Rock Your Customers

Getting Real About Your Video Reel

Happy 2010

Since this is the first post for 2010 let me start by wishing you the very best for a great New Year.  I hope your 2009 Holidays were filled with many memorable moments. Hopefully, you were able to enjoy a little respite with family and friends, from the hectic fast paced business environment.   Let's face it, 2009 was a challenge for most businesses both large and small. 2009 is history.  Yes, it's a new year but the reality is that we're still faced with many of the same challenges we had on December 31, 2009. 

Challenges

The sagging economy just added fuel to the fire in what was already a drastically changing business world, characterized by hyper-competition and non-stop innovation.  I agree with the authors of the best selling business book Mavericks At Work , William Taylor and Polly LaBarre, in their discussion of the needs of new business strategy-  "Business as usual is a bust."   I believe it mandates the need, more than ever, to get different, if you plan on being around tomorrow.   Incremental improvement- doing things a little bit better, is just not going to be enough.  Long term business success for most will require rethinking the business of business.  Redefining the work we do as providers of goods or services and most importantly redefining the relationships we have with customers. 

Marketing is a New Ballgame

Speaking of customers, most would also agree that the old ways of marketing just don't cut it anymore.   When's the last time a TV. commercial engaged you or attracted you to a company's offerings?   I say, thank God for my DVR.  Do you read newspaper ads?  I don't. I check out the web.  Simply stated the advertising industry has been turned upside down.  While a poor economy has certainly had an impact , the real change in the fabric of marketing is being driven by technology.  Arguably one of the industries most effected by new technology the past few years is video production.

A New Perspective

I'd like to share some thinking with you on Web Video Marketing.  I'm committed to providing information and ideas on video production and marketing that offers a different perspective than most production companies and many marketing professionals .  As always, I welcome your comments, questions and suggestions for  my thinking.  So let's start the discussion on video.  
Web Video is Big !
According to comScore on-line video continued its monumental growth during November of 2009 with 31 BILLION Videos being watched by U.S. residents.  That equates to 182 videos per person !  I think its safe to say that Web video is now mainstream in business marketing.  On-line video will only continue to grow in importance supported by recent research which indicates that incorporating on-line video in marketing efforts, is a top priority for business management for fiscal 2010.  That growth in importance mandates a  change from past use of online video.  It necessitates some new thinking and yes, new strategies on how to use this powerful tool in your marketing efforts.  Most importantly it requires greater consideration and attention to the actual content being developed. (I'll discuss later) More Details On-Line Video  

Web Video - Where Do I Begin ?

   There are many aspects of web video that must be considered to develop a strategy that results in a positive ROI.  Included are such areas as content development, technology & service providers, content distribution (where it will be available for viewing), measurement of media's results and obviously, the actual financial investment of your organization.  Let me suggest a little different starting point. It has absolutely nothing to do with lights, camera and action or technology.  I  call it "Getting It" , part of our methodology used to produce On-Line Video- understanding the fundamental role web video should play in marketing.  Simply stated that role is to help deliver a more engaging virtual experience, an experience that captures customers attention, resonates with them, and makes them want to spend more time learning about you.  Ah that word EXPERIENCE again, the overused new buzz word and promise of many marketing & advertising campaigns.( one unfortunately that far many too businesses fail to deliver on)  Video, more than most technologies, has the power to help improve the overall web experience by engaging people emotionally.       

The Social Experience

An intentionally designed  experience or series of experiences fosters the development of  a deeper connection between your business and its customers.  A critically important component necessary in the design of any engaging experience, is the emotions evoked during it.  I don't want to get sidetracked on a lengthy discussion of how emotions drive brand value, but an important consideration is that over 50% of all purchase decisions are driven by emotions.  Building long term customer relationships with old marketing practices that emphasize rational persuasion over emotion and inspiration, do not work in today's business world.  I don't mean to offend left brainers out there but its true.  Why do people buy Harleys? I love my Mac !  Zappos rocks !  "Experiences both virtual and physical not only build brands but make or break them." 

A Great Resource How Emotions Drive Value

Producing Video with Fresh Eyes
 If you cut through the volumes and volumes of books, articles and research on the changing landscape of business, one of the themes that emerges loud and clear is the emergence of a new and drastically changed customer.  That customer is more connected and enlightened than ever before in the history of business. That development enabled by technology, has led to sweeping and ongoing changes in the very fabric of their relationship with businesses.   Business survival, arguably depends on the ability to look at your customer relationship with a pair of Fresh Eyes, a perspective that considers the new realities faced by all marketing professionals today.  The following is a top line look at three basic challenges, ones directly connected to the most important aspect of any business- Its Customers.  

