Posts Tagged ‘customer experience’
Success Is…
Not surprisingly there’s been a lot of talk in the news lately about winning. It’s a subject that’s never far from our minds, especially if we’re leading or building a business. Conventional wisdom dictates that someone has to come out on top, and if we believe this is true we want it to be us…
Read MoreThe Five-Step Brand Story Framework
Most people say the hardest part of telling their brand story is knowing where to begin. That’s because we start in the wrong place, with the wrong question—at the ‘how to’. Instead of wondering what we should say, we need to start our storytelling by asking who the story is for, and then by asking…
Read MoreConversion Vs. Connection
The sales assistant took the time to explain the candle manufacturing process, brand values and founding story to the customer who was looking for a special gift for a friend. The customer, who had been buying this brand for more than ten years left delighted, with a beautifully wrapped $42 candle. And yet the company…
Read MoreCreating A Sustainable Advantage
The two bookstores on Bourke Street have very different layouts, but they mostly stock similar titles. The three nearby cafes all serve eggs, porridge or toast for breakfast. Both convenience stores along the street stock the same brands of chocolate, snacks and emergency litres of milk. And the websites that promote them were each built…
Read MoreActs Of Marketing
The tight-lipped cabin crew wearing crumpled uniforms pass out miniature bags of pretzels to the passengers—the only snack included in the ticket price of the five-hour flight. On the world’s largest airline everything that would make the journey more pleasant is extra. Profit margins trump empathy and generosity at every turn, and it shows—even in…
Read MoreThe Purpose Of Design Features
In business, we use design to differentiate ourselves in a number of ways. Design features are primarily seen as a way to attract customers and to help them decide if our product is for them. In a digital world, design is one of the best tools we have to build trust with customers we many…
Read MoreIt’s Not B2B, It’s Personal
One of the most confusing distinctions we’ve created in the business world is that between the business to customer (B2C) and business to business (B2B) consumer. It’s argued that because these two groups of customers are working towards different outcomes—efficiency vs. entertainment, expertise vs. enjoyment, that they also have different motivations. The B2B consumer is…
Read MoreThe Most Underrated Sales Tactic In The World
The woman who was shopping for a travel wallet asked the assistant if there was anything available in the sale. “Not in store, but you could try our website. There could be something there,” she said. The customer explained that she was travelling tomorrow, and left the store disappointed and empty-handed, even though there were…
Read MoreSurviving Peak Utility
When I was a child our family doctor operated a first come, first served, clinic without an appointment system. Some patients arrived three hours before the clinic was due to start to make sure they’d be seen first and a two-hour wait to see the doctor was not uncommon. “Evening folks.” Dr. Mac said, as…
Read MoreWhat’s Your Customer’s Value Story
You may have read some version of the recent Tech Crunch article by Tom Goodwin that began with this observation. “Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns…
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