Pin of the Month – Building Stronger B2B Relationships

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7 Subtle Yet Powerful Ways to Build Stronger B2B Relationships

Via Salesforce

 

Our first “Pin of the Month” of 2016 was passed to me via email and is from Salesforce Canada.  Continuing with a little bit of focus on Customer Experience (CX) and the power it has, or can have, for your brand, I thought this was a timely infographic.  You can find a full write-up on the power of building stronger B2B relationships in the corresponding write-up.  

There is a cultural shift towards building a stronger overall experience with customers.  I truly started buying into this after listening to Mark Cuban on Shark Tank, while in the middle of making the largest investment in the show’s history (at that time).  

That segues nicely into this infographic that builds out the power behind a customer’s experience, the support you put behind them, and more.  While there tends to be a focus on building new business, retaining your current customers and making them happy must be a key business strategy.  

I found the middle section of this infographic particularly informative, regarding the idea of building a customer advisory board.  Selecting a group of customers to bounce ideas off of, gather feedback, and generally show that you care, are powerful ways to empower your customer while also collecting valuable feedback on what is working and what might need improvement for your brand or business.  

What are you doing to focus on your current customers?  Are you seeing a shift or desire from customers to improve your brand’s overall experience?  Let us know in the comments below or drop me an email at john@shorebranding.com.  

For those unfamiliar with our “Pin of the Month”, every month we post one of the better infographics, pictures, etc. that we find on our Pinterest page and (over-) analyze it in our “Pin of the Month”.  If you have an infographic that you would like to promote here on Shore Branding, just let me know.  Thanks!

 

Sunday Musings w/ Shore Branding – 1-3-16

Hello 2016! #SundayMusings w/ Shore Branding (Photo credit: wallpapersshd.com)

Hello 2016! #SundayMusings w/ Shore Branding
(Photo credit: wallpapersshd.com)

Happy New Year!  2016 is upon us and I wish you nothing but the best as we say goodbye to 2015 and hello to 2016.  Before we fully jump into the new year, today’s #SundayMusings takes a look back at some of the best summaries in branding-related stories from around the web.  

#1 –  “2015’s Top Customer Lessons” via Loyalty360.com

Thoughts: If you are looking for a solid list of hot topics in customer experience, look no further.  Take a look at what trends began in 2015 and where CX is heading this year.  There were two pieces that caught my eye – “Data Discipline” and “Getting Personal”.  Brands and companies must overlay data from various sources and have them break through silos.  At the same time, brands and companies must embrace social media channels and focus on the one-to-one experiences of each individual.  

This all circles back to last weekend’s book review – take a look here.

#2 – “What Went Wrong For Your Brand This Year” via BrandingStrategyInsider.com

Thoughts: There isn’t a better branding blog out there in my opinion vs. Branding Strategy Insider.  They consistently pump out must-read content.  Eight different targeted messages are included in this write-up for what may have went wrong for you / your brand in 2015, along with some first-step guidance on how to course correct.  This is absolutely worth the read if you feel underwhelmed with your business results this past year and a great start on how to make the appropriate adjustments.

#3 – “The best social media campaigns of 2015” via iMediaConnection.com

Thoughts: One opinion on what brands had the strongest social media campaigns of the past year.  The two that I liked the most are HP’s #BendTheRules campaign that targeted Millennials and Lowe’s “Fix in Six” Vine campaigns – that we have touted in the past.   

Tweet of the Week:

The tweet above includes a link to the best and worst branding efforts of 2015.  Yes, another compilation article and look back at the past 12 months.  Leading the way – Google.  So much news and noise for the tweaking of their signature logo.  The worst – without getting too political – was Hillary Clinton’s, who seems to be open to doing absolutely anything in order to get elected.  I’ll leave all other opinions off of this write-up.  

What caught your attention in 2015?  Have any particular brands resonated with you or driven a change in your perception of them over the course of the past year?  Let me know in the Comments section below.  

Happy New Year!

 

Book Review: The Effortless Experience

Book Review - "The Effortless Experience" by Matthew Dixon via ShoreBranding.com

Book Review – “The Effortless Experience” by Matthew Dixon via ShoreBranding.com

Over the course of 2015, I have read more than a handful of books on Customer Experience and how to make improvements for yourself and your organization through the overall experience of your brand.  While most were enjoyable reads, the one that intrigued me the most was Matthew Dixon’s “The Effortless Experience – Conquering the New Battleground for Customer Loyalty”.  

The overall theme is that you don’t have to pull a “Wow” experience every single time with every single customer.  You don’t have to create the ‘Nordstrom experience’ where customers expect to be blown away by extraordinary efforts that go the extra mile.  Through research on research, Dixon and his organization found that there is a certain cutoff point in the customer experience where it simply doesn’t improve your ROI any further.  More simply, you need to set expectations appropriately and ensure you or your organization are meeting those goals with each and every customer.  

In terms of measurement tools, there are a number of metrics to consider tracking to better understand, track over time, and fix / make improvements when necessary.  Dixon broke these up into three categories – Experience with the Rep, Customer Effort, and Moments of “Wow”.  The major takeaways from each of these include the following:

  • Did the rep know how to resolve your problem or issue
  • Did the rep understand “you”, as the customer
  • How many people did the customer have to talk to in order to resolve their issue (driven by a goal of meeting first/second contact resolution)
  • Measuring the customer’s perceived level of effort for resolution
  • Willingness of the organization to meet/exceed expectations

Overall:

Take a look at the video below for a quick overview of what “The Effortless Experience” is all about.  This is a great way to understand (in less than two minutes) what you and your organization should be striving for in terms of driving overall satisfaction.  

Have you been focusing on your customer’s overall experience?  With social media now playing an integral part of listening to and resolving your customer’s issues, it is absolutely critical that you understand what it takes to meet their needs.  You don’t have to create a “wow” moment on every single complaint, issue, and/or contact.  You simply need to meet their needs and correct problems or issues as quickly as possible, making it as easy and effortless as you can for the customer.  

Have you read “The Effortless Experience”?  What did you think?  What were your major takeaways?  Let me know in the comments below or through email at john@shorebranding.com.  Thanks!

 

Sunday Musings w/ Shore Branding – 11-9-14

Branding and Digital Marketing

Branding and Digital Marketing

Welcome back to another edition of #SundayMusings w/ Shore Branding.  Our focus this week will be on brand loyalty and the customer experience.  This builds off of October’s “Pin of the Month” and the continuation of our “Loyalty to Brands” series.  Here are the top stories from the past few weeks that caught my attention.

#1 – “Amazon CEO Wants to Make Holidays Easier and Stress-free for Customers” – via Loyalty360.org

Premise: Amazon CEO Jeff Bezos has issued a promise to Amazon’s customers that the company will be focusing on the customer experience throughout the holiday season.  Beyond competitive pricing, Amazon will have 15K Lightning Deals, gift lists, updated product lineups and the ability to to make purchases and contribute a portion to your preferred charity.

Amazon announced a slew of new tech products for the holidays, including new Kindles and Fire tablets.  There is a focus on kid friendly content and products.  Amazon Prime members will continue to reap additional benefits through early access to sales and exclusive deals on MyHabit.com.

Thoughts: As mentioned in our latest “Loyalty to Brands”, Amazon has become my go-to retailer and is where I continue to increase my share of wallet for holiday shopping.  I can’t think of another store or retailer where customer support has made it easier and more customer friendly than what Bezos has done with Amazon. [Read more…]