Customer Loyalty: From Impressed to Obsessed For ROI Growth

Customer Loyalty: From Impressed to Obsessed For ROI Growth

by | Apr 14, 2024 | DoingCXRight®‬ Podcast

Doing CX Right podcast show on Spotify with host Stacy Sherman
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Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

Are your customers truly loyal, or are they waiting for the next best offer to lure them away?

How can you evolve a customer’s casual appreciation into unwavering devotion?

Are standard customer service practices enough to guarantee a return on your investment in customer experience?

The answers to these piercing questions are essential for businesses aiming to stand out in today’s competitive marketplace. I’ve explored these dimensions and curated actionable strategies to foster customer loyalty based on insights from my years of experience and the invaluable perspective of featured guest Jon Picoult.

Customer Experience Topics Discussed:

  • Why aiming for customer satisfaction is setting the bar too low for modern businesses.

  • The secrets of turning casual customers into raving, obsessed fans of your brand.

  • How companies can increase revenue and reduce costs by focusing on the customer experience.

  • The importance of existing customers in growing your business and why they shouldn’t be overlooked.

  • Utilizing Net Promoter Scores effectively to amplify positive feedback and drive customer loyalty.

  • Encouraging customers to readily share their praise, boosting team morale and reinforcing brand affinity.

  • Fostering an emotional connection with customers, transcending mere satisfaction to create brand attachment.

  •  The crucial role of employee experience in mirroring customer experience success.

10 Customer Loyalty Lessons:

  1. Welcome Feedback: Actively encourage and facilitate customers to share their positive experiences.
  2. Embrace Emotion: Focus on the emotional impact of customer interactions, not just the logical outcomes.
  3. Raise Standards: Aim beyond customer satisfaction to create a lasting impression and true loyalty.
  4. Step Inside: Regularly put yourself in your customers’ shoes to better understand their experience.
  5. Invest Wisely: Allocate resources toward enhancing CX as it leads to revenue growth and cost control.
  6. Utilize Data: Employ voice of the customer metrics and behavior tracking to measure CX impact.
  7. Foster Connections: Build a deep emotional resonance with customers to transition from impressed to obsessed.
  8. Prioritize Retention: Concentrate on increasing the value and engagement of existing customers.
  9. Champion Excellence: Remove obstacles for your team to provide top-notch service and CX.
  10. Reflect Continuously: Learn from every leadership experience to improve both customer and employee satisfaction.

Whether you are a business owner, a CX leader, or a marketing enthusiast, you won’t want to miss the customer experience leadership wisdom shared, as it may be your game-changer. 

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About Jon Picoult:  

Acclaimed author and keynote speaker.
Founder of Watermark Consulting.
Advisor to CEOs.

Jon Picoult is masterful at helping companies impress their customers and inspire their employees — creating raving fans that drive business growth.  He is the founder of Watermark Consulting and a noted authority on customer and employee experience. 

A sought-after business advisor and public speaker, Jon has worked with the C-suite at some of the world’s foremost brands.  He helps organizations capitalize on the power of loyalty – both in the marketplace and in the workplace.

Jon’s insights have been featured by dozens of media outlets, including The Wall Street Journal, The New York Times, Harvard Business Review, Fortune and Forbes.  His landmark study on the ROI of customer experience is one of the most widely cited pieces of research in the industry, referenced by firms such as McKinsey, Deloitte, Accenture, Forrester, SAP, and Oracle.

Jon is also the author of the Amazon bestseller, “From Impressed to Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans,” which was featured in The Wall Street Journal as a top reading pick, and has also earned praise from business luminaries such as Horst Schulze (co-founder of Ritz-Carlton Hotels), Hubert Joly (former CEO of Best Buy), and Marshall Goldsmith (world-renowned executive coach).

Prior to establishing Watermark, Jon held senior executive roles at Fortune 100 firms – leading service, operations, distribution, technology, sales and marketing.  Early in his career, at the age of 29, Jon earned the distinction of becoming the youngest executive officer in the over 150-year history of a leading global financial services company.

