Advertising

Can Marketers Keep Their Promises To Customers?

brand_storyIf I promised to give you $10,000 as a gift and then only gave you $5,000 you’d be disappointed. Don’t bother to deny it. Once an expectation has been set anything that falls short of that expectation is disappointing.

Good marketers are paid to attract prospective customers. When attracting those prospective customers, promises are made both implicitly and explicitly. The stories marketers tell prospective customers set their expectations.

And great marketers tell great stories.

There is so much excellent content about storytelling, it’s no wonder that marketers are now telling better stories.

Since you’ll ask, here are two examples:

No doubt, marketers are telling better stories.

But will businesses keep the promises marketers are making?

The facts suggest that most businesses don’t deliver great customer experiences. That unintentionally turns great marketers into liars.

Virtually all of the senior marketers I know are uncomfortable with this situation. Of course, many of them are not in charge of the entire experience but all of them have influence over the customer experience. At the very least they are responsible for the portion of the customer journey that they control.

Flipping the perspective helps marketing strategy become more integral to the business strategy.

So what happens when a marketer takes the perspective of the customer and describes the actual customer journey as a story the entire team can share? I cannot predict how it will work at every company but I do have years of experience watching marketers do just that with Buyer Legends.

I’ve seen three outcomes from writing the customer journey narrative:

  1. Expected CaseThe narrative starts to influence the details marketers can control and optimize. Subsequently, the results gain attention for the technique and it begins to influence other areas of the company.
  2. Best Case – The effort originates in the C-Suite or, as part of the expected case, the narrative makes it way into strategic planning and permeates how the business thinks about customers and their experience.
  3. Worst Case – The marketer realizes that the gap between the brand promise and what the business delivers is too wide and looks for another job where she can maintain her integrity.

In every case it’s a thoroughly worthwhile investment of just a few hours. That is why we wrote Buyer Legends, so that any marketer can get started with storytelling in under two hours. Yes – two hours – which includes reading the book.

Would a Buyer Legend help your company sell more and delight more customers?

You won’t know unless you try.

Please keep in mind that Buyer Legends are not the stories your business tells your customers; that’s promotion. Buyer Legends are stories told from the point of view of your customers; because your brand isn’t what you say it is but what your customers say it is. Buyer Legends are designed to create and improve the interactions your customers have with every touchpoint of your brand.

Try it out, because a great brand today is customer-centric, data-driven and managed by narrative.

 

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Mom Wants You To Improve Your Customer Experience

The holidays are here, and so is the holiday advertising.  In light of all the data about online purchasing and mobile usage, offline retailers are using their ads to relentlessly promote their online and mobile channels this year.  It is obvious that these retailers are struggling to optimize their online customer experience to compete with the likes of Amazon, but offline these retailers are doing very little to evolve the in-store customer experience. An in-store experience should be a lot more than product placement, store design, and lighting.  The in-store experience should more deeply consider the needs of the customer as she shops.
Are a large number of your customers moms?  Then, watch this video:
This ad ranked #10 in AdWeeks Best Ads of 2014 because it tells such a powerful story about how our moms are such under-appreciated superheroes. A mom’s job never ends. They are cooks, maids, babysitters, nurses, drivers, and usually the chief purchasing agents for their families. Yet, can you imagine a corporate sales rep  treating a corporate purchasing agent with such indifference? Talk to any mom about the challenges she faces when she simply bundles up her three-year-old and heads to the store.
Now imagine how much harder all that is during Christmas season. Instead of thinking of new ways to hock your wares at full blast whenever she is nearby, what can you do to take care of her and her needs as she shops? What about your customer experience is unnecessarily difficult for her?

  • Does she feel like a criminal when she returns something because she has to jump through half-a-dozen hoops?
  • How long does she have to wait as she wrestles with a hungry, screaming child?
  • Is there a safe space where she can take a break from shopping for a few moments to tend to herself or her child?
  • Is there anything more you can do to help her entertain her child as she waits in line?

Can you see how powerful it can be to just understand the story of a modern-day mom when you place her in the context of your customer experience? That is exactly what Buyer Legends is all about.

Do you think you can use this story as the basis for creating a different story/legend that improves your own customer experience for moms?

We would love for you to share your legends, thoughts, and ideas.

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What we can offer you

Speak at Your Event

We can speak at your event. Our fees are $20,000 in North America, and that includes travel. International fees are $20,000 plus business class travel, from Austin, and lodging. Contact us to discuss your event  

Workshops

We kick-off the workshop with a two-day onsite visit. We help you create the Four Pillar foundation for your organization. The entire process takes between 4-8 weeks and the typical investment is $30,000 – $100,000.

Four Pillars Ongoing Support

After our workshops, we work with only a few select clients. Your business must be committed to the Four Pillars (as described in Be Like Amazon) on a long-term basis .