Realities & Challenges
1.  Your Customers are Overloaded with Information
The Internet has been the greatest force of commoditization (competing on price)  ever, in the history of business enterprise.  Let's face it what ever it is your business sells be it a product or service can be found on the Net, probably at a cheaper price.  Paralleling  the over supply of goods and services is a total overload of information that is available as fast as you can click a mouse.  Your customers are exposed to an average of 3000 to 5000 marketing messages daily.  The age old business question of how to differentiate your business and marketing communications has become an even greater challenge.  This same challenge applies to the use of on-line video in your marketing strategy.  What will make your videos different from the  30+ billion videos that were viewed on-line during November of 2009?  The key to business differentiation today is the experience your business offers across all points of customer contact -virtual and physical and that includes communications and marketing.   Successful communications resonate with people in a personal way.  The key is to transform your business communications into high touch interactions that deliver emotional impact and meaning. 

2.  Your Customers Expect More Original Ideas-More Creativity
 To successfully capture a customers share of mind in our new world of YouTube, Twitter, Facebook and other Social Media Spaces, requires more creativity in marketing efforts.  Consumers are exposed to more information than ever before.  There is so much information available that by itself each piece has become less valuable. To illustrate the point of information being less valuable think for a moment about the number of businesses that offer free webinars or free research.  I must get 10-15 FREE information offers on a daily basis in e-mails.   So what does this have to do with creativity and originality?  Information (business communications) is made more valuable when it is placed into context and delivers emotional impact.  The best way to accomplish this is through story.  Using story to turn ordinary mundane business communications into compelling narrative requires right brain creative thinking and emotional intelligence.  While video by its very nature is the best way to tell stories that have emotional impact, all businesses should consider storytelling in all formats to deliver engaging communications. I'll have much more to say on storytelling & business in future post.  You'll be surprised at how important this emerging discipline is to the future of business.   

3.  Customers Do Not Trust Businesses

The final reality that presents new challenges to all marketing professionals and content developers is the fact that most consumers do not trust businesses today.  The problem has been on-going for many years and not just related to the latest fiascos of Wall Street greed.  Study after study shows that customers do not expect the advertising and marketing promises made by businesses to match the actually experience a product or service delivers.   A study conducted by Young & Rubican in 2008 found that only 22% brands could be trusted.  The problem of trust extends beyond the business world.  Society in general does not trust due to the failure of all social institutions. Scandals and betrayals have become common everyday headlines in   politics, sports, and business.   In their latest book, James Gilmore and Joseph Pine argue that the failure of our social institutions has resulted in the rise of a new consumer sensibility- Authenticity.  People buy from people they think are real not a fake or phony.  Let's get back to video marketing.  Before you produce a video or any other communication ask yourself these questions.  Am I being who I say I am?  Does this marketing or video reflect the who we really are as an organization ?  Does this video or marketing communications help set up the context for the actual experience we are delivering to our customers or employees?

Authenticty -What Consumers Really Want

In Conclusion

As always, I do hope my words have provoked some new thinking and ultimately help you develop more compelling business stories.  I really do appreciate the time you spend with me.  Thank You.  Until next time.......       
Best to You & Rock Your Customers !Bill

Social Media Revisited with "Fresh Eyes"

HAPPY THANKSGIVING

Welcome back to Rock Your Customers !  Since The Thanksgiving Holiday in the US. is only a day away, I thought I'd wish everyone the best for a great celebration of family and thanks.  Happy Thanksgiving to you. I am very thankful and lucky to have been brought up in a family of ten kids !  Can you imagine Thanksgiving at the Gibeaults as our family extended to over 50 ?  Part of my late dads legacy.  I do hope the 2009 holiday season is filled with many lasting memories for  you and your families. 

SOCIAL MEDIA = SOCIAL EXPERIENCE

I was recently reading another book on The Customer Experience/Customer Service (BAM!) and the author stated that at the time of the books release there had already been over 80,000 titles published already by Amazon !  That fact seems to indicate to me there is some interest in the business world on this concept called the customer experience.   I thought I'd share my response to one of the authors and International thought leaders, on The Customer Experience, in a question he posted on his blog.  The thought leader and author is  Colin Shaw founder of Beyond Philosophy based in both the Uk and US.  The question is  "What is a Social Experience?"   I agree that the term Social Media should really be labeled A Social Experience.  If you want to share your thoughts on the question visit Beyond Philosophy website.  Your thinking might be shared in a new book by Colin.    

MY RESPONSE TO "WHAT IS A SOCIAL EXPERIENCE?"

My comments might not directly address the question you pose for your new book but I have given much thought of late to the connection-relationship between Social Media and The Customer Experience.  I suppose I should disclose that while I have both researched and participated in the world of Social Media, I am much more knowledgeable on the discipline of experience design.  With that said, from a business standpoint I believe that Social Media, while creating a tremendous amount of buzz these days, is really a part of a greater, newly emerging business model, one with the customer experience at its core - its heart and soul. 

