12/30/13

Customer Experience, Sustainability and Tech Trends: The Top 5 Expedition PR Blog Posts in 2013

By the Expedition PR Team

 

On top of our list are posts about sustainability, entrepreneurship and the way technology transforms entire industries

On top of our list are posts about sustainability, entrepreneurship and the way technology transforms entire industries

Every week the Expedition PR team blogs about industry trends and communications best practices, as well as topics dear to our hearts-  like food, film and retail – by creating entirely new customer experience and business models.  Following are the top five posts from 2013. The posts were ranked based on the number of page views obtained during January 1 to December 26, 2013.

 1. CRM vs. CEM – What strategy should companies choose for building better customer relationships

Most companies have a focus on customer-centricity as part of their mission statement and corporate values. Social and mobile communications have changed the way companies engage with customers, blurring the lines between marketing, sales and service. Nadine Leber’s post explores the difference between two predominant concepts for building strong relationships with customers – customer relationship management (CRM) and customer experience management (CEM).

 2. How Important is the Concept of Sustainability for Companies Today

Originally published in August last year, this post continued to be a popular in 2013. The post concludes that the integration of sustainability within a company’s core strategy has become imperative for a company’s reputation and economic success. The concept of sustainability is a powerful force that has elicited companies’ involvement in various social, economical, environmental, legal and political issues.

3. The Rise of Silicon Brooklyn

Brooklyn Tech Triangle, an area covering the three neighborhoods of Downtown Brooklyn, DUMBO and the Brooklyn Navy Yard, is the cradle of Brooklyn’s rising tech scene. In June 2013 the Brooklyn Triangle Coalition projected that in two years the area will support 18,000 tech-related jobs and 43,000 indirect jobs. Companies like Etsy, HUGE, Voltaic Systems, Lifebooker and Duggal made a statement by starting or moving offices to Brooklyn.

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11/5/13

PR Success Case: Warby Parker

By Katja Schroeder, Expedition PR

During two New York tech events – Ingenuity and TechWeek New York – Warby Parker executives presented a compelling case study for PR.

Warby Parker Dog SiteWarby Parker carefully crafted the positioning of a socially responsible lifestyle brand that offers beautiful designed glasses at a great value and with wonderful customer experience.

When the company first launched out of one of the founder’s homes in February 2010, it invested in three things: a gorgeous website, customer service and PR.

The company hired a fashion PR firm to arrange meetings with  top-tier lifestyle media editors to share the Warby Parker story and showcase the company’s first line of glasses.

The first stories appeared in GQ and Vogue. Afterwards, the company was flooded with customer orders. Warby Parker met its sales goals within three years, and had 20,000 customers on the waiting list. Continue reading

04/18/13

Happy Customers & Profits: How to Measure the Impact of Your Customer Experience Management on the Bottom Line

By Nadine Leber, Expedition PR

It’s not a secret. Creating an excellent customer experience helps companies build loyalty and maximize profits. Customer experience can be created through a number of initiatives and across all customer touch points from marketing to sales, billings, and service. The question is how can companies measure their overall customer experience management performance to focus on the initiatives that create the biggest impact on the bottom line?
The trick is to identify and measure the core activities that drive customer satisfaction and customer value. A classic approach is to use financial metrics for the measurement, including revenues, return on assets and return on investments. But these metrics give little information about a customer’s perception or satisfaction. They need to be supplemented with customer-centric metrics.

Customer satisfaction should be part of a company's performance measurement metrics

Customer satisfaction should be part of a company’s performance measurement metrics

Finding and measuring the right criteria and indicators for a customer-centric rating is crucial to sustain a company’s growth and success. The criteria should include leading indicators for customer satisfaction and reflect a cause-and-effect relationship between profits and customer value/satisfaction.

The Net Promoter Score (NPS), developed by Fred Reichheld, Bain & Company and Satmetrix, is a popular tool for measuring customer experience. It can be used in particularly to measure the customers´ loyalty. The NPS is obtained by asking customers a single question on a 0 to 10 rating scale, where 10 is „extremely likely“ and 0 is „not at all likely“.

The percentage of detractors is then subtracted from the percentage of promoters to obtain the NPS. The NPS indicates the willingness of recommending the company to others. It is a definitive indicator for customer satisfaction. The NPS is a great tool to understand the customers’ needs and to set goals for optimizing the customer experience management system.

