Social Media and Selling by Ron Immink

Author:Ron Immink
Language: eng
Format: epub
Publisher: Oak Tree Press

X: The Experience When Business Meets Design

Shared experiences are the new search, the risk and cost of not staying relevant

Anthropology and social media

My daughter Alice passed her Leaving Cert this year, and she asked me for some career advice. I advised her to study anthropology and social media. Of course, she ignored that, and she is now studying international relations and politics.

The moment of clarity

The reason I advised anthropology is that it has been a hot topic in the books we cover with our clients. One that stands out is The Moment of Clarity. That was written two years ago, and there is no doubt, books are indicators of upcoming business trends.

CRM

Recently CRM has come more to the fore. Books such as Social Customer Service and Chief Customer Officer 2.0, which suggest that customer care needs to get much more integrated into the core of a business (duh?!).

CEXI.org: A customer complaint is a sign of loyalty

Last week, I was tweeting for CEXI.org at the cracking CEXI conference, which was all about customer experience. Not customer care, which is defensive and reactive, but actively creating experiences that stick. What stood out is that all 200 of us had huge difficulty describing stand-out moments of truth. Best quote of the day: “A customer complaint is a sign of loyalty”.

X: The Experience When Business Meets Design by Brian Solis

This week, Brian Solis’ latest book appeared on my Kindle. Again about customer experience. When he writes, you should read. Starting with a nice tip off to one of our other favourite authors Joe Pine, one of the authors of The Experience Economy (talk about an indicator of business trends) and Infinite Possibilities.

You can increase your price by 25%

Why are companies still tolerating mediocrity at the expense of the experience, even though it’s been clearly demonstrated that consumers will pay a premium for a better experience. 85% would pay up to 25% more to ensure a superior customer service experience. Customer experience is the new competitive advantage, and the experiences are now the products.

Word of mouth

More than two in five consumers will tell other people about their good customer service experiences – all of the time. At least half tell other people about their poor customer service experiences.

Your opportunity

93% of senior executives, across multiple industries, stated that improving CX was one of the company’s top three priorities for the next two years. Another 91% stated that they strive to be a CX leader. But the research also showed that only 37% of the executives interviewed were beginning to move.

Where to spend your money

Investment in marketing was prioritised over investment in improving customer experience. A significant percentage of money is spent on advertising over customer experience. Word-of-mouth recommendations from customers with good experiences are simply more influential and effective. The research also found that 83% of customers trust independent sources with whom they have a personal relationship with over advertising. You are wasting valuable time and money.

It is not about technology

And it is not about technology alone.

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