1to1 - Spring 2009 - (Page 8) feedback Effectiveness of Video in Email A reader responds to the article “Email Gets Rich” (1to1Weekly, 10/13/2008) about the need for email marketing innovation in 2009. We’ve been experimenting with video in email and it’s amazing when we track (using FLIMP) how popular video really is. Of course the video is more informational than promotional and so the value is there for the viewer. We will continue to make video an increasingly prominent part of our marketing mix. buzz from the Who’s in Charge? blog Readers responded to Ginger Conlon’s blog post “Who’s in Charge of the Customer?” (1/5/09) Chris Durkin | Owner | Graffiti-n-Motion Double-Digit Response Rates? In Ginger Conlon’s editor’s note (1to1 Weekly, 10/6/2008) she explored the possibility of generating high response rates to direct mail and online campaigns by thinking one-to-one. It has been a few years since I have sent out a customer satisfaction survey to my customers because I have never received more than a 15 percent return on the surveys. Most of the surveys indicated that we were doing an excellent job. I knew that it was not the case and there were problems out there that needed to be addressed. Now I like to take the time to visit the customers and ask a few questions and assure them that a negative answer will be considered an opportunity for improvement. It works a lot better for me. I tell my staff that every customer provides a chance for us to improve our service. In order for the CCO role to succeed, this role along with the other CXO roles needs to be clearly defined where customer accountability is concerned. Doing so should also help liberate companies from the siloed way of operating by tearing down the walls of the mini-empires built by traditional functions through a mandate toward a common customer objective. In all, the role of CCO is a step in the right direction. Phil Olivieri The most successful CCOs are addressing these issues. The notion that they have to own all customer-facing functions is being replaced by the need to own the customer-facing processes. The CCO can improve the customer experience by streamlining the customer-facing process without having direct reporting authority. Balance between short- and long-term customer results is very difficult. While they may be given a 3- to 6-month “bye” to make changes, those that last the longest can prove they provided a near-term lift in revenue and profits while tracking toward the longer-term changes that are inevitable in a customer-centric journey. Julian Cervantes | Plant Operations Director | Mission Regional Medical Center Curtis Bingham | author, The Key to Customer Strategy: The Rise of the Chief Customer Officer It’s great to see the CCO’s frequency of interactions with company boards. In addition to revenue-generating goals adding clout to CCOs, profit-generating goals may give the other CXOs a compelling reason to respect the CCO. Profit-focused customer experience initiatives can provide stamina, positive culture change, and longer-lasting results for customer experience improvement and its accompanying benefits in market share and share of wallet. 1to1 poll We asked our readers whether governments can force companies to improve customer service, as the attorney general of Connecticut tried to with AT&T: Other:16% Yes: 23% Lynn Hunsaker | author After a decade of working with companies at various stages of the customer journey, I’ve noticed that CCOs with the greatest impact are those who can prove the positive and negative impact of corporate decisions on consumers’ willingness to pull out their wallets. All other tactics and measures are moot. No: 61% Stephen Fraser | vice president, Client Strategy and Insight | Carlson Marketing Canada Source: 1to1 Media Log on to 1to1media.com/weblog to join the conversation. Tell us your opinion. Email us at magazine@1to1.com 8 1to1 magazine www.1to1media.com http://www.1to1media.com/weblog/ https://www.1to1media.com/view.aspx?DocID=31172 http://www.1to1media.com/weblog/2009/01/whos_in_charge_of_the_customer.html https://www.1to1media.com/view.aspx?DocID=31164 http://www.1to1media.com/weblog/ http://www.1to1media.com
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