Posts Tagged ‘customer experience’
The Downside Of Competing For Customers
The boardroom was ready. We each had a bottle of French sparkling water, a notebook and pen next to our seat. Delicious herbal tea and snacks were served on our arrival. We were meeting to discuss how best to tell a story that resonated with the client’s customers before the launch of a new marketing…
Read MoreThe Empathy Profession
When I was growing up (and maybe when you were too), careers like medicine, nursing and teaching, were regarded as being part of the ’empathy profession’. Today, every one of us, from accountants to designers, CEOs to Astronauts, are in the ’empathy profession’. No business or brand can thrive without understanding what it is their…
Read MoreTen Benefits Of Backstorytelling
Since the explosive growth of the advertising industry that began on Madison Avenue in the 1920s, marketing has been about creating a story to make people want something. Conventional wisdom dictated that if you wanted to sell more of a thing, you appealed to a customer’s desire to improve his situation in the moment. Then…
Read MoreStart Setting Your Brand Storytelling Goals
We expect brand storytelling to do a lot of heavy lifting for our business. We want our story to engage prospective customers and communicate the value we create. We rely on storytelling to create a sense of belonging and encourage people to believe in our brand. Ultimately we expect that our story will convince and…
Read MoreMake Fewer Promises
It’s a Saturday night. Jeff, the on-call Planning Enforcement Officer for the local council, is just about to sit down to a takeaway meal and a movie with his wife when his phone rings. Residents close to a new nightclub want him to come and assess the noise levels at the venue. Even before the…
Read MoreWho Will You Impact?
The bus headed back over the Golden Gate Bridge as we neared the end of our tour of Sausalito. The driver pulled over at the second last stop and turned off the ignition so that he could ‘address his guests’. Then Dwayne Johnson (the man who had the name before the celebrity who made it…
Read MoreWho Cares?
It’s easy to assume that a delicious meal is about the magic that happens when the chef, who we think has the most skin in the game, directly influences the end product. Is the perfect plate of pasta a result of the quality of the ingredients or the skill of the chef? How much does…
Read MoreMarketing 101
The queue outside Chinatown’s Golden Gate Bakery extends all the way down the street. More people join as customers are served, so the line never gets shorter. Sometimes people show up hoping to buy the famous egg custard tarts through the front door even when the bakery is closed. Locals know to come early and…
Read MoreHow’s Business?
When Mr Ryan, the Dublin greengrocer, was asked how business was forty years ago he would likely have counted the day’s takings. But that wasn’t his only measure of success. The connection with loyal customers was the lifeblood of his business. Mr Ryan relied on repeat business. His survival depended on his ability to create…
Read MoreStorytellers Create Value
Melbourne’s newest bean to bar chocolate maker’s glass-walled factory and bright, airy cafe is stunning. Their packaging is beautiful, and their small-batch chocolate bars are delicious. The stage is set to deliver an incredible customer experience. And yet that experience promised on the roaster’s website falls flat—for want of training their staff in the art…
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