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Looking for Love: Marketing Lessons from the Top Online Dating Sites

Looking for Love: Marketing Lessons from the Top Online Dating Sites | digitalNow | Scoop.it
How do you get searchers to click through to your site? Read here to learn marketing strategies you can use to win the hearts of more of your prospects.
Don Dea's insight:

Well, of the 170 companies who’ve had ads running for the keyword “online dating” over the last 3 months, there are 4 that have proven to be more attractive than the competition.

These 4 have Impression Shares of 87% or higher (that means of ALL the searches performed for the keyword “online dating” on Google, the ads of these companies appeared at least 87% of the time). After these 4, the company with the next highest Impression Share is only showing up about 55% of the time.

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digitalNow
Exploring leadership, management, innovation, and technology issues and trends; impacting associations & non-profit organizations in the digital age.
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The Importance of Problem Solving 

One of the greatest signs that your employees are in drive is that they use these problems creatively in order to turn them into opportunities for the future. As a team, having an eye trained on using every circumstance for your benefit shows you’re truly accessing your drive.

The story of how Twitter came to be is maybe the biggest testament to creative thinking in the face of a problem in startup history.

Twitter actually started as Odeo, a hub for finding and downloading podcasts. But their timing in rolling out their software wasn’t ideal. At about the same time as Odeo was set to release, Apple announced their iTunes platform was about to become a podcast-hosting behemoth. Today, Apple’s podcast hub is the most popular and heavily-used podcasting app in the world, and iTunes does more podcasting traffic than anywhere.

The guys from Odeo didn’t know this for certain at the time, but they could feel that their software was about to be made obsolete by a much bigger, more powerful competitor. So they got together and brainstormed, realizing that they needed to rip up their plan and start from scratch again. Their small staff split into groups and conducted all-night “hackathons,” where they threw ideas against a wall while working on new code.

Finally, the idea arrived: a chatting client that allowed people to share messages and thoughts with one another. After some fine-tuning, Twitter emerged from that brainstorming. And today it’s a multi-billion dollar company used by everyone from friends to businesses to the president of the United States.

Problem-solving on a daily basis isn’t something we often think too deeply about. We simply do it; we brainstorm or rack our brain for ideas or talk it out with a coworker. But there’s scientific backing to having a tactical approach to mentally tackling problems to turn them into creative windfalls.
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8 Common Misconceptions About Customer Feedback 

8 Common Misconceptions About Customer Feedback  | digitalNow | Scoop.it
Feedback is the same thing as complaints
No! They are not the same thing. For you to truly understand the difference, let me first define the two.

Customer Feedback – is a term that describes the process of obtaining a customer’s opinion about a business, product or service. It could be either praise or criticism.

Customer Complaint – is “an expression of dissatisfaction on a consumer’s behalf to a responsible party” (Landon, 1980). It can also be described as a report from a consumer providing documentation about a problem with a product or service.

Customer complaints while mostly negative, feedback can be great accolade for your company, frustrated remarks or even a suggestion. Remember that, you may find a complaint while looking through your customers’ feedback. However, when a customer has a complaint, it is directed to a dysfunctionality in their interaction with your company, product or service.

Your primary aim is to resolve customer complaints as soon as possible. Nevertheless, customer feedback is equally important and every bit of feedback must be accounted for and acted upon. Always thank customers for their feedback and inform them about any changes implemented as a result of their feedback.

Customer opinion is only valid in large numbers
Have you ever thought or said “We’ll wait until more people comment about this” or “not enough people are complaining yet?” If so then you’re doing something wrong. Sometimes this wait could cost you a great deal.
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Here's why bold leaders are more successful

Here's why bold leaders are more successful | digitalNow | Scoop.it
They hide their weaknesses
Everyone has weaknesses, so it’s stupid and counterproductive to not acknowledge them, at least to yourself. It’s also to your advantage to become equally aware of your strengths. An awareness of your strengths and weaknesses allows you the opportunity to approach a volatile situation with a strategy that places your best foot forward.

