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.
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?