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04/16/13

Eat, Tweet and Be Merry: Restaurants and Food Producers Use Social Media to Connect with Consumers

By Katja Schroeder, Expedition PR

Restaurants, from five-star establishments to the local coffee shops around the corner, have discovered the power of tech, most notably in the form of social media.

shake shack

A good example is the food truck rave. Some of food trucks have amassed an impressive online following by Tweeting their daily specials, route and even open positions. Boston-based MeiMei Streetkitchen (@meimeifoodtruck) shared its recent job opening by picture with 2,800 followers.

 

MeiMei StreetKitchen ‏@meimeifoodtruck 3 Apr Hi friends, we’re hiring! Know someone who wants to join our team of food truck bandits?
Visit http://meimeiboston.com/jobs pic.twitter.com/DIsCRyWzXB

 

Kogi (@kogibbq), a Korean barbecue taco truck in Los Angeles, has more than 102,000 followers. That’s 17,000 more than star chef Marcus Samuelson, the founder of New York’s hot spot Red Rooster, although @MarcusCooks had just successfully published a bestseller book.

While a hundred thousand fans on Twitter is an impressive feat, it’s not quite social media rock stardom in the food industry yet. Over 817,000 people follow the musings of Food Network Star Bobby Flay (@BFlay). His Food Network colleague Giada De Laurentiis (@GDeLaurentiis ) has 792,000 Twitter fans.

As reported by Mashable, a study by the National Restaurant Association showed that about 45% of consumers have already chosen where to eat with the help of an online site, such as Yelp.

The study also showed that 27% of diners have viewed or posted reviews. Consumers love to share their views on food. They are flocking to food sites and apps like Foodspotting and foodgawker. Most of them also love a good deal, often offered by ScoutMob, Groupon or LivingSocial. Foursquare recently announced a partnership with OpenTable that allows diners to make reservations using their Foursquare account.

While grandmother’s recipes might still rule in the kitchen, it’s not your grandmother’s marketing style anymore. Continue reading

03/12/13

Spend and Measurability: New Measurement Models to Optimize Marketing Budgets and Customer Engagement

By Nadine Leber

Most marketing campaigns aim to increase sales. However, tracking the impact on sales for every marketing channel, and across channels, has been a bit like the search for the Holy Grail.  Traditional measurement methods, geared towards analyzing the impact of each individual marketing tool, often distort the cumulative impact of the entire program.

Recent studies have shown that marketers spend more money on TV advertising but online campaigns get the better return on investment. As a result we will see budgets shifting towards digital marketing campaigns in 2013. The Internet Advertising Bureau (IAB) Online Video study, conducted by Nielsen, states that marketing dollars are being re-allocated from TV to online video to expand a campaign’s range, and benefiting from a lower cost.

bigstock for CEM Post March 12 2013

With the use of multiple screens on the rise and people Tweeting, Face booking or doing online searches while watching TV, the interdependency of the marketing channels is more evident than ever.

For example, watching a TV spot can prompt the consumer to go to the company´s homepage and find out more details about the product. The consumer could be inspired to Google “coffee“, click on an Adwords campaign or browse through the organic search results. Consumers also like to watch new – entertaining – ads on YouTube, and share them via Twitter and Facebook.
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02/6/13

CRM vs. CEM – What strategy should companies choose for building better customer relationships

Most companies have a focus on customer-centricity as part of their mission statement and corporate values. Social and mobile communications have changed the way companies engage with customers, blurring the lines between marketing, sales and service. The following post by Nadine Leber explores the difference between two predominant concepts for building strong relationships with customers – customer relationship management (CRM) and customer experience management (CEM). She explored the strengths and weaknesses of both concepts as part of her Bachelor thesis in International Business for the European University of Hamburg.

CRM vs. CEM: What strategy should companies choose for building better customer relationships

By Nadine Leber

A loyal customer base is a key element to determine a company’s value. The world’s most successful companies pride themselves of having deep relationships with their customers. While there are a number of best practices, the approaches to build strong relationships with customers are evolving as they take social and economic market changes into account. As such the question remains: How can companies best develop strong relations with their customers built on trust for the long-term?
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