Starry Blue Brilliance

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How to Move Brands Faster and Longer in the Social Media Era

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Photo by paul bica

With new social media networks and platforms emerging almost every day, organizations must efficiently engage customers while delivering a cohesive experience that drives customer loyalty. During the Total Customer Experience Leaders Summit earlier this month, Nestor Portillo, Director, Social Communities and Customer Experience at Microsoft, shared why customer experience is key to make the content viral and engaging.

Customers in the social media era are in control and are setting companies’ agendas. They:

  • Trust in advice made by online acquaintances and strangers
  • Read and create product reviews, product rankings and blog posts
  • Want to provide feedback about the product, brand and the service
  • Seek support to connect with like-minded peers


To move brands faster and longer in the social media era, Nestor contends that organizations must provide a consistent experience across all social media platforms. It should be successful, effortless and quick.

Most importantly, organizations must have a game plan that supports the customer journey by:

  • Considering the different ways people learn
  • Pivoting on experience and products
  • Delivering an emotional hook


This game plan must also include a community that:

  • Is healthy and is not intimidating
  • Provides a framework for user-generated content and word-of-mouth triggers
  • Adds authenticity to help establish brand trust


Following this model will lead your customers to buy more, use more, consume more and tell and share more.

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Innovating a Roadmap for Customer Experience

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Photo by paul bica

“There are no traffic jams along the extra mile.” – Roger Staubach, former star NFL quarterback

Organizations that focus on improving the customer experience will strengthen their customer relationships and their overall business performance. Len Ferman knows this first-hand. Len is Managing Director of Ferman Innovation, specializing in generating and evaluating ideas to improve the customer experience.

Len is also
a world juggling champion. During the Total Customer Experience Leaders Summit (TCEL) earlier this month, he reinforced the three principles of new product innovation through his unique presentation. TCEL attendees learned how to juggle scarves while learning how to solve their customer experience challenges using this proven process:

3
 Steps to Innovating for the Customer Experience:
  1. Explore: Understand the customer journey. Identify the customer pain points and challenges. Identify themes for brainstorming.
  2. Ideate: Brainstorm with a diverse group to generate a high quantity of possible solutions. Enable all employees to contribute ideas.
  3. Evaluate: Evaluate, cultivate and prioritize the top ideas for implementation

 

Learning to juggle not only helped TCEL attendees improve their ability to multi-task, increase eye-hand coordination, sharpen their brains and impress their friends, but also provided these valuable insights related to the 3 Steps:

Explore:

  • Break down complex processes into elementary steps
  • Learn how to use the tools that are at your disposal
  • Recognize the patterns and categories in your data
  • Identify your customers’ key problems
  • Strive for accuracy in basic tasks
  • Create intentional “wow” experiences
Ideate:
  • Defer judgment – no idea is a bad idea
  • Include all parts of your organization in idea generation
  • Stray out of your comfort zone to generate ideas
  • Balance different methods of brainstorming
  • Go for quantity when generating ideas
  • Great ideas are the result of collaboration and building on others’ ideas
Evaluate:
  • Filter out extraneous information and out of scope ideas
  • Evaluate each idea using carefully designed criteria
  • Include subject matter experts and customers in the evaluation
  • Cultivate ideas until they resonate with customers
  • Prioritize your actions to ensure you reach the goal
  • Optimal solutions are the ones that match your core competencies


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Customer-Centric Culture: Why it Matters and How to Measure it

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“A great customer experience can only be delivered by someone who wants to give it.” – Ian Luxford, Learning Services Director, Grass Roots

During last week’s Total Customer Experience Leaders Summit, Bill Barnes, Senior Vice President, Client Services and Jaci Jarrett Masztal, Ph.D, Vice President, Practice Leader from Burke Inc., presented “Customer-Centric Culture: Why it Matters and How to Measure it.” Bill and Jaci contend that the employee engagement process and the customer experience process, which are usually separate management processes in many organizations, be brought together to improve organizational performance.

The premise of this approach is that a high level of employee engagement is critical to creating and enhancing positive customer experiences leading to customer engagement. To improve employee engagement, organizations should focus on ways to:

  • Improve job performance
  • Provide more job growth opportunities
  • Enhance Talent Management
  • Better serve various internal stakeholder needs
  • Improve commitment and retention
  • Enhance customer service

A customer-centric culture that actively focuses on what is best for the customer is a critical factor in improving organizational performance. Customer centricity is a part of all organizational aspects including leadership, strategy, decision-making, operations and in ongoing job functions. It’s also important to remember that culture is:

  • Broader – it’s more than an initiative
  • Cross-functional, enterprise-wide
  • Long-term strategy
  • Motivation, focus, behavior
  • Multi-dimensional

A challenge for most organizations is determining how measure a customer-centric culture. Measurement allows a true gap analysis and a baseline to track change and assess impact. At Burke, Bill and Jaci help their clients to measure their culture with The Customer Centricity Index, which measures across these six important dimensions:

  • Leadership & Strategy
  • Messaging & Modeling
  • Employee Understanding & Commitment
  • Product & Service
  • Excellence Support & Tools
  • Recognition & Appreciation

Leadership drives the strategy and culture which sets the foundation for Who, What, and How, all of which drive and support customer engagement and business success. Employees believe the products and services are worthy and are equipped to deliver. Employees are recognized and rewarded for the customer-centric behaviors reinforced and repeated. Full customer centricity is achieved when the organization has a collective mindset of doing what needs to be done to the benefit of the customer.

