Would You Do That to Your Mother?: The "Make Mom Proud" Standard for How to Treat Your Customers by Jeanne Bliss
Jeanne Bliss is the Founder and President of CustomerBliss, and the Co-Founder of The Customer Experience Professionals Association.
Jeanne pioneered the role of the Chief Customer Officer, holding the first ever CCO role at Lands’ End, Microsoft, Coldwell Banker and Allstate Corporations.
Reporting to each company’s CEO, she moved the customer to the strategic agenda, redirecting priorities to create transformational changes to each brands’ customer experience. [...and this is what amazes me...] She has driven achievement of 95 percent loyalty rates, improving customer experiences across 50,000-person organizations.
Jeanne is also the author of the groundbreaking book, Chief Customer Officer. The book was the first of its kind to address the role of the customer leadership executive. It quickly became a bestseller and has been translated into eight languages. Her second book, I Love You More than My Dog: Five Decisions that Drive Extreme Customer Loyalty in Good Times and Bad, was also a bestseller and translated into five languages.
Jeanne is a highly sought after speaker, keynoting high profile conferences and corporate events. She has appeared in major media outlets such as Fast Company, Forbes, MSNBC, The Associated Press and [and The Marketing Book Podcast - that last part is not really on her bio].
And interesting fact: she is a die-hard Chicago Cubs fan!
The Host's Perspective:
Customer service, customer experience - they’re the same thing, right?
Not exactly. Think of it as being two sides to the same coin.
Customer service deals primarily with the problems after they happen.
Customer experience has more to do with proactively planning and engineering a positive, memorable experience so that customers will remain loyal and even tell others.
Why are you hearing more about customer experience as it relates to marketing these days? Well, nowadays when a customer has a terrible (or wonderful) experience, they can tell the world about it via the internet such as on review sites and social media.
That’s why you’re hearing more and more marketing experts explain that the experience that your customers have with your organization is the most powerful marketing you have.
And, there are lots of studies available now showing that companies that engineer a better customer experience tend to have faster growth and higher profitability.
So how do you go about more proactively engineering a better customer experience? To start with, look objectively at how you’re treating your customers and ask yourself “would you do that to your mother?”
Jeanne Bliss is the godmother of customer experience. She’s the Co-Founder of The Customer Experience Professionals Association and she pioneered the role of the Chief Customer Officer at Lands’ End, Microsoft, Coldwell Banker and Allstate.
She’s also the author of three other bestselling books about customer experience.
And while this book has a fun title that is a great lens through which to evaluate every aspect of your customers’ experience, the book is very heavy on the specific steps you can take to start making your customers love you, tell others about you, and buy more from you.
It includes 32 case studies from some of the most impressive and inspiring companies in their industries, as well as tools you can start applying immediately.
Whether you're contemplating your company's returns policy, its social media presence, or its big-picture strategy, the approach in this book helps pinpoint causes of customer unrest and opportunities to deliver joy, so your company can anticipate needs, extend patience, and show respect at all times.
Listen to the Interview:
The Excellence Dividend by Tom Peters
Never Lose A Customer Again by Joey Coleman
Jeanne Bliss’ Twitter - #MakeMomProud
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