THE SOCIAL MEDIA EXPERIENCE
An experience is an interaction or series of interactions between a person and an environment be it in physical or virtual worlds, with or without other human interactions.  The real value of experiences is in the memories created that live in an individual long after the experience is consumed.  The Social Experience-Social Media involves interactions between people, interactions that are more personal and based on human relationship dynamics.  It's about establishing emotional connections through interactions that are relevant, meaningful, and from a values standpoint aligned.  In the world of business, those deep emotional connections form the core of experiences that people want to share socially with other members of their tribe.  In its simplest form called word of mouth marketing.


PLACEMAKING
Placemaking is a phrase made famous by an architect named Jon Jerde.  I have often seen social media referred to in articles, books, and blogs as a tool enabled by technology. In the very beginning of your call for input and sharing on your new book, you referred to social media as a tool.  “Social media is the tool, social experience is the output of using the tool. “  I don’t disagree but let me suggest some different language which I think might change one’s perspective on social media and provoke some new thinking and positive action. I must admit that in formal business discussions I have often referred to the Social Media Concept as a tool to help businesses.  But in informal-yes social discussions, I have found myself quite often referring to cyber spaces such as Twitter, Facebook, and You Tube as really neat PLACES to learn, engage, enjoy and connect with really cool, & talented people.  Let me suggest then that Social Media is really a PLACE.  People who interact within the spaces enabled by technology combine to make up the social experience Thus the term of PLACEMAKING.  To give credit where credit is due, Joe Pine & Jim Gilmore , in their book on authenticity, challenge businesses to stop saying who they are through advertising and start creating engaging places where they can demonstrate exactly who they are-where people can experience what the offerings are.  They argue that AUTHENTICITY has become a new customer sensibility, that people buy based on goods and services from people and companies that are real not fake.  In my research, study and active participation in The Experience called Social Media, one of the most important concepts ideated over and over by thought leaders, is the critical importance of being  REAL-AUTHENTIC in interacting  in this new space.       


STORYTELLING & SOCIAL MEDIA

One of the best ways to attract and engage people on a personal and emotional level is through storytelling.  I believe that Social Media or The Social Experience is on-going storytelling.  The proverbial water cooler sharing, cocktail reception or dinner engagement stories are now extended to cyber places such as Twitter, Facebook and You Tube.  Within the space of social media, the storytelling concept applies in both literally and figuratively.  Literally is sharing content that is actually in some kind of story form.  Figuratively refers to the fact that all the interactions that any social media participant shares, combine to tell a story about that individual or business.   When it comes right down to it, how compelling those stories are will determine how successful a business is  in attracting new customers and developing loyal and screaming fans.

BACK TO YOU

A big thanks for taking the time to read The Rock Your Customers Blog.  As always feel free to share your thinking and pass along blog link to your colleagues and friends,  who think the customer experience and authentic communications matters. Until next time- Best and Rock Your Customers !  Bill G

     

Everybody Has a Story- Here's Ours

Welcome again to "The Rock Your Customers" Blog, a place where the conversation is all about the customer experience and creating compelling communications.  I thought that since I have written about the importance for organizations to tell their backstory that it was time to share mine.  Call it walking the talk.  As a reminder a backstory is how you became to be what you are today-Your Heritage.  

 

 

Chapter 1 The Seeds - Starting a Business

Lights, camera, action! The Year 1986 -The Scene: A  National sales meeting, 400 people, somewhere in New Jersey.   A stir of enthusiasm is in the air. It’s time to kick off the company’s biggest sales contest of the year called Tomato - Rama.  The stakes are high as members of the winning district from each division win an all expenses paid trip to a fantastic resort somewhere in the world !   As part of the kickoff meeting each district has to present it’s case (Why they will win the contest) now referred to as “trash talking” to the audience.   I'm a member of The Syracuse District Team in the Eastern Divison of Hunt-Wesson Foods Inc.   We’re psyched.  We’ve done something different than the usual speeches and skits…We’ve produced a video complete with a police dog, interview statements from team members, great music, and a great theme-….Keep Pushing.    The results: Standing Ovation, It steals the show. ……….. The origins for a video production company called Sunrise Media are planted. You see we'd been looking to start some kind of business as a back up in case of a job loss due to the decreasing job security in the 80's, a time of merger mania.  The video production field was a natural extension of my life long interest in photography.  Yea i was the family member who showed up at family gatherings with 400 new slides which everyone had to watch !  Producing a video that that captivated a business audience was exciting- an emotional high. 

