Tekserve: A Blueprint for a Great B2B Customer-Inspired Experience

“Our job is to make our customers look good to their bosses.” 

That’s the philosophy of Tekserve, an Apple retailer and IT services provider in New York City, as articulated by Director of Marketing Jazmin Hupp.

Imagine that you are a long-time Apple retailer and supplier, and then Apple builds their flagship store just two miles from you, then four more just as close. Some might find it time to close up shop. Instead, Tekserve used the challenge as an opportunity to refocus on their customers. Their reward? Consistent growth, being featured in the Crain’s New York Business Fast 50 and the Computer Reseller News’ 2012 Solution Provider 500 list, which ranks the top technology integrators in North America.

Tekserve doubled-down on the service surrounding Apple’s products, particularly for businesses.  Almost 2/3 of their revenue comes from B2B relationships, where they are far nimbler than Apple. Much of their work involves integrating Apple products into existing networks, including wholesale conversions from PCs to Macs.

Tekserve credits their growth to three main areas of focus: Read more

Best Buy’s New Store Format: Beautiful Design Limited by Store Execution Issues

Best Buy unveiled a new store format last week at its flagship location a few blocks from their corporate headquarters. I visited the store twice last week. You can find more general review at The Mama Report, including photos, as well as at the Star-Tribune. The store has opened to rave reviews, and understandably so. The new format is beautiful, and greatly increases the opportunity to play with and learn technology.

The company traditionally introduces new store concepts in 1-3 stores, evaluates them, and determines which parts (if any) to scale. There are too many changes to include in one post, including such additions as a “Solutions Central” to ask questions, educational “digital displays” teaching about products, and vignettes that allow you to see how appliances might fit into your home. I will focus on the overall look and feel, and three specific areas: Tablet Central, the 3DTV Experience, and the Magnolia Design Center. This post reviews the format, and gives advice as to which parts should be scaled.

Full Disclosure

I worked for Best Buy for six years through 2008, and still love the brand. My last three years I designed interactive experiences such as those featured in this store. Several are clearly descendants of projects I led. This makes me more familiar with the issues than most. Read more

Does technology replace the customer experience?

From Iconoculture:

UK: “Facebook” pub serves punters with table-side technology
The Thirsty Bear pub in South London is using tablet technology to help punters order food, drink and update their social network status without leaving their table. Table-side iPads and serve-yourself beer taps enable customers to order food and drink for self- or waiter-service. To start an electronic tab, punters simply leave a credit card behind the bar in order to add to their bill. Finger clicking is no longer required to grab waiters’ attention. Connected consumers can simply text staff direct via an instant messenger app to alert them that they require table service.

This is a fascinating idea. But how long can it last? Read more

The #1 Tool to Engage Your Customers

Note:  This post was originally listed at Annette Franz’s blog at http://cxjourney.blogspot.com/.  If you aren’t subscribed to her blog, you really should consider it!

———————–

You’ve gathered your customer insights and made the changes. Your website is streamlined and easy to use. Your add-on services are perfectly aligned with customer needs. You have invested in the finest training for your employees. Your IT upgrades ensure that your staff has up-to the-second information at their fingertips.

But somehow nothing is changing. Your sales are flat, and your customer experience scores are static. What’s wrong?

Tell me, how good are your line managers?

—————

The employee-customer interaction is where the magic happens in almost any service-based business. Whether renting a car, shopping for groceries or eating out, the customer-facing associate makes the difference between a ho-hum experience and one that brings you back for more. Read more

The Second Key to Creating a Great Customer-Inspired Experience: Engage the Entire Team on the Opportunity

Once you know what matters, the next step is to get everybody involved.

I have been speaking about this topic quite a bit lately, and one exercise I have is for participants to identify five recent projects or programs their company has developed to improve your customer experience. These could be new products, pricing changes, sales training programs – any new idea. Go ahead and do this, as well. Write down five new projects your company is implementing:

  1. ______________________________
  2. ______________________________
  3. ______________________________
  4. ______________________________
  5. ______________________________

Now that you have this list (you did do the exercise, didn’t you?), let’s look at your projects. Whether you work for a 50 or 50,000-person company, a good rule of thumb is that 90% of your company’s employees are individual contributors. So if your company is doing well at this key, 4-½ of these ideas should come from front-line employees. Brave readers: comment on how well you did!

Of the hundreds of attendees in my talks, how many had at least three ideas come from an individual contributor?

Four.

None came from a company of more than ten people. Only about half had even one idea come from a front-line employee.

We can do better. Companies pay consultants to tell them what to do, when they have dozens (or hundreds or thousands) of passionate employees who know far more about their customers. We need to do cast a wider net. Read more

The First Key to Creating a Great Customer-Inspired Experience

A customer-inspired experience is critical to growth. According to a Temkin Group analysis, a great customer experience increases likelihood to recommend by 19.5% and likelihood to repurchase by 18.4%. And the best way to get that inspiration is through those who talk to customers every day – your front-line employees. In this piece you will receive the first key of creating a great customer-inspired experience. Keys two and three will follow soon!

The First Key to Creating a Customer-Inspired Experience: Identify What Really Matters

This seems like a no-brainer. Companies know what matters to their customers, right?

In fact, many have it wrong. Leaders get so focused on their tangible capabilities that they no longer see through their customers’ eyes, and use their over-informed perspective to prioritize efforts. As a good example, I worked with a global fast food company to determine the best way to increase growth. This company was laser-focused on R&D – inventing the newest menu item to drive that bump in sales. They applied a very rational lens to their customer experience – if we provide good food fast and keep coming up with new items, we’ll grow.

This approach is so alluring that it is no surprise they succumbed to it. And sure enough, the company was rewarded with a spike in sales every time they came out with a new food item. So, like most companies focusing on next quarter’s results, they kept feeding the R&D beast. But despite these sales spikes, their same-restaurant sales continued to drop each year.

We identified a segment of customers who visited their restaurants more than any other. But even within this segment, we found huge discrepancies on monthly spending based on emotional engagement. Read more

Rant: Conversocial fails at customer centricity, and Chick-fil-A passes with flying colors

I received a call from Conversocial on Monday.  I downloaded a white paper entitled Who’s Ignoring Their Customers, and a fellow with a delightful English accent called from an international number to see if I was interested in their software.  He emailed me the previous Friday, and since I didn’t respond within one business day, he made a follow-up call.

Not me!

All good, with two exceptions. Read more

Innovating Through Your Front-Line Staff Speech

I’ve been speaking quite a bit lately – four times in the last week and a half – so I haven’t been able to complete the second half of my blog post “Experiment Your Way to Growth.” But you can see me speak about it below.  I come on at 2:44 into it.

The second half should be out next week!

Guest Post: Planning for a Successful Customer Experience Journey

Today is a special treat – a guest post from Annette of CX Journey.  You should definitely subscribe to her blog – a great read!

Planning for a Successful Customer Experience Journey

By Annette Franz Gleneicki

A customer experience strategy is just a strategy, a roadmap that outlines your approach to creating a customer-centric culture. Customer centricity is a way of life, a way of doing business, a journey. It’s not just a project or something to check off your “To Do” list for this week. It’s woven into the fabric of everything you do as an organization.

It takes the entire organization to successfully execute a customer experience strategy, not just the executive team, not just the frontline, and not just the CCO and her team overseeing the strategy.
Read more