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Category Archives: Customer experience

Coles is listening to me, and won me back!

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

I must admit I am a bit of an Aldi shopper. Basically cos it is cheaper! A whole lot cheaper. I love Aussie Farmers and I do a bit of this too because I am so busy and it is convenient and supports local farmers which for me is important.  This weekend I was in a rush and I knew that Coles would have everything I needed so I went there the first time in months. I am glad I did. They totally got me. They know that they can’t really win on price  with players like Aldi in the marketplace, but they can deliver differentiated product just made for me. They just get me! From packaging kids snacks, to location of stock so it is logical, to pre-packaged meals that take the guess work out of a tasty recipe and (it actually take 15 minutes to make unlike some TV recipes)

shop coles

They have a number of markets I believe they are seeking to serve with clear offerings:

 

  • The busy mum that is seeking convenience (pre-packaged healthy options for kids and family meals)
  • The Gen X that wants to eat well and try other cultures, ie indian, thai or veggie
  • The retiree that wants the plain label basics to fit the pension budget
  • The person who is trying to loose weight with there Coles Less brand.

healthy

So good on you Coles you have won me back. Your options and product packaging have told me that you have gone the extra mile to understand your market and while the teenager on the desk serving me was half asleep and not a least bit interested in conversation, I will forgive you this as it beats the Aldi tolley slug pack and unpack routine any day. If a grocery store can start to think like their customers, why can’t you? It is even more important as a service based business. How can you offer a service that is differentiated? Are you listening to your customers?

PS Lamb shanks that are pre-cooked for 5 hours are dellish!

 

Learn more at  Strategic Service Design.

 

Coles

Q:Are your customers smarter than you? A: more than likely.

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

Smart Customers, Stupid Companies is a must read book. It details how we now as customers have access to more information than ever before, we have a microphone to share it and we know before we enter a conversation with you ten other competitors who we can go to at a click of a button.

We are getting smarter every day too! We download an app to answer or address any number of questions we might have. Our Iphone or Ipad are our communication, shopping, curating, productivity and relationship device. How stressed would we be if we lost it?Smart Customer image

On the company side, many are slow, inflexible, have layers of red tape, inconvenient and a non existent customer centric culture. The old approach to business doesn’t work any more. We are not getting the experience we want and with the world as our shopping trolley we vote with our click! We have access to information at a click of a button but can the same be said for employees?

The book refers to some key disruptive forces:

  • Social influence: our ability to use customer relationships in our buying journey
  • Pervasive memory: the data that is created as a digital footprint of our experiences
  • Digital Senors: devices that see, hear and feel our activities
  • Physical Web – being all encompassing. Connecting everything

Bruce Kasanoff is a speaker, author and business strategist who helps companies profit from disruptive forces, rather than fall victim to them.

Bruce helps companies understand what comes next, and how they can leapfrog their competitors. His entire career has focused on helping companies leverage emerging technologies to better grow revenues and serve their customers. Bruce with co-author  Michael Hinshaw have asserted that our tolerance to mistakes by companies we engage in is reducing. We now have more information before we engage with them.Companies are still slow to recognise this and so rather than leverage the same disruptive forces like:

  • Social influence; how we use our social contacts to check information, get their opinion instantly
  • Persvasive memory: how we leave a digital footprint
  • Digital Senors: how the world is evolving to have digital recordings of our footprint
  • the Physical web: how our world is changing to be a web of inter-related connected, internet based communications.

Companies are not keeping pace with our need to have a better experience with them. Well most anyway.Bruce believes that it is hard and hard to get away with business the old way. Give us money and we will sell you something. Companies need to use these forces to reinvent but also questions are not really are not doing a good enough job and have to do something about this.

A Bain & Company research study showed that while 80% of managers thought their firm was providing a superior customer experience, only 8% of those firms’ customers agreed.Now that seems stupid.

Listen to my Podcast with Bruce Here.

Resources:

Bruce’s website Now Possible

Smart Customers website

 

 

Customer Centricity has never been more important

By | customer centric marketing, Customer experience, Customer Insight, Employee Experience | No Comments
As part of the run up to the 2013 Incite Summit, we asked 300+ marketing and communications executives about the key issues they see impacting on their roles in 2013.Customer Centric 1
Incite uses crowd sourcing to discuss with marketing and communication executives key marketing questions.
Customer centricity is starting to become a focus because of the social channels or the conversation is coming from customers or us. We are directing the conversation and so companies have no choice but to be transparent, customer facing, responsive and empathic. I would challenge that many marketers would not have gone this route if it wasn’t apparent that they had to. On the other hand I come at it from a customer centric mindset because it resonates with my value set.
It will be interesting those companies that give it a token gesture as part of their campaigns and those who have it as part of their DNA and more importantly how customers respond.

