SlideShare a Scribd company logo
1 of 10
Download to read offline
Masters of CX 
The Ultimate 
Customer 
Experience was 
Created 1,000 
Years Ago. 
By Mark W. Schaefer 
Executive Director of 
Schaefer Marketing Solutions 
and College Educator 
Published by Econsultancy in association with Offerpop
The Ultimate Customer Experience / Mark W. Schaefer 
As far as scholars can tell, 
the values of the modern 
marketplace emerged for 
the first time in Europe 
around the year 1,000 AD... 
They solved a problem. Villages were competing with 
other villages for commerce. Unlicensed hucksters went 
from town to town and the whole thing was rather inefficient 
until a few rules were applied to the whole mess, usually by 
the local church leaders. 
I have a theory that the foundations of the ultimate 
customer experience were created in these medieval 
marketplaces. Sound strange? Let’s see if you agree.
Here’s what you’d notice in one of these newly-organized markets: 
It was highly personal and interactive. You stood face to face with your seller, looked them 
in the eye, and bought with a firm handshake. You purchased goods from people you knew 
and trusted. The market was transparent. The goods came from a farm or workshop right to 
the market. It’s likely that you would have bought goods from the same family for generations 
because the human connection was the primary source of trust. 
There was immediacy. If somebody felt wronged or cheated, you knew it right away. Feedback 
on quality, service, and pricing was constant and immediate. This real-time feedback loop 
allowed for constant adjustments to products, service and quality. 
Success depended on word of mouth recommendations. There was no advertising, mass 
media, or PR spin back then. If you wronged a buyer, word would spread throughout your 
marketplace like a plague. Well … perhaps that is a poor analogy, but you know what I mean. So 
you needed to treat people right, and maybe even do a little extra for your power buyers. 
The most successful shopkeepers knew that word of mouth reputation was essential to 
sustaining your business and that partnering with influencers could help spread the word about 
their business. In fact, back then it might have been the only wayto spread the word. Today, 
we know that the combination of offline and online word of mouth can increasemarketing 
effectiveness up to 54%, and that a 10% increase in word of mouth can then result in a sales lift 
of up to 1.5% (Econsultancy Word of mouth: Focus on the Steak, Not the Sizzle: 
ecly.co/1shzCme). 
There was a primal need to connect. On a recent vacation, I had the chance to visit some 
small villages in Italy. At the center of each of these ancient towns was a public square that had 
been the center of commerce for centuries. 
As the sun went down it was fun to catch a glimpse of the medieval way of life as shoppers 
gathered to compare their purchases, haggle over a price, or simply catch up on the news. 
People seemed to love the social aspects of the marketplace and most of all, talking about their 
new finds. This aspect of retail has a significant relation to the current way of life, with regards 
to social media. 63% of companies have adjusted or modified their products, services or market 
strategies as a result of the comments or feedback from social media followers. 
1 
2 
3 
4 
Perhaps you are starting to sense where I am going with this?
Connecting 
the medieval 
dots. 
The values and expectations of these 
medieval markets have been shared 
between buyers and sellers ever since and 
they are no less important today. 
We simply interrupted the natural course 
of business for about 100 years with the 
introduction of mass media. We learned that 
we can sell very efficiently by broadcasting 
ads through radio, TV and the internet — and 
we still can — but we also created a divide 
between ourselves and our customers. The 
human side of business that people craved 
was disengaged when we turned to mass 
advertising. 
Business leaders often marvel at how the 
digital world has “changed everything.” The 
irony is that it really has changed nothing! 
It has only re-exposed us to those core 
marketplace values that emerged in 1,000 
AD. 
• People still want to know the humans 
behind your brand. Customers build 
emotional connections with products like 
they build relationships with their friends. 
Come out from behind the logo. Show 
the customers who you are. 
• The idea of immediacy takes on new 
meaning when a disgruntled customer 
can broadcast to 6,000 Twitter followers 
instead of just their immediate neighbors. 
We must be listening. We must be 
responding … all in real-time just as 
our forefathers did. The chart to the 
right shows the amount of retailers 
who realize how vital it is to ‘respond in 
a timely fashion to consumers’ social 
queries and comments’. 
• Like our ancestors, we build our 
businesses on our word of mouth 
reputation and the reputation of our key 
partners. Today, new tools can help 
us find and nurture these important 
advocates almost as easily as we could 
a thousand years ago. 
• And of course the social web is … social! 
People may avoid topics like politics 
or religion but they will talk endlessly 
about what they are buying, eating, 
viewing and listening to. There is still a 
commercial communion that takes place 
that started in those town squares so 
many centuries ago. 
The social web is simply bringing us back 
to our ancestral marketplace roots where 
personal connection and word of mouth 
validation are the most important marketing 
considerations. 
83+83% 85+85% 
59 59% 
Respond in a timely fashion to consumers’ 
social queries and comments 
Leaders Mainstream Followers 
// Source: Social Media Statistics, 
Econsultancy (2014): ecly.co/1oFZOP2
An archeological dig for 
the ultimate customer 
experience. 
There is another powerful analogy to the medieval marketplace that is relevant to our 
discussion of customer experience. These ancient truths are probably hidden from view 
under layers of rubble we have built up over the years we have relied on advertising for our 
customer connection. 
Many of our organizations and marketing institutions have been created from the more recent 
legacy of broadcasting and advertising. We hire agencies who know how to advertise, but 
not necessarily build long-term relationships. We form our strategies based on coupons and 
quarterly sales goals instead of the natural pull of customer needs. We are more comfortable 
shouting our messages instead of having a dialogue that results in insight, connection and 
perhaps even loyalty. 
To meet these historic customer expectations and connect in the human way that has 
always been at the heart of commerce, we need to let these barriers crumble to expose the 
foundational rock.
It only takes an hour to know whether a 
company will be successful in the long-term 
with a new social media initiative. 
It’s not a question of strategy. 
It doesn’t matter how big the budget is. 
It doesn’t depend on the newly-hired 
Community Manager. 
The only thing that matters is if the 
organization is willing to expose that 
