Posts Tagged ‘customer experience’
Why Do They Come?
There was a twenty-minute wait for croissants at Lune long before the New York Times announced that the best croissants in the world might just be made in Melbourne. Now you can wait for thirty, but people still get up early and hang in there just to try one. Why would they take a tram…
Read MoreAre Your Marketing Goals Aligned With Customer Objectives?
As marketers, we often skip the important step of assessing our marketing goals against customer objectives. As a consequence, we fall in love with our message and forget to question what it is the customer needs to know or wants to hear. It’s not hard to check if this is true of your company—simply answer…
Read MoreThe 4 New Stages Of Customer Engagement
The commercial reality for any business is that sales keep the lights on. We’re still following rules that were proposed in the late 1800s by Elias St. Elmo Lewis in order to do that. “The mission of an advertisement is to sell goods. To do this, it must attract attention, of course; but attracting attention…
Read MoreA Question Of Tactics
When marketers had no choice but to pay thousands of dollars each year for print, TV or other forms of conventional advertising they had to discern which media to invest in and why. The good ones had a strategy. The rest dabbled. In a digital world though, it seems like every day there’s another opportunity…
Read MoreMarketing Inversion
When Amazon.com was still in its infancy, Jeff Bezos, the company’s founder and CEO had this to say; “In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.” Shouting brought us Pop Tarts, Alka Seltzer…
Read MoreIt Matters
The sign had been hastily scrawled in blue biro. The letters gone over and over again to make them more visible to the passer-by. A short cut, that in the end didn’t give the benefit of a short cut at all. It matters that your investment in recruiting doesn’t stretch to buying a sharpie to…
Read MoreThe Way We Do Things Matters
My boys are lucky enough to have eaten pasta in Rome, croissants in Paris and hamburgers in New York. Yet, when the conversation turns to food memories, the one they treasure most is eating potatoes next to the Aga in a friend’s kitchen in Scotland. They remember the story of the potatoes freshly dug from…
Read MoreWhy People Choose This And Not That
A lifetime ago, before adblockers and Netflix we sat through TV ads that suggested (often questionable) tangible benefits. Washing-up liquids gave us hands as soft as our face, and chocolate makers created treats we could eat between meals without ruining our appetite. These ads sold us a story about how we could be better versions…
Read MoreAre Your Business Goals And Actions Aligned?
He pushed the door. It was only when it didn’t give that he noticed the handwritten “back in ten minutes” sign. John was already twenty minutes into his lunch break. He just didn’t have time to hang around to buy the new picture book he’d promised he would read to his daughter tonight. He swore…
Read MoreYour One And Only Shot
Dave volunteered to fill in for another gym instructor at the last minute. He arrived late for class and was greeted by a full house of enthusiastic morning gym goers, weights at their feet, water bottles at the ready. He hit his first obstacle within minutes. The gym didn’t supply the workout music and there…
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