Conversation Agent - Valeria Maltoni - Customer Experience More Important than Ever

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As always, you put things in good perspective. The trends you highlight are all real and true and are becoming ever more important to pay attention to.

I do think that regardless of what the trend, technology, conveyance of message, or whatever, the bottom line is (trite but true) the customer is a real person -- not a commodity, or a target demographic, or a persona. So the best customer experience is one where a company treats a customer like a human being and all touch-points relate/respond in ways that are genuinely human.

@Akash - consider also that the same mindset should be governing employee relations.

@Dan - that's right, they just won't come again. On the other hand, as you've experienced, learning what is important to them in conversation, by observing what they do, provides great insights.

@Ben - thank you for the link. I wonder though, since so many of us understand the importance of the right experience, why the disconnect? Good thoughts there.

@Tim - think it was Shiv Singh from Razorfish who said the purpose of social media marketing is to create a customer who creates a customer. Trust is a topic near and dear to my heart. And it's what cuts through the clutter.


I, of course, couldn't agree more that customer experience is an extremely important aspect of business.

While selling more to your current customers is always a benefit, I think the greater benefit is those customers' recommendations of your company.

As information overload only gets worse, people will increasingly look to trusted sources for advice on buying decisions. All of the advertising in the world can't overcome a bad recommendation from a trusted source.

The recession won't last forever (I hope!), and the companies that have been focused on CX will have the greatest advantage when the wallets start opening again. That, in my opinion, is why CX is more important than ever.

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  • Since 2006, Conversation Agent focuses on the impact of technology in business, culture, and human behavior. At Conversation Agent LLC, I help organizations and brands develop and communicate their full business / product value consistently.


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