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!