How Customer Experience Creates Word-of-Mouth Marketing

Bite-Sized Delight From the Episode:

• Why a remarkable customer experience is the best way to create word-of-mouth marketing.
• Where experts think CX is headed in 2018: AI, conversational commerce, more seamless and omnichannel customer journeys, and social media.
• Smart companies turn problems into opportunities, even if it’s a problem they didn’t create.

CX PRESS: 2018 CX Predictions [01:06-10:38]

This week’s article is “Heard the Forecast? Top CX Predictions for 2018: Influencers Speak” from Enhancier. They reached to top influencers in the CX and customer service space to find out where they think customer service is going. Predictions include how CX will work with AI, conversational commerce, the push toward a seamless customer journey with more omnichannel experiences, and how social media will become an even bigger part of the customer experience. Stick around for Dan and Joey’s predictions for 2018.

Tweetable Quotes

Customers are making social media a channel of first rather than last resort. #CX Share on X
Focus on the physical and get back to the real world interaction. #CX Share on X
Customer experience, like customer loyalty, is an accumulating asset. #CX Share on X

Takeaways

• Customer experience is going to be recognized by companies as the ultimate differentiator in 2018.
• All the touchpoints and interactions coming together is what creates the customer experience.
• Customer experience, like customer loyalty, is an accumulating asset.

THIS JUST HAPPENED: Chewy.com and the Power of Word-of-Mouth Marketing [10:38-22:17]

Joey came across a Facebook post about how Chewy.com helped someone through the difficult loss of both of her dogs. She received a shipment of dog food from Chewy in the week following the loss. When they heard what happened, they credited her purchase, asked her to donate the food to a local shelter, and sent flowers. The thing is, she’s not the only one—within ten days they heard about other two other great experiences with them.

Tweetable Quotes

The holy grail of customer experience is to create the life-long customer. #CX Share on X
Going above and beyond is how you get customers to sing your praises. #CX Share on X

Takeaways

• Even if a customer might leave, do your best to end the relationship on a positive note and in a meaningful way.
• Be aware of fast tracks to a personal and emotional connection, like pets or children.
• Going above and beyond is how you generate excellent word-of-mouth marketing.

SAY WHAT: Every or Ever [22:19-29:40]

Joey’s little brother Casey works in Sales and Marketing for the Trinity Wound Healing Center in their hometown of Fort Dodge, Iowa. When he created a holiday card and got it printed at Walgreens, he was embarrassed to discover that it read, “If we can every be of assistance, contact us.” Obviously, it was supposed to be “ever,” and while he planned just to make a new purchase, Walgreens reprinted it for free.

Tweetable Quotes

It may not be your fault, but it’s your problem. #CX Share on X
When you create a remarkable customer experience, people want to share that story. #CX Share on X
Doing the right thing is the only option to build a successful long-term brand. #CX Share on X
Go above and beyond on the little things so you can win on the big things. #CX Share on X

Takeaways

• Always have someone check your work on anything that’s going to a customer.
• Empower your employees to do the right thing.
• Even if the customer causes the mistake, it’s your job to fix it.
• Go above and beyond on the little things so you can win on the big things.

CHECK OUT THIS NUMBER: More Than 50% [29:42-31:54]

By 2018, more than 50% will implement significant business model changes in their efforts to improve customer experience. Customer experience is a major differentiator. So if you’re not focusing on it, you won’t be able to compete.

Tweetable Quotes

Takeaways

• Customer experience is the last differentiator, so every business should be focused on improving it.

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?

• Heard the Forecast? Top Cx Predictions for 2018: Influencers Speak
• Chewy.com

See you next week!