- Think about your company being more Human-Centric, rather than Digital-Centric as you transform. Technology can help your employees and leaders be more human-centered and more valuable to customers. Don’t just make all engagement with your company digital. Use digital to help with the human connections. Also, learn about the Human Center Design approach to designing products and experiences. Here is a good overview. Carol Kruse took a Stanford University 6 week online course on Human Centered Design which you might consider researching.
- Observe and study companies who are the best at customer support, and driving engagement and loyalty – like Ritz Carlton, Zappos, etc. and learn from them regardless of your brand or industry. We have CMO Club members who have experience working for companies like these that you can access.
- Start with the pain points for why your customers have to come to your stores, your trade shows, your webinars, etc., and work on eliminating them. For example, you may think it’s a good thing to get your customers to your store, but if you can do human-engagement digitally, so they don’t have to, you might be saving their loyalty.
- Loyalty programs give customers the right to access things others can’t. The human dynamics behind this are proven. Give people access to things others can’t lead to best loyalty results. Think American Express and their mantra “membership has its privileges.” It doesn’t have to only be for the higher socio-economic levels. Those who don’t usually get special “behind the velvet rope” treatment usually are most desiring of it. Think giving people access to concerts or sports tickets that sell out instantly-they pay for the tickets at face-value, but they ordinarily wouldn’t even get that chance.
- The rational human brain is much smaller than the emotional one, and your emotional feelings determine your memories. So regardless of whether you have a B2C or B2B product or service, what people will remember is how it made them feel. The route to success is through their emotional connection with your brand and the experience they had – not their rational relationship with you. Aim for that to be a positive emotion verse an angry or frustrated and disrespected one. Setting people’s expectations if there is going to be a wait or delay or last-minute change helps lessen the negative emotional experience.
Marketing’s job is to shine a bright spotlight on the parts of your business that are amazing. Don’t lose sight of that.