Whether you like it or not, competition today is fierce. And it’s only going to get fiercer. Where the old battleground was price and efficiency, the new one will be innovation and time to market.
"You have to create alongside your customers, because you can’t rely on a robust outcome of your in-house innovation process"
"...you invite your community into the innovation process. You listen, observe, engage, discuss, and ultimately create together. ... You suddenly have a deep talent pool and you get significantly more initial approaches."
"Many different types of firms have channel partners or others that control a significant part of the actual experience with customers."
"While companies may not have direct control over these partners, firms are waking up to the fact that there are ways to influence these organizations to provide a better customer experience. To ensure that partners enhance the customer experience (CX)"
In “Do You Truly Have a Sales Problem?” "People buy on emotion, justify with logic and make decisions in silence."
"... salespeople often rely way too much on the practical. Salespeople think if they just tell customers enough about their product then their customers will surely want to buy it. By focusing on the practical side, salespeople leave out the important emotional side. They must meet their customer’s emotional need as well, since a purchasing experience is almost always an emotional event."
From Forrester: "Your relationship with customers is the only thing that enable you to survive that disruption (think of the movie industry as it continually embraces new formats). That's why we are christening this 'the Age of the Customer.'"
"... companies must be more than customer focused, they must be customer obsessed. This is not just jargon, it has a real meaning: "A customer obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of an engagement with customers, and prioritizes these over maintaining traditional competitive barriers."
As antithetical as it may seem in a hyper-digital word, experience--how we interact in the physical world--is the biggest buzzword in marketing today.
When I say "experience," what I mean is interactions with the physical world. Moving to pick up a hot mug of coffee, the smooth, hot ceramic in your hands, smiling--these concrete happenings are experience. They seem mundane to you, because they are so common ... but because of the way these experiences work on your brain, they can be immensely powerful.
What we have learned over the last two decades is that these everyday interactions with the physical world are a kind of source code for your brain.
Your capital and energy are limited resources, so to afford to excel at the things that matter most, you have to under-invest somewhere else. Our advice is simply to underperform rationally, in the areas your customers value least.
What's an experience map? It a "model on steroids ... that serves to illuminate the complete experience a person may have with a product or service."
An experience map needs to be easily understood; "it can be circulated across an organization and doesn't need to be explained." It also needs to be "a means to something actionable... and not an end in and of itself. A good experience map feels like a catalyst, not a conclusion."
"[T]he brands that will have the greatest impact on all our lives are those that see themselves not as citadels that need defending but as causes that need joining. The most important, most effective, most impactful brands are those that have put petty competition behind them and embraced collaboration as an operating principle--it is their core DNA. These brands are clear about their ambitions and are not shy about seeking out others who share those ambitions.
"To be really successful on a long-term basis, customer experience needs to be ... the sum-totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer."
In the main, entries to this year’s Interaction Awards were good. The apps, the websites, the interfaces, and the games were slick and sleek. For the most part, they checked the design boxes we have all come to expect. However, the best interfaces leave tech behind and address larger systems of integration.