Since the start up of Sunrise Productions a year later, in 1987, we have produced a diversity of video programs including training and educational, marketing, documentaries, biographies, meetings, and an even broadcast TV spots.     Like that very first production in 1987, our goal has always been to produce a visceral experience, one that stood out from the norm ……to deliver the unexpected - to really connect with an audience emotionally.  Throughout most of our history we have resisted the call to specialize as a formula for financial business success in favor of being excited and energized by a wide variety of work, across many industries and classes of business.  Videoptaping new bridge technology one day, interviewing a 12 year old on why she likes her local YMCA on another day and recording a pre-concert meet and greet with a rock star kept us fresh and offered us new learning about the behind the scenes of business and most importantly people. 

Chapter 2 - Following A Passion Fast Forward 10 Years Later -  Good Bye Corporate America

It's now 1997 and I've been been a co-owner of a video production company for 10 years but have been working and learning the video business behind the scenes.  Ok call it a full time second job if you will.  Giving up the security of a steady pay check, bonus, company car, benefits etc. while paying college tuition bills is too much out of my comfort zone, to follow my passion by making a career change.   Remember that I mentioned starting a business as a back up in case I lost my job.  That was the last thing on my mind as I drove three hours from Saratoga Springs New York to Old Sturbridge Village for a last minute unscheduled review with my relatively new boss.  I still can remember my thoughts as she was breaking the news to me.  " I can't believe after 19 1/2 years of service, you made me drive over three hours to fire me."  The other memory from that day is calling my wife and having her tell me that this surprise development was a good thing that i could now do what I wanted, to follow my passion."  Now how cool is that ?    And so a new chapter in our story began that day for both my life and this business called Sunrise Media.  In the very near future I'll share the journey of how we transformed a video production company into an experience marketing company. 

Thanks  so much for spending some time with us.  I always welcome your thoughts.  and.... Please feel free to share your stories !  Bill G

Are you Boring or Captivating

This past weekend I have to admit that I did something I normally don't do.  I parked my buns in front of a TV and watched some Football and Baseball. (Besides it was raining)  Since I don't use the DVR to record sporting events, I had to do what everyone just can't wait to do when in front of a TV.- watch the commercials, some repeatedly over and over.  Ah...but I was prepared to get myself through the uninspiring monotony, with a New York Post, Daily News, the local paper, and a book for insurance.  The only TV spot I can remember is SouthWest Airlines new spot on Free baggage. ( The ad copy that says it cost $100 for your bag to bring a friend)  The point is not to attack the value of advertising (I think some of it is good) but to illustrate an ever-growing marketing challenge confronting most businesses.   

Attracting Customers

One of the dilemmas that all businesses face today is how to best get the attention of customers, keep them engaged and ultimately captivate them.  The tried and true ways of traditional marketing methods  no longer resonate with customers and are becoming increasingly irrelevant.  Ask yourself this simple question.  When is the last time a marketing interaction, a television commercial, a website, a brochure etc.,  captivated you, had your complete and undivided attention ?  Chances are that you are either oblivious or easily distracted from the 3000 to 5000  marketing messages/interactions that every person experiences daily. 

The Share of Mind Challenge

Let's face it competing for customers 100% attention has become an even greater challenge.  Customer attention is like the dollar in that it is consumable.  If people are not spending time with you  there  spending it with another business perhaps more compelling, engaging or interesting.  Ultimately this translates to lost revenue for your business.  Consider the fact that there are now over 300 million people reading over 200,000 blogs, over 350 million people on facebook posting 1.5 million pieces of content daily.  Also allow me to share one more fact since I am a video producer. Over 161 million US. Internet users watched 25 billion videos during the month of August 2009, an all time high, with an annual growth predicted of around 31%. (ComScore) The explosion of content now available at the click of a mouse,  is described by John Gerzema and Ed Lebar in their book "The Brand Bubble,"  as the "Democratization of Creativity."  The net result of this revolution according to them is the bar being raised substantially on what they term as "The Creativity Quotient." - Put another way your customers expect much more from you from a standpoint of creativity and originality, in the content you are sharing with them.  If you're communications is bland, boring and me too, chances are your audience is going to be indifferent. 

The Story Factor

In a recent video pre-production meeting with a customer, I presented the following checklist as a guide to be used in determining the content to be included in the video (story) as well as developing the creative treatment. (How information will be presented)   The short list is a blend of key components of compelling experience design and story telling.  I think it's a good framework to use if you want to captivate customers with your communications.  Why Story ?  Because the best way to engage people and inspire action is through story not rational left brain facts and figures. Additionally, every form of interaction from marketing materials, to Tweets, to Facebook posts, that you have with customers, should establish the context for the actual experience you offer and be part of telling a compelling organizational story.    

