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Category Archives: Customer Insight

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.

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

How mature is your marketing?

By | customer centric marketing, Customer Insight, Marketing Maturity, Marketing Strategy, Small Business Marketing, Value Proposition | No Comments

I have just finished reading the book Connect the Experience. This book tracts the maturity level of a company based on a customer centric approach. What I really love about this book is that it is connecting all the activity we do to a maturity model and is based on the customer experience.
Customer Marketing Maturity Level

This book acknowledges the dramatic change in the marketing landscape that has occurred over the past few years and how customers are now in control of this landscape. “Even though we’re faced with radical changes in customer behaviours, expectations and preferences as a result of technology, to lead the next generation of customer experience does not begin with technology. It starts with people.”

Businesses want to do the right thing by customers and what to have brands that both employees and their customers love. We all have sincere intentions (for the most part) and recognise that the future of business lies in customer experience however “only 37% of executives are actually beginning to move forward with a formal customer experience initiative.” As the Connect The Experience a spouses these companies that aggressively invests in customer centricity in the innovation of products, processes and services will grow faster.
“The future of digital marketing and customer experience is in your hands. Feel it. Design it. Advance it.”

What I love about this book is the resources around mapping the maturity of your marketing. It is worth checking out.
Customer Journey

We also have our owns audit tool for SMBs. marketing audit tool.

Adobe also has a great digital marketing maturity assessment survey.
Digital Marketing tool

Adobe state; Digital Marketing success is dependent upon an organization’s focus and investment in its People, Processes, and Products necessary to deliver successful customer experiences. The strength of each area is measured by its ability to execute across the seven Digital Marketing dimensions; which include Channels, Audiences, Context, Content, Assets, Campaigns, and Data.

Lose the high tech, aim for high connect!

By | customer centric marketing, Customer Insight | No Comments

Michelle Jayne

Daniel Newman just won a fan. He wrote a great blog post on Forbes this week called 1:1 Communication – The next Big Evolution.

Dan is the man, as he states we need to move backwards to move forwards.
We need to move towards, “personal connections and conversations with customers will lead to conversions and this is why marketers need to adopt customer-centric strategies today.”

Our Customers have Changed, Why shouldn’t our Marketing?

According to a CEI survey, 86% of buyers don’t mind paying more for a better customer experience, while only 1% of customers feel that vendors consistently meet their expectations.cust sat

We all know what it feels like to have a personalised experience verses an automatic, robotic artificial one.
I just got back into yoga this month in an attempt to get my body out of the ceased state that working on a computer all day does. Anyway, part of the yoga experience is how the teacher or yogi conducts the class, their insight and the environment they set.
Michelle Jayne was awesome. She was nearly as good as my favourite online Yogi Adriene. Both have the ability to connect with your inner thoughts and make your time with them special. If I go to yoga then I am measuring my investment of $20 against a soy chai and muffin with a girlfriend or a trip to the movies. It needs to lift my spirits, create a feeling of well being and give me something back.

Michelle injected her sense of humour throughout the class, with the odd mother-in-law joke, a deep knowledge of what the poses are doing to our body chemistry and just enough emotional insight to know we are looking at the person next to us, saying that we aren’t that flexible. In essence she understood that the practice of yoga meant different things to different people. She personalised that experience for everyone in that room.

Adriene does the same thing by understanding we are all human and sometimes we need the relaxation for different purposes, sometimes even due to a hangover!

When is the last time you really listened to your customers, engaged with them, shared your ideas with them and personalised your service for them?

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