Customer Experience
How Customer Satisfaction Surveys Tell the Future
January 23, 2012
It’s funny – just asking customers what they want more of is one of the best ways to see where the market is heading, and where the pressure is strongest.
We’ve been surveying our customers via Net Promoter® for about five years, and each year, we ask three key questions:
- How likely are you to recommend Corporate Ink to a friend or colleague?
- What’s your primary reason for scoring this way?
- What’s the one thing we could do to improve this score?
Then we ask a few spontaneous questions – to get a better understanding of where our clients are feeling the most pressure (which typically More >
#HashtagsShouldBeFun (Even in B2B)
January 19, 2012
Before airing its latest episode of Modern Family, there was moderate some buzz around an advocacy group’s campaign to get it pulled. The controversy? A plot focusing around a toddler using the F-word, on a few occasions (it was bleeped).
So what did ABC do? Right after the second bleep, a hashtag appears on screen – #modernfamily – as if to say, “Pretty wild, eh? Go Tweet about it!”
Genius? Wrong? Obvious? Whatever your take, it worked, with audiences flocking to share the laugh online. Take a look at the screenshot below, which captures hashtag use for More >
Mike Volpe: HubSpot’s CMO on Linking Marketing and Sales
January 19, 2012
Every quarter, we bring together marketing executives to swap stories, share experiences and create some best practices. Mike, the CMO of HubSpot, spoke to the group earlier this week.
At a start-up, stopping isn’t really in the playbook. But six years in, I got a chance to think – and talk – at Corporate Ink’s recent breakfast for local tech marketing experts about what worked in our inbound marketing strategy, and what didn’t. So, 1,780 or so days into it – here’s a little bit of what stood out, what worked, and what’s worth doing more of.
Blogging We were early, and it really worked. There More >
Ranking the GOP Twitter Feeds
January 19, 2012
Just like businesses, presidential campaigns can rely on Twitter to connect with fans and turn positive sentiment into a selling tool, ultimately driving traffic to the website and bringing in more revenue (or donations).
So which GOP candidate has the best Twitter strategy?
I’ve looked at the remaining candidates’ Twitter accounts, and ranked them, based on:
- Who’s engaging users the most
- Who’s promoting valuable content, including relevant articles and video
- Whose tweets are most dynamic – using hashtags, mentions, and links
I also reviewed the candidates’ official campaign accounts More >
Bring Back the Secret Shoppers
January 10, 2012
They say a host should spend a night in the guest room to see how it feels. Businesses ought to do the same thing.
The other day, I went to my doctor’s, and realized that someone’s been thinking about customer experience. I was planning to switch PCPs, but the practice won me back with excellence in operations and customer intimacy.
Surveys, focus groups and social listening help to assess the customer experience – but really walking in customers’ footsteps fosters all sorts of ideas beyond improvements to core service delivery.
In this case, the formula is actually pretty simple:
- Respect my More >