The Story Checklist

Clarity/Well Defined - Is the story simple and clear ?  Does it make sense ?  Can you describe it ? Do all the pieces(information) fit ?

Emotional - Does it grab you on a visceral level ? Do you feel connected ? Does it provoke you to think?  Can you feel like your part of the story ?  Is it relevant and meaningful to your audiences world ? 

Believable  Is it real or is it fake ?  Is the communication/story true to who you are and what you offer ?

Immersive -What will make it engaging ?  What will transport the audience to another place or time mentally. The dream factor or imagination factor.  Can they get lost in it ?

Surprising - How can you stage the unexpected ?  What aspects will be unexpected ?

Memorable - What will make it memorable ?  What parts will people want to tell others ? What is the signature moment ?

I'd like to conclude this post with a quote from Stephen Denning, author of The Leaders Guide to Storytelling. 

"To have basis for a story , we need something unusual, something different, something out of the ordinary, something strange. Deviations from the norm attract our attention!  When everything goes as expected-the sun comes up, spring follows winter, the airplane works flawlessly-there’s no story.  The regular reoccurring events in our existence are simply the way things are.  They are unremarkable."

Good Luck in making your communications remarkable.  Good luck in telling your story.  As always let me know what you think.  Best  -  Bill

Rock Your Customers Live !

Welcome back to The Rock Your Customers Blog.  I really do appreciate your visit and hope the time you spend on the blog provokes a world changing idea.  Really !  

Rock Your Customers

 I don't know if I've shared the full backstory for naming this blog -Rock Your Customers-but let me keep it simple by saying part of the reason was that I've always enjoyed attending live rock concerts.  The theme was developed a few years ago during a creative exercise that was part my Experience Economy Certification Training.   Well it just so happens that during this past month, I've  attended a few  live concerts and it seems like the perfect time to share what the heck Rock & Roll has to do with business.  What can all business leaders and marketing professionals learn by attending a rock concert ?  

Here's a few tunes..Oh I mean thoughts provoked  by  The Moody Blues, Heart, Journey and Toby Keith at The Saratoga Performing Arts Center. (Yea ok so Toby is not defined by music purist as Rock&Roll)

Rock = Energy

Let's start with the heart and soul of Rock- the ENERGY factor.  A live rock concert is a high energy event filled with excitement, passion, engagement, sensual stimulation, (sights & sounds)   and incredible creative design. Simply stated, it has most of the key elements that should be considered  in designing a compelling customer experience.  Let's explore the energy component and how that relates to business and the customer experience.  The Rock Your Customer Theme was developed out of the context that too many business interactions are often boring, mundane and impersonal transactions.   Stop for a minute and try to think about the hundreds of interactions you have with businesses on a regular basis.  How many are memorable ?  (In a good way)

Left Brain Rock Stuff

In their book The Brand Bubble, John Gerzema and Ed Lebar, argue that the greater the brands energy, (let's face it all companies are brands)"the greater the consideration, loyalty, pricing power, and value they command. In their research of over 40,000 brands, across 44 countries, on 70 brand metrics, they discovered that the brands that had the greatest value were those that offered "a more exciting, dynamic, and creative experience. Also included in what they defined as "The Brands Energy was vision originating from leadership, invention through product or service innovation and finally the dynamism consumers feel-"how the brand creates persona, emotion, advocacy, and evangelism. 

Rock Your Customers- The Encore

One of the important learning points from attending a live show is that the experience is not made memorable by the music alone.  Let's equate the music to what your business sells be it a good or a service.  When you pay $50 to $150 to attend a concert we expect quality music.  What makes the performance a memorable experience is the intentional design of the show from not only a technical standpoint but the theatrical attention given  to creating drama, suspense and surprise.  Finally and most important in creating a lasting memory is the energy of the artist and their ability to connect with the audience in a personal way, despite playing the same set night after night.  This is not unlike your employees performing the same task over and over on the stage of your business, in front of customers.  Yes, your business is a stage and your employees are the ones charged with the responsibility of delivering performances that will either leave the seats empty or have your customers standing screaming for More! More! More!  Please do share your thoughts &....

Rock Your Customers !

Best,  Bill

    

The THANK YOU Experience

In a previous blog post I discussed the concept of little things making a big difference.  Saying Thank You to someone- expressing a feeling of gratitude to somebody,  I believe is one of those little actions that matter big time.  Think about the last time that you bought something (a good or a service) from a business and didn't get even a simple thank you-or the thank you was disingenuous. How did you feel ?  It drives me crazy.   Aside from just being the right thing to always do, from a business standpoint, thanking someone for their business or even paying attention to your company, provides an opportunity for you to extend the interaction(experience) with a customer.  It provides you the chance to be different from your competition simply by saying thank you in a memorable way.  I call it the Thank You Experience.   How do you show you appreciation to customers or employees ?  Yes, Little things do matter.  THANKS FOR spending a few minutes with us. 