When you appear as a bold leader, your weaknesses are hidden behind the actions of someone who is confident of their strengths and is making use of them.

How to make it work for you:

Uncover your weaknesses so you can learn how to manage them.
Don’t spend a great amount of time trying to turn them into strengths because it will never happen.
Instead, put your time and effort into your strengths so you can continue to build them up.
Reassess yourself on a regular basis so you are not surprised when a weakness rears its ugly head.
2. They know perception is reality
As a kid who grew up on a remote cattle ranch in the middle of Wyoming, I watched as predators snuck up on the hesitant prey. I learned early in life that once you hesitate, you show yourself as weak and expendable.

They way people perceive us, by our actions and the words we use, will guide the way they treat us. If we present ourselves as victims, guess what? That’s how we’ll be treated! It doesn’t take a rocket scientist to figure this out: if you indicate a lack of confidence in yourself, it will bring out the tiger in your competition.

How to make it work for you:

Remember that a bold leader is not someone who is cocky and aggressive.
Work on building up your strengths now. When you have confidence in your abilities, there will be no need to go on the defensive when you’re confronted with an obstacle or challenge.
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Grads of LifeVoice: Opportunity Lost? Local Workforce, Training And Education Policy Change Is Possible

Grads of LifeVoice: Opportunity Lost? Local Workforce, Training And Education Policy Change Is Possible | digitalNow | Scoop.it
Leading with questions has three core principles that comprise curious leadership:

1. Pause before you tell reminds leaders to create a conversational turning point so they can listen and learn from their teams.

2. Ask better questions suggests that leaders get curious about what’s possible and engage their teams in finding a solution that’s both innovative and inclusive.

3. Listen with impact means paying close attention to diverse points of view — and the ideas and emotions behind them — regardless of whether they agree with what’s being said.
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When To Let Your Imagination Lead

When To Let Your Imagination Lead | digitalNow | Scoop.it
Really great leaders not only think imaginatively, they also know when to act imaginatively.

Good and Bad Imaginative Thinking

Website design is an excellent area to consider the pros and cons of letting your imagination lead.

Bad imagination. Highly creative page layouts may look terrific in an art gallery, but will confuse and frustrate website visitors looking for information in a hurry. When imaginative solutions get in the way of clarity, when they make it harder rather than easier for customers to figure out what your business does and how you do it, then they are not good business solutions.

Good imagination. When imaginative thinking in website design helps rather than hinders customers, it becomes a very powerful tool. Organizations that identified the potential of mobile-friendly website design early on (five years ago) reaped tremendous benefits. Not only did they build their image as forward-thinking organizations, they had a five-year head start in perfecting their mobile site designs. As a result, they enjoy more website traffic and conversions than their less imaginative competitors.

General Thoughts About Imagination

Can we draw any general conclusions from these simple examples? I’ll try.

When imaginative thinking anticipates what customers, employees and stakeholders want from a business in the future and lays the groundwork now, then it creates competitive advantage. Timing is everything. Implementing imaginative solutions too abruptly can easily cause widespread confusion among customers and inefficiencies within organizations.
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The Internet of Things: IoT Solutions and its Benefits 

The Internet of Things: IoT Solutions and its Benefits  | digitalNow | Scoop.it
There are three things which are required in the main process of IoT –

People
Devices (with sensors)
Servers
The things which are using the internet to make connections and respond to other devices, people or systems are called the Internet of Things (IoT). IoT is playing a significant role in our lives and serving as an ecosystem which interconnects physical objects and systems in order to perform task smartly.

It could be a car which can be monitored to check fuel or its engine condition or an AC which can be operated remotely [like when you are not at home and you have forgotten to off it, you can make it off or operate it without specific AC remote] or any physical object with built-in sensors. These objects have been assigned with an IP address and after building robust connection, data transfer takes place with manual assistance or computing intervention. And then actions are generated.

