Posts Tagged ‘customer experience’
What The Best Marketers Know
The call centre operator insists ‘this is not a cold call’. She knows time is running out, so she desperately accelerates her sales pitch—speaking without pausing to either breathe or listen. She was trained to believe it’s possible to close the sale if she can just impart all the information in her script. Sadly, she’s…
Read MoreChoosing The Customers You Want
More cafes in Melbourne have begun offering a 10% discount to customers who bring a reusable cup. It’s an intentional choice that says something about their values and those of their customers. Theses cafes are attracting the kind of customers they want to serve. The clothing store manager gets disgruntled when people rarely buy full…
Read MoreWhy Not Make Something Great?
Like his grandfather, before him, Shane was in the textiles business. He made good socks for a living until the day he realised that pretty soon there would be no living to be made in a product that was good enough. His company was struggling to differentiate from and compete with big retailers who could…
Read MoreThe Limitations Of Marketing To Persuade
We assume sales and marketing are simply a case of fulfilling unspoken desires or unmet needs and making the people with those needs aware we’ve solved their problem. But there’s another piece of the marketing puzzle we often overlook—the doubts our customers must overcome. People don’t just want to know that our products and services…
Read MoreWhat’s On Your Y-Axis?
The strategy for any project or business and even our days, weeks and months could be plotted on a graph using an x-axis and a y-axis. What every endeavour has in common is time. This is plotted on the horizontal x-axis. What we can change or influence is represented on the vertical y-axis. In a…
Read MoreThe Art Of Customer Loyalty
How many store loyalty cards do you have in your wallet? How many more will you be offered this week? Do you still carry a wallet? We’ve tried to turn customer loyalty into a data-driven science. A game of, if we do this, customers will do that. In our desire for something to measure, or…
Read MoreThe Opportunity In Shifting Expectations
Your customers are changing. You are changing too. Notice how impatient we get now if we are second or third in a queue. In our world of one-click-ordering, instant downloads and movie streaming, we believe waiting is unacceptable. ‘Why can’t they just open more checkouts?!’ While it’s true that you can’t please all of the…
Read MoreAnticipating The Next Move
Every successful business strategy is dependent upon making a good decision about the next move. In a commercial world, we spend a lot of time planning to create growth. Often those plans rely on getting the customer to do what we want them to do—so we can make our next move. The businesses that not…
Read MoreWhat Do The Best Salespeople Do?
A young couple spent a while ‘just looking’ in the furniture store before approaching a salesperson to ask about fabric choices on a particular sofa. She showed them the swatches and said nothing. The guy asked if they had anything like it—a large squashy four-seater in leather. They didn’t. “What size exactly are you looking…
Read MoreThe Value Of Subtraction
The call centre operator’s power is limited. He can’t bypass the company’s systems and processes. He is employed to apply a band-aid to the wound—buying the company some time until someone in another department (who he has no direct access to) can solve the problem. He should be empowered to delight and when he’s not…
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