  

Coloring Outside The Lines

A Quick Flashback

Once upon a time not so long ago, there were only three major television networks, radio stations, newspapers, company brochures and an expensive direct mail option for businesses to reach and influence peoples buying decisions.  The golden rules of attracting people to your offerings were constructed around the measurements of frequency, reach, penetration, and demographics.   Business differentiation was communicated to potential customers in terms of left brain feature and benefits.    And then came the greatest source of commoditization ever in business, as one futurist put it, " the single greatest development in history second only to the invention of human language."   The Internet.  It changed the rules with the exception of one.    The need to be different.  The Need to Color Outside The Lines. 

Creativity Is Coloring Outside The Lines

The analogy of creativity and coloring outside the lines came to me a few weeks ago while observing my two-year old grand daughter in one of her favorite activities.  Coloring.   Spread out on the floor with her new coloring book 'Fun House', a box of 64 different color Crayola Crayons, she began to color.  As one would expect from a two year old, this was not a highly organized activity, other than maybe changing crayon colors  as she skipped randomly and at times franticly,from one page to another.  Coloring within the black lines was not  a consideration as the attached art illustrates.  She was "making or bringing into existence something new."-(A partial definition of Creativity-Websters)  Ah ! Those Black Lines.  The pressure to Color within their boundary's, following the rules -doing what everyone else does, was  illustrated a week or two later,  when her great grandmother tried to teach her (much to our dismay) to color within the lines.   My grand daughter didn't buy into the lesson.  She was seeing the activity of coloring from a totally different and unique world perspective-  seeing it through a pair of fresh eyes.

A Lesson From A Two Year Old

Let's leave the Crayola story and apply it to the real world of business communications or business in general for that matter.  To answer the age old business question of how do I differentiate mandates that all businesses start viewing the world from a fresh set of eyes.  Getting peoples attention and attracting them to your business is a brand new ball game ; a challenge faced by all marketers.   The Internet has created a world of information overload and one "where creativity has been democratized" by the likes of You Tube, Twitter and Facebook, to name a few.  The bar to design quality content continues to elevate.  People want fresh, original and authentic from brands,  not the same old story and spin.  Yes it's time to accept right brainers as  valuable assets to your organizations.   Yes,  it's time to do some big time coloring Outside Those Black Lines.   

The Customer Experience-Little Things Matter

FRAMING THE CUSTOMER EXPERIENCE

I thought that since the main focus of The Rock Your Customers Blog is The Customer Experience, I would take a step back to some basics, namely by sharing some thoughts on the meaning of the phrase.  My LEFT brain has been screaming at me to establish some kind of benchmark or reference point that would be helpful should you decide to explore taking some action on your customer experience. Mr. RIGHT brain is telling me to craft a creative story.  Since both lefty and righty thinking are needed in the business world, I’ve decided to compromise for this post.  

 The Current Business Plot

Let me ask you a simple question.  Can you remember the last time you heard or read some kind of marketing message promising a wonderful experience ?  I can and my gut reaction was Yea Right !  More and more frequently today, the word “Experience” is used directly in companies marketing and advertising messages, promising something special or out of the ordinary, in an attempt to attract you to the offering.  It often reminds me of the overused phrase “State of the Art” a decade or two ago.   Some define this act as using buzz words others more blunt just call it BS !  The fact of the matter is the word experience itself is becoming commoditized just like most goods and services.       

 Think of Your Customer Experience as A Story

I think that one of the simplest ways to begin to understand a customer experience is to look at it from the perspective of story.   The fact of the matter is that stories are being told by your customers more than ever before and not just at social or businesses gatherings but as you know on The Internet.  It makes sense then to look at your businesses as a story.  Without getting into the finer details and components of Storytelling, every story has a beginning, a middle and an end. The Customer Experience has a sequence of events that mirror a story.  Attracting people to your business- the Beginning, Engaging Your Customers- The Middle – and Extending the Experience-the End.  Far too many businesses devote a disproportionate amount of resources on trying to attract new customers to their business with ordinary me too communications.   Let's just say that great stories are not ordinary.      

 Frames of Customer Experiences 

I’ve been editing video stories for over twenty years and it occurred to me during my journey into the Customer Experience Discipline that designing a great customer experience needs the same approach as creating or producing a great video story.  The beginning middle and end need to be broken down into smaller easier to manage components.  Without getting too techie on you, each second of traditional NTSC Video consist of 30 frames.  Most professionals in the field of video production and film making will attest to the long hours that are often spent reviewing edits to make sure there are no frames that are out of order that could detract from the story.  You might recognize these mistakes on You Tube as Jump cuts, flashes of black, an audio pop or video noise.  The point- If you’re trying to create a great video story, little things matter big time.

