Creating Customer Value: A series with Peppers and Rogers

SearchCRM.com is proud to welcome world-renowned customer strategists Don Peppers and Martha Rogers in a podcast series on Creating Customer Value. In this monthly podcast, Peppers and Rogers will answer FAQs from SearchCRM.com readers on building trust with customer strategy and customer equity in the short-term and the long-term.

Listen to these podcasts for insight, and ask your own questions of Peppers and Rogers to be answered on an upcoming podcast.

If you prefer to read rather than hear Peppers and Rogers' answers, visit SearchCRM.com's Ask the Expert pages:

Ask the Expert: Customer equity: Long-term and short-term
Ask the Expert: Building trust with customer strategy

Don Peppers and Martha Rogers are the founding partners of Peppers & Rogers Group and 1to1 Media, a customer-focused consultancy and award-winning publishing group, and they have written seven books on customer value and customer strategy.

Creating Customer Value podcast archive

Using Web 2.0 technology to build customer loyalty
Relationship marketing and customer equity with Don Peppers
Secrets to success in using technology to optimize your online customer experience
Understanding customer trust and its impact on the customer experience
Building a customer strategy with Martha Rogers
Building the trust of customers with Don Peppers
Linking call center agents and customer profit with Martha Rogers
Customer complaint management with Don Peppers
Creating value for customers and shareholders with Martha Rogers
Customer value management with Don Peppers
Customer equity management tips from Martha Rogers
Tying trust to customer values with Don Peppers
Managing customer profitability with Martha Rogers
Understanding customer behavior with Don Peppers
Maximizing shareholder value through customers with Martha Rogers
Customer value in the long-term with Don Peppers
Measuring customer worth and lifetime value with Martha Rogers
Volume 8: Increasing market share without losing quality, CLV in the entertainment industry
Volume 7: Customer questionnaires for retail; Making good on a bad customer experience
Volume 6: Call center training for Generation Y, benefits of outsourcing
Volume 5: Best practices for firing customers, customer experience management (CEM)
Volume 4: Customer reminders, B2B CRM, prioritizing customers
Volume 3: Punch-card programs, first call resolution (FCR)
Volume 2: Disappearing loyalty, customer standout companies
Volume 1: Business transparency, multichannel marketing, financials of customer equity

Creating Customer Value, Volume 8

Listen to Don Peppers' advice for a manufacturing company trying to increase market share without compromising quality, a marketer in the entertainment industry who is trying to calculate customer lifetime value (CLV), tips on how to involve the marketing team in developing a customer strategy and advice on how call center agents can build customer equity by engaging customers emotionally.

Download the podcast here: CRM gurus Peppers and Rogers offer advice on building customer trust and customer equity in this podcast.

Click below to listen on your computer or download to your mp3 player for on-the-go expert advice.

Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:25 My company manufactures steel pipes and we are known for our high-quality products. However, our prices are higher than many of our competitors and we are losing market share. How can we increase our market share without compromising on quality and losing customer trust?



• 5:28 Should our marketing team be involved when defining and implementing a customer strategy? Why or why not?



• 6:14 I work in the media/entertainment industry and need to calculate customer lifetime value (CLV). Can you give me some tips on how to do this?



• 8:55 We would like our customer service representatives to engage customers emotionally to build customer equity and brand loyalty. How do you recommend they do this?

Creating Customer Value, Volume 7

In the latest installment of our expert podcast series, Martha Rogers provides advice on what to ask customers to measure customer satisfaction in a retail environment, what factors to consider when developing a customer equity strategy and the best way to build trust after a bad customer experience.

Download the podcast here: CRM gurus Peppers and Rogers offer advice on building customer trust and customer equity in this podcast.

Click below to listen on your computer or download to your mp3 player for on-the-go expert advice.

Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:38: What are the most important factors to consider when developing a customer equity strategy?



• 3:20 I work in retail and I'm developing a questionnaire to measure customer satisfaction level and how it impacts customer loyalty. What sorts of questions should I ask?



• 6:18 In my role as a call center agent, I am occasionally faced with an unsatisfied customer. What is the best way to turn a situation like this around and regain customer trust?



• 9:32 Is there such a thing as a "perfect" customer experience? How would you describe it?

Creating Customer Value, Volume 6

In the October installment of our expert podcast series, Don Peppers answers questions on new methods of call center training for Generation Y-aged call center agents, the benefits of an outsourced call center and how monitoring customer experiences can help build customer equity.