foundational rock and has the corporate 
culture able to sustain a new, honest, human 
customer connection. 
Do they have a Medieval Mindset? 
Here are some signs that your 
organization might not be ready for digital 
customer success... 
Budget and resources 
“We already have a full 
plate. We don’t have time for 
something new.” 
“We’ll let the intern do it.” 
“This will have to wait until next year’s 
budgeting cycle.” 
Measurement 
“I don’t care what is happening 
on Facebook. Until you can 
demonstrate an ROI for this, the project is on 
hold.” 
“Social media is fine if you can fit this into our 
existing measurement dashboard.” 
“We need to make social media a profit 
center that pulls its own weight.” 
IT politics 
“Shouldn’t the IT department 
own social media strategy?” 
“If the company doesn’t own the channel and 
the technology, we don’t need to be there.” 
“The IT department budget is fixed on project 
work like infrastructure.” 
Legal and regulatory 
“Federal guidelines prohibit 
us from having a social media 
presence.” 
“The Legal Department will have to approve 
everything we publish each day.” 
“The legal risk of responding to consumers is 
far too great. Say nothing.” 
Cultural risk 
“Facebook is for kids. This 
is not something for our 
company.” 
“I tried Twitter and I hated it. 
Nobody on the board uses it 
either so our company doesn’t need it.” 
“Our company is very successful with what 
we have been doing for years. If it isn’t 
broken, why fix it?” 
The Cultural 
Imperative. 
Do any of these sound familiar to you?
Adopting the 
Medieval 
Mindset. 
These cultural impediments are difficult – but 
not impossible to change. There is no such 
thing as a “grassroots” cultural revolution. The 
Medieval Mindset needed to succeed has to 
come from the people at the top – those who 
control the strategy, resources, and budget 
ultimately impact the culture too. 
Active leadership is required. This doesn’t 
mean that your CEO has to blog or your 
CMO is responding to problems on Twitter. 
But it does mean that these leaders deeply 
understand the opportunities and implications 
of the digital customer experience and are 
active in knocking down the organizational 
impediments to success. 
I’m reminded of a case study. A multi-billion-dollar 
company wanted to engage with social, 
but they had tried, and failed to get anything 
going for three years, despite spending an 
enormous amount of money on the effort. 
The company was run by lawyers and their 
conservative approach to business served 
them well for many years, but it created 
an environment where it took three weeks 
to respond to a customer question on 
Facebook. Not exactly a medieval way of 
doing business, right?
It took a heart-to-heart talk behind closed doors for them to realize 
they were the ones to blame for an unresponsive culture pervading 
the entire organization. They were determined to succeed, they were 
driven to adapt to this new environment. The change has been slow 
but steady ever since that realization. The company is on their way to 
digging their way out of the layers of cultural build-up that kept them 
from connecting to customers in a human way. 
8.3% of Fortune 500 CEOs now have 
Twitter accounts, compared to 5.6% last 
year, and among all CEOs on Twitter, 
only 69% are active, tweeting within the 
last 100 days. 68% of Fortune 500 CEOs 
still have no presence on any of the 
major social networks, including Twitter, 
Facebook, LinkedIn, Google Plus and 
Instagram. 
However, there is a small social-savvy breed of Fortune 500 CEOs 
emerging. 
For example, Sony has embraced a number of different social media 
channels in an effort to continue to improve and enhance its product 
offering through engagement with its customers. Some channels 
- and brands - are proving more successful than others, with its 
PlayStation presence on both Facebook and Twitter attracting the 
most attention. The company’s thoughtful take on how to use the 
visual power of Pinterest is also starting to pay off.
The Ultimate Customer Experience / Conclusion 
Get started now. 
As you create marketing plans for your own business — or if your 
current efforts are stagnating — maybe it’s time to step back and look 
at your own cultural layers dividing you and your customers. 
For most companies, the key to the ultimate customer experience 
isn’t going to be found in the latest social media platform, analytics 
program, or smartphone apps. It will be found deep beneath the layers 
of stuff we have built up between ourselves and our customers. 
The key to succeeding in this complex digital world ironically comes 
from the beating medieval heart that has been the core of the 
customer experience for a thousand years … the heart that knows, 
connects, cares, and listens to our customers as if they were our 
village neighbors. 
// Mark W. Schaefer
About the Masters of CX Published by Econsultancy in association with Offerpop 
The Masters of CX series features true marketing thinkers 
and industry heavyweights, covering the issues surrounding 
your customer experience approach and strategy. 
These unique reports will be published between October 
and December 2014, along with two dedicated webinar 
sessions where you can gain first-hand insight from the 
authors on the key issues raised. 
We’re delighted to be working with some of the most 
influential authors within digital marketing. 
Reports in the series include: 
Winning Hearts in 
Real-time 
by Jay Baer 
Influence the Influencers 
- The Magic of Co-Created 
Content 
by Lee Odden 
Beyond the Sale: An 
Owned Media Approach to 
Customer Experience 
by Brian Clark 
Empower your Employees 
to Power your Customer 
Experience 
by Ted Rubin 
Customer Loyalty 
Lessons from Medieval 
Times 
by Mark Schaefer 
Why Brands are Stuck on 
Like and Failing at Love 
by Mitch Joel 
Find out more about the authors and reports at 
hello.econsultancy.com/masters-of-cx and 
join the discussion using #MastersofCX 
Econsultancy arms a global community of over half a million 
marketers and ecommerce professionals with the research, 
data, analysis, training, events and online resources they need to 
enable them (and their organizations) to succeed online. 
Digital doesn’t stand still and nor do we. We’re known for being 
at the forefront of the industry, with a renowned team of analysts, 
trainers and advisers who focus their digital knowledge and 
experience on helping our customers overcome their specific 
challenges. 
Find out more and register for a free account at 
econsultancy.com 
Offerpop is a digital marketing software-as-a-service platform 
transforming how global brands connect, engage and convert 
today’s mobile and social consumers into long-term loyal 
customers. Leading enterprises and agencies use Offerpop’s 
integrated platform to power campaigns, content and commerce, 
and provide marketers with rich consumer data for smarter 
marketing decisions. 
Offerpop is an ExactTarget Marketing Cloud partner, Facebook 
Preferred Marketing Developer, a Twitter Certified Product and 
has been highlighted as a recommended Instagram platform 
developer. 
Learn more at offerpop.com