Consumers are demanding devices which support IoT and organizations are trying to capitalize on it. In this post, we would like to throw light on IoT to make your vision more clear towards it. Let’s get started-

What will be discussed?

What is IoT?
Why we need IoT?
Benefits of IoT
How is IoT contributing to businesses?
The relation between IoT and cloud computing. How their synergism is benefitting us?
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Which is more integral to success: Digitization or customer experience? 

What is more integral to success, digitization or customer experience?
Both digital technology and customer experience are integral to competitiveness today, but I would argue that customer experience is more important because it provides vision and direction, without which technology provides no value. Digitization is in many cases an integral part of keeping customers happy, but it is not enough to grow or sustain relationships; you need to know what to build. By understanding our customers, how they engage with us, what they are trying to achieve, etc., we have the vision and guidance for change.

Key Takeaways
Customer satisfaction is correlated with much higher returns to shareholders than digitization
Customer experience increases success of digitization initiatives
Therefore, customer experience is a more direct cause of success than digitization
Prioritize customer experience at multiple levels of the organization to drive growth
customer centric culture
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“I Can See Clearly Now:” Calibrating Research to Understand the Whole Human

“I Can See Clearly Now:” Calibrating Research to Understand the Whole Human | digitalNow | Scoop.it
Enter The “Human Decision-Making Framework”

Based on our learnings from both academic and practitioner perspectives, two truths ¬¬have become crystal clear:

1. Humans represent the most sophisticated “neural networks” known today; leveraging their minds, hearts and bodies—in differing degrees and in differing situations—to make decisions across all spectrums of life.

2. Consumer intelligence, as it relates to corporate decision making, requires a rigorous framework to ensure that consumer wisdom accurately reflects the reality of its complex decision-making process.

In 2016, Gongos developed the “Human Decision-Making Framework,” a construct that not only illustrates, but guides approaches to address insights-related challenges to comprehend the rational, emotional and physical dimensions of consumer-based decisions.
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Troublesome Trends & Predictions for 2018 

Example #1: Relabeling Rather Than Revamping

While in conversation at a conference where I was speaking, I asked someone what he did for a living. He said he was in Customer Experience. However, after probing further, I learned he was in market research a year ago and changed his job title. I asked if the organization was doing anything different than a year ago. They were not. Herein lies the problem:

People are adding Customer Experience to job titles and projects but are not making fundamental changes to improve the customer’s experience.

The Customer Experience discipline has grown over the years. Many people jumped on the bandwagon and like my friend in market research, changed their job titles. However, they are not doing anything different than in the past. The danger is that relabeling positions or projects without revamping the experience to have a customer focus creates the perception that Customer Experience efforts are ineffective. If you consider the sheer number of Customer Experience jobs and then compare it to the improvements made, the results suggest that Customer Experience does not warrant the resources devoted to it.
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How To Get Your Audience To Like You 

How To Get Your Audience To Like You  | digitalNow | Scoop.it
How Can We Get An Audience To “Like” Us?
If you want to have any hope of getting your next audience to like you, then you are going to have to take the time to analyze them. Just exactly who is sitting in your audience? You are going to need to get answers to questions such as why the audience would be willing to listen to you and just exactly what are they expecting to get out of your speech?

You need to start things off by taking the time to analyze your audience. An important person to talk to is the event organizer. You want to ask them find out who will be in your audience. You are going to want to discover what your audience’s interests and priorities are and so you’ll need to do some online homework as you search for what current issues they are talking about.

In order to get your audience to like you, you are going to have to be able to provide them with valuable information. This means that you are going to need to discover what they want to learn from your speech. When you provide them with information, what do they think that they can do with it? When you have collected this information, you can then use it to create a speech that you’ve been able to customize to meet this audience’s unique set of needs.
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How to lead authentically

How to lead authentically | digitalNow | Scoop.it
What are the key qualities of authentic leaders?

