WELCOME BACK ! My hiatus in writing “The Rock Your Customers” blog is officially over. It’s been somewhat of a lengthy break. At some point in the near future I’ll share some key learning experiences from my time away.
For now, I’d like to revisit some thinking and ideas, that are being recognized as a cornerstone for future business survival.
Biz Guru/Author, Tom Peters
New Media Thought Leader, Author, Brian Solis
Authors/ Management Advisors, Joe Pine & Jim Gilmore
The Experience is becoming the new measurement for success.
The quotes above from Internationally recognized business thought leaders, reflect not only their belief but also that of business leaders world wide. Their belief is grounded in the argument, that the future success and survival of businesses world wide, will be dependent on a new understanding of customers, and delivering compelling and engaging customer experiences.
The challenge of becoming a Customer-Centric Organization is not about incremental improvement but rather a transformation of both business thinking and strategy. It requires a receptiveness to think about the business of business from a new paradigm- A Customer-Centric One.
Business transformation is not easy. It’s a journey that requires persistence to explore the unknown and courage to go against the grain. You still have time to lead and not follow. The choice is yours.
So Let’s Get To It. Ok?
A START FOR TODAY- Let’s Talk About The Myth of Technology.
The creative inspiration for the title of today’s post “The Great Myth Of Technology”, came from the book, “What’s The Future of Business” – Changing The Way Businesses Create Experiences, written by globally recognized thought leader, Brian Solis. (Excellent book ! You should check it out.)
One of Solis’s contentions in WTF (What’s The Future of Business) is: that technology , while certainly being part of the answer to business success, is not by itself, an end all solution.
I couldn’t agree more !
A big problem and lost opportunity, as I see it, is that far too many business strategies reflect an over emphasis and investment in technology, BEFORE understanding how those tools (Yes, Technology is a Tool) fit in with the big picture business efforts.
Most organizations use social media strictly as a marketing tool, not a vehicle to truly engage people and build relationships that lead to trust, loyalty and advocacy.
Have you ever posted a comment on a business site and received no response whatsoever?
It happens to me all too frequently. This is a common occurrence in business use of social media, or should I say non-use.
( Less than one-half companies track and follow up on customer feedback in social Media-Satmetrix study-mid 2012)
I would also agree with Mr. Solis view that many “social media enthusiasts” (Many call themselves experts!) are convincing businesses, governments and non-profits using “blind faith soft metrics”, which to simplify, is old marketing with a new twist.”
Just because businesses are using new technologies (Facebook, Twitter, Linked In, etc.) does not mean they are creating experiences that engage people, thereby creating new value for customers. The old marketing metrics of reach, frequency and penetration have been replaced by likes and followers.
This approach is causing more noise and brand erosion in consumer’s minds.
The approach is not effective in today’s “Experience Economy” with it’s connected consumer.
I came across an example last week that further illustrates my point on technology. It provoked me to write this post.
It is in a job definition for a company searching for a video specialist. Here’s a one-sentence recap of that description on a job site .
“This person will also be responsible for performing the work necessary to place a client’s website in the best possible position to perform well in search engine results, which will involve in-depth on- and off-site optimization efforts ranging from technical SEO to content creation and content marketing.”
First, I don’t have an issue with Video SEO. It certainly has it’s place in marketing. In this particular case however, the language clearly indicates that creating a compelling, engaging, and memorable experiences is not the priority. Additionally there is no mention of the need for storytelling skills or any words expressing the importance of customer engagement and experiences in the job description.
Questions That Matter
What happens after you’ve captured a potential customer’s attention through your SEO Video Strategy ?
Will your brand promise be true to your marketing words? “Are You Who You Say You Are?
In most cases the answer is no.
Far too many company’s brand promises don’t cut it in The Moment of Truth, when a customer interacts with the company or brand. Consumers are sharing their experiences with businesses at unprecedented rates.
In a world of connected customers, sharing experiences more than ever, this equates to Lost Opportunity…..Lost Customers….Lost Profits.
Finally Brian Solis echoes in his words, what Joe Pine and Jim Gilmore, argued in their best selling business tome in 1999. “The Experience Economy.” That businesses and business leaders, must address today’s challenges with a journey of transformation, one that includes the customer experience and experiences, as a focal point of business strategy.
One of the first questions you should answer is: What is the experience I want my customers to have ? After answering, only then can you effectively consider what technology to use to make that intended experience a reality.
I hope you found this post relevant and meaningful. ( Even if you disagree ! )
Rock Your Customers,