Are You Benchmarking OR Innovating?

by Martha Brooke on August 10, 2016

Benchmarking has a history of helping businesses compete in global markets. But these days, many companies are missing out on the opportunity to innovate due to an over-reliance on benchmarked metrics. The practice of benchmarking was born in the 1950’s with companies like GE and Toyota. Then, what was in vogue was a process called […]

“Talk Your Walk” with Branded Customer Service

by Martha Brooke on January 15, 2016

Your company’s brand: it represents the qualities and values of your products and services. So shouldn’t your customer service showcase your brand? Branded customer service gives your brand substance and depth. While your competitors are busy showing their brand simply through advertising, you’ll be cementing your brand through the lived customer experience. This is critical […]

A Cold Night, Hot Soup…and Great Customer Service!

by Martha Brooke on December 9, 2015

Not too long ago, while checking into a hotel on a damp San Francisco night, the front desk clerk noticed my sniffling and asked if I wanted chicken soup. “That’d be great,” I replied, assuming it was just a sympathetic comment and not an actual offer. I was therefore quite surprised when, only a few […]

Current State of Customer Service: 54%

by Martha Brooke on January 21, 2014

Since 2011, Interaction Metrics has tracked the quality of customer service and published the cumulative Quality of Customer Interaction (QCI™) Benchmark Score. As of Dec. 31, 2013, the score is 54 out of 100. Read about our methodology below. As we’ve pointed out in prior posts, other indices suggest that customer service needs improvement. For […]

Branded Customer Service: Reinforce your brand’s values through customer service.

by Martha Brooke on January 13, 2014

Does your customer service reinforce or weaken your brand? Our experience and research indicates that unless you’re taking explicit steps to brand customer service, your company’s core values won’t be represented by your frontline staff. Certainly, ads can be engaging and commercials are sometimes entertaining. But once a customer walks into your store or phones […]

Branded Customer Service: Don’t lose the customers you already have

by Piper Smith on November 27, 2012

When you think about branding you may think about logos, billboards and ads—mostly directed at enticing new customers. But customer acquisition is expensive, and while you are busy attracting new consumers, your current customers could be slipping out the back door. So how do you shift your focus to customer retention? You could try the […]

Branding Customer Touchpoints: Why Most Companies Aren’t Cutting it

by Martha Brooke on September 21, 2011

With the dramatic success of startups like Dropbox, Groupon and Twitter, many people are wondering, what’s their secret? Forrester’s Kerry Bodine took note of one innovative approach shared by all three companies: these newer companies seek to actively brand and engage customer feelings at even minor customer touchpoints such as the confirmation email, bill, etc. […]