3 Things That Customers Care About But Won't Tell You

Posted by Orly Zeewy

Sep 3, 2014 8:30:00 AM

relevanceWhen you talk to yourself, who listens?

The joke goes something like this. “When someone talks to himself or herself, we call them crazy; when a company talks to themselves, we call it marketing.”

Marketing works best when meaningful messaging is driving it. And it starts with a compelling story told in a clear and memorable way to potential customers who are looking for you and want to buy what you’re selling. More importantly, happy customers will refer you if you provide them with messaging that helps them do that quickly and easily. Power Brands like Apple consistently turn out great marketing because they never forget that they are talking to real people. Many companies forget that and as a result, end up talking to themselves.

So how can you talk to your customers so they’ll hear you?

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Topics: Customer Experience

Top Ten Customer Experience Questions: A Self-Examination

Posted by Linda Ireland

Aug 26, 2014 6:00:00 AM

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Every day I work with leaders to align the decisions they make and what they do every day to what customers value. Because of this I’m forced to ask this one question at least once a day: “Is your customer experience costing or making you money?” Most don’t know.

The leaders I’m speaking with are typically evaluating the role of customer experience in how they drive performance or they want better performance and wonder why they struggle to get it. While there’s an unmistakable link between customer experience and profitability (proven via research and personal experience), too few leaders declare that their customer experience generates money. That’s why I ask a series of questions to help the leader I’m speaking with realize the gaps (or lack thereof) in their customer experience and where to focus. These are my top ten questions:

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Topics: Customer Experience

2 Formulas To Estimate Dollar Values of Target and Potential Markets

Posted by Linda Ireland

Aug 19, 2014 7:00:00 AM

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Meet Kate. Kate is the CEO of HRT Insurance, a health insurance company located in New England. Her company is looking to expand and together with her advisors they are working to determine which new market will be most profitable. How can she predict the value of two possible markets to come to a conclusion on her expansion strategy?

Meet Sam. Sam is the owner of RoofCo, a roofing company in Colorado. Sam and his team are considering relocating, and are trying to project and maximize business revenue in two different locations. If all else remains the same, what is the value of RoofCo’s current target market? What if they relocate to an area known for tornados, what is the new total value of this potential target market?

Answering these questions can be done using two simple equations, and we’re going to show you how!

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Topics: Customer Experience

Why Customer Experience Matters

Posted by Linda Ireland

Aug 14, 2014 6:00:00 AM

Why Improve Customer Experience

Are you a lonely champion? That is, an individual within an organization trying to convince others that it is worthwhile to improve the customer experience. Most lonely champions we meet are faced with the challenge of overcoming the assumption that a focus on customer experience is a tradeoff to profits (rather than the way to profits) by senior executives, and typically have to address their question of, “What’s in it for me?”

This blog article will answer the question “Why should we improve our customer experience?” And aid you in creating a positive conspiracy (that is, others in the organization who share your view of the importance in customer experience.)

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Topics: Customer Experience

32 Customer Experience Measurements Every Business Leader Should Know

Posted by Linda Ireland

Aug 12, 2014 6:05:00 AM

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Topics: Customer Experience

Are Sales Promises Killing Your Financial Performance?

Posted by Linda Ireland

Aug 7, 2014 6:00:00 AM

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Do you find your organization falling short on your sales promises to customers? How do you know if you’ve solved your customer’s problem or if the customer knows you’ve solved their problem? Are your sales promises draining you financially?

We’ve identified 6 questions that you need to ask that are key to understanding if you’re delivering on your sales promises. If you answer no to any of these questions, you might consider what you could do better.

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Topics: Customer Experience

4 Ways to Accurately Anticipate Customer Needs

Posted by Linda Ireland

Aug 5, 2014 6:00:00 AM

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You’ve given your customer a reason to come to your company in the first place and succeeded in solving one of your customer’s needs. Congratulations on a job well done. What’s next?

If you’re like nearly every other company on the planet, your business needs more than one solid product or service. Delivering another winner that will alleviate another customer problem is key to the future of the company. But how do you move forward with your ideas or current product development?
Here are four suggestions you can move forward towards additional success by anticipating your customer’s additional needs.

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Topics: Customer Experience

4 Customer Experience Measurement Framework Must-Haves

Posted by Linda Ireland

Mar 27, 2014 9:12:00 AM

Dear Airline Executive:

You may have noticed the Wall Street Journal’s latest rankings of airlines for 2013 using data from FlightStat and the Department of Transportation.  (If not, you can find the chart below and the post  here.)    Interesting isn’t it?  You may applaud it or be discouraged by it.  I employ you to do neither because it doesn’t tell a story you should act on.
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Topics: Customer Experience

In Customer Experience Work, Segmentation or Personas?

Posted by Linda Ireland

Feb 26, 2014 4:19:00 PM

segmentation personasThe answer is not a simple as you may think.  We must first be clear about the differences between segmentation and personas and in which scenarios they are used.
 
Segmentation divides a large, aggregate, and seemingly homogeneous marketplace into clearly and quantitatively defined groups of buyers.  Customer needs or desires, ability to buy, and locations are some of the variables that can be used to segment a market. More advanced models include detailed psychographic variables like lifestyle and values. Segmentation is a quantitative breakdown of a market.
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Topics: Customer Experience, What We Hear

Taxi Cab Change Lessons: The Ideal Customer Experience Attitude

Posted by Chris LaVictoire Mahai

Jan 7, 2014 11:51:00 AM

About the series:  As a consultant I travel a lot for work. Being in public transportation – planes, trains and taxicabs regularly, I get to see how people enter, adjust and complete their journey. Some better than others.  I also see how information shows up that can be very instructional if anyone were paying attention. Well, I am. And I like to listen to others tell their stories. I always learn from them. Here are the change lessons I’ve experienced in the back seat of a taxicab.

ideal_customer_experienceI’m from Minnesota where it gets cold.  Really cold some winters and this is one of those years.  On Christmas Eve morning I was heading to the airport at 4 AM.  The Weather Channel told me it was minus 12 Fahrenheit, with the wind chill factor “feels like minus 23.”  Great.
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Topics: Customer Experience, Things Going Right, Taxi Cab Change Lessons

    
    

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