How To Guide Your Customers To Mutually Beneficial Choices

After a recent office supply run, I happily provided my email address one letter at a time to the friendly cashier in exchange for the promise of digital receipt. A few days later I received not only my receipt, but also a message thanking me for joining the Office Depot mailing list. Though it was cloaked in politeness and gratitude, the real message in this email was that I had no choice. By opting for the convenience of a digital receipt, I was automatically subscribed to an email newsletter that I didn’t want or ask for.

No one likes feeling like her choices have been made for her, and marketers who employ this sneaky technique are doing their brands a disservice. By letting customers make choices about when, how, and why they’re contacted, companies cement a healthier relationship, and customers get more relevant information and promotions.

Read More

The Always Up-To-Date Guide To CX Events

KerryBodine-SpeakingMozcon.jpg

I’m often asked about customer experience conferences: What’s out there? Where am I speaking? Which conferences would I recommend?

I’ve compiled the following list of conferences spanning a variety of topics — like CEM, service design, customer loyalty, customer success, and contact centers — that should be of interest to a wide range of customer experience professionals. I’ve organized the events based on the types of organizations hosting them: professional associations, event producers, service providersmedia companiesanalyst firms, and tech vendors. And, as the title of this post implies, I’ll be keeping this list up to date on a rolling basis.

Am I missing an upcoming event? Please let me know!

Professional Associations

Design Management Institute’s Design Management Conference Europe
April 28 – 30, 2015
Berlin

CXPA’s 2015 US Insight Exchange
May 5 – 6, 2016
San Diego, California

Customer Success Association’s Customer SuccessCon East
August, 2015

Read More

What Makes For A Good Email Opt-Out/Opt-Down Experience?

KerryBodine.com - Mint screenshot header

In a moment of optimism and good faith, I visited healthcare.gov one time last December and somehow, foolishly, provided my email address. Like millions of Americans, I soon found myself on the receiving end of a deluge of increasingly apocalyptic messages reminding me the deadline for enrollment was nigh. I never finished setting up an account—so healthcare.gov had no idea whether I even needed marketplace insurance. And yet I received an email. Every. Single. Day.

Instead of inspiring action, frantic and frequent emails tend to cause people to tune out from key messages. In fact, 43% of consumers say that they receive too many commercial emails. But this doesn’t necessarily mean they want to sever ties with the companies, charities, or well-intentioned government bodies that cross the line into spam territory.

Read More

Welcome, Amelia Sizemore!

I’m thrilled to announce that I have a new partner in crime: Amelia Sizemore. Amelia and I worked together for several years on the customer experience team at Forrester Research, where we became close friends and terrific collaborators on both research and consulting projects.

Amelia will be working with me to develop several new service offerings. She’ll also be assisting with idea development for my next book—that’s right, another book!—and helping me to provide an even better customer experience to our clients and their customers around the world.

I’m thrilled to be starting this next part of my journey, and I couldn’t wish for anyone better than Amelia to be at my side. We both look forward to making great experiences with you!

Humanizing Healthcare Through Hands, Heads, and Hearts

The following should not be news to you, but it’s sometimes easy to forget: Patients aren’t just lines in a spreadsheet, records in a CRM system, or the list of ailments in their medical records. They are people. And while lots of healthcare companies are talking about “humanizing the healthcare experience,” I get the feeling that they’re not always crystal clear on what that means.

To develop meaningful relationships and improve medical outcomes, health service providers need to connect with their patients. Specifically, they need to touch them at three key body parts. (Don’t worry. This doesn’t require a physical exam, and it won’t be awkward at all.)

Hands. With four long fingers and nifty opposable thumbs, our hands help us do things. As healthcare consumers, we all have things that we’re trying to do when we visit a particular provider — like fixing a chipped tooth, filling a prescription, or filing an insurance claim. Healthcare companies help us accomplish these goals (or perhaps you prefer to call them “tasks” or “jobs to be done”) by developing useful services and getting them into our hands.

Read More