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Tim Peter

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April 9, 2013

What Are Your Customers Actually Buying?

April 9, 2013 | By | No Comments

Customer satisfactionWhy do airlines suck? That’s the question raised by the just-released Airline Quality Rating Report for 2012 [PDF link]. The report suggests that airlines increasingly get the operational details right. But, despite these successes, customer complaints also continue to grow.

Why?

Well, as NBC News notes,

“…rising customer dissatisfaction with the airlines goes beyond the basics of operational performance. While the AQR analyzes quantitative measures, there are obviously qualitative difference between the various carriers. After all, an airline can be on time, lose few bags and not bump a soul — and still provide a miserable flying experience thanks to cramped seats, lousy food and fees for everything beyond a seat belt and oxygen mask.

“The air transportation experience is suffering from issues that are not measured in the DOT [Department of Transportation] or AQR [Airline Quality Rating],” said Charlie Leocha, director of the Consumer Travel Alliance. For Leocha, other issues, such as proliferating fees, confusing code-share rules and policies that make it difficult for families to sit together without paying extra, add fuel to the flames of passenger frustration.”

This is top of mind for me right now, as I’m talking to a group of travel executives next week about customer experience and the high cost of ignoring value (a topic I’ve addressed before).

Travel is an unusual product, in that, for the most part, there’s no tangible good. Someone buying a cashmere sweater at Saks or Target, a book from Amazon or Barnes & Noble, or a mobile phone from Best Buy or Verizon takes home a physical object, some thing they can touch and live with again and again, day after day.

Travel doesn’t work that way. You get one shot to get it right. The experience is everything. One bad experience might mean a lost future sale — or worse if they write an online review trashing your product/service and let the rest of the world know exactly how bad you treated them (whether justified or not).

Marketers offering hotels, airlines, rental cars, cruise lines, and rail — or packaging the whole shebang — to their customers have to continually look for ways to improve the experience. This isn’t about going above and beyond customer expectations; for many components of the travel experience, just meeting the customer expectation would be a step in the right direction. Sad, but true. As AQR author Dean Headley notes in the NBC piece, “The sad part is that when I get back from a trip and people ask me how my flight was, the best I can say is it was uneventful.”

Interested in more? Sign up for our free newsletter and get more information on how to build your social, local, mobile marketing strategy. And, if you’ve got a minute, you might enjoy some past coverage of customer experience in marketing, including:

And, don’t forget, you can have me speak at your next event, too.

Tim Peter

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April 9, 2013

What Are Your Customers Actually Buying? (Travel Tuesday)

April 9, 2013 | By | No Comments

Customer satisfactionTravel marketing — as well as service marketing generally — depends on providing your customers a great experience every time for a pretty simple reason: The experience is the product. It’s not like there’s an object that “leaves the store” with them. Airlines, in particular, are learning this lesson the hard way right now as recent research shows declining customer satisfaction… despite improving operational execution.

This need to get it right, to at minimum meet your customers expectations every time, is the topic of this week’s Travel Tuesday post on TravelStuff, “What Are Your Customers Actually Buying?” Check it out.

Interested in more? Sign up for our free newsletter and get more information on how to build your social, local, mobile marketing strategy. And, if you’ve got a minute, you might enjoy some past coverage of customer experience in marketing, including:

Tim Peter

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February 8, 2013

Thinks Out Loud Episode 17: What's Wrong With Google's Enhanced AdWords Campaigns

February 8, 2013 | By | One Comment

Google's Enhanced AdWords Campaigns might enhance their bottom line

Headlines

Now stay warm and dry, Big Thinkers. Watch out for Winter Storm Nemo this week.