Purpose driven – Authentic leaders are driven to discover who they really are, to identify and connect with their "why." They use that sense of purpose to inform decision making and stay balanced and focused, regardless of external realities.
Listeners – An authentic leader is a good listener who seeks and integrates feedback. 
Dialoguers – Authentic leaders promote safe, trustworthy dialogue. They master the art of conversation and share their leadership story or point of view, especially with people new to the organization. 
Connectors – Authentic leaders lean into challenges and go the extra mile to work with, understand and develop the people they are privileged to lead. 
Here are some strategies to help build your authenticity.

Learn to live in your comfort zone. Stay consistently true to your values, even when it seems more comfortable or convenient to adjust your style to outside whims and interests.
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The leader next door

The leader next door | digitalNow | Scoop.it
If I didn’t know better, it probably wouldn’t occur to me that these people were leaders. They look like regular people, doing regular things, just like you and me. I see them in the library and the supermarket, at the mall and at the movies.

What is it that makes Shari, Ben, Marie, Deanne and Cathy leaders? Do they have experience as corporate CEOs, government officials or college professors? Were they part of some special leadership training or apprenticeship program? Nope. Ben is a retired certified public accountant, and Marie stayed home to raise their sons. Shari is a nurse. Cathy is an administrative assistant. Deanne’s health issues prevent her from working more than a few hours a week as a lunch aide in a nearby school.

What makes them special is this: they choose to be leaders. They see a need and choose to do something about it. They don’t waste time worrying about limitations—their own or anyone else’s—and they certainly don’t pay any mind to what rewards they may or may not receive for their efforts. Their choice to lead is grounded in gratitude for the ability to do something that helps someone else.

Take a look around your own neighborhood. I guarantee that you are surrounded by community leaders who are every bit as committed as my local aquaintances. Do you have youth sports in your town? Community leaders started those programs. A food pantry? A community theater program? A newly revitalized public playground?

These things don’t happen by themselves. Someone, at some point, saw a need and decided to do something about it. Granted, once they made the decision, they followed up with persistent effort. That makes them great workers. But it’s the decision, the choice to lead, that turned them into leaders.

Now I have a question for you: Are you a leader? The answer is as easy as saying, “Yes!”
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Keys to Building a Customer Centric Advantage –

Keys to Building a Customer Centric Advantage – | digitalNow | Scoop.it
To help evaluate your positioning, you should ask thought-provoking questions.

Here are a few examples.

*  Is your target market still relevant to your brand?
*  Are there new audiences you should be talking to?
*  Are you reaching customers in the way they want to be reached?
*  Are you consistently delivering on customer expectations?
*  How loyal are your customers? Do you really know?
*  Is customer service and experience the cornerstone of your business or just rhetoric?
*  How can you attract and retain customers for life?
*  What kinds of customers don’t you want to do business with?

No matter what industry or business you’re in, you’re in the people business. And the balance of power has shifted. Customers have the power today.
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New research: Empathy and solving buying problems 

New research: Empathy and solving buying problems  | digitalNow | Scoop.it
Does empathy capture everything your book, The Challenger Customer, is about?
Brent: The idea that empathy is the core principle of the entire book The Challenger Customer, I admit, is more of a personal opinion based on all of our research.

You’ll notice the word doesn’t appear anywhere in the proper book. It’s only in the acknowledgments where I made just a little blurb at the very back (a short note to my daughters). And I used the word empathy there.

But in many ways, for me personally, that one word captures everything that the book is about.

I know this is a topic not only near and dear to your heart. But your expertise here is far deeper than mine.

But when I think of empathy, I think of two components to it, but it’s almost a right-brain, left-brain, or the rational versus the emotional.