More Related Content

What's hot

Future of digital marketing in Tunisia: trends to follow in 2015
Future of digital marketing in Tunisia: trends to follow in 2015Future of digital marketing in Tunisia: trends to follow in 2015
Future of digital marketing in Tunisia: trends to follow in 2015Bahia Nar
 
Consumers, context, and a future for communications planning
Consumers, context, and a future for communications planningConsumers, context, and a future for communications planning
Consumers, context, and a future for communications planningJames Caig
 
103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusion
103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusion103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusion
103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusionLia s. Associates | Branding & Design
 
The Best of Fashion - Snapshot Series
The Best of Fashion - Snapshot SeriesThe Best of Fashion - Snapshot Series
The Best of Fashion - Snapshot SeriesLHBS
 
Finger On The Pulse - Trends Briefing
Finger On The Pulse  - Trends BriefingFinger On The Pulse  - Trends Briefing
Finger On The Pulse - Trends Briefingpulsemccann
 
SMWLDN15 - Potentially good stuff
SMWLDN15 - Potentially good stuffSMWLDN15 - Potentially good stuff
SMWLDN15 - Potentially good stuffPoke London
 
Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
 
Edmonton Journal Capital Ideas
Edmonton Journal Capital IdeasEdmonton Journal Capital Ideas
Edmonton Journal Capital IdeasCameron Bayly
 
Building_brands_How_can_I_help_you
Building_brands_How_can_I_help_youBuilding_brands_How_can_I_help_you
Building_brands_How_can_I_help_youMolly Aaker
 
Wcm11 whitepaper-updated
Wcm11 whitepaper-updatedWcm11 whitepaper-updated
Wcm11 whitepaper-updatedPostNet
 
Social Brands: The Future of Marketing
Social Brands: The Future of MarketingSocial Brands: The Future of Marketing
Social Brands: The Future of MarketingSimon Kemp
 
Social Brands: The Future Of Marketing eBook by Simon Kemp
Social Brands: The Future Of Marketing eBook by Simon KempSocial Brands: The Future Of Marketing eBook by Simon Kemp
Social Brands: The Future Of Marketing eBook by Simon KempSimon Kemp
 
15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian SolisBrian Solis
 
Gdr retail week - innovation report retail 2020
Gdr   retail week - innovation report retail 2020Gdr   retail week - innovation report retail 2020
Gdr retail week - innovation report retail 2020retailweeklive
 
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
 
What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...
What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...
What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...Livability.com
 
What Cities Can Learn From Marketers
What Cities Can Learn From MarketersWhat Cities Can Learn From Marketers
What Cities Can Learn From MarketersMichael Barber
 

What's hot (20)

Future of digital marketing in Tunisia: trends to follow in 2015
Future of digital marketing in Tunisia: trends to follow in 2015Future of digital marketing in Tunisia: trends to follow in 2015
Future of digital marketing in Tunisia: trends to follow in 2015
 
Consumers, context, and a future for communications planning
Consumers, context, and a future for communications planningConsumers, context, and a future for communications planning
Consumers, context, and a future for communications planning
 
103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusion
103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusion103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusion
103 190316 Bookclub Mobile Marketing Revolution chapter 6 - conclusion
 
The Best of Fashion - Snapshot Series
The Best of Fashion - Snapshot SeriesThe Best of Fashion - Snapshot Series
The Best of Fashion - Snapshot Series
 
Finger On The Pulse - Trends Briefing
Finger On The Pulse  - Trends BriefingFinger On The Pulse  - Trends Briefing
Finger On The Pulse - Trends Briefing
 
SMWLDN15 - Potentially good stuff
SMWLDN15 - Potentially good stuffSMWLDN15 - Potentially good stuff
SMWLDN15 - Potentially good stuff
 
Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...Creating truly personal omni-channel customer experiences by Brian Solis and ...
Creating truly personal omni-channel customer experiences by Brian Solis and ...
 
