Customer Segments or Customer Needs States [Infographic]
Customer segments or customer need states? The answer is … both! It’s an important distinction in which I work with my clients to understand and leverage. To help make this distinction clear, I will use my son Andrew and myself as examples. I would love to hear about your efforts to understand your core customer segments.…
Customer Segments or Customer Need States?
Customer segments or customer need states? The answer is … both! It’s an important distinction in which I work with my clients to understand and leverage. It is the difference between creating experiences based on customer segmentation versus customer need states. To help make this distinction clear, I will use my son Andrew and myself…
Trusting Your People | Superpowering Your Customer Experience
Customer experience is best defined as the perception of your customers based on all the interactions they have with your brand. Some of those perceptions extend beyond their direct interactions with you. Take United Airlines, for example, my perception of the brand goes beyond the flights I have taken with them. It’s shaped by the experiences of…
Legendary Brand | What’s Your Story? [Infographic]
Brands that become legends produce experiences that turn into stories and leaders at those brands actively mine those stories to create spontaneous buzz or to produce lasting epic or signature stories. Many legendary stories emerge from those who have received extraordinary service while other stories can come from the founding of your business. Other brand…
Legendary Brand: What’s Your Story
I’m currently in Sydney, Australia, preparing to share insights with business leaders based on the strategy and tactics of legendary brands like Mercedes-Benz and Starbucks. For me, a legendary brand (often companies with whom I’ve worked and/or about whom I’ve written) is a company that is extraordinary on two levels: They consistently deliver elevated human experiences…
Optimal Customer Visioning [Infographic]
Over the past decade, I began using customer journey maps as a way to envision the optimal future customer experience. As part of SWOT analyses and other strategic planning activities or as a free-standing tool, I often work with leaders to not only see the current state of their customer experience and their initiatives to drive incremental…
Customer Experience Lessons from the African Bush
Every morning I wake up with deep gratitude for the blessings in my life. In the past ten days, for example, I had the extreme honor of working with entrepreneurs in South Africa who are seeking to deliver branded customer experiences that will give their businesses a competitive advantage. Across three days of presentations, I…
Your Customer is Flawed but So Are YOU | The Gentle Side of Cognitive Bias
Dan Ariely, Professor of Psychology and Behavioral Economics at Duke University and author of the book Predictably Irrational is one of the premier experts on the mental glitches we all share. Dan describes these glitches or cognitive biases as “systematic (non-random) errors in thinking” which depart from a logical course of action. In other words,…
Drive EQ to Improve CX and ROE [INFOGRAPHIC]
Let’s look at what can be done to enhance the success of CX (customer experience) efforts and your ROE (return on experience) investments. First and foremost, we should select people with high EQ (emotional intelligence) and/or develop the EQ of our existing team members. I spend a lot of time talking about EQ in my…
Drive EQ to Improve CX & ROE [It’s Alphabet Soup Time]
I have long believed that CX (customer experience) is as much about perceived emotional value as it is about logical assessments of practical value. In other words, I think customers determine the quality of an experience based on the benefits and attributes of products or services AS WELL AS how the overall experience left them…
FREE RESOURCES
The Starbucks Experience: Leadership Tips eBook
Elevating Care in Healthcare: Lessons from the UCLA Health System eBook