 The same holds true for your customer experience.  While I like to use the analogy of frames in explaining the concept of a customer experience, in actuality the smallest component of a customer experience is an interaction.  These interactions occur from the ATTRACTION stage to the main ENGAGEMENT, through to the EXTENDING part of the overall experience.  One very bad interaction can can detract from or even ruin a customers experience with you.  On a positive note one totally incredible interaction can create a screaming advocate for your business.  Here’s a few of my interactions with businesses from a two week period. I’m sure you’ll recognize a few.       

 Interactions = Frames = Customer Experience 

During a quick stop at a fast food establishment, I observe one of the employees behind the counter complaining of a bad day, is visibly frazzled, and even curses about personal issues she is having *** Another day another stop, this one for a quick cup coffee, I  witness an employee mumbling out loud to herself about a fellow employee not performing her job correctly.  The cashier engages in a personal phone conversation while the checkout line continues to grow.  ***  During a visit to An Apple Store to return a faulty I-Pod an employee spends 45 minutes with me, checking the problem, explaining, diagnosing, and educating, is friendly and engaging, goes above and beyond asking his supervisor for an exception to return and warranty policies. Having my problem solved I spend an additional 45 minutes hanging out in The Apple Store checking out the new stuff and talking with other engaging employees and Mac fanatics***  And yes the infamous phone call to a business-to-business service provider results in navigating through a menu of press one for this, two for that…….and finally six for the department I really need to talk to.  Oh but wait, let’s throw in some prerecorded company spin, followed by an actual wait time of 14 minutes to talk to a real person. (I  timed interaction) *** Finally, a root canal on one of my teeth goes bad and leaves me in excruciating pain.  A call to my dentist after hours is returned almost immediately by the doctor. He expresses his concern and asks if I can see him immediately.  WOW!  I’ve never been so happy to go to a doctor.  I recall the story of one of my friends having to wait ten days just to get an appointment for the same kind of problem.  

Yes Little Things Can Make or Break You.  (Especially in Today’s Economy)  Many businesses could improve their customer experience by simply improving the little everyday interactions with customers.   In todays tough economic climate the difference between you and competition just may big that big smile and friendly, personal greeting.  

 

Social Media & The Customer Experience

Connecting – It’s About Fans, Followers & Friends
I must admit to being one of those individuals in the business world, that is quite engaged, intrigued and excited about the emerging new marketing discipline, or should I say craze, called Social Media.  I’ve Tweeted, Connected, Befriended, and Blipped.  I also confess to being totally addicted at times by these activities, along with the reading of a multitude of blogs, to gain a better understanding on the business impact of Social Media.    Here’s my take after diving right in a few months ago.   

1.  It’s too early to really predict the long term business impact of Social Media Marketing.

2.  The number of people calling themselves Social Media Experts-you know those who claim to have all the answers, has multiplied like a plague. The word "Expert" has become commoditized !

3. When you cut through much of what’s been said and written of late on Social Media, it’s key importance to business is providing ‘A Place’ for people (customers) interested in your goods or services -a place to hang out, connect, share, learn, engage, enjoy or experience you.   I know there are others but that’s not the reason for this blog post.

 

A New Framework to ThinkAbout Social Media
The purpose of this post is not to add to the already numerous list of writings on the do’s and don’ts of social media for business, or add yet another tutorial on Twitter, Facebook, or other popular SM tools.  I’d like to introduce some thinking to the conversation on Social Media that I don’t believe is being addressed sufficiently - The direct connection between Social Media & The Customer Experience.    A Social Media Industry Report  I read recently,  illustrates in my opinion, the customer continuing to take the proverbial back seat in marketing strategy and thinking.  The information and analysis contained in the report, was based on surveys provided directly from marketing professionals.  Missing from the twenty-six pages, the words ‘customer’ or ‘customer experience’. (This is not an attack on the report which was extremely well done, detailed, and a very good resource for any business considering using Social Media.)  The bottom line  is the report was written from an inside/out business perspective vs. “Outside/In” from a customer perspective.  This kind of strategy does not reflect the drastic need for a change in the logic on how business gets done nor do I think it reflects the ethos of Social Media.    

