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What is your why?

By | Business planning | No Comments

startThe small businesses that know their purpose and can drive that with passion are living their dream. There has been a lot of focus on personal development and these days the foundation of developing yourself is understanding your why.

Do you earn a living by doing something you love?

Timbo interviews Keith Abraham that has some great resources around living your passion.

What do you love doing? Keith has a great resource and one is the creating a To Do list based around your goals.

Here is a presentation I do around finding your personal why:

Customer Journey a chance to win business

By | customer centric marketing, Customer experience | No Comments

It is always a good time to look at a day in the life of your ideal customer and see how you can improve your touch points with their journey.
My interview with legend John DiJulius gives you some great take aways to start this process. (Check out John’s Book What’s the Secret) and the new book  The Customer Service Revolution) or take the customer service SAT assessment here.000768_CSRKindle200x230color

  • Find out what your customer wants as they interact with you in each interaction online and face to face
  • Try and understand the customer motivations and aspirations
  • Develop and design a start to finish experience

Ask your customers good questions

By | customer centric marketing, Customer Insight | No Comments

The old customer survey. It is coming up more and more frequently lately as businesses now surveyunderstand the power of listening to their customers. Or maybe they haven’t been listening and now are feeling the power of customers ignoring their every attempt to “push” at trying to gain attention.


Here are some key questions to consider when designing a survey.

1. Make it short

The more questions the more annoying for the customer and it might not actually assist them communicating honestly about what you need to know. If your survey takes more than 8 minutes expect a high abandon rate. So small number of highly focused question with questions that are relevant to your customers.

2. Personal

If possible make the survey dynamic. That is use technology to show only the fields that your customer needs to see. Pre-populate.

3. Open questionsfaces

Scale questions have their place but a rating of 1-10 doesn’t allow you to uncover issues that you might not have considered. Let customers identify exactly what they want to communicate to you in their own words.

4. Right format

Surveys can be via telephone, email, face to face on your website etc. The best results I find is from email as long as your list is clean and the timing of the email convenient. (not first thing Monday morning). However taking a email campaign and posting it to your Facebook, Twitter or LinkedIn communities can also be very effective.

5. Feedback

If you give customers access to the survey results (I do a report immediately) then they are more likely to fill it in. Customers want to feel heard and part of a larger solution. Letting customers know they matter and you are taking action is vital. While 95% of companies collect customer feedback only 5% tell customers what they’ve done with it.(Source: clarabridge.com)

6.Feedback Always OnCRM11-300x223

Customers are talking about your products and services all the time. They review, share opinions online and ask questions of their valued communities like Twitter, Facebook, LinkedIn and review sites. Collecting and monitoring these feeds will give you real time date that may identify trends that consolidate your survey findings.

7. Share the results with customers and employees

To improve your customer experience you need to improve your employee’s experience. To do this with customer data is a powerful strategy and unities everyone behind the customer. Prioritising actions out of surveys and feedback help employees feel empowered and engaged.

8. Create a Customer and Employee Dashboard

Measuring key factors that impact customer and employee satisfaction creates accountability and drives change. It doesn’t have to be the Net Promoter Score but it should be something that is meaningful and enhances your brand’s reputation.

For every customer complaint, 26 others remain silent. (source clarabridge.com)

Guide to customer surveys.

Customers Hit Back

By | customer centric marketing | No Comments

As we have access to more information, we are making decisions about what we buy based on more than just fulfilling an immediate need: food, clothing, transport. We are making decisions based on how these things appeal to emotional, and psychological needs. We want the back story, we want it to sit well with our ethical, health and moral code and now we have access to information that assists us make more informed decisions. Those industries that have held back information, be warned, and get prepared for the back lash. You can run but ultimately, you can’t hide.

Let’s look at the grocery market industry.

The grocery market is big business and it appears they are extremely powerful over deciding what the farmers produce and thus what we eat.

This week I watched the Film Food Inc. It is the documentary of how food lands on our table. With a few documentaries on food in the last few years, we have access to new information about how our food is produced. Films like: FedUp, Supersize Me and That Sugar Film. All of these films and other resources are lifting the veil on an industry that has been directing our food choices by holding back information. Now that we have this information, my guess is we are going to make better, informed choices as consumers. There are few places to hide and if you do, the black lash will be huge.