Jon received his bachelor’s degree in cognitive science from Princeton University and his M.B.A. in general management from Duke University.

About Stacy Sherman: Founder of Doing CX Right®‬

Customer experience and marketing global keynote speaker, journalist, co-author of two books, advisor, and host of the award-winning DoingCXRight podcast. Known for her Heart & Science™ framework that helps you gain profitable clients and brand loyalty–fueled by an empowered workforce. Stacy’s been walking the talk for 25 years as a strategist and practitioner at companies of all sizes and industries, i.e., Liveops, Verizon, Schindler Elevator Corp, Wilton Brands, and AT&T. She’s also a board advisor at multiple universities, featured in Forbes and other top-rated publications.

Her Why: To cultivate loyal relationships and meaningful experiences that enrich people’s lives. Contact Stacy for DOING Customer Experience (CX) and Service Right, not just TALKING about it. Continue reading bio >here.

Learn More About Increasing Customer Loyalty.

Watch Stacy Sherman’s Linkedin Learning Course‬.

Customer service expert Stacy Sherman shows you how to foster a strong frontline worker experience so your agents and other staff can deliver value and engender customer loyalty.

Learn how to identify challenges that impact frontline worker effectiveness.

Explore hiring strategies for contact center and other frontline roles, as well as how to build positive relationships with your frontline workers from day one.

Find out how to elevate frontline worker performance through intentional training and development and prepare frontline workers for future leadership.

This course equips you with a blueprint to connect frontline worker experience to customer experience, so that you’re focused on doing right by your teams and your customers.

Linking agent experience to customer experience from Increase Customer Loyalty by Doing Agent Experience (AX) Right by Stacy Sherman

Topics Discussed: Doing CX Right podcast

customer experience, Watermark Consulting, author, speaker, CX advisory firm, radio DJ, artificial intelligence, choreographed experience, impressing customers, lasting impression, emotional impact, book and research, customer experience ROI, operating expenses, Customer Experience ROI Study, financial lift, wallet share, customer acquisition, Net Promoter Score, customer loyalty, customer compliments, brand obsession, emotional resonance, voice of the customer, customer surveys, customer behavior, leadership development

5 Essential Elements of Creating Loyal Advocates and Raving Fans

5 Essential Elements of Creating Loyal Advocates and Raving Fans

by | Apr 22, 2023 | DoingCXRight®‬ Podcast

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Doing CX Right podcast show on Spotify with host Stacy Sherman
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Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

Are you struggling to create loyal brand customer advocates? Seeking ways to turn your customers into raving fans? This episode will inform you exactly what to do.

Show host and customer experience expert, Stacy Sherman sits down with Brittany Hodak, award-winning entrepreneur and author, to discuss the five essential elements of getting and keeping loyal customers. We want you to have raving fans who continuously tell everyone they know about your products and services.

Drawing on experience working with big brands like Walmart and Disney and performers like Katy Perry and Dolly Parton, Brittany shares valuable insights and key lessons from her background in the entertainment industry. Her stories are inspiring and informative. Take notes, as you’ll get many actionable tips from this show.

 

What You’ll Learn About Getting & Keeping Raving Fans:

  • Why customer experience matters and how to do CX right.
  • Research and the inspiration for Britanny’s book about creating super fans.
  • 5 impactful customer experience tactics you can do right now.
  • The biggest threat to CX and how to get ahead of it.
  • Ideal organization structure and perspectives on the Chief Experience Officer (CXO) role.
  • The role of artificial intelligence (AI) and how to leverage technology in CX.
  • Fun facts about Brittany as a World Guinness Record holder and more

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About Brittany Hodak: Creating Loyal Customer Advocates

An award-winning entrepreneur, author, and customer experience speaker who has delivered keynotes to organizations, including American Express and the United Nations. She has worked with some of the world’s biggest brands and entertainers, including Walmart, Disney, Katy Perry, and Dolly Parton. She founded and scaled an entertainment startup to eight figures before exiting, and she is the former Chief Experience Officer of Experience.com. Her book, Creating Superfans, was released on January 10, 2023.

