Tags archives: customer-experience

Influencing Sophisticated Customers in a Social Economy

In 1884 John Patterson founded The National Cash Register Company.  Patterson believed that pilferage and sloppy point-of-sale bookkeeping by store clerks was a primary reason store owner’s lost money, and from the start he was convinced that the cash register addressed those business challenges.  However; in 1884 the “voice of the customer” was not shouting – I need a cash register.  So, he took that silence to mean store owners […]

6 questions to help you create your “follow” strategy

“What’s our following strategy?  What are you talking about?  We’re the thought-leaders in our industry, and our executives are well known.  We don’t follow; we provide leadership so that our audience can listen to us.” That doesn’t exactly sound like a customer-focused or engagement-ready organization or individual does it?  And yet, that’s basically the perception you get from many major social media profiles.  Simply stated, they don’t fully consider how […]

Have you been lying to your customers to improve the customer experience?

You look marvelous!  Have you lost some weight?  Well, no, but thanks for looking at me through your waist reduction glasses! Esquire writer Abram Sauer tested some common brands of men’s slacks a few years ago, and found that actual measurements were often 2-3 inches larger than the indicated size.  For example, pants from The Gap that say they are 36 inches are actually 39 inches, pants from Dockers that claim to have […]

NFL Fans Love Their Teams. Do NFL Teams Love Them Back?

Well, not if you use the Follow-to-Follower ratio on Twitter as the measure.  In fact, here is how NFL teams compare: As you can see, the average NFL team follows back just 0.46% of their followers.  Sure, some of those accounts are bound to be bots and other type of junk profiles.  And anyone who is managing a major (brand) profile knows that it takes a lot of time and […]

My Lessons from RadioShack

In the 1970s my father owned a RadioShack franchise.  So, while I was in high school I spent quite a bit of time on the floor selling electronic gadgets.  Thanks to the Citizens Band radio craze (remember the movie Smokey and the Bandit?) we sold CB radios like proverbial hotcakes.  The TRS-80 computer was there too.  In fact, we could demonstrate it showing the store inventory application that was loaded.  […]

Decoding the Consumer

On the children’s live-action adventure show Captain Midnight, members of the Secret Squadron used special decoder rings to decipher messages that no one else could understand.  The secret decoding power provided a competitive advantage that allowed the Secret Squadron to win. Wouldn’t it be great if you could slip on a special marketing decoder ring to decipher your prospects?  Imagine the advantage of knowing the secret communication channel and message […]

8 Steps for Building Customer Bonds

Over thirty years ago I pledged my loyalty to the Navy blue and gold.  Then my son came along and decided to join the Army.  Yes, the Army-Navy game is spirited at our house, but I couldn’t be more proud of his service.  Loyalty created through an emotional service bond is powerful.  How does your organization create emotional customer bonds that build deep loyalty?   Eight Steps to Blue & […]

Perception is Reality

Beloit College recently released their Mindset List for the class of 2018.  This year’s list contains 55 items that provide a look at the cultural touchstones that have shaped the lives of this fall’s entering class.  Most of this year’s freshmen were born in 1996, just for fun; take a look at the world through their eyes: During their initial weeks of kindergarten, they were upset by endlessly repeated images […]

3 Key Factors to Creating Your Customer Experience Strategy

Did you know that early phone books included detailed directions on how to use the telephone?  For example, a New York City telephone directory from 1885 gave the following instructions: We can laugh about that passage now; but think about it, in 1885 the telephone was new technology and nobody had any idea how to use one.  In fact, even after the telephone had been demonstrated, there was not universal […]

The Customer is in Control

I have an electric stove with a turbo boil feature. The manufacturer calls this feature “America’s fastest speed-to-boil” element. In fact, it does heat liquids in a snap. Have you ever been tempted to set your marketing communications strategy on turbo boil? You know, turn up the “always be closing” heat in order to snap the prospect through the sales funnel. Turbo boil is great for making hot tea; but […]

Marketing Mindsets

  Beloit College recently released their Mindset List for the class of 2015.  This year’s list contains 75 items that provide a look at the cultural touchstones that have shaped the lives of this fall’s entering class.  Most of this year’s freshmen were born in 1993, just for fun; take a look at the world through their eyes:   ·         There has always been an Internet ramp onto the information […]

Give it to me in plain English

“Give it to me in plain English.”  My children are grown now; but when they were teenagers I can still remember a few conversations that started with that phrase.  As a parent, I just wanted a straight explanation.  Come to think of it, as a public citizen and consumer I welcome communications that are clear, simple and jargon-free.  That’s why I find it interesting that the federal government is rolling […]