 Ncustomer_centric_maturityote on definitions of ‘customer-centricity

One could read these results as a more cautious reading of what ‘customer-centricity’ means for a corporate audience. The ideal espoused by Bob Thompson of Customer Think is of a ‘customer-inspired’ business, which

“Thinks deeply about what customers are trying to accomplish in their business and personal lives, and create new ways to add value before they ask”

But perhaps corporate practitioners’ understanding of ‘customer-centricity’ is lower down Thompson’s “Customer-Centric Pyramid” – at the ‘Customer-Driven’ phase:

Incite shares some brilliant interviews with different marketers.

Nicki Briggs is the Chief Marketing Officer at Chobani, the US-based Greek Yogurt company. –

“To be honest, no, we didn’t. It’s naturally a part of who we are. It’s not forced, it’s what we believe. It’s how we have always been.

One of the core principles in our company stems from the notion of ‘the golden rule’ – treating our consumers the way we want to be treated ourselves if we were buying that product.

But because my team is so closely linked to the consumer – through our visual engagement team and customer loyalty team, amongst others – we make sure that everything we’re saying is consistent with our DNA. And that it’s something that consumers can really get involved in.Everything we try to create is around being authentic and transparent like that.”

What steps have you taken to achieve that aim? What have you done to make L’Oreal more customer-centric?

Marc Speichert is the Chief Marketing Officer at L’Oreal USA. 

“We’ve done a lot of work around the path to purchase. We partnered with McKinsey, to help us rethink how consumers are actually approaching, and how they think about purchasing, beauty.

That led us to move from the traditional funnel metaphor to a more circular path to purchase. In this circular model, it all starts with consideration, then moves to evaluation, to purchase, and then to advocacy. Understanding when people move from one step to another, by each category, is very important for us.

Moving forward, we then use those learnings to think differently about our Go To Market strategies as we launch products.”

Claire Burns, Chief Customer Officer at MetLife
“My role at Metlife is leading a transformation – we’re trying to transform the company from a product-centric to a customer-centric organisation. It’s a huge change remit – in terms of transforming almost everything that we do to an outside-in perspective, from what today is very much inside-out. –

To get there, we’re doing a lot around gathering customer insights, both in terms of improving our existing experiences, and in terms of helping design new experiences for customers.

We’re also fixing a whole lot about today’s experience, and we’re making more consistent experiences across multiple products, markets, channels of communications, channels of interaction.

For us, we’re trying to stand out in terms of our brand promise as enabling and emboldening consumers, and to act in their financial interests, and what we’re finding is that all of our competitors are talking about scaring people. Scaring people into buying this product because it’s something they need, and what we’re trying to say is that this is in your control –  solutions to help you secure your financial future and realise your dreams.

We’re spinning this as ‘we’re giving you the tools, you can do this’. And to do that and to be successful in delivering that promise, we absolutely need to be customer-centric. We need to be absolutely simple, intuitive, easy to work with, and be providing these kinds of tools that help people feel that confidence – and that’s what we’re trying to do.”

– See more at: http://incitemc.com

– See more at: http://incitemc.com/new-internal-models-for-marketing-and-communications/#sthash.zxSJT229.dpuf

Big data allows us to take create new insights and connections that were not possible even five years ago.

By | Business marketing, Content Marketing, customer centric marketing, Customer experience, Marketing Automated Technology | No Comments

All of the information that the human race has created from the start of time till 2003 is 5x a-bytes now every 2 days we are creating 5 X a-bytes. Every day the average person today processes more data in a single day than a person did in 1500’s in an entire lifetime. We now have real time data. Each of us leave a stream of digital information about us with our texts, GPS, phone calls, browser history, FB chats and now this footprint is being use to make better marketing decisions. Crowd sourcing is one example and the gamification of health another.

wazeWe are getting insight that we didn’t have before. The Human Face of Big Data is a new book by Rick Solman and documents this change in this interesting book.

Big data is changing our whole world in every field and every industry will be changed by this insight.

pebble

Internet, Mobile phone, Social Media has changed our world. Technology has embedded itself into our lives. Don’t believe it is revolutionary? What is your TTS (time to screen – mobile, iPad, laptop) minutes, seconds?

The world is changing to re-using assets that are already available. Big data has changed the relationship we have with information. What if we can embed video in books. Point your phone at a book and it plays a video? The Human Face of  Big Data does this. Download the Human Face of Big Data App.

big data

Our planet is developing a nervous system that has software at its centre. This change is disrupting markets and creating new opportunities.How is big data changing your business?

Note to self: We have to seek away for those moments of solitude, a walk in the park without our iPhone, iPod or heart monitor device. Off to play with my son! (no not minecraft!)

Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. Wikipedia

Does your business have an intimacy problem?

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

As the bigger your business becomes, does it become more removed from your customers? Do you talk to your customers?  I don’t mean just a one night stand. Doing the odd tweet, blog post or facebook update. I mean building a relationship, insight and collaborating. Do you see your customers more as data points, in groups? Do you see only facts about your customers, but have little meaning behind those facts? Do you keep your customers at a distance? Are you scared of them. What they might say. (Believe it or not a client said this to me the other day).

Good relationships take trust. We need to be vulnerable and open ourselves up. That is where the good stuff happens. We need to admit we aren’t always right. Sometimes we do stupid stuff.

How do you know what is important to your customers, without an intimate relationship? Have you designed emotion out of your business?

Relationships value:

  • relationships over facts
  • empathy over data
  • intimacy over volume

Do your employees make decisions on facts and analysis? Do instead we partner with customers to help make the best decisions for them. We look to solve individual real problems not the crowd’s.  Involving the people you serve is intuitive but not done because it is hard. Relationships are hard.It is a commitement.

Consumer collaboration is a better way. People who know me, will know I am all about creating customer centric marketing. The reason is simple. There are only so many ways to streamline, become more efficient and compete. Creating a customer centric mindset is the best way to create sustained growth.

This video from communispace is a great illustration of how many businesses have moved away from customer intimacy and the benefits of collaborating instead.

The Consumer Collaboration Manifesto from Communispace on Vimeo.

 Do you have an intimacy problem with your employees too?

It is not just about creating a relationship with your customers but also your employees.

How do you communicate authentically? Terry Pearce from the book Leading Out Loud believes it is a combination of appealing to the mind and heart.

  • Mind looks for evidences
  • The heart looks for passion
  • The mind weighs up facts
  • The heart acts on faith
  • The mind looks for purpose
  • The heart seeks meaning
  • The mind believes
  • The heart trusts

Both are necessary for committed action.

“Motivation”, Pearce says,” is about getting people to do things. Inspiration is about getting people to believe in things.”

 

 

If 70% of us pick up a smart device to learn about you, what do we find?

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

They find youIn 2012 Google Published ZMOT: Winning the Zero moment of truth. I did an post on this in the impact of multi-devices some time ago. You might think that you have a website, so you are fine right? We now know that customers are checking out 10 sources about us before they engage. In 2010 /2011 the average number of sources used doubled. Now if we are booking a dinner we check out reviews like WOMO, ask our friends on Facebook, go to our Apps. When you are considering a purchase, what sources of information do you seek to assist you with your decision?

The truth is, we decide to share whatever we experience when you are not there and we use digital channels to do that. This shared experience is what others seek out before they engage with you. This social proof is more important than anything else in shaping our opinion. We are looking for substance, personalisation and a shared experience to guide us in our decision making. This is the Informational Experience. Jagan Neman in his book The Shift calls it the Customer Knowledge Chasm.

The ShiftYour website is not enough. The future of your influence lies in the experience. The customers entire journey they have with you, online and off. Someone must take responsibility for these experiences and design and define them. Understanding the customer journey is the only way to see what it is we don’t know and what is missing. We like to call this humanising the experience.

Businesses need to monitor and assess these experiences, and ensure to craft experiences their customers enjoy. One of the key challenges facing businesses in a social economy, however, is that the behaviors of connected customers are no longer congruent with that of the traditional customers they were originally built to serve. In many organizations, customer service is still operated out of a call center; marketing is spread across multiple, yet siloed functions that follow the linear path within a traditional sales funnel; and product development follows a roadmap that looks so far ahead
that it inevitably splits from evolving customer realities and expectations.” The Future of Business

 

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