Download the podcast here: CRM gurus Peppers and Rogers offer advice on building customer trust and customer equity in this podcast.

Click below to listen on your computer or download to your mp3 player for on-the-go expert advice. Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:39: In today's workforce, it seems that the majority of applicants for call center agent jobs are Generation Y-aged. Do you know of some exciting new ways for captivating Gen Y in the training room?



• 3:35: How can you build a relationship with your customers (CRM) without knowing their experiences (CEM) with a product or service at each and every point in their experience lifecycle?
  
  
• 5:19: What is the best possible way to optimize the role of an outsourced call center? What more can an outsourced call center do for the company beyond just answering inbound inquiries?



• 7:15: What is client monitoring and how can it help in building customer equity?

Creating Customer Value, Volume 5

In this segment of our expert podcast series, Martha Rogers answers questions on products that are difficult to market, best practices for firing customers, the anticipated benefits of setting up a call center and defining customer experience management (CEM).

Download the podcast here: CRM gurus Peppers and Rogers offer advice on building customer trust and customer equity in this podcast.

Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:45: How can marketers manage a negative customer demand for products?



• 2:58: What are best practices and standard operating procedures to make sure problem customers don't reflect systemic issues? (This question follows up further on Sprint's customer firings.)



• 8:02: What are some anticipated benefits of setting up a call center?



• 13:17: How do you define customer experience management (CEM) vs. CRM? Are there any differences?

Creating Customer Value, Volume 4

In this segment of our expert podcast series, Don Peppers answers questions on sending customer reminders, call center and marketing department relationships, the differences between business-to-business (B2B) and business-to-consumer (B2C) CRM and how to prioritize customer calls in the call center.

Download the podcast here: CRM gurus Peppers and Rogers offer advice on building customer trust and customer equity in this podcast.

Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:30: What is the optimal amount of time to wait before sending a customer reminder after a service or sale?



• 5:41: How can our call center work with the marketing department to ensure that we aren't overwhelmed with marketing promotion-related calls?



• 9:00: What is the difference between contacts and customers, and between B2B and B2C CRM?



• 14:42: How can we prioritize call center calls from VIP customers?

Creating Customer Value, Volume 3

This installment features Martha Rogers answering reader questions on loyalty punch-card programs, winning over customers with first call resolution (FCR), helping call center agents build customer equity and whether to spend more resources on the most profitable customers.

Download the podcast here: CRM gurus Peppers and Rogers offer advice on building customer trust and customer equity in this podcast.

Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:40: What do you think about the effectiveness of "traditional" loyalty efforts such as punch-card programs?



• 3:45: What are the benefits to companies who very strictly enforce first call resolution (FCR) in the call center?



• 5:26: How can call center agents be considered part of building long-term and short-term customer equity?



• 8:13: Should businesses focus more of their customer service efforts on the most profitable customers?

Creating Customer Value, Volume 2

In this podcast, Don Peppers answers two SearchCRM.com reader questions, offering tips on customer equity in the long-term and the short-term. Get Don's take on whether customer loyalty is disappearing, and find out about a few companies that he thinks really go above and beyond for their customers.

Download the podcast here: CRM gurus Peppers and Rogers offer advice on customer equity in this Creating Customer Value podcast episode.

Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:28: Can companies these days rely on the notion of customer loyalty? It seems to be disappearing.



• 7:00: What are some examples of companies that exceeded customer expectations, either in the short- or long-term?

Creating Customer Value, Volume 1

In this inaugural podcast, Martha Rogers answers questions about customer trust strategy and customer equity. You'll find out how multichannel marketing can affect customer trust, and whether businesses should be up-front with customers about any mistakes they make. And, learn where customer equity fits in on the balance sheet, and what short-term and long-term really mean when it comes to customer equity.

Download the podcast here: Peppers and Rogers offer advice on customer trust and customer equity in the first installment of the series.

Click on the arrow to play the podcast:

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Highlights:
Fast forward to questions that interest you most.

• 0:00: Does building customer trust require a business to be completely transparent with customers about every mistake they make?



• 2:30: How can multichannel marketing be used to create customer trust?



• 4:10: What do "short-term" and "long-term" mean when talking about customer equity? Does it vary by industry?



• 5:12: How can a business calculate customer equity financially? Where does it fit on the balance sheet?



• 6:58: Is there a "cognitive dissonance" present with the way companies handle post-purchase customer satisfaction?