B to B Marketers: do you spend as much time speaking with your direct buyer audience as you do speaking with your distribution channels ? Remember the game of telephone where we would each take a turn whispering a message to someone else; how often was the last person in the chain able to duplicate the original message?
The importance of being in touch with the ultimate end user cannot be under-estimated. 
#agreesharon
Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.
Let me know what you think.
Understanding the customer end goal vs. pushing your product and business interests. Check out the article @DanielBurstein @MarketingSherpa
as a 1/4-inch drillAre you confident that you were able to uncover an answer that reflects the source of the customer pain?
Did you talk about, tweet, email or blog about customer service today?
We have created new standards of service delivery and in this post; I ask if we have taken the concept of “anything for the customer” too far. Yes, pick up that jaw and let’s ponder the question.
Zappos is filled with best practices in their delivery of customer service. Let me add a personal experience to the list. Sometime during the summer months, I bought a pair of all leather sneakers. Upon receiving them I decided to put them away until the colder weather warranted a solid walking shoe of this sort. However, come November when I took the shoes out for walk, I realized that they were indeed very heavy shoes and made me feel like an old lady. I gave them one spin around the block for a total of some 40 minutes of outdoor wear. They continued to look mighty new, however they were used!
Calling Zappos, I explained to them that I had an unusual request that may necessitate managerial input. “No problem” said the happy CSR, “tell me what I can do for you”. Here is where my own jaw dropped to the floor. The CSR then directed me to my email where I would find a pre-paid return postage form …..And for this one time only…..I would receive a full refund for my “worn sneakers”. This far exceeded my expectations and reinforced an already loyal relationship. My Zappos customer service experience will pay off in spades. I have little reason to buy shoes for my family elsewhere.
A similar situation happened to a friend of mine who knits with very expensive yarns. After discovering that she received some yarn skeins from another dye lot, the company graciously replaced the skeins. Unfortunately, the replacements were a completely different color of yarn. In turn, they once again replaced the yarns, being most careful to send the correct color and dye lot.
The extraordinaire part of the story, delivered by thepluckyknitter.com, comes with the full refund that my friend was given for the totality of her expensive yarn order. This experience gives her little reason to go looking at other yarn artisans at this time.
A recent meeting spot with a friend occurred in front of the reception area for a bank branch located in New York City’s Grand Central Station. I was amused as people came into the bank to ask for directions, restaurant recommendations, bathroom locations and so many more incidentals that were completely unrelated to financial services. This is not at all surprising considering the location of the branch. When the triage manager signed on-line to get a Google map for the individual inquiring about the nearest location of a Hale and Hearty soup restaurant, I was highly impressed. Unfortunately, in short time, I became somewhat disappointed. Why? Murphy’s Law made an appearance and a line at the triage desk was forming.
The exceptional customer service described in the Zappos and fine yarns examples are directly linked to potential business; Is the friendly banker example as clearly linked to a new deposit or mortgage application?
Here’s where the concept of “anything for the customer” can be taken too far. First off, it was not clear if the individual had a bank relationship——which is irrelevant when the bank triage staff is not busy with others. As the line formed, the triage staffer needed to make a business decision and take action: Specifically to take a quick inventory of the questions needing attention from those on line.
Human nature tends to supporting and helping others. In a front line role at a retail business center, the customer takes priority and in a major transportation hub like Grand Central Station, the triage staff is guaranteed to get a variety of esoteric inquiries. As I watched the line form and the impatient faces turn sour, I pause on defining the interaction I witnessed as customer service extraordinaire.
For quite some time, retailers have adopted the concept of triage in helping front line staff to direct customers quickly and effectively. In a healthcare setting, triage includes the identification of a patient profile so as to determine the urgency of the situation and the best way to deliver care. In our friendly banker example, we are reminded that retail triage also necessitates a qualification process. A process that should be used consistently with all interactions…..Individually, we all know way too well that Murphy is watching us from the corner!