Edmonton Journal Capital Ideas
Edmonton Journal Capital IdeasEdmonton Journal Capital Ideas
Edmonton Journal Capital Ideas
 
Building_brands_How_can_I_help_you
Building_brands_How_can_I_help_youBuilding_brands_How_can_I_help_you
Building_brands_How_can_I_help_you
 
Wcm11 whitepaper-updated
Wcm11 whitepaper-updatedWcm11 whitepaper-updated
Wcm11 whitepaper-updated
 
Social Brands: The Future of Marketing
Social Brands: The Future of MarketingSocial Brands: The Future of Marketing
Social Brands: The Future of Marketing
 
Communications 2.0
Communications 2.0Communications 2.0
Communications 2.0
 
Social Brands: The Future Of Marketing eBook by Simon Kemp
Social Brands: The Future Of Marketing eBook by Simon KempSocial Brands: The Future Of Marketing eBook by Simon Kemp
Social Brands: The Future Of Marketing eBook by Simon Kemp
 
15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis15 Startups to Watch in 2015 -2016 by Brian Solis
15 Startups to Watch in 2015 -2016 by Brian Solis
 
What's Next: The Annual
What's Next: The AnnualWhat's Next: The Annual
What's Next: The Annual
 
Gdr retail week - innovation report retail 2020
Gdr   retail week - innovation report retail 2020Gdr   retail week - innovation report retail 2020
Gdr retail week - innovation report retail 2020
 
2015 Trends by Havas Sports & Entertainment
2015 Trends by Havas Sports & Entertainment2015 Trends by Havas Sports & Entertainment
2015 Trends by Havas Sports & Entertainment
 
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...
 
What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...
What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...
What Cities Can Learn from Marketers: Livability Presentation: TN City Manage...
 
What Cities Can Learn From Marketers
What Cities Can Learn From MarketersWhat Cities Can Learn From Marketers
What Cities Can Learn From Marketers
 

Viewers also liked

Using Design thinking to create great customer experiences
Using Design thinking to create great customer experiencesUsing Design thinking to create great customer experiences
Using Design thinking to create great customer experiencesWendy Castleman
 
Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...
Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...
Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...Digital Clarity Group
 
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...Laura Monroe
 
Design Thinking: Creativity Transforming the Customer Experience
Design Thinking: Creativity Transforming the Customer ExperienceDesign Thinking: Creativity Transforming the Customer Experience
Design Thinking: Creativity Transforming the Customer ExperienceCuriosita, LLC
 
M&E, photography and success stories documentation
M&E, photography and success stories documentationM&E, photography and success stories documentation
M&E, photography and success stories documentationJosiah Mukoya
 
Surviving as an Entrepreneur
Surviving as an EntrepreneurSurviving as an Entrepreneur
Surviving as an EntrepreneurRaghuveer Kovuru
 
Photography business seminar
Photography business seminarPhotography business seminar
Photography business seminarJoseph Philbert
 
How to-write-effective-success-stories-by-fida karim
How to-write-effective-success-stories-by-fida karimHow to-write-effective-success-stories-by-fida karim
How to-write-effective-success-stories-by-fida karimFida Karim 🇵🇰
 
Secrets of Creating a Remarkable Customer Experience
Secrets of Creating a  Remarkable Customer Experience Secrets of Creating a  Remarkable Customer Experience
Secrets of Creating a Remarkable Customer Experience Normal Modes - UX & Usability
 
Retail marketing mix and planning
Retail marketing mix and planningRetail marketing mix and planning
Retail marketing mix and planningAkeeb Siddiqui
 
Business of Photography
Business of PhotographyBusiness of Photography
Business of PhotographyCLreps
 
Business Plan: Photography Business
Business Plan: Photography Business Business Plan: Photography Business
Business Plan: Photography Business Moin Sarker
 
Establish a Photography Business
Establish a Photography BusinessEstablish a Photography Business
Establish a Photography Businessjanice sullivan
 
How To Write A Success Story
How To Write A Success StoryHow To Write A Success Story
How To Write A Success Storytchagutah
 
Competitive strategies
Competitive strategiesCompetitive strategies
Competitive strategiesGeetika Madhur
 
Porter’s generic competitive strategies
Porter’s generic competitive strategiesPorter’s generic competitive strategies
Porter’s generic competitive strategiesChetna Setia
 
Visual merchandising powerpoint EDUC
Visual merchandising powerpoint EDUCVisual merchandising powerpoint EDUC
Visual merchandising powerpoint EDUCkatsmith1988
 

Viewers also liked (20)

Using Design thinking to create great customer experiences
Using Design thinking to create great customer experiencesUsing Design thinking to create great customer experiences
Using Design thinking to create great customer experiences
 
Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...
Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...
Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultim...
 
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...
 