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using a Shure SM57 microphone
through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 12m 47s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed or download/listen to the podcast here on Thinks using the player below:

Tim Peter

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February 1, 2013

Tim Peter

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January 28, 2013

Finding and Following Your Customer's Digital Footprint

January 28, 2013 | By | 3 Comments

4 ps of marketingI had the great privilege to guest host @IBMBigData’s weekly CXO Chat on Twitter focused on Customer Experience Optimization. The session was called Finding & Tracking Your Customer’s Digital Footprint and looked at your customers’ digital footprint and how you can leverage consumer behavior in your marketing and customer service efforts. It was an incredibly lively discussion and I learned as much as I shared.

Since it was on Twitter, my answers were limited to 140 characters or fewer. But I think that really focused the discussion clearly on the best things you can do to improve your customers’ experience using the data available to you. In the sections below, I’ve tried to capture the spirit of the session while adding some context (e.g., tweets/questions/etc. from other participants) where appropriate.

Anyway, check out the Q&A for yourself:

Can you follow your customers’ digital footprint?

  • It is possible. But first think about what you’re collecting and why.
  • Customer relationships depend on trust. Make sure you have treat customer data with care.
  • Have a clear sense of what’s your data (aggregate usage information, opens, clicks, shares, retweets, etc). vs. customers’.
  • All personally identifiable information (PII) belongs to customers, always. Handle with care.
  • If you’re uncomfortable telling customers how you plan to use their data, ask yourself whether you should collect it at all.
  • RT @IBMbigdata @Marco_Saito “Capture” probably wrong verb. “Access” better. Footprint doesn’t need to be in your database…
  • Finally, remember you don’t need to know everything to know enough to help customers achieve their goals.

How can businesses track the digital footprints to profile their customer base?

  • Don’t be afraid to start small. Gather the data that will help you help your customer.
  • Exactly: RT @DnBUS: Businesses need to rethink marketing segmentation. It’s more dynamic & individualized than trad. demos.
  • Focus on your customers’ behaviors first. They’re a better predictor of future behavior than anything else.
  • Great point. RT @Marcio_Saito Most times, more important to know which venues customer are (context) than what they said (data).
  • Ask customers permission and to volunteer additional information in exchange for content, services, utility.
  • Then (where appropriate) join those disparate data together to create a clearer picture of customers wants, needs, dreams
  • RT @ValaAfshar: Mature service orgs are using prior contact history and predictive analytics to deliver proactive services.
  • One participant on Twitter (@marksalke) asked: “But do customers/consumers care to be ‘analyzed’?”
  • My reply: @marksalke It’s an important question. Depends on how you’re going to use it. Customers want help. If if helps, then yes. If not…
  • But don’t ask customers for the things you should already know (past contact, repeated discussions, etc.)

How far back should we trace the digital footprint? Why?

  • Only go back as far as necessary to help your customers accomplish their goals. Remember trust matters more than anything.
  • Exactly right: RT @stevemassi: customer will ID themselves when theres value in it for them
  • Whenever you’re gathering customer information, ask “how does my having this help my customer?”
  • It’s very easy to slip past “helpful” and towards “creepy.” Don’t go looking for data you can’t use to help your customer.
  • @SJAbbott Seeing those trends is fine. Data in the aggregate is cool if you exclude PII. Just don’t try to mine individuals that way.

How do you use the digital footprint to personalize the customer experience?

  • Focus on behaviors first. What do your customers do? How can you enhance the experience based on what you already know.
  • Tough to give examples in 140 chars, but consider the following scenarios…
  • We already know so much that we could use better. On website, what browser, referrer, geolocation, search query, etc.
  • How can you use that data to offer more relevant responses, content, experiences?
  • On social channels, activity, friends, followers, fans, etc. What do these tell us about customer wants, needs, dreams?
  • @tmustacchio It’s one approach. Though instead of “all available” data, focus on most meaningful data first.
  • Definitely. RT @IBMbigdata Use digital insight to fill in gaps in customer story to then personalize the exp
  • Great! RT @adamtoporek Blend internal data with social/public footprint for total picture. Then take WIIFM approach to cust

How do you bridge the gap between digital and physical footprints?

