It worked before automation and it will continue to work because people buy from people...

Christine Crandell:

Posted: 2014-04-29 @ 7:45am PT
This article reinforced what I've learned with our clients. In every case where the CEO visibly championed knowing the customer, through their eyes, and evolved the their organization, it was a success.

In every case where the drive to become customer-led came from the middle of the organization and the CEO did not buy-in or only gave it lip service, it failed. That explains why a majority of companies are reticient to embrace customer experience initiatives and settle for 'finding and fixing isolated bad experiences'. Unfortunately, 'find and fix' is a 'whack a mole strategy' as it does more harm to customer loyalty than good because the root cause has not been addressed.

- Christine Crandell, Author



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Customer Service
1.   Watson's First Consumer-Facing Gig
2.   Social Media Haters Speak Up
3.   Comcast Customer Service Fiasco
4.   'May I Help You?' Asks Jibo the Robot
5.   Why You Need To Hire a CCO


advertisement
Social Media Haters Speak Up
Survey says, now showing a little love.
Average Rating:
Comcast Customer Service Fiasco
Lessons to be learned for all companies.
Average Rating:
T-Mobile Accused of Bogus Fees
FTC has filed a lawsuit for overcharges.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Canadian Government Charges China With Cyberattack
The government of Canada is not happy with China. Canadian officials have accused "a highly sophisticated Chinese state-sponsored actor" of launching a cyberattack on its National Research Council.
 
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 

Enterprise Hardware Spotlight
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Mobile Technology Spotlight
Android 'Fake ID' Puts Millions of Users at Risk
Having this fake ID is nothing to brag about, even if you are a minor. The “Fake ID” Android flaw drops malware into smartphone apps. It can steal credit card data and even take over your device.
 
FTC Wants Fix for 'Perfect Scam' of Mobile Cramming
The U.S. Federal Trade Commission has issued new guidelines to curb “mobile cramming,” a troublesome practice that adds unauthorized third-party charges to mobile phone bills.
 
Facebook: You Will Use Messenger, and You Will Like It
Starting this week, Facebook users with Android and iOS phones will be forced to use the separate Messenger app to send Facebook messages. Pending messages will still be visible in the main app.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Contact Centers | Business Intelligence | Sales & Marketing | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.