February 23, 2015
Serving people in WOW! fashion is the end game of many organizations who want to create a base of loyal customers.
Some make progress.
And some fail; instead of WOW! they deliver OW!
For those in the OW! state, here are 5 ways to make the move to WOW!
1. Discover what annoys your customers. OW! is created when a customer smacks into an aspect of your business they can’t live with. It could be a policy, rule or an unfriendly employee attitude. Reach out to them regularly for input and suggestions for improvement and follow their advice. Have the guts to put yourself at risk and ask “What sucks about us?” No pain, no gain.
2. Simplify how you do business with the customer in mind. Look at your business processes. Do they make it EASY for your customers to engage with you? If not, revamp them. People want “easy”; if it’s a hassle dealing with you, they won’t.
3. Treat each of your customers as an individual not as a “face in the herd”. Concentrate on discovering their unique needs; fashion your marketing efforts accordingly. We live in a “me” society where people expect products and services to reflect their individuality. Those that play to “me” will be rewarded with WOW!
4. Show your fans regularly how much you appreciate them. De-emphasize traditional customer appreciation events which tend to mostly attract the looky-loo and offer no real value to long term loyal customers. And personalize any recognition you do. Offering the same “trash or trinket” to everyone is an insult and will result in OW!
5. Learn how to take a punch when you when you have a service slip-up. Don’t tell me it won’t happen; it will, and you need a plan to recover. Here’s the formula: Recovery = ‘I’m Sorry’ + Fix It + Surprise! People remember how you recover from one of your mistakes; they will forget the original mistake if you do it well.
The move from OW! To WOW! depends on how much humanity you are willing to inject into your organization.
Build it to serve humans = WOW!
Build it to serve yourself = OW!
Check out my BE DiFFERENT or be dead Book Series
- Posted 2.23.15 at 04:22 am by Roy Osing
February 16, 2015
The conversation going on out there really defines who you are and the values you possess.
It’s not about what YOU think about what you stand for; it’s about what people ‘out there’ think about you.
You don’t control the perception of your brand, your customers and non-customers do.
You know the traditional drill: define your communications objectives and strategy complete with a punchy tagline that you believe captures the benefits you create for the customers you have chosen to serve.
Your corporate tagline may say something like: ‘Think different’, ‘Excellence for All’, ‘Routinely Spectacular’, ‘The Future is Friendly’ or ‘Together is Amazing’.
And then you go-to-market expecting brilliant results as your tagline captures the hearts and minds of all who bear witness to it.
Your intentions are clear, but how does it land on people?
In response, most organizations conduct a Brand Audit Study at some point after the launch. This STUDY approach does have merit but has these disadvantages:
- you don’t get real time feedback from a periodic study;
- you have virtually no capability to respond to negative comments;
- you have ZERO ability to engage with people over who you are and what you stand for.
The LISTEN & ENGAGE method overcomes all of these issues and provides an effective framework to determine whether or not your brand claim is believable and true.
LISTEN to the conversation. The conversation determines your brand. Are people telling stories about you that support your brand position or do they relate experiences with you that prove that you are not living up to your brand claim?
ENGAGE with people. Invite them to share their experiences with you. Be open to what they say. Take immediate action to remedy any negative issues they bring to your attention.
Brand work is never done. It is always a work-in-progress. It must be open to the Conversation. You must be willing and eager to change whatever has to be changed in your organization to deliver your brand promise consistently 24X7.
Check out my BE DiFFERENT or be dead Book Series
- Posted 2.16.15 at 05:58 am by Roy Osing
February 9, 2015
Some smile nice; they are polite.
They have the academic pedigree.
They know all the right buzzwords.
They conform to the rules; exactly how others expect them to behave.
But are they believable?
When they speak, do people feel good?
Are they trusted?
Your worth is not judged by how well you conform to the standards of others.
It’s measured by whether or not others believe in you.
- Posted 2.9.15 at 02:13 am by Roy Osing
February 3, 2015
As I have said before, a continuous process of learning about customers (as opposed to periodic market research studies) is a core competency that organizations need to create.
Here are 3 avenues to explore in order to get you there:
1. Deep segmentation - define as many different customer segments as you can. Obviously the more segments the more you will know about each individual in the segment. The qwest is to learn about the unique fingerprint of each person; avoid getting trapped by the notion of the ‘average’ customer. There is no such thing as an average customer. If you think there is, you haven’t segmented deep enough.
2. Ask the customer - on a regular basis (actually every time you contact a customer) ask questions that will give you a better insight into the individual. Every time your organization ‘touches’ a customer you have a strategic opportunity to learn something about them that you can put to good use: top-line revenue generation or loyalty-building. Stop talking and actively listen to what they say. Revise your compensation plan to reward this behavior.
3. Understand customer behavior - track and study how your customers use your products and services. Actual usage will help you understand the value they receive. Product and services that tend to be bought together and in specific combinations will also be evident. Use this information to develop predictive purchase models to aid your marketing efforts.
Work on all three fronts and take your marketing efforts to BE DiFFERENT levels.
- Posted 2.3.15 at 01:00 pm by Roy Osing