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Category Archives: Customer experience

The best content strategy follows our customers journey

By | Customer experience, Customer Insight | One Comment

SnapappWe all know that content is becoming a way that we can engage with our customers along their journey to find the products and services they want. I came across a great resource this week in Snapapp

They have a great video explaining how to use content to move prospects through the journey with you in a creative engaging way. Worth the 30 mins.

http://info.snapapp.com/Interactive-Guide-Buyers-Journey.html?utm_source=callout&utm_medium=website&utm_campaign=campaign-2014-buyers%20journey

Their marketing guide online is awesome! Well done Snapapp!

Happy customers = $$$

By | customer centric marketing, Customer experience, Customer Insight, Thoughtleadership and Content Marketing | No Comments

cutomer_happiness_bookcover_smallI guess it makes sense that happy customers = $$$ but now there is a book that goes into the who, what and why of it.

Bernd Schmitt a professor, speaker and author latest book is Happy Customers Everywhere and draws on the latest research in the exploding field of positive psychology. SCHMITT offers three unique approaches any business can use to turning a casual customer into a committed fan:

The Feel-Good Method: Use the experience of pleasure and positive emotion to hook new customers, and watch those feel-good moments transform a casual customer into a committed loyalist
The Values-and-Meaning Method: Attract passionate customers by appealing to their core values, like being socially responsible, protecting the environment, or living a simple life
The Engagement Method: Get customers to notice a unique or limited offer, immerse them in the experience, and have them share it with friends and family.
Schmitt shows marketers, brand managers, and entrepreneurs how to design an authentic and successful campaign that will reach, grow, and sustain a devoted base of customers.
Here is a podcast I did with Schmitt about his book:

Video interview here.http://youtu.be/j69oPtIg7bA

Your customer has changed and now he has a voice

By | customer centric marketing, Customer experience, Customer Insight | No Comments

How to love your customers in 2015 was a great post done by Hatchback recently. What I really loved about this post was some key stats that really resonated with me about our customers:
1. We always have our mobiles on us and 70% of us check it every hour
2. A third of us are using social media to share our opinions on things
3. Peer to peer recommendations carry a lot of clout
4. 88% of consumers think companies should try to achieve their business goals while improving society and the environment
5. 75% of consumers don’t believe that companies tell the truth in advertisement

Even though these are US stats they seem to ring true. What this means for marketing is that the old way of communicating with your customers has to change because they have changed. See persona Mike below for more insights.

Meet Mike

Evolve to be customer centric 1+1 = 3

By | customer centric marketing, Customer experience, Customer Insight, Marketing Strategy | No Comments

Just as I think, boy it would be great to be able to switch between reading a book on my tablet and(listening to it), Amazon in onto it. They have come up with another added value to buying my books with them. The flexibility to consume books the way I want. They are continually evolving their business to ensure they meet the needs of their customers. With the objective to be the most customer centric company in the world they are doing an awesome job.

Amazon and audible team up for customers

Amazon and audible team up for customers

To learn more about how to keep ahead of your customer needs listen to my podcast with Bruce Kanoff author of Smart Customers, Stupid Customers.

Show me you understand me and create moments that matter.

By | branding, customer centric marketing, Customer experience, Uncategorized | No Comments

It is often when we are in holiday mode that we get the chance to look at everyday activities and interactions with an open mind. I love the chance to slow down but even with the change of pace I still can’t help keeping an eye out for marketing ideas.IMG_0725
The biggest point of difference going forward for all businesses is the customer experience and being able to show your value, show that you know your audience and deliver some special insights that delight them. Learn more here re predictions for 2015.
While I was having a cup of tea these holidays I came across this tea bag. Each one had a different saying on the tea bag ticket. What a clever and simple way to show that Tetley actually understood that having a cuppa is a moment in time, an experience that we want to escape, reset and enjoy, not just a beverage. Every product and service can use this customer insight to create those moments that matter, that set them apart from others.

We have been staying in a holiday cottage by the sea and the owners have gone to great lengths to think of those creature comforts that make the memories we share here special. Little things like a selection of CDs, magazines, hot water bottles, dominos, extra cushions and blankets, tea and coffee and condiments. They have even developed a little guide for activities and how to get down the the water via a track only known to residents.

Creature comforts

Creature comforts

Gartner has found that for most brands, 80% of your future income will come from your existing customer base. This is why the most brilliant marketers focus their efforts on customer satisfaction strategies.

How do you show your customers that you understand them and create moments that matter? Love to know?

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