There are so many marketing companies out there these days doing so many different things. From commanding the digital space to being more effective in branding, marketing companies certainly aren’t lacking in options for their specialty. But while the number of marketing companies continues to grow, the one thing that remains constant in how they reach you…is change.
Some might argue technology is making us less human. Others would argue just the opposite. No matter which opinion you share, you can’t dispute the rising trend of personal data collection and its effect on behavior change. But while behavior change might not be your ultimate goal, it can still happen. Take Automatic Link as a for instance, who leverages the OBD-II port in your car to report data back to your smartphone via Bluetooth. The device allows you to monitor your car’s speed, fuel injection rate and more. There’s also an accelerometer in the device, which detects sudden stops and starts and a speaker that beeps in those moments as if the device were chiding you about your driving habits.
It seems like a lot of people talk about data. It’s important to note that data plays a big role in today’s world. There is so much that can be learned from data, assuming you know where to look and how to analyze it. The good news is that even if you don’t know how to do these things, there are plenty of individuals out there who can–and who are for hire. That being said, most brands aren’t really focused on the data. Instead they’re focused on their customers–the very people they want to service.
Verizon personalizes its service through a desktop solution called Rep Guidance. The system shows reps detailed customer information such as how much data they use, what shows they watch and which TV equipment they use the most. Rep Guidance allows call center representatives to foster more intelligent, better-connected conversations with customers on one single screen.
Real-time data. It’s a term that is often used in the world of customer service, but one that is rarely defined. When it comes to running a successful business of any size, keeping your customers happy is an obvious priority. In today’s tech-driven world, this can actually be achieved in ways we never before imagined: using real-time data.
Don’ make the conclusion that personalization is mostly science. Companies today are also turning to subjective data as a part of their personalization efforts. One such company is Stitch Fix, which offers online personal stylists for women.
Perhaps you’ve heard the name Kim Kardashian. I’m not a Kardashian follower myself, but naturally I’ve heard of Kim. Who hasn’t, am I right? Celebrity branding expert, Jeetendr Sehdev, recently wrote a new book titled
The Kim Kardashian Principle. In it, he explains why transparency leads to authenticity, an intimate experience that audiences want to have with their favorite brands according to the AMA. Sehdev argues that overexposure, limited editing and flaws are actually good things, despite their sometimes negative connotations. Read the full article about Sehdev’s new book here.
I’m often asked what the biggest takeaways are when it comes to technology, data, and business. The truth is that there are a lot of things we need to be aware of. However, in the book Blue Goldfish, I share nine important takeaways that I think you’ll find helpful.
A common but potentially fatal flaw for any service based business it to mistake their customer experience for customer service itself. Admittedly, I think we’ve all been guilty of this before–I know I have. Of course, it’s recognizing this flaw and turning it around that can make all the difference.
With the focus for many organizations being zeroed in on employee training and improvement practices around customer service that’s offered, many businesses miss the point of a bad experience in the first place. In this scenario, the majority of resources a business has for customer service are spent on ensuring that each touchpoint during the customer’s journey creates an exceptional service experience. It’s a great tactic, but it certainly does not guarantee you have a happy customer at the end of the journey. After all, if the process of obtaining, using, or troubleshooting a service or product is faulty, the customer experience may still be a negative one despite ideal customer service.
Customer expectations are binary. You either exceed them, or you fall short. Similarly, if you’re trying to keep up with increasing consumer expectations, you’re fighting an uphill battle.
Amazon, no longer a small online bookstore by any measure, knows this. Their objective isn’t to meet expectations. Rather, their objective is to exceed customer expectations such that customer expectations increase by way of the service they provide. Scot Wingo, Co-Founder of Channel Advisor, calls this increasing customer expectation the “Amazon Effect.