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CEM Strategy |
Our latest newsletter features insight prepared just for GCCRM. We have our Global Advisor, Shaun Smith's article "Uncommon Practice" surveys companies that went beyond best practices to uncommon customer experience management practices. These companies know that you can only thrive through differentiation.
Please welcome Qaafla Dibeehi to our Global Advisory Board. As Director of Thought Leadership from Beyond Philosophy, Qaafla's article, "Jump-starting the Customer Experience Strategy", describes outside-in customer experience modeling, and introduces a kind of capability maturity model for CEM.
Paul Leow, Executive VP of ARRM, makes the point that word-of-mouth campaigns must have integrity. "Don't even think about employing sleazy tactics. Ethics must be a major platform for you too. Lying, and spam in any fashion all smell like dead fish."
I agree. Customers think of you as either a villain or a vindicator. And for you to have the moral authority to vindicate customers, you must be a good corporate citizen. In my article I say, CEM's importance... is rooted in the requirement that companies must think about the ecosystem that influences people's dispositions about them. Corporate social responsibility (CSR) affects that ecosystem." There's a lot at stake in CEM. We hope this newsletter helps you on your path!
Paul Ward (US)
GCCRM International Partner
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CEM Strategy
A CEM Strategy Starts with a Customer Strategy |
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In the United States, some US based car companies have begun to emphasize manufacturing Sports Utility Vehicles (SUVs), in part because they represent higher-margin sales. But a customer strategy also involves defining...
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Uncommon Practice
Creating Strategies with Differentiation |
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I was speaking at a large Customer Service Management conference. Senior executives from Disney, Southwest Airlines and Ritz-Carlton gave presentations and the audience were clearly enthralled with how these...
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Jump-starting the Customer Experience Strategy
Outside-in VS. Inside-out |
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An interesting paradox is that Naive and low Transactional companies absolutely need the outside in approach but are more likely to rely solely on an inside-out approach. These companies are likely to see their revenues fluctuate...
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WOM a CEM Strategy
Building Superior Customer Experience |
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I was at a conference room at Connecticut. An irritated man loudly grumbled something like, "No wi-fi in a convention place like this! Not a good way to build a connection to a business customer. They need to get a clue."...
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