I don’t know what the right way to think about it is.
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Top Ten SEO Metrics you should Track in 2018

. Ranking and keyword performance

Considering the fact that 18% of the organic clicks on Google always go to the first position, search engine ranking is the first important metric that should be tracked to gauge SEO performance. It is imperative to know how the web page ranks in search engines for the desired search keywords. Before determining the ranking factor, the keywords have to be identified which the potential customers would search.

The words and phrases have to be checked most of which would be more than one whord or long-tail keywords. Look for the long-tail keywords which may include location, descriptors or other related terms that make the search more precise, contextual, and useful.

Keyword tracking helps you to streamline your SEO strategies as you would know which keyword would require more attention and which of them are driving more traffic to the site. It would also give you a fair idea how your website is performing in terms of search engine results compared to the competitors’ websites.

If your website is listed on the first page of the search engine results like Google and Bing, it increases brand awareness and helps in branding. Some of the keywords may seem to be too competitive compared to the benefit that can be accrued from them. You can leave such keywords and pay more attention to the ones that can collectively bring more traffic to your site. To increase keyword ranking, the best practices are:

• Keeping a regular track of the improvement in search engine ranking
• Knowing the target audience
• Checking whether the internal linking is executed properly
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In today’s interconnected, tech-enabled world, complexity is a game that business leaders cannot afford to ignore. –

In today’s interconnected, tech-enabled world, complexity is a game that business leaders cannot afford to ignore. – | digitalNow | Scoop.it
Here are four key steps companies should take to simplify their business processes: 

First, businesses should use a process platform as its single point of truth for process information. To do that, a collaboration point and platform for “how we do things here” should be created. This will serve to effectively capture the critical process know-how of the company, which represents the key first step toward exposing the level of unnecessary complexity that exists.

Second, it is essential for companies to make their process knowledge simple for teams to use. Process information must be engaging, user-friendly, and useful. Organizations must consider the needs of each team when deciding the format in which to present process flows. Keep it simple and provide additional detail if and when needed. Teams will embrace process knowledge as a change enabler only if that information is easy to understand and easy to use.

Next, it is important for businesses to assign accountability for business processes to specific “owners.” A healthy process improvement culture depends on empowered process owners who are willing and able to step up and take responsibility. If business teams don’t feel they own their processes, their ability and belief that they have a right to change processes in order to reduce complexity will be limited.
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Obituaries remind us to think about the legacy we're creating

Obituaries remind us to think about the legacy we're creating | digitalNow | Scoop.it
As anyone who has read my columns over the years knows, I am deeply indebted to obituary writers.

I like drawing nuggets that illustrate aspects of the human condition and serve as role models -- or sometimes caution lights -- to the rest of us.

Our lives, if we are lucky, are a long string of hits and some misses that are woven across a lifetime of living, interacting with spouses, children, parents, siblings, friends and colleagues.

At a certain point, you feel you have lived awhile but when you read an obituary, you see that you can sum up a life pretty quickly in 500 to 1,000 words.

Even a long obituary cannot capture the entirety of a person’s life. Nor should it. What you are going for is the essence of a person. What did she do? How did she do it? How did she overcome obstacles? And what to people think of her then and now?

Such questions might serves as notes of reflection for all of us. Thinking about our end is really thinking about our legacy. We will be remembered by those whose lives we touched.
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What are the Best Demand Marketing Channels for 2018?

2018’s 5 Best Demand Marketing Channels
Even demand generation marketers operating in narrow verticals use a broad number of owned and paid channels for top-funnel lead generation. And this is just to get started – marketers still must employ a litany of tactics to convert these contacts into qualified leads and sales opportunities.

The range of sources, channels and tactics is so broad that most B2B marketers struggle to orchestrate and scale demand generation. Unfortunately, there’s no such thing as “one channel to rule them all,” but time and time again, these five channels, when mixed diligently according to specific organizational needs, provide the lead quality, volume and conversion rates every demand generation team seeks.

