Customer effort research has been around since the 1940s but the debate gained momentum following a 2010 article, ‘Stop Trying to Delight Your Customers’, in the Harvard Business Review (HBR). In particular, the HBR paper raised interest in how CE and, in particular, customer effort scores (CES) could be used as an indicator of customer loyalty. […]
Journal: The Henley Centre for Customer Management
Multichannel Strategies for Better Customer Experience
Businesses need to adopt a multichannel mindset when interacting with their customers, because customers use multiple channels and expect relevant, consistent experiences across all of them. This research seeks to identify the key issues, challenges and opportunities that surround multichannel delivery and provide some best practice insight and principles on the elements that are key […]
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In It Together: When Companies Collaborate
In today’s networked world, business-to-business (B2B) inter-firm partnerships are increasingly common. At the same time, corporate reputation has been strongly identified as a key factor in companies’ success. But reputation has mostly been looked at from the perspective of a single organization and how its stakeholders perceive it. Much less attention has been paid to […]
Social Media – Time for B2B to Join the Party
Social media encompasses the activities and behaviours of communities of people who gather online to share knowledge and opinions. Social media, or otherwise ‘user-generated communication’, now represents a prevalent source of information. It has changed the tools and strategies companies use to communicate, highlighting that the information control now lies with the customer. Despite the […]
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Homeworking Beats Outsourcing: a 6 Step Model
In the early 2000s, there was a rush by organizations to outsource and offshore many call centres because of the significant cost savings that could be achieved. But offshoring has often led to a reduction in customer satisfaction, so businesses are increasingly bringing their critical customer service call centre operations back ‘onshore’. At the same […]
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Creating Harmony: Harnessing Stakeholders to Boost Innovation
In today’s increasingly competitive and fast-changing global marketplace, businesses must seek to develop more frequent and higher quality innovations. At the same time, customers, employees and other stakeholders are demanding more opportunities to co-create and collaborate with businesses. Stakeholders, who are increasingly informed, connected, networked and empowered, are challenging firms. Customers, for example, are demanding […]
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Socially Aware, Media Savvy: Social Media Strategy
Companies can no longer control their communications with their customers. Social media tools have enabled information to be generated from within the marketplace by consumers themselves. This shift of power presents significant challenges for companies that fail to come to terms with it. But for those that do embrace social media, the rewards can be […]
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