Design Thinking: Creativity Transforming the Customer Experience
Design Thinking: Creativity Transforming the Customer ExperienceDesign Thinking: Creativity Transforming the Customer Experience
Design Thinking: Creativity Transforming the Customer Experience
 
M&E, photography and success stories documentation
M&E, photography and success stories documentationM&E, photography and success stories documentation
M&E, photography and success stories documentation
 
Business Plan_Final Plan
Business Plan_Final PlanBusiness Plan_Final Plan
Business Plan_Final Plan
 
Surviving as an Entrepreneur
Surviving as an EntrepreneurSurviving as an Entrepreneur
Surviving as an Entrepreneur
 
Photography business seminar
Photography business seminarPhotography business seminar
Photography business seminar
 
How to-write-effective-success-stories-by-fida karim
How to-write-effective-success-stories-by-fida karimHow to-write-effective-success-stories-by-fida karim
How to-write-effective-success-stories-by-fida karim
 
Secrets of Creating a Remarkable Customer Experience
Secrets of Creating a  Remarkable Customer Experience Secrets of Creating a  Remarkable Customer Experience
Secrets of Creating a Remarkable Customer Experience
 
Power within you
Power within youPower within you
Power within you
 
Retail marketing mix and planning
Retail marketing mix and planningRetail marketing mix and planning
Retail marketing mix and planning
 
Business of Photography
Business of PhotographyBusiness of Photography
Business of Photography
 
Business Plan: Photography Business
Business Plan: Photography Business Business Plan: Photography Business
Business Plan: Photography Business
 
Establish a Photography Business
Establish a Photography BusinessEstablish a Photography Business
Establish a Photography Business
 
How To Write A Success Story
How To Write A Success StoryHow To Write A Success Story
How To Write A Success Story
 
Competitive strategies
Competitive strategiesCompetitive strategies
Competitive strategies
 
Porter’s generic competitive strategies
Porter’s generic competitive strategiesPorter’s generic competitive strategies
Porter’s generic competitive strategies
 
Final Presentation
Final PresentationFinal Presentation
Final Presentation
 
Visual merchandising powerpoint EDUC
Visual merchandising powerpoint EDUCVisual merchandising powerpoint EDUC
Visual merchandising powerpoint EDUC
 

Similar to Ultimate Customer Experience Guide

BatesHook - Social Marketing Integration
BatesHook - Social Marketing IntegrationBatesHook - Social Marketing Integration
BatesHook - Social Marketing IntegrationBatesHook
 
Hit Me Up: A Guide to Social CRM
Hit Me Up: A Guide to Social CRMHit Me Up: A Guide to Social CRM
Hit Me Up: A Guide to Social CRMLuis Carranza
 
Social Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersSocial Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersJill Sida
 
social media contant-converted.pdf
social media contant-converted.pdfsocial media contant-converted.pdf
social media contant-converted.pdfallfoodsite
 
Convertising Vs Advertising
Convertising Vs AdvertisingConvertising Vs Advertising
Convertising Vs AdvertisingJay Deragon
 
digital marketing strategy - what happened to top of the pops?
digital marketing strategy - what happened to top of the pops?digital marketing strategy - what happened to top of the pops?
digital marketing strategy - what happened to top of the pops?John Chacksfield
 
digital marketing strategy - social media
digital marketing strategy - social mediadigital marketing strategy - social media
digital marketing strategy - social mediaJohn Chacksfield
 
Engaging Content Marketing
Engaging Content MarketingEngaging Content Marketing
Engaging Content Marketingidio Ltd
 
LinkedIN Guide to Social Selling Success - Tips from 33 Social Selling Experts
LinkedIN Guide to Social Selling Success - Tips from 33 Social Selling ExpertsLinkedIN Guide to Social Selling Success - Tips from 33 Social Selling Experts
LinkedIN Guide to Social Selling Success - Tips from 33 Social Selling ExpertsChris Heffer
 
Whitepaper: The future of retail.
Whitepaper: The future of retail. Whitepaper: The future of retail.
Whitepaper: The future of retail. Liquid Agency
 
Cramer-Krasselt's Postcards from SXSW
Cramer-Krasselt's Postcards from SXSWCramer-Krasselt's Postcards from SXSW
Cramer-Krasselt's Postcards from SXSWCramer-Krasselt
 
Basics of Social Media for Business
Basics of Social Media for BusinessBasics of Social Media for Business
Basics of Social Media for BusinessJessie Carter
 
Social Currency Of Brands
Social Currency Of Brands Social Currency Of Brands
Social Currency Of Brands Toolz_Academy
 
Digital revolution
Digital revolutionDigital revolution
Digital revolutionDavid Kiama
 

Similar to Ultimate Customer Experience Guide (20)

BatesHook - Social Marketing Integration
BatesHook - Social Marketing IntegrationBatesHook - Social Marketing Integration
BatesHook - Social Marketing Integration
 
EVB Read-Behind
EVB Read-BehindEVB Read-Behind
EVB Read-Behind
 
Hit Me Up: A Guide to Social CRM
Hit Me Up: A Guide to Social CRMHit Me Up: A Guide to Social CRM
Hit Me Up: A Guide to Social CRM
 
Hit me-upsocial-crm-110509104538-phpapp01
Hit me-upsocial-crm-110509104538-phpapp01Hit me-upsocial-crm-110509104538-phpapp01
Hit me-upsocial-crm-110509104538-phpapp01
 
Win Business Using Social Media
Win Business Using Social MediaWin Business Using Social Media
Win Business Using Social Media
 
Social Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersSocial Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought Leaders
 
kotlerinterview.pdf
kotlerinterview.pdfkotlerinterview.pdf
kotlerinterview.pdf
 
social media contant-converted.pdf
social media contant-converted.pdfsocial media contant-converted.pdf
social media contant-converted.pdf
 
Convertising Vs Advertising
Convertising Vs AdvertisingConvertising Vs Advertising
Convertising Vs Advertising
 
digital marketing strategy - what happened to top of the pops?
digital marketing strategy - what happened to top of the pops?digital marketing strategy - what happened to top of the pops?
digital marketing strategy - what happened to top of the pops?
 
digital marketing strategy - social media
digital marketing strategy - social mediadigital marketing strategy - social media
digital marketing strategy - social media
 
Influencer roi
Influencer roiInfluencer roi
Influencer roi
 
Engaging Content Marketing
Engaging Content MarketingEngaging Content Marketing
Engaging Content Marketing
 
LinkedIN Guide to Social Selling Success - Tips from 33 Social Selling Experts
LinkedIN Guide to Social Selling Success - Tips from 33 Social Selling ExpertsLinkedIN Guide to Social Selling Success - Tips from 33 Social Selling Experts
LinkedIN Guide to Social Selling Success - Tips from 33 Social Selling Experts
 
Whitepaper: The future of retail.
Whitepaper: The future of retail. Whitepaper: The future of retail.
Whitepaper: The future of retail.
 