Aussie Farmers this week launched a campaign on their website about food and where it comes from. (Yes, I am an Aussie Farmer shopper). Up until now they haven’t pushed the message about “Where does your food come from?” but it is a really important discussion. A few weeks ago we all read about Nanna’s Mixed Berries (frozen) and the Hepatitis A contamination. We were made aware of the process by which berries were being farmed in other countries with in sanitary farming practices, in the case of the berries they were believed to be washed with infected water. It made us question what other unsafe food practices that we aren’t aware of?

We are now making decisions about what food we eat using a different criteria:

  • Buy local to keep our farmers in business – $12 million is imported food each year.
  • What is safe, and how do we know? The frozen berries was unfortunate incident was a wake-up call for all of us, what other practices we don’t yet know about?
    What is the government not telling us in labelling? A carton of orange juice can legally be labelled as “Made in Australia’’ when 90% of it is imported concentrate.
    What food is in season and when and if not what has been done to make it available to us out of season?
    Travel and storage of food: The average shopping basket of 25 food items bought in Aussie supermarkets has travelled a staggering 70,803 kilometres.
    Fat was always the enemy however, sugar is additive, it is hidden in so many foods and we have widespread obesity, particularly among children, and an epidemic level of diabetes among adults.

With supermarket shopping selves ever expanding it feels like we have more choice, but this is no necessarily the case. Going deeper and we will uncover practices that smell fishy. We buy groceries from supermarket chains many of which sell multiple brands of the same product, which leads us to believe that we are choosing among competitors when they are actually just choosing among products made by the same firm that may have been made at the same factory.

Food is just one example I wanted to share of how consumers are now making decisions on a new set of criteria, but this quest for wanting to know more about what we spend money on is happening in every category and giving rise to new businesses based on transparency and choice.

Good Practices

Bupa Food Switch App – allows us to pick the best food alternative while shopping and scanning a bar code.
Food Revolution – Jamie Oliver aiming to educate every child about healthy food choices. Sign the Change org now.
World Health Organisation

Question: What do Uber, AirBnB and Officeworks MailMan have in common? Answer: They are disruptive digital businesses

By | customer centric marketing | No Comments

A book by author Ray Wong has just been release called Disrupting Digital Business  and it immediately gained my attention. The premise of the book is that we have moved from selling products and services (largely because of the digital landscape we all communicate in) and so now we need to focus on experience and outcomes to really be able to compete in the market.

Those that can adapt quickly have capture the market so much so that those who were at the top of the Fortune 500 have had to move out-of-the-way for the new type of business model that is innovative, customer centric and continually evolving.

  • Examples include Uber – your private driver
  • Airbnb – stay like when you are at home
  • Officeworks Mailman – print it and post it

As Ray explains there are some traits that set these type of businesses apart from the rest and these include:

1. Transformation focused: where innovative thinking, small bets and failing quickly is encouraged.

2.Relevant: Understanding what is important to your customers and giving them just that.

3.Authentic: transparency and trust and supporting your brand promise: do what you say

4.Intention Driven: We need to be able to predict what would be expected and then go a step further

5.Networked: This is all about creating natural collaborations and affinities to better the customer experience

Disrupting Digital Business Book Overview from Constellation Research on Vimeo.

Lifelong learning is a competitive advantage

By | Marketing Tools | No Comments

For some of us learning is such an enjoyable part of our work. For others the status quo is all they can manage. When we think of our children the world they are going to work in is so very different from the workforce we now work in. Change is nano speed and so learning new things, exploring new ideas is now faster than every before. It is an exciting landscape but how do we stay on-top of marketing and managing our small business?

This week I came across a podcast by my favourite MarketingProfs where Kerry O’She Gorgone interviews Mark Organ in a podcast titled Never Stop Learning. Mark is a fascinating guy. I had a few hah moments I wanted to share.

1. Jack Welch’s 4 Es and a P – which is a nice framework to identify leadership potential.

2. OKR – a performance measurement idea based on Objectives and Key Results.

3. Weekdone – software to manage OKRs
Video on weekdone

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