You, too, can tame the elephant in the room
You know that feeling you get in your gut when a difficult subject needs to be addressed and you suddenly become the world’s master of procrastination. Is there an elephant in the room? What do you do if:
No matter how much training you have in mediation or facilitation, these sorts of situations are rarely viewed as light-conversation. Unaddressed, these issues foster confusion and make everyone distracted, preoccupied and sometimes fearful. All of these emotions waste valuable time and hamper productivity.
Wikipedia describes the elephant in the room phrase as “an obvious truth that is either being ignored or going unaddressed….. an obvious problem or risk no one wants to discuss”…..
Recognizing the elephant is an important first step, however the real finesse comes in acknowledging the elephant in a manner that allows everyone to feel comfortable enough to participate in the discussion and then to move past it. Let’s take a look at some of the ways that we can tame the proverbial elephant in the room”
Deep breath. You can tame the elephant in the room and move forward.
A version of this posting was made on the MENG blog in Nov 2013.
Posted in #dealwithit, #frustration, #marketing, Communicating Every Day
Give a man a fish and he eats a meal; Give a man a fishing rod and he feeds himself forever. Give a man a bottle of water and he can drink throughout the day. Maybe…..however it is worth taking note of the modern version of a hotel water fountain. It certainly makes it easier for us to stay hydrated in an environmentally-friendly format throughout the day.
Here’s an interesting water bottle factoid: “According to the Container Recycling Institute, 86% of plastic water bottles used in the US become garbage that ends up in landfills throughout the country. Considering that approximately 60 million plastic water bottles are used every day in the US, we can assume that nearly 18,834,000,000 end up in the landfill each year. Each bottle can take up to 700 years to decompose.” (Source)
Are you using a singular water bottle throughout the day — one that you carry with you and refill as required?
#agreesharon
Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.
Let me know what you think.
Perspective, defined as an attitude, a way of regarding something or a point of view.
For years, both business and psychology articles highlight the importance of looking at life through the eyes of another….stopping to consider the perspective of the customers, patients, clients, staff or any other constituents. And, as we know, doing this successfully leads to good personal relationships and good business outcomes.
Walking through an upscale department store, I took notice of a floral arrangement that put flowers on their side in very ordinary glass dishes. Such a simple example of displaying something familiar in a non-familiar manner to make people stop and take notice.
The presentation, at a main store entryway may well have been designed to create a subconscious influence of how people will shop.
When was the last time you turned something around, upside down, or inside out to allow for an alternative perspective? Try it today.
#agreesharon
Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.
Let me know what you think.
The power of suggestion is all around us.
In just a few city blocks, I took note of how many storefronts ensure that their services are out-front and easily visible for all to see. Playing with animals, casual dining or sit-down tablecloth dining – the experience is as much about the product as it is the ability to share it with others.
When was the last time you grabbed a cup of coffee or a snack because you walked by the storefront window, saw it and thought “Yeah, I would like one of those!”
The power of suggestion is all around us. What will you spontaneously pick up later today?
#agreesharon
Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.
Let me know what you think.
Learning something new every day does not change with age….that’s good to hear! Source: AARP Research #DisrutptAging
I recently started keeping notes on the new things that I observe during the day…..when you take the time to write it down………you realize how much you take for granted. So much activity! So many nuances.
Posted in Uncategorized
Tagged #ConusmerBehaviour, #reinvent, #Rethink, @AARPNY, communications, Conusmer Behavior, happiness, marketing
I was lucky enough to attend The Big Rethink US 2014 Conference delivered by 
The Economist and further supported by MENG. The discussions surrounding big data, social networking and customer engagement crossed almost every industry. In this blog post, I will share twelve highlights from the March 2014 conference; they are in no particular order. For additional twitter streams, check out #BigRethink, @TheIdeasEconomy and @sharonlewisnyc.
1.Real Time Marketing
This is the Holy Grail that we marketers seek to achieve with confidence, reliability and available budget parameters. The concept behind achieving this is to set up multi-functional teams that are empowered to be spontaneous within a pre-determined set of boundaries. Huh?? Is this possible?
