Top 5 Customer Service & CX Articles for the Week of August 21, 2023

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 comment about each article and would like to hear what you think too.

What Rockets a Brand Into Cult Following Status? by BBC

(BBC) It’s not a product – it’s a lifestyle. Some brands, products and people reach a level of fandom others only dream of. The recipe is savvy marketing and a little serendipity.

My Comment: This is a very interesting article about the brands that have created cult-like status. However, you don’t need to be Apple, Harley Davidson, or Mattel (Barbie) to create a cult within your industry. The Cult of the Customer is within reach of every business. To start, they must deliver the value and experience that makes it happen.

How to Turn Your Customers Into Fans by Sofya Pogreb

(AllBusiness) How, then, can SMBs take these strong connections with customers and translate that into business growth? How can you activate your customer base to be vocal advocates for your business? While the journey to supporting your customers is different for every business, here are four tips that I’ve found helpful in leading teams to put customers first.

My Comment: I like the idea of referring to your happy and loyal customers as fans. This short list has ideas you may have considered, but I want to emphasize the first idea, which is to lead with values that serve your customers. Our customer experience research finds this has become more important than ever, especially with younger customers (GenZ and Millennials).

The Need for Greater Patient Loyalty: a Lesson From the Hospitality Industry by Peter C. Yesawich

(Medical Economics) Although the financial ROI that derives from patient loyalty applies to all health care service providers, it is especially significant for hospital systems and/or health care service provider networks that offer a broad array of health care services to patients in related facilities across different geographic locations over their lifetime of care.

My Comment: You don’t have to be in the healthcare industry to appreciate this article. It looks at an industry that has become a business that markets to potential customers (patients) and seeks a version of customer loyalty. And like any business, there is a lot to be learned by studying the hospitality industry.

It’s Time to Prioritize Customer Experience in B2B by Ali Schwanke

(MarTech) Modern B2B customers aren’t just expecting more these days — they’re downright demanding it. Clunky interfaces and slow responses won’t cut it anymore. Today’s customers want quick answers, personalized experiences, and zero redundant conversations. And why shouldn’t they? With today’s powerful marketing and sales platforms at our fingertips, there’s no excuse for falling short. It’s not just about making a sale. It’s about building trust and turning customers into lifelong fans.

My Comment: I’ve been preaching for years that B2B needs to create its version of a customer experience in line with B2C brands and organizations. Great brands (Apple, Amazon, Costco, Chick-fil-A, etc.) showcase what excellent service looks like and raise the bar for everyone, which means that B2B must accept the newer and higher expectations of its customers.

How Customer Reviews Can Make or Break Your Business by Scott Clark

(CMSWire) Customer reviews hold tremendous power and are capable of making or breaking even the most established brands. Positive reviews build credibility and trust, while negative reviews can deter potential customers and damage a brand’s reputation. Reviews enable customers to shape perceptions, provide constructive feedback and influence others for better or worse. Let’s take a look at the ways businesses are using reviews to increase sales, eliminate pain points, connect with customers, create testimonials and improve the customer experience.

My Comment: This excellent article emphasizes the importance of customer reviews. In a perfect world, every customer would leave a glowing 5-star review, but that’s not reality. As the author points out, when a customer leaves a bad review, respond to it. My comment is to do so quickly. Done right, a bad review can be an opportunity to show the world that you stand behind your products and services.

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 at www.Hyken.com. Connect with Shep on LinkedIn.