Posts Tagged ‘customer experience’
Why You Should Choose Your Customers
Marketing tactics often centre around finding customers for our products. We devote as much (sometimes more) time to generating enthusiasm for what we make, sell or serve as we do to making, selling and serving. It’s important to tell a story that resonates with the right customer. We do that by being clear about the…
Read MoreWhat’s More Important Than Noticing Trends?
Enlightened entrepreneurs and visionary leaders don’t simply try to predict the next hit. They spend less time wondering about what people are interested in and more time caring about why people are drawn to it. Yes, it’s important to notice trends, but it’s far more valuable to understand what’s driving them. When we know what…
Read MoreWhat Do Your Customers Thank You For?
As vulnerable humans, we’re brilliant at paying attention to threats in our midst. We are experts at mitigating against failure, which we trick ourselves into believing is the way to optimising for success. This tendency might explain our willingness to devote our resources to averting risk, solving problems and fixing mistakes. When we focus on…
Read MoreA Simple Way To Think About The Value You Create
When it comes to communicating our value, we begin by describing the features and benefits of what we make, serve or sell. That’s why we often end up with a laundry list of claims that our competitors could make. There is an alternative. Flip this thinking on its head and reflect on what would happen…
Read MoreThe Exponential Value Of Being More Human
Everyone was surprised to hear the longer than usual customer service announcement as we were preparing to land in Los Angeles. Many people on board were catching connecting flights to different cities in Australia, and there’s always a little anxiety amongst passengers who are trying to make those connections. The typical announcement informs passengers to…
Read MoreWe Are The Culture
Culture is all around us. Our shared values and beliefs are palpable in the places we visit and the people we meet. We absorb those values from the media we consume and the ideas we expose ourselves to. One of the best ways I know to witness how we can shape our culture is to…
Read MoreA Tale Of Two Managers
My local bank manager, at the branch five minutes walk from my home, works hard to help customers navigate the bank’s new automated systems and services. He’s on hand to show everyone depositing cash how to bypass a teller and make a deposit using the machine in the foyer. The bank manager at the branch…
Read MoreHow Matters
The woman clearing tables in the Qantas airport lounge is almost invisible to the many preoccupied travellers she cleans up after. People are anxious to charge their devices, grab a bite to eat and catch their flights. The lounge attendant scrapes plates of half-eaten food and piles them on a trolley to take back to…
Read MoreUnderstanding The Arc Of Your Customer’s Story
The plot of every story begins with an inciting incident—the revelation of a problem the hero must overcome. Harry Potter’s offer of a place at Hogwarts School of Witchcraft and Wizardry. Cinderella’s invitation to the ball. Buzz Lightyear’s arrival on Andy’s birthday. Everything we know about the hero’s circumstances up until that moment is the…
Read MoreThe Key To The Perfect Story
In a world where information and ideas can be shared in likes, swipes and clicks, we have never had a better opportunity to make our stories more visible. With so much for people to pay attention to, we have also never stood a better chance of being ignored. And that paradox sets us off on…
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