  • Carefully. ;) Again easy to slip into “creepy” territory. Instead ask, “How do my customers use these channels together?”
  • Pay attention to transitions. Are customers shifting between physical/digital based on choice or frustration?
  • For many businesses mobile will be key. RT @DnBUS A5: One way to integrate physical & digital footprints: mobile.
  • Keep messages consistent across channels as people move. Help keep them from getting lost.
  • 60% of consumers between 18-34 sleep with their phone due to FOMO (fear of missing out). Offline no longer exists.
  • @SMSJOE That’s right. Customers don’t think “channel.” They think “company.” If you do it bad in one channel, it can follow you.
  • Mobile will drive much of the transition between offline and online. See here: http://ow.ly/hch4Q
  • RT DnBUS @stevemassi Good point. We must also get permission to observe mobile use & offer guidance. Understand context of use 1st
  • @marksalke @stevemassi Many already are today. Mobile doesn’t just mean your app. It’s a truly “personal” computer now.

How can businesses take advantage of digital footprints to innovate, differentiate and grow?

  • Again, think first about how it helps your customer. Use data to improve service.
  • With rise of consumer review, photo and social sharing sites, your brand is what your customer says it is.
  • Exactly! RT DnBUS A6: Digital footprints can fuel innovation by revealing what customers need & want & what they expect from you.
  • Customers who have great experiences tell their friends. Customers with bad experience tell everyone they know.
  • Listening to what your customers real needs then applying those lessons will help you improve products and quality of service.
  • Yep. RT @ValaAfshar The art of building trust is to use the information *not* to manipulate, but rather to personalize and inspire.

What best practices should companies employ in leveraging and cross pollinating digital footprints?

  • Protect your customers’ private data first, last, and always. You don’t own it but it’s entrusted to your care.
  • @OBI_Creative I basically agree. But remember you have to listen deeply for what they really want, not just what they say they want.
  • @OBI_Creative Think Henry Ford’s (apocryphal) “faster horse” quote: http://ow.ly/hciUm
  • Establish and maintain cross-functional teams representing different aspects of customer journey. Avoid silos at all costs.
  • Each member of team needs to reflect context as well as content of digital footprint. How/why it matters to customer interaction.
  • @thecxguy asked: “but the question remains. What is “private”?”
  • I responded: Tricky question. Consumers will differ on where the line is, but I still believe PII is (mostly) private.
  • RT @DnBUS: Remember that each “touch”/interaction–regardless of communicating team–is a brand experience.

Should customers disguise their digital prints from businesses? Why or why not?

  • Whether they should or not, they will. Especially from companies that haven’t earned their trust.
  • Customers will increasingly protect their footprint when companies misstep. Don’t misuse what isn’t yours.
  • Customers should share their footprint but only if they receive value in exchange. Data is currency.
  • RT @thecxguy exactly. progressive biz will show their cust what data they collect, what they use it for and give option 2 opt out

It was a great session and I look forward to continuing the dialogue with this group. You should check them out, too.

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and get more information on how to build your social, local, mobile marketing strategy.

Tim Peter

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September 19, 2012

Speed (Or Lack Thereof) Kills

September 19, 2012 | By | No Comments

Speed killsI don’t talk about site performance very often. But today’s news about Bank of America’s website challenges today brought it top of mind. If you don’t know what’s happening, here’s what CNN had to say:

“Bank of America’s website was sluggish and intermittently unavailable for many users on Tuesday, in an outage that the bank hadn’t explained by the end of the day.

Bank of America (BAC, Fortune 500) spokesman Mark Pipitone said the company is ‘working to ensure full availability,’ and that online banking is available ‘although some customers may experience occasional slowness.’”

I worked for Charles Schwab during the dot-com boom. And I remember our sites occasionally having performance issues due to the extreme demand from customers to execute ever more trades, ever more quickly. Unfortunately, whenever we had problems, it both irritated customers, cost us money, and hurt our reputation (the only consolation was that most other online brokers were having the same problem, so customers didn’t have many better options from which to choose — I’m not saying that’s the right approach, merely that it was the reality at the time).