Yes. The example was the 2013 SuperBowl Dunk in the Dark Oreo campaign. With a zero media spend; one tweet generated 525 million media impressions.
2.Data Context: Opt-in May Still Need a Human Intervention to Avoid Bad Assumptions
At @1800Flowers, they do not assume that you send the same person a Valentines’ Day bouquet every year! In a similar vein, you cannot re-use the data that you collect for an arrangement being sent for a funeral or for condolence purposes. Enough Said!
3. Our attention span has become so short that we do not take the required time to explore many worthwhile options. Here are two examples:
Remember the amount of time that what went into making a 30 second or 60 second commercial? Our requirements for immediate gratification (read: short attention spans), have further crept into the creative process. What happened to the evolution of an idea? Some speaker discussion suggested that similar to the final campaign, the creative process has become one that demands instant gratification. As such, we may be pre-maturely eliminating some great campaigns and bottom line results.
As it relates to getting the consumer to the action stage of the offer: @MaryKayUS spoke about a mobile – first strategy with the goal of accomplishing any action within two clicks. …. “Making it easy for the soccer mom en route to the practice field” to be productive……. @SherryAG That does sound pretty close to instant gratification!
4. We have too many channels of vertical expertise. This impacts our corporate structures and our recruitment efforts
Comments from the CMOS of Lowe’s and The Weather Company spoke to trying to break down the vertical channels of expertise. As an industry, we have already established many proven formulas for successful, relevant marketing. While the quantity of the messaging channels has changed, and the available channels for marketing have changed…… The principles of relevant messaging and singular focus to action have not changed.
A good marketer can learn the nuances of a unique communications channel; Good marketing skills are applicable across any vertical channel. Hence why do we suggest otherwise in our (formal and informal) recruitment and career development policies?
5. “Say what”…….Whose language are you speaking? Whose perspective are you sharing?
There was an “aha moment” when the McCann Truth Central story was shared about a focus group participant stating that they engage in low rates of text messaging. Further probing revealed that this young adult had some 300 text messages daily; another participant piped in to say that they wake up some mornings to 1000 messages on their phone. @McCannTruth @TruthLaura
Lesson reiterated: Perceptions are everything. Probe and define the perception from which one speaks!
6. Crisp, singular messaging is nothing new and should continue to be a mantra for good communications.
Remember the old adage for a good billboard ad: six words or less! Why do we act surprised when the role of crisp singular messaging is re-proven with each new communications channel that we invent?
7. Data Sharing and Privacy
There are conceptual lines that consumers use in determining how/when/what they share. Brands are starting to learn that consumers are more aware than ever that they are sharing and that when they do… “They want something back for it”. Many of the speakers noted that they have received customer complaints from those feeling that their data was not being maximized. Again, this creates a fine line in differentiating a personalized experience from a Yuk factor, also known as a “creepy factor”. The app for a healthier lifestyle called @Noom, spoke to their success in the creation of trusted on-line weight-loss support groups; Caesar’s Entertainment spoke about real time data updates regarding the preferences of their clientele.
8. Data Context, Data Filters and Timely Data vs Relevant Data
A real time, big picture challenge that continues to be tested by marketers are the models behind: How does a brand insert themselves into a conversation that is appropriate and relevant to the customer experience?
• Here is where mobile is changing the retail shopping experience.
• Here is where content is being taken to new levels of storytelling, relevancy and entertainment (interpreted as three distinct and intertwined objectives).
• Here is where the concept of “filter failure” needs to be fine-tuned for efficacy and relevancy.
9. Would this ad prompt someone to want to see the ad again?
It seems logical that re-watching an ad is an important criteria to wanting to share the ad, thereby allowing it to go viral. Music videos being replayed on YouTube are a great example. The “Lowe’s Fix in Six,” vine series offers simple, everyday improvements that could also fit into the category of a “want to replay it”. The Apple ads that speak to what you can do with an apple product were touted as another example.