Learn more on her website, LinkedIn

About Stacy Sherman: Founder of Doing CX Right®‬

Customer experience and marketing global keynote speaker, journalist, co-author of two books, coach and host of the award-winning DoingCXRight podcast. Known for her Heart & Science™ framework that produces profitable clients and brand loyalty–fueled by an empowered workforce. Stacy’s been walking the talk for 25 years as a strategist and practitioner at companies of all sizes and industries, i.e., Liveops, Verizon, Schindler Elevator Corp, Wilton Brands, and AT&T. She’s also a board advisor at multiple universities, featured in Forbes and other top-rated publications. Her Why/ Mission: Cultivating meaningful, authentic relationships and experiences so people have more fulfillment in business and life. Contact Stacy for DOING CX RIGHT, not just TALKING about it. Continue reading bio >here.

8 Proven Customer Experience Tactics For Boosting Podcast Results

8 Proven Customer Experience Tactics For Boosting Podcast Results

by | Mar 25, 2023 | Featured Blog, Podcast & CX

Are you struggling to attract and retain listeners or guests for your podcast? Despite your best efforts, does it seem like your show isn’t gaining the traction it deserves? Don’t worry – you’re not alone. One crucial aspect of podcasting often overlooked is customer experience (CX) which refers to people’s interactions and feelings with your brand. CX can make or break your podcast’s success.

In this article, I explain the meaning of CX, why it matters for podcast hosts, and eight improvement strategies, including persona development and journey mapping that can help you understand your audience and create experiences that resonate with them for better outcomes. 

 

    Why CX Matters for Podcast Hosts 

    If you’re not convinced that CX matters, consider these statistics:

    While these statistics are related to business, they are also relevant to podcasting.

    As a podcast host, you are essentially running a brand, and the experience you provide to your listeners and guests can make or break your show’s success.

    Improving CX can lead to numerous benefits for podcast hosts, such as:

     

    • Attracting and retaining listeners: A positive CX can help you build a loyal audience who will return to your show.
    • Encouraging referrals: Satisfied guests and listeners are likelier to recommend your show to others, helping to grow your audience.
    • Increasing engagement: When people have a positive experience with your podcast, they are likelier to engage with your content, leave reviews, and share your episodes on social media.
    • Enhancing your brand image: A strong CX can help you stand out from other podcasts and establish yourself as a leader in your niche.
    8 Proven Customer Experience Tactics For Boosting Podcast Results. final

    8 Ways to Improve Customer Experience for Your Podcast

    1. Know Your Audience: To create an exceptional customer experience, you must understand who your guests are. Who are your listeners? What are their pain points and desires? What motivates them to listen to your podcast? Understanding your audience is the first step toward creating a personalized experience.
    2. Develop Personas: Once you understand your audience, creating personas is next. A persona is a semi-fictional representation of your ideal guest or listener. It includes demographic information, such as age, gender, and location, as well as psychographic information, such as interests, values, and beliefs. Personas help you understand your customers’ preferences and behaviors and allow you to tailor your podcast content to meet their specific needs.
    3. Create a Customer Journey Map: A customer journey map represents the journey your guests and listeners go through when engaging with your podcast. It includes all the touchpoints and interactions. By mapping out your customer journey, you can identify issues and opportunities for improvement and create a seamless and enjoyable experience.
    4. Focus on Content Quality: Your podcast’s content is the heart of the customer experience. To keep your listeners engaged and satisfied, you must deliver high-quality information that meets their expectations. This means doing thorough research, inviting interesting guests, and providing valuable insights and advice. Remember that quality is subjective, so you must know their preferences and adjust your content accordingly.
    5. Engage with Your Customers: This is essential for building strong relationships and creating a loyal fan base. You can engage with your customers by responding to their comments and questions, featuring their feedback and stories on your podcast, and creating opportunities for them to interact with you and other listeners.  Showing customers that you care about their opinions and experiences can be a huge podcast differentiator.
    6. Be Consistent: Consistency is key to building customer trust and credibility. This means delivering new episodes on a regular basis, maintaining a consistent format and style, and providing a reliable and predictable experience for your customers. Consistency also includes delivering on your promises and commitments.
    7. Continuously Improve: Customer experience is not a one-time effort; it’s an ongoing intentional process. I can’t emphasize enough the importance of getting customer feedback, analyzing your performance, and identifying new opportunities. Listening to your customers and being open to feedback allows you to adapt and improve your podcast to meet their changing needs and expectations. Read more about how Voice of Customer (VoC) is a game changer.
    8. Measure Your Performance: To improve your customer experience, you must analyze and track your progress. You can use metrics like downloads, listens, engagement rate, and customer feedback to measure your podcast’s success. By setting goals and monitoring performance, you can stay focused and motivated and ensure that you deliver the best possible customer experience.