1. A Company Blog
A company blog should be the cornerstone of your demand strategy. While a blog is a great way to generate quality leads, the primary goal should be to build credibility among your target audience by providing helpful content. 

A company blog can also be a valuable tool for marketing experiments around ideas. Here at Integrate, we use our blog as an incubator for our POVs, messaging ideas and concepts that are later used to drive bigger content projects.

To drive success with a blog, your results all rest on the credibility and helpfulness. If you approach this owned channel with a goal of delivering audience value and earning an industry reputation for thought leadership, this demand generation channel can offer many benefits to your overall B2B marketing efforts, including traffic to your landing pages and quality inbound lead generation. Conversely, if you treat your blog simply as a conduit for lead volume, it won’t perform as expected.

2. Webinars
In the 2017 Demand Gen Report survey, webinars were the second highest rated channel for generating qualified, top-funnel leads (62%). When webinars are co-created with industry influencers and promoted wisely, registrations can be a high-powered source of quality leads.
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“Less is More”: Four Steps to Aligning Your Project Queue and Goals Today

“Less is More”: Four Steps to Aligning Your Project Queue and Goals Today | digitalNow | Scoop.it
Here are common decision drivers: 

How high is the bottom line benefit? Simply, quantify what the project will mean to the company’s bottom line each year. This can be through cost savings and/or more revenue. Score 9 for a project with a benefit above a high dollar threshold, score 1 for project with a benefit below a low dollar threshold, and 3 for everything in between.
How low is the cost of implementation? Here’s where you will consider the cost of executing the project. You’ll want to look at hard costs (out of pocket), as well as soft costs (the impact on your human and other resources). Score 9 for a project below a low cost threshold, score 1 for a project exceeding a high cost threshold, and 3 for everything in between.
How well does it strategically align with company goals? Does it support what the company has set forth to accomplish in the current term? If the stated objectives are to grow by a certain metric, or in a certain geographic area, or within a certain demographic, does your project directly support that focus? Score 9 for high alignment, Score 1 for low alignment, and 3 for everything in between.
How much additional risk does the project bring?  Does the project bring additional risk to the company in terms of exposure to regulatory or compliance issues, increase in loss expense, reputational risk, etc.  Score 9 for low to no additional risk, Score 1 for high additional risk, and 3 for everything in between. 
For each project, then multiply the individual scores together to magnify the difference between projects.  (For those of you familiar with Six Sigma, this is the same approach used in the Failure Modes and Effects Analysis.) 

Ranking all projects by these final scores will prioritize the entire project queue against the set criteria. 
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Rethinking how we define and track workforce diversity

Rethinking how we define and track workforce diversity | digitalNow | Scoop.it
Should we expand our definition of workforce diversity?
In researching the wisdom of including aspects of personality, experiential and cognitive endowments in our workforce planning dialogs, I’m truly divided on whether and how to start adding these new dimensions of diversity into the discussion.

The upside of an expanded definition of diversity seems obvious if it can lead us to find sound business reasons to be even more inclusive of people who have been shut out of the system due to unconscious bias. It gives us reasons to encourage budding trends towards greater inclusion for people regardless of military work history, marital status, genetic proclivities, personality type, gender expression and dis/ability status1.

As the research showing business benefits indicates, evolving our concept of diversity provides individual leaders an expanded lens through which to examine their own leadership style and potential for unconscious bias. It provides sound business reasons to invite everyone on the team (regardless of their race, gender or extrovertism) to participate fully in conversation and problem-solving. For organizations, it provides a new challenge for us to grow our leaders to become more aware of their biases and give them tools to challenge themselves to grow beyond them.
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Five ways IoT is changing the workplace 

1. Hire the right skill sets from the start

While IoT-enabled products promise consumers efficiency and simplicity, these same connected devices also add complexity for those in support roles. When a customer reaches out for assistance, contact center agents will need to understand not only the supported solution, but the entire ecosystem of connected devices, services, and software that surround that solution, and how they interact. Organizations, therefore, need to re-evaluate and re-calibrate their hiring criteria in response.

