Tag Archives: customer experience

Lessons B2C and B2B Companies Can Learn from Smart Brands

smart brands

In February of this year, I met with 35 brand certified peers. During our time together, we shared some of our favorite brands and talked about why those brands stood out to us.

My favorite brand was Disney because of its family-oriented focus. It’s about making people happy: its stories have happy endings and its service model creates extraordinary experiences. The brand has been consistent since brothers Walt and Roy founded the company in 1929.

Some of the group’s favorite brands included Adidas, Tom’s Shoes, Nike, BMW, Sephora, Trader Joe’s, LL Bean, Marshall’s|TJ Maxx, Red Bull, Vitamix, Guinness, Always, Tesla, Google, Apple, Lyft, US Marines, and Southwest Airlines. In listening to the stories of why these smart brands stood out and why they rose to the top of our minds, some similarities began to surface. There are some lessons to be learned from these smart brands for both consumer-oriented companies and business-to-business brands.

Lesson #1 – Have a strong commitment and understanding of why your business exists and how it contributes to the betterment of your target audience and/or the world.

Lesson #2 – Altruism can be a business driver. Stand for something greater than your products or services. Pay it forward.

Lesson #3 – Create an internal environment that is inclusive and where people feel empowered. Make employees your #1 brand ambassadors.

Lesson #4 – Make sure your company’s brand strategy and business strategy are aligned.

Lesson #5 – Create a consistent customer experience at all touch points — online, on the phone, in person.

Lesson #6 – Establish standards when involving third-party resellers in representing your company’s brand.

Lesson #7 – Stand behind your target customers, enrich their world and empower them to achieve their best.

Lesson #8 – Reinvent your product and service offering to continue to deliver upon your commitment to your customers.

Lesson #9 – Provide meaningful experiences that remain in the heart of your customers for life.

Lesson #10 – Really understand who your customers are and embrace what is important to them.

Lesson # 11 – Walk the walk and live and treat others in a manner that is consistent with your brand. Empower employees to do the same.

Lesson #12 – Stand behind the products and services you offer with a guarantee, knowledgeable employees and quality service.

Think about how you can apply some of the lessons above to strengthen your company’s brand to become the preferred brand amongst your target market.

Need help with your brand development? We can help! Contact us today to develop a brand that will ignite your business — guaranteed.

 

Why Digital Marketing Is Changing the Landscape

Why digital marketing is changing how companies compete

In every industry, traditional business models are being challenged. Uber and car-sharing services have upended the traditional taxi model. Airbnb is eroding a travel industry long dominated by hotels. And the home services market is no different. Learn why digital marketing is changing how companies compete.

Recently GREENCREST hosted a Google Partners event to reveal consumer trends and how businesses in the home services industry need to adapt to serve changing consumer behavior.

Here are a few consumer trends affecting the home services industry you should know:

Decline in Repeat and Referral Business

Across the country, fewer consumers are returning to service providers they have used in the past.

Wondering why you’re seeing that decline? We are seeing an unprecedented shift in consumer trends.

Rather than calling friends and family for referrals, consumers are searching online. And almost half of searchers are using a mobile phone between other daily activities. Your prospective clients may be standing in line at the grocery store, waiting for a coffee order or cooking tonight’s dinner when inspiration strikes for a kitchen remodel.

Growth of Search Relevance

When inspiration strikes and the searching begins, consumers look to search engine results pages (SERPs) for relevant results. Companies ranking higher in search results are faring better because consumers associate placement on Google search results with quality. The logic is this: the higher a company is on search results, the better the company must be.

Contrary to what you might have thought, only 15 percent of consumers begin their search using ratings and review sites. But that doesn’t mean that reviews aren’t important: 82 percent of consumers say reviews are important when choosing a home service business.

Rise in Expectations

Consumers are demanding faster service: 50 percent of individuals searching for home services companies from their mobile phone called within one hour. Many are looking for same-day and next-day appointments — scheduling weeks out just doesn’t cut it with today’s consumer.

Shift in Demographics

What’s driving changing consumer behavior? Some will say that the answer lies in the surging impact of mobile phones. Now, more searches occur on mobile phones than on desktops. With increased access to technology, consumers can now access more information about your business in less time than ever before.

But, that’s not the whole story. The age and composition of households is changing, too. Millennials now head more households than Generation X. By 2018, millennials will head 21.6 million households, an increase from 13.3 million households in 2013.

Invasion of Digital

Not sure how to respond to these turbulent consumer trends and the invasion of digital channels? We’re here to help! Whether you need to launch a brand new digital marketing campaign or just need to enhance an existing Google AdWords account, we have the talent and resources to get your campaigns humming. As a Google Partner certified in multiple Google disciplines, we understand the best practices that will improve your website and online advertising — ultimately increasing your website traffic and your bottom line.

