10 best practices for writing to customers – Part 1

In today’s highly competitive business world, winning brand loyalty is not only a primary goal, it’s mission critical –and that means consistently providing an exceptional customer experience. A big part of that is in your communications. Are they clear and concise? Can customers quickly understand what to do, or do your service letters launch into

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Beyond the Arc recognized by Forrester for customer experience work

The clock is ticking on our 15 minutes of fame. Beyond the Arc is recognized by Forrester Research in its October 2010 report, Market Overview: Enterprise Customer Experience Transformation Consultants. The report profiles the usual suspects, large national consulting firms, along with a handful of boutiques specializing in customer experience. Forrester evaluated consulting firms because,

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Customer channel use: taking a holistic view

Are you taking too narrow a view of your customer data? Nothing is more critical to strategizing and executing an effective Voice of the Customer (VoC) program than looking at the “big picture.“ As an example, our financial services clients gather massive amounts of data from customer transactions and mine it for insights about what

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Do your customers read your communications? Take the quiz

When was the last time you received a really compelling business communication? Considering the volume of email, letters, instant messages, and more that compete for our attention every day, it’s not surprising that your customers may miss an important message from you. Every business wants to create well-written communications that stand out, but they often

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Getting your company on board to improve customer communications

Improving your customer communications can help strengthen brand loyalty, increase sales potential, reduce support costs – and it makes good sense for your business. So how do you get everyone on board to make changes and rally toward a clear, consistent, and unified voice for your company? Consider the following best practices to help drive

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Using the Voice of the Customer to drive real business results

The reason that Voice of the Customer (VoC) programs exist is to monitor the customer experience and identify problems that it makes sense for the business to resolve. Let me be more specific. An effective VoC program will likely uncover—and must address in one way or another—several categories of feedback from customers: 1. Complaints –

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Bringing data sources into your Voice of the Customer efforts

It’s no surprise that consumer-facing businesses with strong customer experience programs generate staggering amounts of data across a variety of touch-points. Consider a retail bank, for example. Customers visit a branch, bank online, call customer service, and communicate with bankers by email on a daily basis. We believe that this avalanche of data can—and should—be

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Customer listening: 6 key insights on using text mining in social media

What do corporate heavy hitters have to say about The Future of Social Media in 2010? A recent Silicon Valley American Marketing Association forum explored innovative ideas and best practices for leveraging social media, with insights from the likes of Ed Terpening of Wells Fargo, Jeanette Gibson of Cisco, and Maria Pomeromo of Adobe. Adobe,

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How to say you’re sorry (to customers)

Courtesy of the discerning Clive Mettrick at Business Research Lab and a defective pint of JavaChip ice cream, Starbucks had the opportunity to rise to the occasion.  And it did – sending a dissatisfied customer an excellent problem resolution (‘apology’ in layman’s terms) letter that not only salvaged the relationship, but contributed to increased satisfaction

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