Shopper Marketing and Customer Experience Management

we believe it takes an inspiring story to make people buy

but we already do these things

How many times have CEM experts heard the words ‘its not like we don’t know these things’ OR ‘but we already do these things’?

Often when one discusses the simple ways in which one can deliver a great customer experience the very next sentence from the audience is ‘we know, we already do these things’ followed by an brief instance. Never in consideration is whether the ‘customer’ thought it was a memorable experience and if they thought it was an experience worth telling.

So being a passionate CEM practitioner I revert with what some may call a very harsh retort:

  • audience: its not like we dont know these things
    me: they why don’t you do them?
  • audience: but we already do these things
    me: then why isn’t your customer talking about it?

How does it help if only you and your boss are aware of a few of these examples. Does that establish that you are a business that delivers great customer experiences?

One of my bosses once told me “whether you are doing a great or not is something I wan’t to hear from the consumers of your work, that is when it will carry weight”. It is so fair and he was so right.
Likewise for businesses whether your company is delivering great experiences should be measured by what the customer is saying or not saying about you and not your own ideas of yourself.

Why are so many stories out there about great brand experiences? Because according to the customer, what they experienced was worth telling.

Is your business delivering experiences that are worth telling?

As I look around me today, I see that too few business leaders grasp the idea that stories can have a profound effect on people. The gestures made (or not made) can turn into the stories that powerfully affect behavior. – John Kotter, a former professor at the Harvard Business School


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This entry was posted on May 2, 2013 by in Customer Experience Management, insights.

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