Marketing & Strategy Innovation blog

Why is providing the customer a good 'experience' so difficult? McKinsey offers it thoughts - so do I

It took me a long time to realise that much of the work I do is about 'improving the customer experience'. My focus is on older customers, but whatever I recommend to clients cannot be at the expense of younger people. In most instances, if you improve the customer experience for older customers, it benefits all ages.

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Ask different questions to get different results

If three makes a trend, then lately I’ve noted a new trend in strategic thinking.  It involves the discipline to ask different questions to get different results — and not just different results — better, clearer, more sustainable results.  I came across the idea to ask different questions to get different results from three different people — a consultant, a professor, and an entrepreneur.  Although each of them suggested a different question, together they provided a new perspective on strategy development — that is, sometimes an answer can be less important than the question.
 

Different question #1:  What problem are you trying to solve?

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Ready. Fire. Aim.

Have you heard the saying, "Ready. Fire. Aim?"

What does it mean?

Shoot before you aim. Shoot (or do anything) before you think or before you think it through. Shoot before you know what you're shooting at. Shoot before you know why you're shooting.

Take your pick.

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What is brand essence — and brand essence exercises

What is Brand Essence?  At the core of your brand strategy is your Brand Essence — your Brand Essence is what you stand for.  Brand Essence is often thought of as your brand DNA, the essential value of your brand, or the ultimate role your brand plays in the world.  It’s a critical element of your strategic brand platform because if you want your customers to be clear about what your brand stands for, you must first be.
 

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Over-engineering the customers experience

In Customer Experience Management there is a lot to take into account. Everything a company does as well as a lot that’s happening outside the company impacts  the Customer’s evaluation of the company’s service and offering. In my experience it can be rather overwhelming for people within a company to talk to the Customer Experience experts – inside and outside the company – and as a result they could be turning their backs on us “unrealistic bunch of dreamers“. I’ve come to believe this has a lot to do with a practice of ‘over-engineering the Customer’s Experience‘.

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The 10 Commandments of Customer Experience

I originally wrote today's post for Clicktools. It was published on their blog on June 7, 2016. I've made slight modifications.

Are you following the 10 Commandments of Customer Experiences? Or is it time for a confession?

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Infographic: How changes in net neutrality can affect customer experience

Regular evening during the week. Exhausted after the long day you just plan to spend the rest of it with your computer, while watching some nice show on Netflix. Good plans until you see the message on the screen that your internet provider is slowing down your connection due to changes in the application of “Net neutrality” and you will be able to see the show in an hour.

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Brand differentiation

Brand differentiation is more important now than ever before.  You can’t just be better than your competitors — you must be different.  Here are five of my resources, all in one handy spot, to help you understand the new challenges and requirements to differentiate and how to achieve greater brand differentiation.

Three Ways to Differentiate

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Five things to remember when mapping the customer's journey

Here’s a couple of things that, in my experience, you probably best stick to a wall in the room where you are painting the picture of your Customer’s Journey. Somehow we seem to forget when busy. Let me know what you think, or add yours in the comment section below!

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