July 28, 2006, 1:01 pm
Focusing on Customer Experience, Part II
by Lisa Agustin
Filed under: Business, Marketing, User Experience
Earlier this month we shared a story on “experience immersion,” a holistic approach to evaluating the customer experience. Continuing in this vein, MarketingSherpa recently posted the results of a panel discussion on customer experience, in which senior executives from Cingular, Avaya, and Blue Cross Blue Shield of Massachusetts offered their insights on the role of customer experience in reinforcing brand. According to Renee Rodgers, VP of Avaya.com:
“We look at it from a marketing perspective: How do end users see our brand online, offline, in the technicians who come to their site, in the items they discover through search? Are they getting the same messaging and communication across their entire lifecycle?…We can’t let internal company factors influence the fact that it really is the customer who has final say over whether they leave our Web site or continue the experience. We’re selling technology, so it’s important for us to show innovation on our own site and provide an experiential aspect to that.”
From an internal perspective, it’s not enough to aim for customer satisfaction through specific endeavors, such as the redesign of a web site. According to the panel, organizations need to not only understand what customers need and want, but also foster a company culture that focuses on the customer experience at all levels, while providing appropriate tools that help staff collaborate and manage content that customers will come in contact with globally.
Note: Panel notes will be freely available from the MarketingSherpa site for about ten days and then for a nominal fee in the web site’s library.
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