5 Hidden Factors Driving Complexity
5 Hidden Factors Driving Complexity5 Hidden Factors Driving Complexity
5 Hidden Factors Driving Complexity
 
Cramer-Krasselt's Postcards from SXSW
Cramer-Krasselt's Postcards from SXSWCramer-Krasselt's Postcards from SXSW
Cramer-Krasselt's Postcards from SXSW
 
Basics of Social Media for Business
Basics of Social Media for BusinessBasics of Social Media for Business
Basics of Social Media for Business
 
Social Currency Of Brands
Social Currency Of Brands Social Currency Of Brands
Social Currency Of Brands
 
Digital revolution
Digital revolutionDigital revolution
Digital revolution
 

More from Daniel Howard

Digital Marketing 101
Digital Marketing 101Digital Marketing 101
Digital Marketing 101Daniel Howard
 
Email Marketing Box Set - Pure360
Email Marketing Box Set - Pure360Email Marketing Box Set - Pure360
Email Marketing Box Set - Pure360Daniel Howard
 
Landing Page SEO Copy
Landing Page SEO CopyLanding Page SEO Copy
Landing Page SEO CopyDaniel Howard
 
Influencing Influencers
Influencing InfluencersInfluencing Influencers
Influencing InfluencersDaniel Howard
 
Brands fail to fall in Love
Brands fail to fall in LoveBrands fail to fall in Love
Brands fail to fall in LoveDaniel Howard
 
Empower your employees
Empower your employeesEmpower your employees
Empower your employeesDaniel Howard
 
How to create engaging content for marketing
How to create engaging content for marketingHow to create engaging content for marketing
How to create engaging content for marketingDaniel Howard
 
The Essential Guide to Internet Marketing
The Essential Guide to Internet Marketing The Essential Guide to Internet Marketing
The Essential Guide to Internet Marketing Daniel Howard
 
Evolution of Google SERPs and User Interaction
Evolution of Google SERPs and User InteractionEvolution of Google SERPs and User Interaction
Evolution of Google SERPs and User InteractionDaniel Howard
 
Mobile Search Traffic Stats
Mobile Search Traffic StatsMobile Search Traffic Stats
Mobile Search Traffic StatsDaniel Howard
 
Inbound insights mini_report_-_final2
Inbound insights mini_report_-_final2Inbound insights mini_report_-_final2
Inbound insights mini_report_-_final2Daniel Howard
 
Checklist 7 pro tips for creating the perfect linked in company page
Checklist 7 pro tips for creating the perfect linked in company pageChecklist 7 pro tips for creating the perfect linked in company page
Checklist 7 pro tips for creating the perfect linked in company pageDaniel Howard
 
A visual guide to creating the perfect linked in company page
A visual guide to creating the perfect linked in company pageA visual guide to creating the perfect linked in company page
A visual guide to creating the perfect linked in company pageDaniel Howard
 
Definitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturingDefinitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturingDaniel Howard
 
Subject Line Analysis
Subject Line AnalysisSubject Line Analysis
Subject Line AnalysisDaniel Howard
 
ROI of Social Sharing
ROI of Social SharingROI of Social Sharing
ROI of Social SharingDaniel Howard
 
How does Content go Viral?
How does Content go Viral?How does Content go Viral?
How does Content go Viral?Daniel Howard
 

More from Daniel Howard (20)

Digital Marketing 101
Digital Marketing 101Digital Marketing 101
Digital Marketing 101
 
Email Marketing Box Set - Pure360
Email Marketing Box Set - Pure360Email Marketing Box Set - Pure360
Email Marketing Box Set - Pure360
 
Landing Page SEO Copy
Landing Page SEO CopyLanding Page SEO Copy
Landing Page SEO Copy
 
Influencing Influencers
Influencing InfluencersInfluencing Influencers
Influencing Influencers
 
Real Time CEX
Real Time CEXReal Time CEX
Real Time CEX
 
Brands fail to fall in Love
Brands fail to fall in LoveBrands fail to fall in Love
Brands fail to fall in Love
 
Empower your employees
Empower your employeesEmpower your employees
Empower your employees
 
How to create engaging content for marketing
How to create engaging content for marketingHow to create engaging content for marketing
How to create engaging content for marketing
 
Learning SEO
Learning SEOLearning SEO
Learning SEO
 
The Essential Guide to Internet Marketing
The Essential Guide to Internet Marketing The Essential Guide to Internet Marketing
The Essential Guide to Internet Marketing
 
Benchmarking REport
Benchmarking REportBenchmarking REport
Benchmarking REport
 
Evolution of Google SERPs and User Interaction
Evolution of Google SERPs and User InteractionEvolution of Google SERPs and User Interaction
Evolution of Google SERPs and User Interaction
 
