Many organisations mistake customer centricity for customer support or customer success. Yet, having the customer at the core of what you do is not about being there when they need help and collecting high scores on a satisfaction survey. It is actually more about aiming at getting rid of those things, because when the customer … Continue reading Patches
Tag: customer experience
Say it isn’t so
I have always been fascinated and vaguely astonished by the fact that, at times, communication is successful. We do not put enough emphasis and preparation into it, and we have so many different ways to look at the world and interpret it, that it is quite a thing that two persons can come together at … Continue reading Say it isn’t so
The distance
You have spent resources improving your product with features analysts said are necessary in your category. You have hired hundreds of new employees and built an organization that can sustain higher revenue. You have rolled out a new tool because the old one was clunky and not providing enough flexibility. You have gone all-in on … Continue reading The distance
Graceful humility
If your story is about how good you are, how much money you make, how big of a house you own, how many cars you have, how resounding your title is, how easily your product sells, how fantastic your company is, how many employees you have hired in the past year, how much revenue you … Continue reading Graceful humility
Converge
Customer focus is not a marketing thing. Every day, in every situation, we deal with customers. Sometimes it is people paying us money for a service or a product, more often it is a person we feel might be better off with a different perspective or performing a different action. Of course, calling all of … Continue reading Converge
Hey
Some products manage to make the internet buzz at launch, and that has certainly been the case with Hey.com, the new (subscription based) e-mail service by Basecamp. I am probably not the right audience for it, and still there are three things they have done wonderfully. Three things marketers (and entrepreneurs) can learn from. They … Continue reading Hey
The kirppis experience
Here in Finland, second hand is quite popular. There are plenty of shops that sell second hand stuff, mainly clothes and furniture, but also other items people is happy to pass on to someone else. They are called kirppis. Kirppis usually have plenty of items. And yet, when you walk into one, there is no … Continue reading The kirppis experience
Copywriting
We all love great content and great copy when we find it. It just does resonate, immediately, genuinely, naturally. But then we either forget about it or we feel we ourselves are incapable of delivering similar work. And that's where bad content and bad copy (and bad marketing) proliferates: in the gap between what needs … Continue reading Copywriting
Subtracting
Challenge yourself (and your team) with a question that begins in the following way: what is the minimum amount ...? What is the minimum amount of information we need from a customer before we let them download the whitepaper? What is the minimum amount of words we have to force our customers to listen to … Continue reading Subtracting
Suspicion
Since nowadays it is possible to measure everything, we have lost sight of what is important to measure. This is particularly true for marketers. We get distracted by metrics that have nothing to do with success. We drown in acronyms and fads that we ourselves come up with, as if we would not be enough … Continue reading Suspicion
