A Digital Shift in the New Era of Customer Experience

Customer Experience, Age of the Customer, Digital, Customers

A Digital Shift in the New Era of Customer Experience
By Kym Gordon Moore

How do you define, and cultivate the behavior of your customer without overwhelming them? Organizations tend to obsess over ways to innovate and remain competitive as a leader in their respective industry. All too often, this obsession puts more emphasis on the operational and revenue strategy versus the welfare of their end-user, the customer. Customers are savvier, more creative and have consistently proven how the old marketing focus and platform is now obsolete.

The customer experience goes beyond the simplicity of good service. It involves engagement, trust, education, solutions, how well you treat your workforce, social responsibility, and customer evangelism. It’s about connecting to the emotion of the customer and treating them as a human and not a chatbot. How do you identify opportunities that focus on your customer, build core business data from them and better understand their behavior without disrupting their experience? The core of today’s business ecosystem puts the customer first. By initially engaging with the customer, you can get a better handle on identifying their problem through researching opportunities for finding solutions to satisfy their needs.

Here are 3 primary and important reasons why it is imperative to rethink the digital shift and plan of action in this new era of the customer experience.

1. Technology is driving change. Business is social and digitized. The language customers speak is different and faster.

2. Current customer journeys no longer comply with traditional marketing funnels. Traditional customer journey stages have become obsolete. Customers do not flow in a linear fashion with new journey models, nor do they experience each stage of the process in the same fashion.

3. Build relationships, trust and earn loyalty. Focusing on building relationships and earning loyalty through delivering exceptional experiences throughout the customer journey is key for marketers. Marketing and sales teams can effectively grow tribes of customers who will advocate on their behalf and help organically grow their business to strengthen their brand.

Over 3 decades ago we strongly connected to customers through a brick and mortar location. We were in the driver’s seat guiding them on decisions based on our suggestions of what we felt they needed. They trusted our expertise whether they needed what they purchased or not. Such transactions oftentimes resulted in buyer’s remorse, which worked against repeat business.

In our customer-led market, we appeal to a larger base of consumers. You must build your business around your customers instead of the other way around. Building relationships, harnessing your resources to create a consumer-friendly culture, earning customer trust and loyalty by taking touch points and interactions seriously, will not pigeonhole ideas but will encourage the customer to feel comfortable getting on board your current digital marketing vehicle.

Article Source: http://EzineArticles.com/?A-Digital-Shift-in-the-New-Era-of-Customer-Experience&id=9736608

Real Estate Innovation: Don’t Gamble On Circumventing Your Competition

Real-Estate-Gamble

Incremental or Disruptive? What innovative methods are better or more suitable for your firm? What measures of innovation have you applied to your real estate business to keep it relevant, and competitive?

Real estate is one of the remaining industries yet to be greatly affected by radical/disruptive innovation (disrupting and displacing established alliances, leading firms, methods or established services and products). However, get ready because that could be changing sooner than you think.

While many companies want decreased risks (who wouldn’t right?) do not be deceived by the lack of current aggressive innovative tactics that could leave you in the dust. Real estate is one of the most highly competitive industries in this country and your organization’s strategy is key to igniting robust development. Will you fight or circumvent your competition?

Firms that implement incremental innovation enhance or upgrade a little bit at a time. Incremental innovation is just a start to keep you from being caught completely off guard when radical innovation invades your industry. Align your forces and business culture to introduce something new and different. Don’t compete or fight for market share, but become the dominant player with radical innovation. Leadership and people cannot miss out on massive opportunities by doing nothing because nothing earth-shattering is happening yet.

 

4 Steps to Create a Lasting Brand Identity

Entrepreneur Magazine, Branding, Slogans
Image Source: entrepreneur.com
Jeffrey Hayzlett VIP CONTRIBUTOR Prime Time TV and Radio Show Host, Author, Speaker

We’re all familiar with slogans like “Just Do It,” “Live Más” (Spanish for “more”) and “Because You’re Worth It.” These slogans have become synonymous with the brands they represent, so it’s natural that small business owners would associate the notion of branding only with big corporations.

That couldn’t be further from the truth.

Related: 5 Tips for Building a Strong Brand Identity

Branding should be a priority for small business owners, as well, despite its being one of the most difficult things to tackle. According to the U.S. Bureau of Labor Statistics, half of small businesses close their doors within five years of launching. And one of the causes might be the perception that branding is too “difficult” for founders to dedicate time and brain power to.

At the risk of stating the obvious, this is a huge mistake.

Why is branding so important?

The answer is that it represents who you are and what your company is. It represents who you want to be and your core values and principles. The principles you set for your brand should be…Continue Reading

Article source: https://www.entrepreneur.com/article/293236?utm_source=Latest&utm_medium=site&utm_campaign=iScroll

Social Listening: How Brands Can Benefit From Positive and Negative Comments

Social Networking, Social Listening, Social Media, Marketing

Social Listening: How Brands Can Benefit From Positive and Negative Comments
By Kym Gordon Moore

Have you ever listened to conversations without an invitation? “Eavesdroppers never hear any good of themselves” is an idiom many people are all too familiar with. Essentially this phrase means if you eavesdrop on conversations where people are talking about you, more times than not you may hear many unfavorable things spoken about you. When brands read or listen to comments written about them it is not considered eavesdropping. Chatter that is in a social setting is open and not private. Hence, such conversations shift to social listening, as opposed to social eavesdropping.

Brands are doing more social listening as they connect to their audiences. Why? Oftentimes, customers do not feel that companies really listen to them. Sometimes out of frustration, they may post harsh comments that warrant immediate attention. Quite often, other consumers may jump on the bandwagon to fan the flames of negativity. Brands are finding out more than ever that social chatter through social media conversations can help them better understand their customers. Here are 5 beneficial reasons why brands should pay attention to social listening:

1. Social monitoring helps brands to enhance the customer experience. Eye and ear listening skills are used…CONTINUE READING

Article Source:
http://EzineArticles.com/?Social-Listening:-How-Brands-Can-Benefit-From-Positive-and-Negative-Comments&id=9406010

 

 

‘Leapfrogging into the future’: Inside Shiseido’s innovation strategy

Makeup, Digital, Shiseido, Technology
Image Source: http://digiday.com

APRIL 5, 2017 by Tanya Dua

Makeup brand Shiseido is diving deep into digital, last week snapping up its own digital shop, JWalk.

Shiseido is taking content creation in-house, while also giving itself the ability to move faster in response to rapid changes in digital. The company’s revenue totaled 850 billion yen in net sales in 2016, around $7.5 billion.

“We live in a very fast-evolving marketplace where things and consumers are moving extremely fast,” said Marc Rey, president & CEO of Shiseido Americas. “I don’t see a reason why we as a brand shouldn’t evolve as fast. We want to able to anticipate new trends and technology and leapfrog into the future, rather than playing catch-up.”

Shiseido’s approach to both product and digital innovation has been…Continue reading

Article source: http://digiday.com/marketing/leapfrogging-future-inside-shiseidos-innovation-strategy/