How Positive Customer Experiences Can Recruit, Retain, and Reward Customers

Bite-Sized Delight From the Episode:

• Why successful automation means the right balance between AI and human engagement.
• Just because it’s required doesn’t mean it needs to be boring, un-engaging, or pathetic.
• The worst thing you can do is have a rewards program for loyal customers that is not actually rewarding.
• CX is trending towards less human interaction and more bot engagement, but you have to execute the transition properly.

CX PRESS – Why Marketers Are Betting on Bots [00:56 – 08:46]

Tweetable Quotes

Chatbots can be great for very basic engagements that replicate what happens on a website. #CX http://bit.ly/2gbnYKH Share on X
You have to be really careful that a bot experience doesn't turn into an absolute customer experience disaster. #CX Share on X
We, as humans, are always going to need some sort of human support. http://bit.ly/2gbnYKH Share on X

Takeaways

• Bots can never 100% replace human help and, when it’s needed, that transition from AI to human needs to be seamless.
• Incorporating AI into your customer experience requires thoughtful planning of all the possible scenarios and where they can go wrong.
• A well-done AI can transform the customer experience into something remarkable. A poorly-done AI can make it a disaster.

REQUIRED REMARKABLE: “I’m on Hold” Music [08:46 – 14:10]

Tweetable Quotes

Who would think that hold music could be so compelling that you actually would want it to keep playing? #CX Share on X
It's a pain point that all of us have experienced and instead they decided to make something interesting. #CX Share on X
You can take your required elements and make them remarkable. #CX http://bit.ly/2gbnYKH Share on X

Takeaways

• Why a different take on something we all dislike can turn it into a positive customer experience that people talk about.
• Find one element of your business that is required and breathe a little bit of life into it.
• Making the required become something remarkable will transform your brand into something memorable.

THIS JUST HAPPENED: Pizza Loyalty Card [14:10 – 25:43]

Tweetable Quotes

I want to support their effort, but man, do they make it difficult to be loyal. #CX http://bit.ly/2gbnYKH Share on X
It's like I'm punished for being loyal. #CX http://bit.ly/2gbnYKH Share on X
It doesn't work to have a loyalty program that is confusing to your employees. #CX http://bit.ly/2gbnYKH Share on X
If you do these things that we love as a company, we will reward your loyalty with these benefits. #CX Share on X

Takeaways

• Your employees are the first people that need to understand your loyalty program.
• The biggest CX mistake a business can make is to make something challenging for your most loyal customers.
• A loyalty program needs to be simple, friendly, and something that actually rewards the people that are responsible for keeping your company going.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!

Are You Looking for Things We Referenced?

• Why Marketers Are Betting on Bots
• Dilbert: Customer Disloyalty Program
• Five Data Driven Tech Trends Shaping Customer Experience in 2017 and How Businesses Can Quickly Adapt

See you next week!