2 Examples of Customer Joy
December 22, 2015
There are many ways of creating customer joy on both public and private platforms. But, with each channel comes a slightly different set of expectations for engaging with customers and creating joy.
For public channels, such as social media and web forums, a short response time, as well as brand voice and tone, go a long way. When appropriate, humor and wit are even more appreciated by the customer. For private platforms, such as phone calls into a call center, customers want quick, easy, and effective resolution. Interestingly, for channels such as surveys, a reply isn’t even always expected by the customer. Regardless of the channel of communication, one thing is certain: effective customer engagement elicits positive word of mouth, increased customer spend, and lots of customer joy.
For both types of channels—private and public—there are a number of companies that are doing it right. Here are two examples of what creating great customer joy looks like in both public and private channels:
1) Creating joy in the public eye
VMWare: Within 6 weeks of receiving critical feedback about a controversial global pricing change, VMware’s CEO reversed the policy, announcing the decision at their company conference—to a standing ovation of 20,000 customers, and inspiring a Wall Street Journal article about the ‘bold’ customer oriented decision. Between 2013 and 2014, the VMware team has seen a 90% reduction in pricing-policy related customer comments.
Dell: Following the launch of a specific Dell product, Dell’s Social Media analytics team saw a rapidly declining trend in customer satisfaction. When the analyst team looked further into the issue, they found a significant number of social media conversations expressing anger over the pricing for the new product. They turned to Dell’s Chief Blogger, who quickly wrote a post explaining the situation and rectifying the price concerns. Within the span of one day, Dell was able to turn around the low sentiment levels.
2) Creating joy when few are watching
21C Museum Hotels: When one of the guests at 21C Museum Hotels wrote about the lack of vanity space as well as dissatisfaction with the beds in her guest survey, the hotel staff entered these comments into her guest profile. When she returned a year later, she checked in to find an extra luggage stand placed in her bathroom and an extra memory foam cushion on the bed. No one needed to point these things out to her, she knew they had listened and followed through with a fix to make her stay even better the second time around. Upon checking out she stated on her survey, “This process of listening to my feedback and making the changes that were possible was the nicest thing ever! Thank you!”
B/E Aerospace: B/E Aerospace analyzes feedback from airplane maintenance logs, which includes any complaints customers have about their in-flight experience, such as a seat that doesn’t recline or an arm rest that’s broken. In one case, B/E Aerospace’s team was receiving frequent reports of headrests coming off of airplane seats, even though the headrests were designed to prevent them from coming loose. By analyzing the data from maintenance logs, the team discovered that airline cleaning crews were removing and improperly reinstalling the headrests. Acting on this discovery, the engineering team redesigned the headrest fastening system; reducing loose headrest complaints by nearly 97%. By quickly and effectively addressing an emerging customer maintenance concern, B/E Aerospace saved significant costs and increased customer satisfaction.
Creating customer joy comes easy when companies are staying on top of their customer feedback data and have the processes in place for quick, thoughtful and effective engagement. To learn more about how to create the most joy from your customer feedback, read our ebook: Building a Customer Experience-Focused Organization.
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Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani