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Category Archives: Customer experience

It is all about me in marketing, I expect you to know what I want in 2015

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

This is a great video about what we expect in terms of marketing from McKinsey & Company.
It is all about understanding what we want, how we search and review and making our experience personal. The merging of the physical and online worlds for us is already happening.

“Yet tools and standards are changing faster than companies can react. Customers will soon be able to search for products by image, voice, and gesture; automatically participate in others’ transactions; and find new opportunities via devices that augment their reality (think Google Glass). How companies engage customers in these digital channels matters profoundly—not just because of the immediate opportunities to convert interest to sales but because two-thirds of the decisions customers make are informed by the quality of their experiences all along their journey, according to research by our colleagues.” McKinsey


To keep up with these changes McKinsey suggests the following:

Discover. Companies must apply advanced analytics to the large amount of structured and unstructured data at their disposal to gain a 360-degree view of their customers. Their engagement strategies should be based on an recent behaviors and past experiences with the company, as well as the signals embedded in customers’ mobile or social-media data.
Design. Consumers now have much more control over where they will focus their attention, so companies need to craft a compelling customer experience in which all interactions are expressly tailored to a customer’s stage in his or her decision journey.

Deliver. “Always on” marketing programs, in which companies engage with customers in exactly the right way at any contact point along the journey, require agile teams of experts in analytics and information technologies, marketing, and experience design. These cross-functional teams need strong collaborative and communication skills and a relentless commitment to iterative testing, learning, and scaling—at a pace that many companies may find challenging.

Read more

Why your customers choose you?

By | Customer experience, Customer Insight | No Comments


Why your customers buy from you and not your competitors is a key strategic marketing question that is harder to answer than ever before.The competitive landscape has changed and commoditisation of products and services has given rise to the focus on customer retention and differentiation based on the “how you provide a service or product”.The shift away from an industrial, upstream model toward a customer-centric one has been under way for some time now. Niraj Dawar argues in his new book Tilt that most companies still look for competitive advantage where it used to be: through activities related to products and new product creation. But today’s advantage comes from interactions of a different sort—those you have with your customers. Companies that recognize and move on this shift win.

Key strategic questions that I earmarked in reading Tilt by Niraj Dawar are as follows:chat

1. Why do your customers choose you? Make sure it is not table stakes.

2. What business are you in? What business do your customers think you are in? How have they defined you? The answer you give to this question is predictive of how you see your business strategy

3. How is profitability measured? By customer or by volume?

4. Where do you spend most of your effort and energy? – on the service or product you sell or on understanding your customers and consistently delivering value to them by asking one fundamental question: What else do our customers need?

“Today manufactures can replicate the looks and feel of an innovative product and print it to market for a fraction of the price, in a fraction of the time it use to take. Even Nike and HP manufacture their products in Asia.” Tilt pg 178

5. How can we take what we know about our customers and provide value in different ways:coffee pods

How we distribute a product: Nespresso
How we store a product: iTunes
How a product or service is delivered: Audible, Spotify
How a product is consumed: Coles new ready made meals
How we dispose of a product or service: eBay
Niraj states the value equasion is VALUE= WHAT+HOW

6. How close are we to our customers and understanding them? If you sell through a channel that is made harder. Nespresso had the Nespresso club to sell direct first which gave them invaluable data on who their customers around who buys their coffee and at what price. They changed the coffee making market by understanding the pain of getting out of bed and getting dressed on a Saturday morning to stand in line and pay $4 for a espresso and risking that they are closed or run out of stock. Kodak didn’t understand their customers and so focused on a need that was surpassed.

Risks Table
coffee-pods-300x283
7. Do you focus on scale or scope? Niraj makes the comment that it is not how many widgets you sell but how you deliver on the needs your customers have and scope your deliverables around that. What are the costs and risks they face in doing business with you? How can you eliminate these? How do you make it easy for your customers to choose you?

“Businesses rarely pay enough attention to customer costs and risks because these aspects of a transaction tend to be invisible to a sell too.”Tilt g806

This is where strategic service design can uncover those opportunities and create a competitive advantage that is hard to replicate.
Listen to the podcast interview with Niraj belowteleconference
Podcast

Just because you embrace new technology doesn’t mean you aren’t creating meaningful, shareable experiences

By | Customer experience, Service Marketing, Small Business Marketing | No Comments

The more network your business joins the more you might be diluting your brand. It is more customer centricity, empowerment and innovation. It is imperative that you understand how technology is affecting the decision and behaviour of your customers and prospects and that you can adapt to to this new communication and engagement.”Technology is becoming an extension of humanity.”

“40% of top Fortune 500 in 2000 were no longer there in 2010.” Forbes 2011 Why? They don’t fit anymore.

Customer behaviour is changing and it is impacting the decisions that we make.  If you are not proactively designing the experience your customers have you can not influence it. You need to start with design the customer experience you want your customer to have and embrace. It is the customer’s ecosystem that matters not ours.

How do they communicate, connect, share, learn, discover, make decisions, take action.

We help you walk in there shoes, learn how they connect and communicate, how they discover and more importantly what they value. Strategic Service Design. Now is the time to recognise that your customers landscape is shifting and discover how to align to their world.

 
Mapping the customer journey
 

Customer Experience study in Australia reveals we are an empathetic bunch!

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

Nunwood is a consultancy that is known to do Customer Experience Excellence (CEE) research. They have just finished a survey of 5000 Australian consumers to uncover what specific needs count when creating value for money and a great customer experience in a study this year.

Top Ten Brands

  • Singapore Air,Top Brands
  • Air New Zealand
  • RACQ (Royal Automobile Club Queensland)
  • ING Direct
  • ALDI
  • Specsavers
  • Emirates
  • Ubank
  • Chemist Warehouse
  • Dan Murphy’s

The airlines have fared well with and is sited to be because they are delivering the total package, attentive staff, the latest in-flight entertainment, comfort and price. Other distinctive differences with winners it the tone of voice or personality of the brands which we can identify with.

Other insights

Aussies are empathic towards Australian brands. “Our research really found that Australians really just want an objective source of information. The challenges for Australian companies is still really getting that peer to peer objectivity is becoming increasingly important and turning a terrible experience into a good one. If you sting an Aussie customer they won’t forget easily.” Said MD of Nunwood Anna Thomas

“Building great customer experience is about understanding the nuances of the consumer need – which may change at various points along the customer journey – and bringing them to life within the parameters of the brand and the particular business culture. It’s part art, part science, and it’s really exciting work.”

Top Trends
1. Australian’s want to buy Australian. Source locally – Supporting Aussie businesses is still very important

2. Give us the information. We go online so educate us before we find the information from someone else and buy online. And Reviews from our peers are important.

driversofcommercialvalue_500x707

3. There are a lot of bargain hunters online. This is a big part of the online shoppers.

4. Low price and low quality Aussies aren’t interested in.

5. We shop globally because we can. Keep us shopping locally with great service, value, information and we will see the difference and stay loyal. If not we will go where the offer, value and experience is better.

Read more here..   More from Nunwood about the six pillers of customer experience

 

Want to map your customer’s experience? Learn more..

Why do your customers choose you?

By | customer centric marketing, Customer experience, Customer Insight, Marketing Strategy, Small Business Marketing, Thoughtleadership and Content Marketing, Value Proposition | No Comments

Why your customers by from you and not your competitors is a key strategic marketing question that is harder to answer than ever before.The  competitive landscape has changed and commoditisation of products and services has given rise to the focus on customer retention and differentiation based on the “how you provide a service or product”.The shift away from an industrial, upstream model toward a customer-centric one has been under way for some time now. Niraj Dawar argues in his new book Tilt that most companies still look for competitive advantage where it used to be: through activities related to products and new product creation. But today’s advantage comes from interactions of a different sort—those you have with your customers. Companies that recognize and move on this shift win.

Key strategic questions that I earmarked in reading Tilt  by Niraj Dawar are as follows:

1. Why do your customers choose you? Make sure it is not table stakes.

2. What business are you in? What business do your customers think you are in? How have they defined you? The answer you give to this question is predictive of how you see your business strategy

3. How is profitability measured? By customer or by volume?

4. Where do you spend most of your effort and energy? – on the service or product you sell or on understanding your customers and consistently delivering value to them by asking one fundamental question: What else do our customers need?

“Today manufactures can replicate the looks and feel of an innovative product and print it to market for a fraction of the price, in a fraction of the time it use to take. Even Nike and HP manufacture their products in Asia.” Tilt pg 178

5. How can we take what we know about our customers and provide value in different ways:coffee pods

  • How we distribute a product: Nespresso
  • How we store a product: iTunes
  • How a product or service is delivered: Audible, Spotify
  • How a product is consumed: Coles new ready made meals
  • How we dispose of a product or service: eBay

Niraj states the value equasion is VALUE= WHAT+HOW

6. How close are we to our customers and understanding them? If you sell through a channel that is made harder. Nespresso had the Nespresso club to sell direct first which gave them invaluable data on who their customers around who buys their coffee and at what price. They changed the coffee making market by understanding the pain of getting out of bed and getting dressed on a Saturday morning to stand in line and pay $4 for a espresso and risking that they are closed or run out of stock. Kodak didn’t understand their customers and so focused on a need that was surpassed.

Risks Table

7. Do you focus on scale or scope? Niraj makes the comment that it is not how many widgets you sell but how you deliver on the needs your customers have and scope your deliverables around that. What are the costs and risks they face in doing business with you? How can you eliminate these? How do you make it easy for your customers to choose you?

“Businesses rarely pay enough attention to customer costs and risks because these aspects of a transaction tend to be invisible to a sell too.”Tilt g806

This is where strategic service design can uncover those opportunities and create a competitive advantage that is hard to replicate.

Listen to my podcast with Niraj here:

Video on Tilt strategy

Kick start your business 2014

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

Is your business sucking the life out of you? What are your goals for 2014 as a small business owner?

There is something about the comfort of an old t-shirt as p.js or a nice pair of warm socks that keeps you turning back for things of comfort. I guess the same can be said for setting goals for your small business. It is comforting to just go with the flow, rather than set some ambitious goals that make you get out of your comfort zone. But without the end game in mind, your small business becomes a job can have you working 80 hours a week and sucking the life out of you.

As Brian Tracey says in his goal setting sessions, “success is goals.”What do you want out of life? What do you want out of your small business? What will make you happy? Seems simple, but most us seem to do what is easy or do what we have always done even if that means our business runs us, instead of us running our business. We put our heads under the doona and hit the snooze button, rather than take the challenge of changing and do that brisk walk when the alarm button goes off in the morning.

For me, to grow my small business and even keep it afloat it is about knowing what are the important questions to ask? It is being able to make the right decisions on a day by day basis that takes me that ideal company I have in your mind. To do this I have to be able to picture that vision with real clarity. Here are some aids I have found that will help you ask those tough questions and set the stage for a great 2014 and a business you want to run. A year that you will look back at and say, “yeah, 2014 was a great year for me and I am getting closer to that vision I have for my company and my life”.

  • Have a vision for where you want to go. Is your business sucking the life out of you? What is it would you like your life to look like? John Jantsch Goal Setting Video is a must resource. John has a exercise of describing your business as it is 3, 5 years from now and what does it look like? Goal Setting I find it useful to have a personal vision and a company vision.
  • Set some realistic but stretch revenue goalsWe all need money to live. We need our small business to provide for us. What do you want your income to be now and in the next 1, 3, 5 years? I do this every revenue setting exercise  every year. I sit down and write an amount that I need and would like to make. Guess what? I come within 5% of  this figure year on year. Each year I try and stretch the figure and each year I reach it. I guess it is because once I have a target I plan my plan to support it. I do everything in a purposeful way. As a consultant,I find it useful to set, monthly, weekly and daily targets that sharpen my focus. It is a real measurement for me in terms of how I am tracking . http://freelanceswitch.com/rates/ is a great tool for this purpose. I love Freshbooks.com for time, invoice and estimate tracking. (heaps better than MYOB in my book).
  • What do you need to invest in yourself to reach your roles. “Success is something that you attract, by becoming an attractive person.” As Jim Rohn says “work harder on yourself than you do on your job.” Personal development is an area all about developing skills that will serve you well in growing your business and making better business decisions. An extra skill I have developed digital marketing have served me well. Podcasting and writing has enabled me to reach you. What do you need to be able to make better decisions this year. How can you be the expert in your industry? Invest in yourself.Grow purposefully
  • Build a great team around. Zig Ziggler says, “if you can help enough people get what they want then you can probably get what you want.” This give to get mentality is already used in content marketing to great affect. We can no longer interrupt, persuade or buy people’s attention. We need to earn, give and educate to receive it.  Building a great team around me is critical to business success. I spend a lot of time on communicating and sharing with my team so we are all on the same vision with clear goals to get there. I also focus on having fun.
  • Get a Coach or Mentor. The biggest growth I got in one single year was when I took on a lifeline.  A Lifeline concept was introduced to me by Keith Ferrazzi when I read his book, Who’s Got Your Back. This is a person that I could banter with, share ideas, and would be accountable to. As a small business it is easy to feel isolated. Networking groups help but there is nothing like having that person who as got your back.  I am lucky in that I found this person just when I was ready and he has shaped my approach to business. He shares the same value set as me and I respect his opinion. However he has a different approach to me and asks me the tough questions and always has my back. I do the same for him. I remember interviewing Linda Hailey another successful small business marketer and she did this with her competitor. They would have lunch and share information, ideas and learn. Who can you ask to mentor you? Most people will say yes.  It is a must for small businesses.
If you are ready to set some goals for your small business and get ready for a great 2014 book in a session with me! Here are some lessons from SmartInsights.

book first session buttonlearn more button

Other resources

Brian Tracy – Goal Setting

Vision Mission Values Template

Who’s Got Your Back by Keith Ferrazzi

Your True North Exercise

 

 

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