It is hard to predict what will spark a viral reaction; it is easier to go with creating something that people simply want to see/hear/experience again.
10, Note-taking was visual and intrigued everyone in the audience. Take a look
11. Analysis Paralysis
With data exploding at unparalleled rates, projects quickly become so big that they are scary—even to the best minds in quantitative model development. The presenters advised that we all just get in there and start doing it — not everyone can have the big budgets, however everyone can create learning environments.
12. Funny Expression of the Day
The budgets available to test, measure and deliver were never stated during the conference. SVP and CMO of Frito-Lay North America enthusiastically shared some memorable experiential campaigns with the audience. And, with such stories, she had us all laughing with the expression: “The juice is worth the squeeze”.
In closing: I will paraphrase an organization that was not represented at the conference: “Ya gotta be in it to win it”
Wishing us all much positive learning in our campaign endeavors.
This blog originally posted in March 2014 through the mengonline.com community via http://mengonline.com/blog/2014/03/18/reflections-economists-big-rethink-360-cmo/
Competitive Intelligence can have a huge impact to the bottom line of a business. This knowledge comes in many forms, and ultimately, it is the application of human intelligence and human logic that reveals the value in the data, the trends and the inconsistencies.
With this in mind, the “aha” competitive intelligence moments will often reveal themselves where you least expect to uncover them. Here are some questions to help you find the “aha” in non-traditional places, creating competitive advantages for you and your organization:
1. Does it really matter what the competition is doing?
Competitive Intelligence is not just about looking at what your industry competitors are doing; it is about seeing your business through a completely new set of eyes.
Better stated: The activity of your peers is only one part of the equation. In fact, case studies show that many innovative breakthroughs came from non-industry competitors. Yes, know the industry competition and, do position yourself favorably. However, do not spend so much time on the competitor activities that you forget to focus on the activity of THE most important piece of the marketplace: the customer!
2. Can you make lemonade out of lemons?
We know that every production line output includes first quality and imperfect items. Does your business allow you to develop a secondary distribution channel for the “seconds”? For example: “ding and dent sales” for furniture or appliances or consignment stores for manufacturers over-runs.
The lemonade concept has been successfully applied to situations where fixed costs render heavily discounted, last minute offers a preferable option for the business. Last minute vacation websites (think Travelocity, Cheap Tickets) alongside of theatre ticket offerings (think Play-by-Play and Theatre Mania in NYC) have trained many consumers to plan these activities at the last minute, thereby allowing themselves an experience that may otherwise be unaffordable.
3. Do you have a diversified reading list?
We’ve all been trained to regularly read the daily newspapers and the industry journals for our business specialties. However, Best Practices are often industry-agnostic; can you imagine any call center manager disputing the value in real time call monitoring and feedback loops? Reading industry journals from any other industry but your own; reading political articles that you do not agree with and occasionally scanning a forever classic Dr. Seuss book….can move your mind into new directions and thought patterns that can impact your business?
4. Does this really have to be a seasonal item?
Back in graduate school, I prepared an advertising campaign for matzo as an all year round cracker choice. Fast forward to today’s metropolitan grocer and you are likely to find boxes of matzo year-round. In a similar fashion, Gold’s Horseradish has created another category of condiments and eliminated horseradish as a seasonal product.
5. How can you change consumer behaviors?
Slowly is the pessimist’s answer. By speaking to emotions is the more logical answer. Create a competitive advantage for yourself by focusing on the emotional level appeal.
Forget the product benefits – Focus on the storyline. This is another great example of seeing a situation through a different set of eyes. Madison Avenue examples of this:
SUMMARY:
Competitive intelligence is not just about looking at what your industry competitors are doing; it is about seeing your business through completely different sets of eyes. And using these new and varied viewpoints to maximize opportunities.
Original posting: FIVE KEY Questions on Competitive Intelligence. New Places to find the “ah-ha” by @sharonlewisnyc #EQlist buff.ly/1gsE3Dz via @CASUDI
Sharon Lewis 