Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Business Intelligence Sales & Marketing More Topics...
Sales & Marketing
24/7/365 Network Uptime!
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.
 



(Page 2 of 2)

“While data and applications can make the customer experience better and more personalized, it’s the brand they are buying -- not a CEO. Delivering what’s expected is a cultural and operational mandate that operates on genuine trust. Some companies are known for excellence in this area while others are not.”

Engaging Your Customers

Dan Farkas, an instructor of Strategic Communication at Ohio University, told us Hurd's comments make complete sense for two reasons. First, many people are strong advocates of transformational leadership.

“The idea is to turn employees into people who embody your spirit. Anyone can talk about being a customer experience evangelist,” Farkas said. “When Hurd lives this and showcases this kind of perspective, it provides a massive heap of validation to the change process.”

Second, he noted, there’s all sorts of data out there suggesting that younger people appreciate and expect to have a flatter communication pattern with organizational leaders. A CEO doesn't have to respond to every single tweet.

“Younger people will recognize and reward those companies that engage with customers. It's smart business sense, and I would argue it's moving from nice to necessary in many industries,” Farkas said. “This is especially so in the technology field where there are limited barriers to entry and where the user experience and review process play a heightened role.”

Turning Customers Into Evangelists

Kenneth Epstein, vice president for C3: CustomerContactChannels, a provider of customer service management and training solutions to Fortune 500 companies, told us it is absolutely is the CEO’s job to be a customer experience evangelist. That, he said, is because when the top person makes customer service a priority, it will then filter down to everyone in the organization who will deliver on the promise.

“Smart CEOs know it costs far less to retain a customer that it does to acquire a new one. There are many companies that invest millions of dollars to build their customer bases, yet many times, as quickly as new customers are coming in the front door, existing customers are exiting the back door,” Epstein said.

“In today’s competitive marketplace, customers not only expect value, they expect a good experience with the companies they choose to do business with. And when they have a good experience, they can be turned into evangelists themselves and go out of their way to tell anyone they know how much they love a company or product. Nothing is more compelling than that.”

< Previous Page  |  1  |  2

 

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



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Sales & Marketing
1.   Target App Makes Shopping a Snap
2.   Visa Intros Online Payment Service
3.   Facebook Testing Buy Button
4.   Opera Software To Buy AdColony
5.   Facebook Buys Video Ad Biz LiveRail


advertisement
Opera Software To Buy AdColony
As mobile video ad market balloons.
Average Rating:
Small Biz Learns Recession Lessons
Rebuilding smarter, more tech-savvy.
Average Rating:
Aerohive Helps Engage Retail Buyers
Apps for in-store customer engagement.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
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.
 
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 
Hackers Breached 1,000 StubHub Accounts
Cyber thieves got into more than 1,000 StubHub customers' accounts and fraudulently bought tickets for events through the online ticket reseller, company and law enforcement officials say.
 

Enterprise Hardware Spotlight
Microsoft Makes Design Central to Its Future
Over the last four years, Microsoft has doubled the number of designers it employs, putting a priority on fashioning devices that work around people's lives -- and that are attractive and cool.
 
Contrary to Report, Lenovo's Staying in Small Windows Tablets
Device maker Lenovo has clarified a report that indicated it is getting out of the small Windows tablet business -- as in the ThinkPad 8 and the 8-inch Miix 2. But the firm said it is not exiting that market.
 
Seagate Unveils Networked Drives for Small Businesses
Seagate is out with five new networked attached storage products aimed at small businesses. The drives are for companies with up to 50 workers, and range in capacity from two to 20 terabytes.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Business Intelligence | Sales & Marketing | Contact Centers | 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.