How to Market Yourself

by podcast on November 20, 2019

Marketing Yourself

We usually talk about how you should use the principles of brand management to deliver excellent Customer Experience. However, brand management is an essential part of your job search, as well.

In other words, marketing your Customer Experience has given you everything you need to know about selling yourself. Moreover, it has taught you all you need to know about improving your experience as a person.

For example, one of the first things you do in a job search is to determine what position you want. In brand management, we call this a positioning statement. In a job search, we call it, well, a positioning statement. You need a firm positioning statement to ensure that you get a job you want as the next step of your career.

Positioning statements are usually followed by building your brand. In brand management, it means that you begin a process that delivers a consistent experience, which creates a reputation for your product or service. In a job search, you have similar needs for a steady reputation. Your reputation becomes your brand, and hiring managers need to choose yours over the competitions’.

It turns out, each of the steps and their related support work as you continue along the process of brand management align with what each of us needs to do with our career and current job search. It could be that everything you need to know about marketing yourself you already know from your experience marketing Customer Experiences.

In this episode of The Intuitive Customer, we delve into all the things you should do to manage your personal brand in a job search. From marketing yourself to managing the needs of the hiring manager to making strategic moves that serve your long-term goals, you will discover that getting the job you want is a lot like what you want to do at the job once you get it.

 

The Intuitive Customer podcasts help you take your Customer Experience to the next level by unlocking the “hidden” aspects of your experience and determining what really drives value for your customers.

To find out more about how your organization’s marketing can improve customer loyalty and retention, contact us at www.beyondphilosophy.com.

To subscribe to The Intuitive Customer and never miss a podcast, please click here.

Read More...
podcastHow to Market Yourself

Tribalism: Are You In with The In-Crowd

by podcast on November 16, 2019

Tribalism: Are You In with The In-Crowd?

As humans, the need to belong is essential to us. Most of us have a deep need to feel we are part of a broader community that shares our values and interests. In other words, we need to find our tribe. 

Tribes are connections between people that form communities, which can be formal or informal. Sometimes tribes are associated with where you were born and from whom, which are the formal types of tribes. However, they can also be the result of where you shop, what you drive, or which device you prefer to watch your cat videos on. The latter is the informal type—and a significant asset to your marketing strategy. 

Some brands have been very successful in fostering tribes. As you may know, I love Apple products. I was in Apple the other day, and I had a sense that it was more like a club than a store. As I surveyed the group, I felt like I was with “my people.” 

Now, I didn’t know the other people there. It could be that the only thing I had in common with every other person in that store was that I like Apple products. However, that is enough for me to feel like I am part of the group, the In-Crowd, as it were.

Also, that feeling of belonging ramps up the Customer Loyalty. The emotional bond you have with your Tribe that is associated with your sense of self makes you feel emotional toward the brand. The connections that form as a result of these feelings form a foundation on which you can build a strong sense of Customer Loyalty with your product or service.

When your brand forms a community amongst your customers, you are also creating a tribe. However, it is almost as essential to have people that are not in your tribe to help your tribe thrive. In some ways, having outsiders makes you feel closer as a group. 

In this episode of The Intuitive Customer, we discuss what a tribe is, how they can form, and how you can foster one with your brand. You may discover that the community your customers share does a lot of the hard work for marketing your brand and Customer Experience. 

 

The Intuitive Customer podcasts help you take your Customer Experience to the next level by unlocking the “hidden” aspects of your experience and determining what really drives value for your customers.

To find out more about how your organization’s marketing can improve customer loyalty and retention, contact us at www.beyondphilosophy.com.

To subscribe to The Intuitive Customer and never miss a podcast, please click here.

Read More...
podcastTribalism: Are You In with The In-Crowd

What Affects Customers Perception of Price?

by podcast on November 9, 2019

People know an expensive brand when they see one. They also can spot a discount retailer at fifteen paces.

So, why do they get it wrong so often?

They get it wrong because of a concept called Price Image.

Price Image is a concept that describes how people form impressions about whether your brand is high- or low-priced based on many non-price indicators. These ideas have a lot of influence on customer behavior. However, the Price Image is different from actual prices. Instead, Price Image is more like your reputation for prices; it would be how your customers describe your prices when you are not around. Another way to look at it is Price Image is where your price and brand intersect.

To demonstrate what we mean consider the following:

  • Will an Apple product be the most affordable version on the market?
  • Do you think the airline ticket will be the most expensive one if you buy it from Southwest Airlines?
  • Is Wal-Mart a high-end boutique?

As you can see, each brand has a reputation, and none of these questions agrees with it. It is their Price Image, which these brands have carefully cultivated through their Customer Experience choices.

