Top 5 Customer Service & CX Articles for Week of March 4, 2024

Each week, I read many customer service and customer experience articles from various resources. Here are my top five picks from last week. I have added my comments about each article and would like to hear what you think too.

What Exactly Is Customer Experience? by Annette Franz

(CustomerThink) Customer experience is the sum of all the interactions (including with product and price!) that a customer has with an organization over the life of the “relationship” with that company… and, more importantly, the feelings, emotions, and perceptions the customer has about those interactions.

My Comment: I’m often asked, “What’s the difference between customer service and customer experience (CX)?” So, we’ll kick off this week’s roundup with a great definition from Annette Franz. “Customer experience is the sum of all the interactions that a customer has with an organization over the life of the “relationship” with that company… and, more importantly, the feelings, emotions, and perceptions the customer has about those interactions.” And just as important, is to understand what customer experience is not, which Annette also shares. You’ll have to read the article to find out more.

U.S. Consumers Show Higher Brand Loyalty Than Global Average But Demand More In Return by Marigold

(Adweek) Fast on the heels of its recently published global report, relationship marketing pioneer Marigold has filtered the results from that groundbreaking survey now with a dedicated focus on U.S. consumers. The 2024 United States Consumer Trends Index Report uncovers several notable differences brands must consider.

My Comment: If you follow consumer trends, you know that customer loyalty is “up for grabs.” Customers/consumers expect more from the companies and brands they choose to be loyal to. This excellent article is a summary of Marigold’s consumer study. Overall, the report is optimistic. You’ll be intrigued by the findings, and I suggest you download their free “Consumer Trends Index.”

Strong Customer Marketing Strategies: The Key to Boosting Retention by Katlin Hess

(G2) Have you ever wondered why certain brands have fiercely loyal customers? The ones who don’t just buy stuff but actively advocate for their faves? The secret to this kind of enviable loyalty is often not just a stellar product (although that definitely helps) but a thoughtful customer marketing approach.

My Comment: There is marketing, and then there is “customer marketing.” The latter is more about retention and loyalty, marketing to existing customers to get them to return, buy more, and become your advocates. Engaging your customers in between visits pays dividends. This article will get you thinking about how to do just that.

How Brands Can Leave a Lasting Impression, Just like Travel Experiences Do by Jenni Baker

(The Drum) It’s not what you have, but what you do that matters. ‘Experiences over things’ has become the millennial’s mantra, and it’s flowing through to previous and future generations too. Experiences matter more because they have staying power and for brands to create memorable connections and build long-term loyalty, they need look no further than travel experiences.

My Comment: If you ask my wife what gift I gave her last year for her birthday, she may or may not remember. But if you ask her about the trip we took on her 50th birthday, she’ll never forget. As the title of this article implies, certain companies and brands leave lasting impressions, just like a travel experience. What can you and your organization do to create a memorable experience, and more importantly, get a customer to want more and come back?

Ditch The Old Playbook: B2B CMOs, It’s Time To Lead The E-Commerce Charge by Christina Schmitt

(Forrester) In the fast-paced world of B2B marketing, where change is the only constant, CMOs find themselves standing at a critical crossroads. The traditional playbook is becoming obsolete, and B2B buyers demand seamless online experiences. The landscape is shifting, and those who fail to adapt are bound to be left behind in the dust of their more agile competitors. It’s no longer a question of if but rather when and how B2B CMOs will embrace the e-commerce revolution.

My Comment: I’ve made it through this week’s Top Five roundup without an article on AI – even though it’s the hottest topic in the customer service and CX world. This final article suggests that B2B companies should start thinking a little more like B2C and create an e-commerce experience. I’ve been telling my clients that regardless of the business, your customer is a consumer. They will compare you to their best experience, regardless of whether it is B2B or B2C. Most likely, it’s B2C. Knowing that, if you sell B2B, how can you give them the B2C experience they love?

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.