Of course, you don’t have to be a financial services company to experience poor site performance. There’s a memorable moment in “The Social Network” where Mark Zuckerberg loses his mind on Eduardo Savarin after Savarin stops payment on their hosting account, potentially knocking the nascent site offline entirely. First Zuckerberg ensures the sites remain online and, later in the movie, ensures Savarin isn’t in a position to do it again.

If you’re a retailer, you probably vacuum and dust your stores regularly, restock shelves, and ensure easy access to merchandise. If you’re a restaurant, you wipe the tables and sweep the floors, polish the silverware, and relight the candles. If you’re a hotel, you make the beds, change the towels, and clean the bathrooms.

And, if you’re a website, you do everything you can to ensure your customers have a speedy and uninterrupted experience. Speed matters. It’s not a technical concern. It’s basic customer service.


Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

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Tim Peter

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October 17, 2011

It just works

October 17, 2011 | By | No Comments

It just worksAccording to Google’s “Ten things we know to be true”, Google strives to “Focus on the user…” knowing, “…all else will follow.” Google became the dominant search engine by offering a simple, usable interface on top of great search technology. It just works.

Apple introduced a new voice-activated personal assistant, called Siri, in its new iPhone 4S. I have one and it’s amazing. Ask it “Will it rain tomorrow?” and it responds with a quick look at the forecast. Tell it to send a text to your business partner, or your daughter, and it opens the messaging app and asks you what you’d like to say. Speak your message, tell it to send, and you’re done. Again, it just works.

I bring this up because there’s a raging debate right now on Google+ about whether Siri is just a re-heated version of Android’s Voice Actions, who got there first, and, near as I can figure, whose dad can beat up whose.

One commenter on the thread noted, “Everyone is spitting chips about [Siri's] useless ‘Natural speach (sic) recognition’ – Basically for idiots that cant (sic) remember 5 commands…”

Pity his spell checker doesn’t just work.

Ignoring the “idiots” part for a moment, the key here is “can’t remember 5 commands.” I’ve had an Android phone for the better part of three years. And I used Voice Actions maybe 5 times. Why? Because it didn’t “just work.” I had to learn how the tool wanted me to work. And, frankly, remembering those 5 commands wasn’t worth the time or benefit. With Siri, I don’t have to remember any commands. I just say what I want to say and, more often than not, it just works.

Now, this isn’t meant as a review of Apple’s iPhone or Google’s Android operating systems. I also don’t care whose dad can beat up whose.

More importantly, neither do your customers.

You see, the problem with Android Voice Actions is that it focuses on the technology, not the user. I don’t know if Apple is using superior technology than Google. Maybe they’re not. I don’t know if Siri is going to “win” the race forever. Maybe they won’t. But, as an “idiot user” (though I prefer “moron in a hurry”), I can tell you that Siri is much more useful than Voice Actions and that, at least over the last few days, I use it all the time.

Maybe the novelty will wear off. And, if Google focuses on its users’ needs with the next version of Voice Actions—as they’ve done with their search engine for years—maybe they’ll have the best tool on the marketplace. But, right now, there’s no question in my mind that Siri is the best user experience on the market for voice control. It just works.

If you think your customers consist of “idiots” who “can’t remember” what you want them to do, then that’s your problem, not theirs. Because they’re not idiots. Or “morons in a hurry.” What they care about is whether your product solves their problem—and whether or not it just works.


Are you getting enough value out of your small business website? Want to make sure your business makes the most of the local, mobile, social web? thinks helps you understand how to grow your business via the web, every day. Get more than just news. Get understanding. Add thinks to your feed reader today.

Or subscribe via email.

And while you’re at it, don’t forget to follow Tim on Twitter.

Tim Peter & Associates helps companies from startups to the Fortune 500 use the web to reach more customers, more effectively every day. Take a look and see how we can help you.

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