However, you don’t have to be careful about it. The Price Image is a product of the details included in your Customer Experience, and they tell customers everything about your prices long before they ever see a price tag. In other words, every brand has a Price Image, whether you were deliberate about what it is or not.

So, how is it that people form these impressions? Price Image is the result of two things, the prices themselves and lots of what we call “non-price” information. If you focus on your pricing, you can manage at least part of your Price Image. However, the significant influence is non-price influences. Appearance, atmosphere, employee type, and other environmental factors create these customer perceptions.

Unfortunately, a brand’s Price Image is not always correct. Also, it can be challenging to change an established Price Image and tricky to navigate when you try to make the transition.

This episode of The Intuitive Customer takes a deep dive into the idea of Price Image and how customers form them about your brand. We discuss what signals you send through your Customer Experience that affect your customers’ perception of price and what you should consider if you want to change that impression one way or the other.

 

The Intuitive Customer podcasts help you take your Customer Experience to the next level by unlocking the “hidden” aspects of your experience and determining what really drives value for your customers.

To find out more about how your organization’s marketing can improve customer loyalty and retention, contact us at www.beyondphilosophy.com.

To subscribe to The Intuitive Customer and never miss a podcast, please click here.

Read More...
podcastWhat Affects Customers Perception of Price?

Are We Talking Ourselves Into A Recession?

by podcast on November 2, 2019

Are We Talking Ourselves Into a Recession

You hear it all the time on financial media. “Consumer Confidence is low.” It describes how people think that something terrible is going to happen to the economy, and it affects their spending behavior.

Confidence is a feeling, not a fact or a physical item. However, this emotional reaction has serious implications on the economy, as well as your bottom line.

Not only is consumer confidence an emotional concept, but it is also contagious. Sometimes having it makes other people have it, too. Other times not having it makes people lose theirs also.

So, does that mean when we hear things like, “consumer confidence is low,” and the “stock market was down XX points today,” that we are talking ourselves into a recession?

Recessions are an economic reality. They occur when the economy is out of balance in some way or operating inefficiently with its resources. In many ways, recessions get an economy back on track. So, in some ways, we should be grateful for a downturn. However, if you are one of the people caught in an economic correction and lose your job or your livelihood, you likely have a different opinion of it.

There are objective or physical forces that can affect whether a recession occurs. For example, natural disasters can disrupt the flow of goods, whether it’s a Hurricane that stops logistics or a drought that kills crops. Also, human-made disasters like wars can affect the economy, too.

However, there are also subjective forces that affect the likelihood of a recession. Studies have shown that things like the weather or the win or loss of the British National Soccer Team in the playoffs can affect how the stock market performs. And, yes, things like consumer confidence.

This episode of The Intuitive Customer explores how much influence our emotions have on things like the stock market or the economy. We also talk about how confidence—or the loss of it—can be contagious and wreak havoc on both our business and personal bottom line. Finally, we use what we have learned through past recessions to strategize for you to come out ahead of the competition on the other side if we do have a recession. 

 

The Intuitive Customer podcasts help you take your Customer Experience to the next level by unlocking the “hidden” aspects of your experience and determining what really drives value for your customers.

To find out more about how your organization’s marketing can improve customer loyalty and retention, contact us at www.beyondphilosophy.com.

To subscribe to The Intuitive Customer and never miss a podcast, please click here.

Read More...
podcastAre We Talking Ourselves Into A Recession?

The Secret of Measuring Customer Emotions

by podcast on October 26, 2019

Unless you serve robots exclusively, your customers are humans. Human feelings influence our actions and drive customer behavior. Therefore, you must design a Customer Experience that makes your customers feel a way that drives value for your organization.

In our global Customer Experience consultancy, we have said for nearly 20 years that customer’s emotions account for over half of the outcome in any Customer Experience. At first, people thought we were crazy, but now, many organizations understand the significance of emotions in their Customer Experiences.

Read More...
podcastThe Secret of Measuring Customer Emotions

Insights to understanding Customer Habits

by podcast on October 23, 2019

Understanding Customer Habits: A Practical Guide

Habits can be excellent or terrible for your Customer Experience. When it is the customer’s habit to buy from you, then there is not a problem. However, when it goes the other way, well, let’s just say some habits are meant to be broken.

Understanding what habits are and how they work is vital to your Customer Experience. When you understand customers’ habits, how they form and how they are governed by the mind, you have a much better chance of making those crucial changes in customer behavior to become their habitual brand.

So, what are habits? Habits are automatic behavior for a repetitive action that is triggered by a cue.

Read More...
podcastInsights to understanding Customer Habits