Mobile operators lose a quarter to a third of their customers every year. This is an international phenomenon and providers don’t like talking about it. If you talk to an account manager who is affected by this, you mostly get the answer: “we profit just as much from it because our competitors also lose as many customers”. I can never understand this point of view. Wouldn’t it be more profitable to stop customers moving away than to go to the expense of pursuing new customers. Everyone says yes, but the behavior of mobile operators says no.
The problem with NPS
There is a rumour going round that the reason NPS is so successful is that you can explain the formula on the golf course. This is indeed possible. Unfortunately, it is difficult to describe what NPS actually brings us.
My customers aren’t answering me!
Surveys continue to be a good way of activating customers though admittedly, they do not always work well. A 60% return is not unrealistic but many return quotas are doomed to failure. What can we learn from the ones that manage to get customers to give feedback?
The internet of providers
CeBit 2016 robbed me of one of my illusions. I always thought the Internet of Things (IoT) meant that my washing machine would talk to me. Now however, I have learnt that my washing machine speaks with my provider, and I’m the last one that knows anything about it. What they speak about, I have no idea, but I do know that the provider knows when I do the washing and how often. They don’t know however, when I have to change the pump, so that the machine doesn’t break down.
What is the difference between CX, Marketing and Customer Service?
What is customer experience (CX)? How is it different to marketing and customer service? There are many definitions for this term, so Forrester Research have tried to narrow it down by asking 18 CX professionals from different companies.
Totally pain free
One things divides knowledge and data: an aim. This also applies to customer data. Maybe this sounds obvious, but large amounts of data lead to the temptation of trying to mine it. Data mining is fashionable at the moment.
Omni-Channel is not a solution for the real problem
Within my circle of friends, there is a rumour going round that you should switch provider if you want to get the best service. If you are a normal customer, there is only a limited service budget available. Once you quit however, companies fight to win you and suddenly more money is available.
Part of the family
We all have our favourite brands. These are closer to us than all the other mostly uninteresting ones. A product and brand are able to direct how far consumers identify with them. One variable could be “you are an important part of my life” or even better “you are part of my extended family” or with a direct identification “I am me because you’re there with me”.
Could we do it? Should we do it?
To track the customer journey, the customers’ contact cycle must be extend regularly over several stations. First there is contact with the provider, then the website, then social media, mobile platforms, price comparison, then at some point, a visit to the shop. All of this before a purchase is made. The customer journey is miles long. Are customers becoming more complicated?
