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Rescooped by Dona Chakraborty from Just Story It Biz Storytelling
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Using Story to Weave Emotionally Engaging Customer Experiences

Using Story to Weave Emotionally Engaging Customer Experiences | Current Updates | Scoop.it
Using the power of storytelling, organizations can create not only more seamless cross-departmental interactions, but create more emotionally engaging customer experiences.

Via Karen Dietz
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Karen Dietz's curator insight, December 18, 2012 12:55 PM

Here is what I really like about this article:

It encourages enterprises to think about how customers interface with their organization, and to re-craft those interactions through the lense of storytelling. 


Why? To provide customers engaging experiences, who will then turn around and tell great stories about your organization -- building raving fans.


Fabulous! This is quite a unique perspective in corporate storytelling -- and a much needed one. Following the tenents suggested here may not be easy, but will be worth it in the long run.


This is a meaty article that will take a few more minutes to digest. If you are an influencer in a larger company or a consultant to one, then this article bears paying attention to.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

Rescooped by Dona Chakraborty from Just Story It Biz Storytelling
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Story Selling in A Winning B2B Integrated Marketing Campaign

Story Selling in A Winning B2B Integrated Marketing Campaign | Current Updates | Scoop.it

I've rescooped this article from fellow curator John Kratz because I thought it was so good. It is a great example of how a company ramped up business once it started sharing stories of its customers -- with customers as the heros. Take notes folks! And thanks John for finding and sharing this article.

 

The year is 2008 and you are in the Financial Services Business.

 

"How do you turn a quiet, sales-driven organization into a B2B marketing powerhouse?"

 

"Consider the story of Lincoln Financial Group, a traditionally sales-centric organization... The 106-year-old financial services, insurance, and annuities company..."

 

"Lincoln Financial had previously conducted research showing that the more people take charge of their lives, including their finances, the better they feel about the direction of their lives."

 

"While others in the category seemed to be drawn to using fear in their advertising, we felt the time was right to try a new, more optimistic approach."

 

"...the campaign showcased a video of women of all ages showing how they take charge of their lives and provided educational content to help women do just that. The PR focused on the research results. The Chief Life Officer ads continued the "take charge, optimistic theme," which was reinforced in social media.

 

"And how has the integrated campaign done?"

 

Read the success story here:

http://www.fastcompany.com/3002425/creating-winning-b2b-integrated-marketing-campaign


Via Ken Jondahl, Karen Dietz
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Rescooped by Dona Chakraborty from Just Story It Biz Storytelling
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How To Increase Your Conversions With Narrative Web Forms

How To Increase Your Conversions With Narrative Web Forms | Current Updates | Scoop.it
Online conversion forms like PayPal’s registration page (right) are invariably formatted exactly like printed forms such as this credit card application (left)—approximately as fun to complete as a hazing ritual, despite having exactly the opposite...

 

I love love love this article because it points to another new application for using narrative or story elements in your business. Specifically here -- by re-designing the web forms on your site. Or frankly ANY form you ask a customer to fill out. Who knew??!!

 

The examples here are terrific and so are the tips. It is a very thorough article and one you will get a lot from.

 

So go read it and start changing those forms!

 

Link to original article: http://blog.kissmetrics.com/narrative-web-forms/ ;


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
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