Does your organization have a customer-centric culture? How do you measure it?


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Create Authentic Brand Identities Through Storytelling

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Photo by paul bica

I believe in the power of storytelling and you should too. Why?

There are many examples of how great storytelling evokes emotion, which causes your customers to take action. Here are just a few that I’ve written about recently:

Ready to learn more? Here are some key resources to help you get started:

If creating authentic brand identities through storytelling sounds intriguing to you, be sure to join Daryl Travis, CEO for Brandtrust, at the Total Customer Experience Leaders Summit this week in Miami, Florida as he presents “Using Emotional Energy to Make Your Customer Experience Programs Easier, Faster and Smarter.”

There’s still time to register! Go to www.iirusa.com/totalcustomer for details.

Stay connected with TCEL:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

How does your organization create an authentic brand identity?


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Generational Marketing: To Know Them is to Engage Them

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Photo by paul bica

“It’s hard to give truly superior service if you don’t know who you’re talking to and what really matters to them.” – Kelly Mooney, author of The Ten Demandments

Who are your customers? What do they like? What don’t they like? If you don’t know the answers to these important questions, then you don’t know your customers. To know them is to engage them, and to engage them is having customers for life.

Knowing your audience is especially important when trying to target content to various generations in the marketplace and in the workplace. During next week’s Total Customer Experience Leaders Summit, Kassandra Barnes, Research & Content Manager, CareerBuilder.com, presents “Mastering the Mindset of the Millennial Candidate.” You’ll learn how to harness the knowledge and skill set of Millennials, the first generation to grow up digital.

In the meantime, check out these helpful articles on how to effectively market to the millennial generation to build meaningful and long-lasting customer relationships:

To learn more about TCEL and register, go to http://www.iirusa.com/totalcustomer. Stay connected with TCEL:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

In what ways does your organization use generational marketing?

 


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Build Customer Relationships That Matter Through Social Media

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Photo by paul bica

Today on Customers 1st, I posted “Build Customer Relationships that Matter through Social Media” as a follow-up to last Friday’s post, “What Your Customers Say When You Don’t – or Won’t – Listen.”

I’m enjoying guest blogging for the Total Customer Experience Leaders Summit, April 9-11, in Miami, Florida. This year’s Summit focuses on “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” To learn more about the event and register, go to http://www.iirusa.com/totalcustomer. Stay connected with TCEL:
  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

How do you build customer relationships on Twitter?


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What Your Customers Say When You Don’t – or Won’t – Listen

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As a guest blogger for this year’s Total Customer Experience Leaders Summit (TCEL), April 9-11 in Miami, Florida, I posted the article “What Your Customers Say When You Don’t – or Won’t – Listen” on the Customers 1st blog today.

This year’s Summit focuses on “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” To learn more about the event and register, go to www.iirusa.com/totalcustomer.
Stay connected with TCEL:
  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

What are your customers saying about your organization?


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A New Twist on Storytelling – The Cleveland Clinic Empathy Series Continues

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To follow-up on my post “What’s Missing from Your Corporate Videos,” here is the next video in the Cleveland Clinic empathy series. “You’ll be moved by these life-changing stories, and astonished when you learn what these patients have in common.”

Cleveland Clinic’s Empathy Series Continues – Patients: Afraid and Vulnerable

As a guest blogger for this year’s Total Customer Experience Leaders Summit (TCEL), April 9-11 in Miami, Florida, I’d like to make you aware of two sessions where you’ll “discover the emotional drivers that are critical in creating an effective customer story and how to factor empathy into the bigger equation to get a return on customer relationships:”

  • “Bringing Empathy into Your Organization,” Crystal Collier, CEO, Tarp Woldwide and Dan Hill, President, Sensory Logic
  • “Empathetic Marketing for Total Customer Experience,” Mark Ingwer, Ph.D., Founder, Insight Consulting Group
This year’s Summit focuses on “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” To learn more about the event and register, go to www.iirusa.com/totalcustomer.
Stay connected with TCEL:
  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

How are you developing more empathy in your professional and personal lives?


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The Critical Element Missing from Your Customer Experience Programs

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Photo by paul bica

As a guest blogger for the Total Customer Experience Leaders Summit, April 9-11 in Miami, Florida, I posted my second pre-event article today called “The Critical Element Missing from Your Customer Experience Programs.”

This year’s Summit focuses on the “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” I encourage you to learn more about this event and to “discover the emotional drivers that are critical in creating an effective customer story.” Please also share this information with those who might be interested in attending.

Here are other ways to stay connected with this event:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

In the meantime, please continue to watch for my pre-event posts on LinkedIn, Twitter, Google+, Customers 1st blog, and my blog, and please share with your networks. Let’s keep the conversations going!

How are you developing more empathy for your customers?


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How to Create an Emotional Customer Experience

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Photo by paul bica

As I announced last week, I am a guest blogger for the Total Customer Experience Leaders Summit, April 9-11 in Miami, Florida. My first pre-event post is “How to Create an Emotional Customer Experience.” I hope you find it helpful!

This year’s Summit focuses on the “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” I encourage you to learn more about this event and to “discover the emotional drivers that are critical in creating an effective customer story.” Please also share this information with those who might be interested in attending.

Here are other ways to stay connected with this event:

  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

In the meantime, please continue to watch for my pre-event posts on LinkedIn, Twitter, Google+, Customers 1st blog, and my blog, and please share with your networks. Let’s keep the conversations going!

Thank you very much for your continued support. I’m very excited about this opportunity!

How is your organization creating emotional customer experiences?