Hi Christina, tell us about yourself and your background.
I’m currently focused on marketing for Lucidpress – a brand templating platform. I started in communications and then made a shift into digital marketing. I’m a big reader and also do some teaching on the side.
What is the biggest misunderstanding about customer experience, in your opinion?
Customer experience frequently gets siloed as a customer service activity or product usability activity. Customer experience is an extension of your brand. Every interaction, from your posts on your social media feed to the emails sent by your sales team, all influence the customer experience. Content is going to play a growing role in the customer experience.
What are some of the newer CX companies/solutions you’re keeping your eyes on right now?
Hubspot is always on my radar as an inbound marketer. They’ve made a lot of advances lately that make them a better solution for enterprise companies. They provide seamless integration between marketing, sales, and customer support and offer some great features for personalizing experiences.
Christina’s tips for improved customer loyalty
What can companies do to improve customer loyalty and retention?
Consistency. Customers aren’t loyal to companies; they’re loyal to brands that first meet their needs and second are consistent in providing an experience that connects with them at an emotional level. Hubspot’s founding story was based on a belief that there was a better way to do marketing – inbound marketing. The company not only created a tool specifically for inbound marketers but also created content and a community to help educate and grow the careers of marketers like me. And they did all of this while following the inbound marketing blueprint.
What do you think is most relevant and why: CSAT (customer satisfaction score), NPS (net promoter score), or CES (customer effort score)?
It depends on what you’re focused on, but NPS is the best measure of that brand Nirvana where customers are not only loyal but also organically talking about your brand to others. CES is great for improving individual processes, and UX changes through A/B testing. CSAT is an important measure of your product quality and strategic messaging.
How can companies better use social media in the era of customer-centricity and personalization?
Social media is so easy to get wrong. It feels like an owned space, so it’s easy to fall into the trap of blasting out content that the company cares about but is ultimately self-serving. Instead, recognize that you’re seeking to earn a place in your customer’s social media feed. Always start with the question, why would a person choose to follow me? Getting a one-time discount isn’t a good enough answer. Do they follow to see the latest product announcements? Does your brand have a fun personality with entertaining posts? Are you sharing inspirational content that educates or interests your followers? Identify that focus first and then stick to it consistently. All content a business creates should have elements of utility, inspiration, and empathy.
What is your opinion on AI-based chatbots to handle customer support?
I think there’s a place for them if the focus is on providing the customer what they need faster rather than trying to save cost or effort on the company’s end. It goes back to empathy. For certain questions, the customer would prefer a quick, pre-written answer. But when a question requires talking to an actual human, the process of getting in touch with someone still needs to be seamless.
What was the best movie you saw that has come out during this past year?
I didn’t get to the movies due to the pandemic, but “The Queen’s Gambit” on Netflix was one of the best series I’ve seen.
Last but not least, what is your favorite CX metric?
This is not a common one, but I like to look at the search volume for your brand name. If more people are searching for your brand’s name than are looking for a solution online, then you know you’ve reached a point of brand loyalty where customers are talking about you organically on a large scale.