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Customer Experience – the latest buzz word(s). Last year was the year of customer engagement; 2010 is shaping up to be the year of customer experience. Definitely not a new concept, our Loyalty Expo 2010 keynote…
Customer Experience – the latest buzz word(s). Last year was the year of customer engagement; 2010 is shaping up to be the year of customer experience. Definitely not a new concept, our Loyalty Expo 2010 keynote speaker, Jeanne Bliss, has been helping organizations focus on the overall customer experience for over 15 years. Managing Partner of Customer Bliss and author of “I Love You More Than My Dog,” Bliss in her keynote will be taking attendees behind the scenes of the decision making that goes on inside some of today’s most beloved companies. While on the surface the principles surrounding customer experience seem almost common sense, as Jeanne will point out, the practice tends to be challenging. With the day-to-day pressures for increased revenue and cost reduction, customer experience often becomes one of the first casualties. Throughout this issue and at Loyalty Expo 2010, we’re going to explore what it takes to deliver 360° experiences that drive loyalty and engagement at each and every customer touchpoint. A good place to start is John Fleming’s article (pg 22) about behavioral economics. I personally love this article because my brother, who holds an MBA in Economics, is a firm believer in the economic base assumption of rational decision making. I (the one with a dedicated closet for my shoes) argue that actual practice will prove the base assumption wrong because people make emotional decisions more often than rational decisions. Thank you John for the fodder to win this ongoing debate! For the rest of us, this is a lesson in communication. Other articles in this issue explore the relationship between customers and employees (“All I Really Needed to Know About CRM I Learned in Couples Counseling,” pg 38 and “Creating Loyalty Inside, Outside a Company: Five Strategies,” pg 54) provide insights into how to look at these relationships from a true 360° perspective. Remember, customers and employees are multi-dimensional, so the ways in which companies build strong, interactive relationships with them must be as well. We hope this issue gets you thinking about the importance of a positive customer experience. Come join us at Loyalty Expo 2010—where you’ll learn how easy and cost-effective it is to enhance your customer experience— results guaranteed! Session previews begin on page 59.