Top Posts of 2023 on Customer Centricity

Here at C3Centricity, we publish books (Winning Customer Centricity), articles and training on customer centricity, because we’re passionate about helping companies to successfully adopt a customer-first strategy.

Since we founded C3Centricity in early 2011, one of our traditions has been to share the most popular posts on customer experience at the beginning of each new year. 

This past year has been particularly successful for C3Centricity, with many of our newest posts getting the top scores globally! This is quite tough for a blog that has been running for almost 13 years and highlights the quality of the content we share with you each month.

Of course, there are also a few perennials that have been appearing in our top 10 list for years, like insight development and customer observation. Since no brand is successful without a foundational insight, and customer understanding is its major essential element, these two will always be popular – they also are on Google’s first page, which certainly helps and confirms the quality of their content.

So let’s have a look at the Top 10 list in 2023, and see if your own favourites are there. If not, then please let us know in the comments. Thanks.  

#1. Five Brilliant Ideas to Boost Your Insight Development

Boost your insight developmentThis post regularly appears in the top three posts on C3Centricity. This shows the quality of its recommendations and content. And the importance of business insights. 

Ever wondered why you struggle to develop actionable insights? This post shares some of the main reasons why even large companies sometimes fail at this essential art. Then, it offers some suggested solutions to help you.

Insights are the foundation on which every single successful brand is built. If your brands are lacking strong positive growth, they are probably missing that insight that will make them powerhouses.

So it is vital that you learn how to develop them and then how to action them in your communications and innovation. Again, if you struggle to action your insights, you’re most certainly missing one of the steps covered in this post.

To stimulate your thinking, the article includes many real-world examples of how great insights can be turned into powerful ad campaigns that connect with customers and motivate them to buy.

If you’re ready to finally learn how to develop actionable business insights, check out our online course on the topic HERE.

#2. Five Rules of Customer Observation for Greater Success

Measure your company image

This post has also been among the top articles on C3Centricity for many years. It is a cornerstone post that is regularly updated to remain highly relevant in today’s marketplace.

Its popularity clearly shows the need we all have to understand how to get up close and personal with our customers – the right way.

The five rules it includes are easy to follow and will make every occasion to watch and listen to your customers so much more interesting and valuable.

And if you want to learn how to watch

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Providing Amazing Customer Journeys by Leveraging the Power of Technology

Customer journeys are evolving fast, and technology is at the forefront of this transformation, especially in the past couple of years, thanks to AI.

This post explores how businesses can embrace omnichannel experiences, self-service solutions, and data-driven personalisation to create amazingly seamless and unforgettable customer journeys.

I have also added examples illustrating some of the more successful implementations. Be inspired by these real-world illustrations of companies that have leveraged technology to build strong customer relationships and unlock new avenues of growth for your business.

 

Technology-Enhanced Customer Journeys

In the dynamic realm of modern business, the pivotal role of technology in shaping customer service has become undeniable.

Organisations adept at harnessing the potential of technological advancements offer seamless and personalised experiences and gain a distinct competitive edge in today’s rapidly evolving digital landscape.

This article unveils the profound transformation of customer service in the digital age, underscoring how technology has revolutionised customer expectations and enabled organisations to deliver faster, more efficient and tailored support.

 

The Evolution of Customer Service in the Digital Age

The digital age has brought forth a sweeping transformation in customer service. Technology, the bedrock of this evolution, has spurred a revolution in customer expectations, compelling organisations to elevate their service standards.

By capitalising on technology, businesses can now offer swifter response times, enhanced efficiency, and personalised touches that cater to the individual preferences of their clientele.

As technology continues to advance, so do the expectations of today’s customers. A prime example of this is the seamless omnichannel experience offered by retail giant Nike.

By integrating web, mobile, social media, and in-store interactions, Nike has created a harmonious ecosystem that caters to customers’ preferred communication channels, resulting in a 40% increase in online sales.

This showcases how technology can amplify customer service, enabling organisations to meet customers where they are and provide a consistent, convenient, and personalised customer journey.

1. The Rise of Omnichannel Customer Service

In today’s digital landscape, omnichannel customer service has become a beacon of innovation and strategic importance. By seamlessly integrating multiple communication channels, including web, mobile, social media, and chat, organisations can provide a uniform and convenient customer experience. The synergy achieved through this integration nurtures customer satisfaction and provides invaluable insights into consumer behaviour and preferences.

As previously mentioned, Nike is one example of a brand that has successfully done this, but there are others. Starbucks is another industry trailblazer.

With its mobile app, customers can order ahead, earn rewards, and make payments seamlessly. This technological integration enhances convenience and deepens customer engagement, resulting in a staggering 40% of Starbucks transactions being conducted through its app today. This vividly illustrates how the convergence of channels empowers customers and fuels business success.

2. The Shift Towards Self-Service

The era of customers’ digital empowerment has fostered a discernible shift towards self-service options driven by the burgeoning demand for instant gratification and autonomy.