Mobile Search Traffic Stats
Mobile Search Traffic StatsMobile Search Traffic Stats
Mobile Search Traffic Stats
 
Inbound insights mini_report_-_final2
Inbound insights mini_report_-_final2Inbound insights mini_report_-_final2
Inbound insights mini_report_-_final2
 
Checklist 7 pro tips for creating the perfect linked in company page
Checklist 7 pro tips for creating the perfect linked in company pageChecklist 7 pro tips for creating the perfect linked in company page
Checklist 7 pro tips for creating the perfect linked in company page
 
A visual guide to creating the perfect linked in company page
A visual guide to creating the perfect linked in company pageA visual guide to creating the perfect linked in company page
A visual guide to creating the perfect linked in company page
 
Definitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturingDefinitive guide-to-lead-nurturing
Definitive guide-to-lead-nurturing
 
Subject Line Analysis
Subject Line AnalysisSubject Line Analysis
Subject Line Analysis
 
ROI of Social Sharing
ROI of Social SharingROI of Social Sharing
ROI of Social Sharing
 
How does Content go Viral?
How does Content go Viral?How does Content go Viral?
How does Content go Viral?
 

Recently uploaded

SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubNitin Manchanda
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internetnehapardhi711
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing StrategyBlue Atlas Marketing
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...shrutimishraqt
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
 
Digital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet MarketingDigital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet MarketingShauryaBadaya
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Marketing BRANDING
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessLiv Day
 
Creating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfCreating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfgopzzzin
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfpaul8402
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 

Recently uploaded (20)

SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
 
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the InternetExploring Web 3.0 Growth marketing: Navigating the Future of the Internet
Exploring Web 3.0 Growth marketing: Navigating the Future of the Internet
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy15 Tactics to Scale Your Trade Show Marketing Strategy
15 Tactics to Scale Your Trade Show Marketing Strategy
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...Bamboo Charcoal Toothpaste By Phyto Atomy  For More Details Message On WhatsA...
Bamboo Charcoal Toothpaste By Phyto Atomy For More Details Message On WhatsA...
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23
 
Digital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet MarketingDigital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet Marketing
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
 
SEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise SuccessSEO and Digital PR - How to Connect Your Teams to Maximise Success
SEO and Digital PR - How to Connect Your Teams to Maximise Success
 
Creating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfCreating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdf
 
Paul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdfPaul Russell Confidential Resume for Fahlo.pdf
Paul Russell Confidential Resume for Fahlo.pdf
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 

