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Run Time: 26:30
in On Point

Beware: Your ‘Loyal’ Customers May Be Anything But

If you're interested in why and how to improve your customer experience, this is a must-listen podcast. Augie Ray, Research Director on Customer Experience at Gartner is one of the most compelling thought leaders in this field. He believes many firms become complacent, mistaking customer renewals and long-term buying behavior as indicative of loyalty - and thus, an "all-is-okay" mentality. In fact, you want your customers to become "advocates," where they intentionally try to change others' behavior or actions - and not because of fun social media posts, but because they see great value, have a memorable experience, think something is incredibly dependable, or have their expectations exceeded. "Don't mistake actions for attitude," Augie advises. This is a culture shift, he adds, and marketing alone shouldn't lead customer experience.

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