Today’s agents must not only be people-focused and derive satisfaction from helping customers; they must also be tech-focused, inquisitive problem solvers with an innate curiosity and affinity for technology and gadgets. Hiring for these skill sets takes on a particular urgency in industries such as health care where the complexity factor is higher, and where timely, proactive support of connected devices can significantly impact patient well-being.

2. Implementation of new data strategies and policies

The abundance of information produced from connected devices is seemingly infinite, and when it comes to customer service, the implications of this data are two-fold. On one side, contact center agents will now have even greater access to customer information. The complexity of IoT-enabled devices often requires co-browsing or remote access in order to accurately troubleshoot the issue.

While privacy and security are always top of mind in the contact center, forward-thinking customer service organizations are emphasizing their security and privacy standards. This includes hiring staff only after extensive background checks and, once on the call center floor, agent activity remains carefully monitored. Key security messaging must also be incorporated into ongoing training and coaching programs to ensure agents are armed with the appropriate information to put customers at ease.
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No development budget? Internal career mobility is still within your reach

No development budget? Internal career mobility is still within your reach | digitalNow | Scoop.it
Reframe the discussion on “growth”
Many employees still equate professional “growth” with a promotion. Leaders need to reframe that conversation, not only because a focus on promotion limits employees’ opportunities, but also because growth comes in many forms.

Chad Koetje, a national accounts manager for a technology firm, has held several leadership positions in his 20-year career. Koetje has found that “employees (especially those new to the workforce) are so concerned with advancement. They tend to underestimate the value that lateral mobility provides.”

Koetje coaches young, ambitious team members by pointing to senior leaders in the organization who have held a variety of similar-level positions. This helps employees realize how a well-rounded set of experiences is a legitimate way to advance in one’s career.

“[Younger employees] tend to focus more on the job title than the value of the experience they will gain,” Koetje says, so he views his role as helping them see the longer horizon and benefits they’ll experience by trying out lateral job opportunities.
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The leader next door

The leader next door | digitalNow | Scoop.it
What makes them special is this: they choose to be leaders. They see a need and choose to do something about it. They don’t waste time worrying about limitations—their own or anyone else’s—and they certainly don’t pay any mind to what rewards they may or may not receive for their efforts. Their choice to lead is grounded in gratitude for the ability to do something that helps someone else.

Take a look around your own neighborhood. I guarantee that you are surrounded by community leaders who are every bit as committed as my local aquaintances. Do you have youth sports in your town? Community leaders started those programs. A food pantry? A community theater program? A newly revitalized public playground?

These things don’t happen by themselves. Someone, at some point, saw a need and decided to do something about it. Granted, once they made the decision, they followed up with persistent effort. That makes them great workers. But it’s the decision, the choice to lead, that turned them into leaders.

Now I have a question for you: Are you a leader? The answer is as easy as saying, “Yes!”
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Keys to Building a Customer Centric Advantage –

Keys to Building a Customer Centric Advantage – | digitalNow | Scoop.it
“Good is the enemy of great.” — Jim Collins

The challenge for business leaders is to see this relationship from both sides: You need to understand how prospects discover, view, and interact with your brand and at the same time you have to find the group of consumers who are the most likely to respond to your brand’s competitive edge. Once this group is identified, you must communicate with them and care for them properly.

To help evaluate your positioning, you should ask thought-provoking questions.

Here are a few examples.

*  Is your target market still relevant to your brand?
*  Are there new audiences you should be talking to?
*  Are you reaching customers in the way they want to be reached?
*  Are you consistently delivering on customer expectations?
*  How loyal are your customers? Do you really know?
*  Is customer service and experience the cornerstone of your business or just rhetoric?
*  How can you attract and retain customers for life?
*  What kinds of customers don’t you want to do business with?
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