The Top 10 Customer Experience Articles of 2016

The future is all about the customer. We pulled together the year's most influential customer experience articles from CX thought leaders around the web.


Jana Barrett

December 30, 2016

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As the year comes to a close, we’re ringing in 2017 with a little reflection on customer experience.

Many have dubbed 2016 “The Year of the Customer.” Why? Because more and more, statistics show that a great customer experience is tomorrow’s competitive advantage.

Businesses face new challenges in selling and supporting today’s connected customer, who craves personalized experiences but often barters brand loyalty for a better deal.

But as 2017 comes crashing in, it’s clearer than ever: CX is the game-changer—and companies are finally waking up to it.

Below, we share the top 10 customer experience articles from thought leaders around the web. Happy New Year! May your CX shine brighter in 2017.

Top Customer Experience Articles

1. You May Be Thinking about Customer Experience All Wrong

By Danny Wong for Salesforce

“The responsibility for creating and delivering an exceptional customer experience doesn’t fall on the shoulders of just one employee or department. In fact, for an organization to deliver an outstanding customer experience, staff members throughout the organization have to be committed to providing reliable and thoughtful service.”

Read more

2. Why Your Brand Should be a Haven for Your Customers

By Liz Burton for Win the Customer

“Customers can probably travel within a few miles or go online and find another business elsewhere that has what they want or need. And there’s no reason not to, because it’s just a transaction – an emotionless exchange of money for goods or services that can be completed anywhere.”

Read more

3. Are You Competing on Customer Experience to Keep Up, Get Ahead, or “Leave a Dent”?

By Bob Thompson for Customer Think

“Three years ago, MassMutual embarked on a journey to reconnect with its customers. This 165-year-old financial services firm realized that ‘you can’t spray paint excitement’ on largely set-and-forget products. Furthermore — and listen up marketers, because this is meant for you — customers don’t want mass marketing messages on critical life issues like planning for college, caring for loved ones, or retirement.”

Read more

4. 7 Steps to Get Executive Commitment for Your #CX Transformation

By Annette Franz for CX Journey

“As a CX leader, you cannot, nor should you, do everything. Instead, you should be influencing others to do the work they are ultimately accountable for. This not only spreads accountability, but it also spreads the funding.”

Read more

5. 7 Reasons You’re Underperforming in Customer Service

By Brittany Torano for Shep Hyken

“An unclear vision means an unclear path on how to communicate and aid customers. How should employees approach a customer? What do YOU stand for? If all of this is a hazy mess, your customer service will be just that, a mess.”

Read more

6. How To Transform Your Organization Into A Customer Experience Powerhouse

By Keith Coe for Forrester

“In practice, there’s no one-size-fits-all approach for transforming customer experience. And it’s not just the customer experience that needs to change. Oftentimes, so does the organization itself.”

Read more

7. Want Loyal Customers? Start Talking About Their Emotions!

By Bruce Temkin for Customer Experience Matters

“Did you know that customers who feel adoring after an experience are more than 11 times as likely to buy more from a company than customers who feel angry? And customers who feel appreciative are more than 5 times as likely to trust a company than those who feel agitated?

That’s because how customers feel about an interaction has a significant impact on their loyalty to a company. So let’s talk about emotions.”

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8. Improving the customer journey: The importance of customer service KPIs and metrics

By Debbie Fletcher for Adrian Swinscoe

“While there is an abundance of other data worth measuring, customer service KPIs are able to provide the honest truth about the experience that consumers have when dealing with a brand. This is absolutely crucial – because improving customer loyalty, and refining the process so it’s as smooth as possible, ensures that they’re worth a lot more to a business in the long run.”

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9. What is customer-centric?

By Molly Galetto for NGDATA

“Customer-centricity needs to become a mindset across the organization with buy-in from all stakeholders, because all departments need to work from a customer-centric standpoint rather than a product-centric perspective to profit from the most valuable customers.”

Read more

10. 5 Ways to Improve B2B Customer Engagement Through Omnichannel Tactics

By Robert C. Johnson for Customer Bliss

“Be it the evolution of the internet or more recently smartphones, the ever-changing consumer has been more agile and modern than the traditional B2B customer. However, don’t forget that a B2B customer is also a B2C consumer on their own time, when they email a retailer about a birthday present or have a live chat about movie tickets. With this exposure to omnichannel B2C engagement methods, some B2B customers by comparison are becoming underwhelmed with their customer engagement options in the workplace.”

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