Organisations are now empowered to equip customers with comprehensive self-help resources, knowledge bases, interactive FAQs, and AI-driven chatbots that deliver … Click to continue reading

The Customer Retention Goldmine: How to Keep Customers Happy and Drive Exponential Growth

Customer retention is essential for the long-term success of any business. 

We all know that happy customers are more likely to make repeat purchases, provide positive reviews, and refer others to your business. But how do you keep customers happy?

Here are some of the best strategies to retain your customers. Check them out and apply any you are not currently actioning, to enjoy improved growth for your business:

 

1. Provide Excellent Customer Service: This is the starting point if you want to keep your customers happy. Offer fast, helpful, and personalized support whenever they need it.

Respond to inquiries and complaints quickly and resolve issues to the best of your ability.

In fact, go beyond just satisfying them, and find ways to surprise and delight them with a little added and unexpected attention. (more on that later)

  • Customer service is a critical aspect of retaining customers. According to HubSpot research, 93% of customers are likely to make repeat purchases from companies that offer excellent customer service.
  • On the other hand, 33% of customers would consider switching after just one instance of poor service according to American Express.
  • Responding to customer inquiries within an hour can increase customer retention rates by up to 56% (Harvard Business Review).
  • Nearly half of all customers (46%) expect companies to respond to their emails within 4 hours, while 12% expect a response within 15 minutes or less.
  • However, 90% of customers view an instant response as either crucial or very important when they need customer service assistance. Of these, 60% consider instant to mean within 10 minutes or faster.

 

2. Build Strong Relationships: Engage with your customers on social media, through email newsletters, or other communication channels. Show appreciation for their business and make them feel valued. Businesses that build strong customer relationships are likely to see increased loyalty and repeat business.

  • According to a study by Bain & Company, increasing customer retention rates by 5% can lead to a 25% to 95% increase in profits.

 

3. Consistent Communication: Keep your customers informed about new products, promotions, and updates. Regularly engage with them to maintain their interest. Find ways to keep them involved with your brand even when they are not consuming/using it.

  • Consistent communication helps to keep customers engaged and informed about your products and promotions. Brands that communicate with customers regularly witness a higher retention rate compared to those that do not (SuperOffice).

 

4. Quality Products and Services: Deliver high-quality products and services that meet or exceed customer expectations. Satisfied customers are more likely to return.

  • High-quality products and services contribute significantly to customer satisfaction. A study by the Customer Contact Council found that customers who had the best past experiences spend 140% more than those with poor experiences.

 

5. Loyalty Programs: Implement a loyalty program that rewards customers for repeat purchases. Offer discounts, exclusive offers, or points that can be redeemed for future discounts or free items.

  • Loyalty programs can boost customer retention. According to a
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5 Powerful Ways to Upgrade Your Customer Journey Maps

Mapping your customer journey is an important part of understanding and satisfying them better. Since the travel and leisure industries are still in turmoil after covid, I believe that now is a good time to review how they treat their customers. And this should include their customer journey mapping.

Through the example of an experience I had with the Hilton Group, I share some important lessons about getting customer service right! These will be invaluable as the travel industry fights to recover. 

 

Background

Each year around Christmas time, my family get together for a weekend of fun somewhere in Britain. Last year we met up in Bristol. As a Hilton Honors member for more than twenty years, I offered to book rooms for all of us in the local Doubletree.

I expected to get a better rate with my membership, and certainly cheaper than those offered by all the booking sites. Well, I reserved five double rooms for the weekend, as well as a table for ten in their restaurant for dinner on the Saturday evening.

I booked directly by calling the hotel, as I always prefer to do. I expect to be recognised for my loyalty – and if possible rewarded too! On this occasion I was proven seriously wrong!

A couple of weeks after booking and pre-paying for all the rooms, I received Hilton’s weekly newsletter offering me a significant discount for the exact same hotel and dates. Clearly their online pixels had identified me as being interested in this hotel, but they hadn’t connected this interest with my having booked directly. You can already see from this, that their customer journey mapping is incomplete.

As Hilton offer a “guaranteed lowest rate” I reached out to their call centre and was told that yes I was entitled not only to the lower rate, but to an additional 25% discount for having made the claim. I was told how to complete the claim form and I hung up ecstatic that I could save my family even more money – which we would no doubt spend in the bar before and after our dinner!

Imagine my surprise when the next day I was informed that my claim had been refused! I was notified that the guaranteed lowest rate only applied to third-party sites and not to Hilton’s own website!

[bctt tweet=”Guaranteed lowest rates should mean just that! Otherwise you’re just cheating the customer. #CEX #CRM #Customer” username=”Denysech”]

I immediately responded and was again told that their guarantee didn’t apply to their own rates. In addition, as I had pre-paid I could not get the lower rate even if it was now being offered!

Not being one to take “no” for a final answer, I contacted their corporate customer service group again, as I felt my loyalty was not being recognized. I was once more given the same response, but this time was informed that my request would be forwarded directly to the hotel concerned – no doubt to … Click to continue reading

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