Customer Experience section: JackThreads weaves customer experience strategy from data

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Companies use data analytics to understand customer trends, but they also cut through those trends with human discretion to make business decisions. JackThreads, for example, uses customer feedback data to adjust customer service — or sometimes to proceed with a sale even if the data might suggest canceling it.

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Data Section:5 ways to boost your marketing and sales ROI with customer data

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Data alone isn’t useful, and it has the potential to be distracting or even misleading. And analytics are only helpful if they’re focused on finding actionable insights — in other words, providing information that helps you make smarter decisions about your marketing, sales and general business efforts.

Digital Section: Using decision tables to support contextual targeting in your UI.

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An ideal restaurant is where the concierge knows your name and sits you at your favourite table. That’s good targeting. There’s a big difference between this and having them say “You almost bought an expensive wine with your meal last time. How about it today?”.

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Customer Insights Section: Your Customers’ Behavior Is a Competitive Advantage

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JetBlue recently announced a series of in-craft “jetiquette” videos for its flyers. The hope and expectation, of course, is that these visual “nudges” will preemptively smooth the air travel’s rougher edges. “We wanted to say, ‘We’ve all been there. We get it, and let’s talk about it,’” declared one JetBlue executive about #FlightEtiquette. “It’s a universal truth of flying.”

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Marketing section: Howard Schultz/Starbucks: 18 insights and lessons from a customer experience master

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Customer-centricity and customer experience – as a philosophy rather than a strategy or simply tactics.

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CRC Section: A Thousand Customer Journeys Start With One Phone Call

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As I discuss customer journeys, focusing on not using capital letters and air quotes, I ask for the team to begin by describing a typical phone call a customer service agent might facilitate. By narrowing the conversation to a single engagement cycle, we quickly find the key aspects of the interaction that have the greatest correlation to customer feedback scores.

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Tech Section: Why customer nurturing technologies matter

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It’s really the coolest part of the conversation about customer nurturing. It doesn’t need to involve a great additional expenditure. Many of the same marketing automation technologies and analytics used in conventional marketing can be used to support customer nurturing.

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