Need help developing and executing a digital marketing strategy? Let us help you create the right plan for your business! Contact the GREENCREST experts today!

 

Taking Control of the Customer Experience

 

taking control of the customer experience

Did you know that 80 percent of companies say they deliver great service, but only 8 percent of their customers agree? Whoa! That is a big gap. Customer service and customer experience should be the No. 1 thing on CEOs’ minds. Eighty-nine percent of marketers believe that they will be competing on customer experience by the end of 2017.

Here is the reality… Customer satisfaction is not driven by the customer service that companies say they deliver. How customers feel about their interaction with a company reveals the authenticity of great service.

The truth is, it is easier to be average today and harder to be exceptional. How is your company creating memorable moments that customers share openly within their circles of influence? What drives your customers’ experience? The journey begins by understanding your company’s aspirational anchor. This is followed by knowing what is valuable to the markets you serve. Understanding that value begins with having an intimate understanding of your customers’ world and what is important to them.

Aspirational Anchor

What is the commitment the company aspires to fulfill? For example: Does your company strive for there-for-you service, 24/7/365 accessibility, 100 percent system reliability, on time—every time performance, reduction of energy costs by 50 percent, 25 percent greater production efficiency, etc? This aspiration must be embraced companywide and supported by the board, owners and other influencers who will earmark investments to drive the customer experience. When you start with a solid commitment, you can stop reacting to the market and start shaping it.

Customer Personas

Most companies have a mix of customers. Some may be defined by industry segment, some by size, some by geographic location, others by direct, end-user and distributors.  Whatever the case, creating personas of these various customer segments gets you closer to understanding the environments, needs, obstacles, decision-making drivers and desires of each one. Create a visual understanding or humanize each customer-type to immerse yourself in your customers’ world and allow your team to get a clear picture in their minds to better understand how the company can make a positive impact and experience.

 Customer Journey Mapping

Once you intimately understand your customers and their environments, you can begin to map out the customers’ buying journey — and it will be remarkably different for some of your customer segments. What is important to them? What are they concerned about? How do they discover new solutions? What information do they seek? Who else do they involve in the decision-making process? You need to figure out how you can be with them throughout the journey. Pre-existing problem, during the discovery phase, as they research solutions, as they narrow down potential offerings, as they present options to others involved in decision-making, during the close, post purchase and so on.

It takes work to rally true believers. By addressing the core needs of your customers who are likely being overlooked by everyone else, you can create raving fans. The first step is yours to take.  Make sure your company can compete on customer experience.

 

Experiences: The New Era of Marketing

 

The marketing industry is moving toward focusing more on customer experiences rather than traditional marketing campaigns and tactics, according to Robert Rose and Carla Johnson in their latest book, Experiences: The 7th Era of Marketing

What is an experience?

An “experience” goes beyond a company’s product or service. It’s the value-added digital or physical deliverables a company offers its audience, such as a website, blog, print magazine, conference, event or special workshop or class. An experience allows the customer to engage and interact with the brand, aside from using its products or services.

Social Media Examiner describes an experience as “a combination of the physical, the digital, content and everything that creates value for a consumer.” It helps further differentiate a company from its competitors.

How do I start creating customer experiences?

First, use the Marketing Funnel to identify where you can improve your customer experience. What is your weakness? Is it customer acquisition? Customer engagement? Lead conversion? Nurturing your existing customers and leads? Turning existing customers into loyal, lifetime customers? Or creating brand advocates? Identify and describe the target audience that belongs to the phase you’d like to improve.

Next, create the story and narrative you’d like to tell your target audience. What do you want them to experience? How do you want them to feel? Your audience and narrative will help determine which channel will best communicate it.

Examples of exceptional experiences

One B2B company that is doing an exceptional job at creating customer experiences is Drillinginfo, a software as a service (SaaS) company serving the global oil and gas industry. The company provides the oil and gas industry with data and analytics that enable true predictive decision making. However, through its value-added content and experiences—an industry-leading blog, educational content, vibrant social media channels, a calendar full of events and a DI Roadshow—the company has positioned itself as The Expert in the oil and gas industry.

Drillinginfo customer experience

Pillsbury sets a good example for B2C businesses. Not only does the company provide delicious and convenient baked-good products, but it also provides its customers with a beautiful, image- and recipe-driven website and inspiring and engaging social media networks. Pillsbury also offers its customers a free “membership” to coupon savings, access to free samples, a Pillsbury weekly e-mail and a Today’s Taste daily e-mail.

pillsbury customer experience

Receive help from the experts

For more information about using experiences to guide your marketing, check out Experiences: The 7th Era of Marketing or listen to Social Media Examiner’s interview with the book’s co-author, Robert Rose. To get started on identifying your pain points, developing a narrative, and creating unforgettable experiences, contact the marketing experts at GREENCREST.