Is Any Attention Good Attention?

by podcast on September 14, 2019

I like Oscar Wilde. His best quote is, “There is only one thing in life worse than being talked about, and that is not being talked about.” Of course, there are times when people are talking so bad, one might wonder if it is worse than being ignored.

This episode of The Intuitive Customer explores if there are times when the bad press can be good news for your brand. In other words, are there times when bad news is good? Is any attention good attention?

The answer, for my part, is it depends. It turns out scientific research says the same thing. There are no absolute answers to this question. The circumstances of the attention, the bad press, and the goals for your organization all play a part in how you answer the question.

In the early days of our global Customer Experience consultancy, Wilde’s statement sums up the marketing efforts for my brand. We started back in 2002, when nobody knew who we were, or, frankly, what a Customer Experience was. To get attention, I published my thoughts on customer behavior and emotional experience anywhere I could.

Back then, the idea that customers had an emotional experience in business or consumer situations instead of rational ones was not widely accepted. (You might argue that we are still working on that one.) It was controversial, and many people in the industry thought I was mad and, well, wrong. The result was I debated a lot of people.

These disagreements were fantastic for us. Why? People knew who we were and what I did.

Now, in this case, the negative attention I generated from my views was positive for my brand. I needed people to know who we were and, based on my beliefs that few people agreed with at the time, they discovered us. However, this result is not always the case.

There are times when the bad press is good news for your brand. There are also times when it isn’t — knowing which is which and whether it’s suitable for your current marketing goals is essential to your brand message.

Do you and your marketing team know the answer? In this podcast we help you figure out how to get there and get the results you need.

 

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...
podcastIs Any Attention Good Attention?

Customer Satisfaction Continues Declining

by podcast on September 11, 2019

Customer Satisfaction is Declining in the UK!

A new report by the Institute of Customer Service indicates that Customer Satisfaction is declining in the UK. Earlier this year reports from both Nunwood and Forrester, two firms entrenched in the Customer Experience movement, presented similar sentiments. All of this disappointing news about the state of Customer Experience makes one wonder what is going on in business today?

We decided to ask the expert Joanna Causon, CEO of the Institute of Customer Service what she thought the problem was with Customer Satisfaction. Moreover, we asked her why we are seeing the results we are and what we can do about it moving forward.

Read More...
podcastCustomer Satisfaction Continues Declining

How and Why We Stereotype People

by podcast on September 7, 2019

How and Why We Stereotype People and Things

Stereotyping is not considered a good thing, certainly not in politically correct circles. However, our ability to do it is hard-wired into our brains, and it doesn’t only apply to people. We can stereotype an organization, too.

Let’s say you need to name a type of business that is frustrating across the board. My first thought is internet service providers, aka, the cable company. No matter which carrier you have, you probably have a beef with your service (or lack thereof) or with at least some part of your Customer Experience.

However, stereotypes work the other way, too. If you were to name a business where the representatives were universally excellent, you could do that, also, like a spa. Another example could be candy stores that hand out free samples.

This episode of The Intuitive Customer explores how and why we create these stereotypes and what purpose they serve in making decisions. We also take a close look at what happens in an experience that can put you into a stereotyped group—and what to do about it if that stereotype is hurting your bottom line.

Stereotypes are the product of a shortcut in thinking, or heuristic, called Representativeness. The Representative Heuristic is how our brains look for ways to group separate entities and associate them with characteristics so we can make quick and straightforward decisions.

For example, when I ask you on a scale from one to ten of how likely it is that I am a male model, what is the first thing you do? You probably think of how male models look and then compare that mental image to my profile pic to determine what number you would give me. The “male model” entity you compare me to is an example of Representativeness.

(For the record, I don’t need to know what number you gave me. It was only a way to demonstrate the process for the heuristic.)

Now, heuristics work pretty well most of the time, which is why we use them. However, heuristics are not foolproof. It is here where heuristics fail that decision scientists focus their interest. Usually, the Representative Heuristic fails when you reach the extremes, and you forget about how probability works.

Listen to the podcast in its entirety to learn more about How and Why We Stereotype People and Things for your Customer Experience.

 

The Intuitive Customer podcasts are designed to explain the psychological concepts behind customer behavior.

If you would like to find out from one of our CX consultants how you can implement the concepts we discussed in your organization’s marketing to 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 and Why We Stereotype People

The Secret of Creating an Effective Customer Experience (CX) Strategy

by podcast on August 31, 2019

What is the experience you are trying to deliver to your customers? This is one of our key questions we ask organizations when we consult with them. It seems a very simple question and yet in reality, the answer is very strategic and critical to moving your CX to the next level. What is surprising is most organizations do not know the answer to this question! Be clear, everyone thinks they know the answer, but in reality every part of the organization does what they think is the right thing. Marketing, Sales, Customer service, Finance, IT, etc. all do what they think is the right thing, but it is not aligned, it is different and as a result the Customer is confused, there are overlaps and gaps in the experience. This leads to re-work, overlaps, gaps and all this costs money. More importantly, the Customer looks at your organization as a whole and ends up being frustrated. This does not build Customer loyalty.

Read More...
podcastThe Secret of Creating an Effective Customer Experience (CX) Strategy

The Secret of Creating Loyal Customers

by podcast on August 24, 2019

I have a few things that drive me crazy in the business world. In this episode of The Intuitive Customer, we are going to talk about how organizations often define loyalty, and why I think they have it all wrong.

It makes me upset when I think about it. Many, if not most, companies believe that when a customer gives you all their business, it means they are a loyal customer. After all, isn’t that what we all want, all the business our customers have to give? If they are giving it to us, then they must be loyal right?

Read More...
podcastThe Secret of Creating Loyal Customers

Discover Your Relationship Types and How to Use Them

by podcast on August 17, 2019

Relationship Types and How to Use Them

We act differently in our various relationships. We have a way we operate at work or school; we act a certain way in public and another way with our friends and family. The difference is the type of relationship we have with the other people involved. This variance in behavior is also at work in our relationships as customers.

In this episode of The Intuitive Customer, we explore how our relationship with customers affects how we interact with them. For this episode, we characterize relationships into two types, Relational and Transactional. You might think that one is better than the other, but it is not the case.

Read More...
podcastDiscover Your Relationship Types and How to Use Them