It’s All About Focus: Where, How, and on Whom

What would our version of Google Glass be? MCorp Glasses might have one lens that focuses on creating (and measuring) business value, and one that focuses on the Customer Perspective.

With that dual vision, the trajectory of your customer experience – and a more robust top-and-bottom line – could be 20-20, with a precise view of the future (and your competition) to-boot.

Though the glasses might not be around for another decade or so, we can still help you move towards this 20/20 view today. And of course, July’s Tweets boast many practical ideas you can apply to your firm as well. So as always – enjoy!

1.) Reading: "Customer Experience Is Now The 5th Marketing 'P' ... And Other Top CMO Insights"
Get inside the heads of the marketing execs at Verizon, UPS and Hallmark with some CEX insights that you may have read here before: a growing bias towards transparency and authenticity; technology allowing for fluid adaptation to specific communities of interest; using data help your customers grow their businesses... And that’s just from the first question. (Tweet Score: 135)

2.) Touchpoint Insights | Why Understanding Your Customers is Key to Serving Them: 5 Segmentation Lessons from CVS
Segment by need, not just by value, and you’ve taken the first step to designing customer experiences—including products, services, touchpoints—that will strengthen the relationship between company and customer with every interaction. (Well yeah, and segment by value too, but you already knew that.) (Tweet Score: 127)

3.) Wrap Up: The Customer-Centric Approach to Customer Journey Mapping
Insights on Customer Journey Mapping...from someone other than MCorp. In case you’re sick of hearing it from us, here are a couple of smart folks expanding on the importance of examining your business from your customers’ point of view in order to clearly see what they’re trying to accomplish. (Tweet Score: 97)

4.) I bet you never thought about your customers like this before...
Customers are profit centers: that’s like calling water wet, right? Then why do we cost investments in their wellbeing like an expense? They’re not the air conditioner; they’re the oxygen. So treat them like it and invest in the things that will keep them fresh, loyal and plentiful, so your business can thrive. (Tweet Score: 92)

5.) You might be a lot of things, but is relevant one of them?
Do you doubt the veracity of post #2 about segmenting by need? Then try this stat on for size: “According to a CMO Insights Report...price and value are no longer at the top of the list for customer desires and expectations. ‘Consumers’ expectations for relevant experiences are having the longest-term impact on marketing strategy (65%)." (Tweet Score: 90)

6.) Touchpoint Insights | Is Tesla's Customer Experience Driving Car Dealers Over the Edge?
Here’s a great (and overdue) dose of disruption, in the old boys’ auto industry of all places. Correct that: the really old boys’ auto dealer industry. Rather than sell through dealers, Tesla owns and operates showrooms where customers can test and purchase the product, and custom building an order through a customizer on site, even. Now to come up with a spare $70,000... (Tweet Score: 83)

7.) "There's no reason why a brick-and-mortar shouldn't know as much about a consumer as an online retailer."
Grocery store self-check has pros and cons, QR codes have become a bit ho-hum, so where’s our shopping revolution? As long as Motorola’s Connected Shopper technology truly enhances the shopper’s experience, great, but there’s a thin line between an “electronic concierge” and “where’s a staff person who can help me?” (Tweet Score: 82)

8.) Take the high road, folks...
This is one of the bells we like to ring every month, so thanks for clicking this post into the top ten. Be worth being loyal to. (That sentence is so bad it’s worth repeating.) Be worth being loyal to, and you’ll be rewarded with loyal customers who will do more for your profitability than twice their weight in new, untested customers. (Tweet Score: 79)

9.) Reading: "Jaron Lanier: How To Fix an Internet Economy"
This post takes the mile-high view above touchpoints, customer journey maps and business models, and is all the more important for it. Are we losing more than we’re gaining in the internet economy in terms of creative reward, income parity, and widespread, sustainable economic growth? A good exercise for our brains, a fresh perspective, and a reminder not to think we know all the answers at the outset. (Tweet Score: 78)

10.) Touchpoint Insights | Lego Missteps, Leaving Adult Fan’s Experience Out In The Cold
We end on a small but sad example of a company penalizing an important (read loyal and profitable) audience group by not segmenting by need. And compounding the bad effects of a well-meaning policy with bad customer-service (The manager refused to meet with a 63 year old cancer patient? The policy restricting adults without kids includes an elderly father and his grown daughter? No one thought to escort the gent to the one attraction he wanted to see, free of charge?) Clean the mud off your glasses Legoland. (Tweet Score: 75)

What are we doing to make things better – or are we making them worse?

I open my note this month thinking about the comments of visionary / thinker / entrepreneur Jaron Lanier (post #9).

While on the surface he’s talking about reining the internet economy in, and the “creepy factor” of doing what we counsel companies to do (remember everything, track everything, adapt your business to intersect with and deliver on customer wants and needs…), at the end of the day we’re not that far apart.

While his glasses are decidedly NOT rose colored, Jaron’s musings center around looking for solutions to giving the customer—us, the internet-using public—everything we’re due.

At the end of the day, that’s how I wish more businesses would look at their customers, too. To get there, the first step is simply to ask, then listen.

There’s no reason not to…