Your Customer Experience = Your Differentiation

My intent is not to criticize in anyway the many Social Media Passionate Peeps as I happen to think there are many talented, creative and very smart people in the field. What’s encouraging, even exciting, is the language being used by thought leaders of Social Media- (Personal Engagement, Conversation, Authenticity, Community Building, Emotional Intelligence, Empathy, Human Touch, Relevancy & Meaning and Cultivating Relationships) is also the language of The Customer Experience, referred to by many as The Experience Economy. The Customer Experience is the life blood of business differentiation in a world where most goods and services are commoditized by the Web.    Despite the majority of business executives believing that the customer experience is the next battle ground for competition in business, too many are not doing anything about it.  In addition many businesses focus their customer experience efforts on just the physical side of customer experience and ignore the emotional.  (Price-quality-product-service speed)  

Social Media is Part of The Customer Experience- Social Means Emotional

Social Media should not be viewed as just another communication channel or a tool, for a business to continue the traditional practice of to saying who they are with marketing messages.  Social Media should be also viewed as a place where trusting relationships can develop between businesses and people. 
Jim Gilmore and Joe Pine say it best in their book –Authenticity-What Consumers Really Want.  “Stop saying what your offerings are through advertising and start creating places-permanent or temporary, physical or virtual-where people can experience what those offerings, as well as your enterprise, actually are.”  

Marketing Has Changed Forever
Simply considering the fact that one bad customer experience (or great one) can reach millions with a few simple clicks, certainly warrants more attention being given to the entire area of The Customer Experience.  “If there is one thing that is universally true of The Internet today, it is there are no secrets.”   Today’s enlightened and connected customers have more control and power than ever before in determining brand image and company identity, not a company’s marketing messages and fancy mission statements. Much of the sharing being done by consumers relates to the interactions they have with businesses.  The more compelling and memorable these interactions are the more they are shared.

It’s About Being Memorable
Memorable episodes of engagement with your customers just don’t happen by chance.  They are intentionally designed and encompass much more than just the physical side of any experience.  Social Media has made word of mouth marketing instantaneous, world-wide in reach, and more important than ever.  It has accelerated the changing face of marketing. The emergence of Social Media has accelerated the mandate for new business strategy and thinking.  A successful strategy for the use of Social Media should be developed after some rethinking on the overall customer experience.  After all isn’t Social Media an experience in and of itself ?  

Love to hear your thoughts & ideas   

Rodin The Thinker - Says Time For A ThinkAbout Jam !

 

It was a brisk September Morning in September of 2005.  I was sitting in an outdoor amphitheatre of sorts anticipating the opening session of ‘THINKABOUT’, a two-day business conference held that year in The Rocky Mountains of Colorado. The event staged (and I do mean staged) by Strategic Horizons (Joe Pine & Jim Gilmore) is an annual gathering of 150 business professionals to learn, explore, and share ideas on the important role experiences are playing in business worldwide.  I’m sure Joe and Jim won’t mind me using their conference name –ThinkAbout to introduce the provocation for this post.   Which is…. 

When is the last time you really staged a serious THINKABOUT on your world of business?  No I’m not talking about the traditional stuff like industry trends, competition, ROI, ROE, etc.  I’m referring to some thinking on how much the business world has been turned upside down and every which way, not just by Wall Street events, but by the Internet, “the greatest source of commoditization know to mankind”.  

My own THINKABOUT of sorts was dictated by my own business feeling the pressure of commoditization.  We knew we had to find a new way to differentiate-to find something that made us unique in the world of video production.  The commitment to finding that something, ultimately led to me sitting in an amphitheatre that September morning in Keystone, Colorado.   I remember thinking, what an incredibly inspiring environment The Rockies offered, to re-Imagine something new for my business.  International business guru Tom Peters, author of Re-Imagine, was the opening keynote speaker. THINKABOUT KEYSTONE was the beginning of a journey of learning and discovery that included exemplar businesses (people) worldwide who are redefining the work they do, and in some cases their industries.  It all starts with the simple act of Thinking, followed by recognizing that in most cases incremental improvement is not going to cut it in an age of non-stop innovation.

So.... have you stopped for a minute to simply THINKABOUT what changes you have made in your strategy (if any) that reflects the transformation occurring in the business?  Tom Peters says it best.  “Business today is a brawl with no rules”.  “Business as usual is a bust.  In Industry after Industry the old guard is cutting back and losing ground,” state the authors of Mavericks at Work, William Taylor and Polly LaBarre.  The companies that are winning big today in business are those that are “rethinking the logic of how business gets done.”  Social Media- Twitter, Facebook, My Space, You Tube, Digg, mobile media et all are the results of some of the rethinking of the logic and innovation.  Let me suggest however, that your THINKABOUT Jam, should devote first and foremost some serious thought to YOUR CUSTOMER EXPERIENCE and the inextricably linked EMPLOYEE EXPERIENCE.   Bottom line…End of the day…The customer is the most important part of any business….without customers there is no business!  In the end, the moment of truth, your customer experience will determine your fate on the hypercompetitive business battleground we share.  

2009 Strategic Horizons thinkAbout