    Stacy Sherman -Best Podcast Host Award Winner by W3 Aiva awards

    Want to Take Your Podcast To The Next Level or Launch With Success?

    Need help creating your customer persona and journey map?

    Let's Talk

    Check Out DoingCXRight Podcast & Videos including:

    Journey Mapping Techniques To Put Customers At The Center

    Stacy Sherman + Kery Bodine (Author of “Outside-In”

     

    View Details

    Improving The Customer Journey With Employees As Heroes

    Stacy Sherman + Ian Golding (Author of “Customer What”

    View Details

    Why and How To Create A Purpose-Driven Brand That Customers Love

    Why and How To Create A Purpose-Driven Brand That Customers Love

    by | Mar 4, 2023 | Company Culture & Employees, Personas & Journey Mapping

    Are you looking to differentiate your business in a crowded market? Do you want to attract and retain customers in the right way? Then you need to intentionally create a purpose-driven company that matches what buyers care about as they vote with their wallets.

    Leading with purpose is about committing to environmental, social, and governance (ESG) alongside business objectives. Examples include:

    • Environmental: carbon emissions, water and energy usage, waste generation, pollution levels, climate change risk, and biodiversity impact.
    • Social: employee health and safety, diversity and inclusion, labor practices, human rights, and community relations.
    • Governance: board composition, executive compensation, ethics and compliance, risk management, and shareholder rights.

    Too often, company leaders think they must choose between focusing on corporate responsibility versus financial performance. Yet, “both/and” mindset is achievable and essential for long-term success. (Check out Both/And thinking to solve the toughest problems at scale on DoingCXRight podcast ep. 49.)

     

    Why Purpose-Driven Brands Succeed: Data Shows The Benefits

    • Buyers are willing to pay a premium.

      Accenture study indicates 62% of consumers globally want companies to take a stand on environmental, social, and political issues. 72% said they would pay more. Nielsen survey reveals similar findings: 55% of global online consumers across 60 countries are willing to pay more for products and services from companies committed to positive social and environmental impact.

    • Customers are more loyal.  

      According to Harvard Business Review, companies’ performance outperforms their peers financially. ESG focussed companies have lower risk profiles and better long-term prospects. Furthermore, companies certified as B Corps (companies that meet high standards of social and environmental performance) have higher levels of customer loyalty and brand recognition compared to non-certified companies. They also tend to have amazing cultures where employees are committed to excellence.

    • Customers switch to competitors and tell others. 

      Deloitte’s research reveals 23% of consumers will switch to buying products from an organization that shares their values on environmental issues, and 21% have encouraged others to change too.

    • People boycott a company if it supports an issue contrary to their beliefs.

       Cone Communications CSR study dives into more details.

    So, it is no longer a question of whether companies need to be purpose-driven but rather whether they are implementing the strategies correctly to create real value among buyer segments.

