From Online Search to Conversation and Then From Conversation to Sale: The Importance of Channel Relevance
Writing in Automotive News, Vince Bond, Jr. asks a question that is mission critical for many businesses today, “How do you quickly turn an Internet search into a conversation and turn that conversation into a sale?” In general, I believe all marketing involves disruptively creating interest. Once a prospect demonstrates that interest (for example in…
Not Top Of Mind But Top Of Heart – When Branding Gets REAL
Here are some important terms of art when it comes to understanding the strength of your brand: Brand Awareness – the visibility of your brand and it’s products/services in the eyes of consumers. Branding Campaigns – tactical strategies for driving brand awareness. Impressions – how many customers actually lay eyes on elements of your branding…
Will it Fly? How to Leverage Quantitative and Qualitative Customer Listening
I’ve been doing customer experience design for a long, long time. In the old days, I would have read about some intriguing customer innovation and assumed that the attempted breakthrough was crafted on a firm foundation of customer listening and data analysis. For example, had I read about something like Indian airline, IndiGo’s, recent effort to create a…
We Are All In The Perception Business!
Recently, I’ve been suggesting that “perceptions” are a key economic driver. In the course of my work as an experience designer and consultant, I have been defining customer experience strategy as a disciplined approach to brand differentiation achieved by elevating the perception of those you serve based on their interactions with you. Obviously, in today’s…
Make a Mouse: The Power of a Culture of Customer Experience Excellence
I’ve often said anyone can create a mouse. All you have to do is put a copious quantity of food and cloth scraps on your floor and, over time, a mouse will appear. The same can be said for great service cultures. Leaders are responsible for “creating the right environment” for world-class customer experiences to…
You Want Engaged Employees? Ignite Mastery
Thought leaders like Daniel Pink have provided insightful analysis of research showing three key drivers of human behavior: Purpose Autonomy, and Mastery In essence, ample research shows that people will give maximal effort when they believe their effort will make a purposeful difference when they are given some level of control over the task or timeline for completing a…
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