Customer experience is holistic with many touch points within an organization. TecEd’s Cynthia Zimber will explore what this means at the SPARK Marketing Roundtable that addresses: What Makes a Truly Great Customer Experience, and Why Does it Matter?

Managing and controlling how your business interacts with your customers affects your bottom line. That’s right – the hard cold cash that keeps your company afloat. Before you can manage customer interactions, however, you need to build an understanding of what makes your customers tick and know how to handle customer expectations, behaviors, and the unexpected – without the aid of a crystal ball. Our panel of customer experience experts will share their stories on how to improve customer service operations & customer loyalty, turn an unhappy customer into a raving fan, and tips on how to pay attention to your customer at every touch point. This is your chance to ask the experts how you can gain valuable customer insight that will impact customer engagement, retention, and long-term customer partnerships.

If in the Ann Arbor area, you can attend the 5-7 pm event live or view the webcast live or later from anywhere. Learn more and register here.

The 2012 Marketing Roundtable is a monthly series featuring regional talent who discuss practical and cost-effective innovation marketing. Program topics range from brand strategy to social media, and from financial accountability to guerrilla marketing.

Cynthia Zimber comments on Brian Solis‘ article in Fast Company.

TecEd likes this article in Fast Company as it gets to the heart and soul of what our business is dedicated to: the user experience! Creating a great user experience is an art and science. The flashiest ad, mobile app, or product is only as good as the experience the actual user has with it, and Brian outlines this critical point quite nicely, here is an excerpt:

User experience is a priority that should, in some way, find a home within the design of any new-media strategy.

With the explosion of social media and smart devices, customers are becoming incredibly sophisticated, elusive, and empowered. As a result, the dynamics that govern the relationship between brands and customers is evolving.

But even in this era of engagement and “two-way” conversations, the reality is that the relationship businesses hope to have with customers through these new devices, applications, or networks and their true state are not one in the same. In fact, it is woefully one-sided, and usually not to the advantage of customers, which for all intents and purposes still affects businesses.

Rather than examine the role new technologies and platforms can play in improving customer relationships and experiences, many businesses invest in “attendance” strategies where a brand is present in both trendy and established channels, but not defining meaningful experiences or outcomes. Simply stated, businesses are underestimating the significance of customer experiences.

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