    How to Implement Purpose-Driven Branding into Your Business Operations

    To create a purpose-driven company, you must put the customer at the center of your business. A tactical approach is bringing cross-teams together, co-designing the customer journey from the “inside-out” and then validating with real customers. Don’t skip this part!

    For those unfamiliar with Journey mapping, it’s a method to visualize and understand the customer’s values, expectations, and needs. A journey map helps solve pain points wherever people interact with your brand (aka moments of truth) leveraging multi-sources of feedback.

    Conclusion

    By focusing on any of the ESG factors, companies can create a purpose-driven brand that resonates with customers and builds loyalty. The same applies to attracting better talent and retaining a customer-centric workforce ~ employees, interns, service agents, contractors, etc.

    But how can you be known for your purpose as a competitive advantage? What are ways to measure customer experience and loyalty? That’s where I can help you as an expert in building customer-centric cultures and gaining internal alignment, as organizational silos are detrimental.

    Let’s talk about Doing CX Right. And sign up for my newsletter full of actionable free tips.

    Lessons Learned From Best-In-Class Customer Experience Brands

    Lessons Learned From Best-In-Class Customer Experience Brands

    by | Oct 23, 2022 | DoingCXRight®‬ Podcast

    Doing CX Right podcast show on Spotify with host Stacy Sherman
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    Doing Customer Experience (CX) Right Podcast - Hosted by Stacy Sherman
    Doing CX Right podcast show on iHeart Radio with host Stacy Sherman

    How hard is it to become your customer?

    What can we learn from best-in-class customer experience companies that consistently achieve brand loyalty and advocacy?

    Featured podcast guest, Joseph Michelli, Ph.D., a Wall Street Journal and New York Times #1 bestselling author, shares actionable customer experience leadership tips that you apply to your business based on the secret sauce that other reputable brands are doing right. His advice is based on working with customer-centric brands including The Ritz-Carlton Hotel Company, Starbucks, Mercedes-Benz, Airbnb, Zappos, and the Pike Place Fish Market.

     

     

    What you’ll learn from this episode of Doing CX Right with Stacy Sherman & Joseph Michelli, PH.D.

    • What customer experience means and which brands are known for CX.
    • Proven strategies and tactical steps that reputable brands take to achieve success.
    • Effective ways to motivate employees to deliver memorable customer experiences.
    • Should staff be monetarily incentivized to achieve customer satisfaction metrics?
    • Best leadership advice received and given.
    • The most important key take away for business leaders to do now.

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    About Joseph Michelli, Ph.D. ~ Lessons From Best-In-Class Customer Experience Brands

    Joseph is a certified customer experience professional, one of Global Guru’s top three experts on customer service, the author of ten business books about companies like Stronger Through Adversity, Airbnb, Starbucks, Zappos, Mercedes-Benz, and The Ritz-Carlton Hotel Company. In addition to being a Wall Street Journal and New York Times #1 bestselling author, Joseph helps leadership teams improve the experiences they provide for team members and customers. He also is an internationally sought-after keynote speaker on leadership and customer or patient experience. More details are on his website.

    https://www.linkedin.com/in/josephmichelli

    https://www.twitter.com/josephmichelli

    https://www.facebook.com/themichelliexperience

    About Stacy Sherman: Founder of Doing CX Right®‬

    An award-winning certified marketing and customer experience (CX) corporate executive, speaker, author, and podcaster, known for DoingCXRight®. She created a Heart & Science™ framework that accelerates customer loyalty, referrals, and revenue, fueled by engaged employees and customer service representatives. Stacy’s been in the trenches improving experiences as a brand differentiator for 20+ years, working at companies of all sizes and industries, like Liveops, Schindler elevator, Verizon, Martha Steward Craft, AT&T++.   Stacy is on a mission to help people DOING, not just TALKING about CX, so real human connections & happiness exist. Continue reading bio >here.