Ultimate Customer Experience Guide

  • 1. Masters of CX The Ultimate Customer Experience was Created 1,000 Years Ago. By Mark W. Schaefer Executive Director of Schaefer Marketing Solutions and College Educator Published by Econsultancy in association with Offerpop
  • 2. The Ultimate Customer Experience / Mark W. Schaefer As far as scholars can tell, the values of the modern marketplace emerged for the first time in Europe around the year 1,000 AD... They solved a problem. Villages were competing with other villages for commerce. Unlicensed hucksters went from town to town and the whole thing was rather inefficient until a few rules were applied to the whole mess, usually by the local church leaders. I have a theory that the foundations of the ultimate customer experience were created in these medieval marketplaces. Sound strange? Let’s see if you agree.
  • 3. Here’s what you’d notice in one of these newly-organized markets: It was highly personal and interactive. You stood face to face with your seller, looked them in the eye, and bought with a firm handshake. You purchased goods from people you knew and trusted. The market was transparent. The goods came from a farm or workshop right to the market. It’s likely that you would have bought goods from the same family for generations because the human connection was the primary source of trust. There was immediacy. If somebody felt wronged or cheated, you knew it right away. Feedback on quality, service, and pricing was constant and immediate. This real-time feedback loop allowed for constant adjustments to products, service and quality. Success depended on word of mouth recommendations. There was no advertising, mass media, or PR spin back then. If you wronged a buyer, word would spread throughout your marketplace like a plague. Well … perhaps that is a poor analogy, but you know what I mean. So you needed to treat people right, and maybe even do a little extra for your power buyers. The most successful shopkeepers knew that word of mouth reputation was essential to sustaining your business and that partnering with influencers could help spread the word about their business. In fact, back then it might have been the only wayto spread the word. Today, we know that the combination of offline and online word of mouth can increasemarketing effectiveness up to 54%, and that a 10% increase in word of mouth can then result in a sales lift of up to 1.5% (Econsultancy Word of mouth: Focus on the Steak, Not the Sizzle: ecly.co/1shzCme). There was a primal need to connect. On a recent vacation, I had the chance to visit some small villages in Italy. At the center of each of these ancient towns was a public square that had been the center of commerce for centuries. As the sun went down it was fun to catch a glimpse of the medieval way of life as shoppers gathered to compare their purchases, haggle over a price, or simply catch up on the news. People seemed to love the social aspects of the marketplace and most of all, talking about their new finds. This aspect of retail has a significant relation to the current way of life, with regards to social media. 63% of companies have adjusted or modified their products, services or market strategies as a result of the comments or feedback from social media followers. 1 2 3 4 Perhaps you are starting to sense where I am going with this?
  • 4. Connecting the medieval dots. The values and expectations of these medieval markets have been shared between buyers and sellers ever since and they are no less important today. We simply interrupted the natural course of business for about 100 years with the introduction of mass media. We learned that we can sell very efficiently by broadcasting ads through radio, TV and the internet — and we still can — but we also created a divide between ourselves and our customers. The human side of business that people craved was disengaged when we turned to mass advertising. Business leaders often marvel at how the digital world has “changed everything.” The irony is that it really has changed nothing! It has only re-exposed us to those core marketplace values that emerged in 1,000 AD. • People still want to know the humans behind your brand. Customers build emotional connections with products like they build relationships with their friends. Come out from behind the logo. Show the customers who you are. • The idea of immediacy takes on new meaning when a disgruntled customer can broadcast to 6,000 Twitter followers instead of just their immediate neighbors. We must be listening. We must be responding … all in real-time just as our forefathers did. The chart to the right shows the amount of retailers who realize how vital it is to ‘respond in a timely fashion to consumers’ social queries and comments’. • Like our ancestors, we build our businesses on our word of mouth reputation and the reputation of our key partners. Today, new tools can help us find and nurture these important advocates almost as easily as we could a thousand years ago. • And of course the social web is … social! People may avoid topics like politics or religion but they will talk endlessly about what they are buying, eating, viewing and listening to. There is still a commercial communion that takes place that started in those town squares so many centuries ago. The social web is simply bringing us back to our ancestral marketplace roots where personal connection and word of mouth validation are the most important marketing considerations. 83+83% 85+85% 59 59% Respond in a timely fashion to consumers’ social queries and comments Leaders Mainstream Followers // Source: Social Media Statistics, Econsultancy (2014): ecly.co/1oFZOP2
  • 5. An archeological dig for the ultimate customer experience. There is another powerful analogy to the medieval marketplace that is relevant to our discussion of customer experience. These ancient truths are probably hidden from view under layers of rubble we have built up over the years we have relied on advertising for our customer connection. Many of our organizations and marketing institutions have been created from the more recent legacy of broadcasting and advertising. We hire agencies who know how to advertise, but not necessarily build long-term relationships. We form our strategies based on coupons and quarterly sales goals instead of the natural pull of customer needs. We are more comfortable shouting our messages instead of having a dialogue that results in insight, connection and perhaps even loyalty. To meet these historic customer expectations and connect in the human way that has always been at the heart of commerce, we need to let these barriers crumble to expose the foundational rock.
  • 6. It only takes an hour to know whether a company will be successful in the long-term with a new social media initiative. It’s not a question of strategy. It doesn’t matter how big the budget is. It doesn’t depend on the newly-hired Community Manager. The only thing that matters is if the organization is willing to expose that foundational rock and has the corporate culture able to sustain a new, honest, human customer connection. Do they have a Medieval Mindset? Here are some signs that your organization might not be ready for digital customer success... Budget and resources “We already have a full plate. We don’t have time for something new.” “We’ll let the intern do it.” “This will have to wait until next year’s budgeting cycle.” Measurement “I don’t care what is happening on Facebook. Until you can demonstrate an ROI for this, the project is on hold.” “Social media is fine if you can fit this into our existing measurement dashboard.” “We need to make social media a profit center that pulls its own weight.” IT politics “Shouldn’t the IT department own social media strategy?” “If the company doesn’t own the channel and the technology, we don’t need to be there.” “The IT department budget is fixed on project work like infrastructure.” Legal and regulatory “Federal guidelines prohibit us from having a social media presence.” “The Legal Department will have to approve everything we publish each day.” “The legal risk of responding to consumers is far too great. Say nothing.” Cultural risk “Facebook is for kids. This is not something for our company.” “I tried Twitter and I hated it. Nobody on the board uses it either so our company doesn’t need it.” “Our company is very successful with what we have been doing for years. If it isn’t broken, why fix it?” The Cultural Imperative. Do any of these sound familiar to you?
  • 7. Adopting the Medieval Mindset. These cultural impediments are difficult – but not impossible to change. There is no such thing as a “grassroots” cultural revolution. The Medieval Mindset needed to succeed has to come from the people at the top – those who control the strategy, resources, and budget ultimately impact the culture too. Active leadership is required. This doesn’t mean that your CEO has to blog or your CMO is responding to problems on Twitter. But it does mean that these leaders deeply understand the opportunities and implications of the digital customer experience and are active in knocking down the organizational impediments to success. I’m reminded of a case study. A multi-billion-dollar company wanted to engage with social, but they had tried, and failed to get anything going for three years, despite spending an enormous amount of money on the effort. The company was run by lawyers and their conservative approach to business served them well for many years, but it created an environment where it took three weeks to respond to a customer question on Facebook. Not exactly a medieval way of doing business, right?
  • 8. It took a heart-to-heart talk behind closed doors for them to realize they were the ones to blame for an unresponsive culture pervading the entire organization. They were determined to succeed, they were driven to adapt to this new environment. The change has been slow but steady ever since that realization. The company is on their way to digging their way out of the layers of cultural build-up that kept them from connecting to customers in a human way. 8.3% of Fortune 500 CEOs now have Twitter accounts, compared to 5.6% last year, and among all CEOs on Twitter, only 69% are active, tweeting within the last 100 days. 68% of Fortune 500 CEOs still have no presence on any of the major social networks, including Twitter, Facebook, LinkedIn, Google Plus and Instagram. However, there is a small social-savvy breed of Fortune 500 CEOs emerging. For example, Sony has embraced a number of different social media channels in an effort to continue to improve and enhance its product offering through engagement with its customers. Some channels - and brands - are proving more successful than others, with its PlayStation presence on both Facebook and Twitter attracting the most attention. The company’s thoughtful take on how to use the visual power of Pinterest is also starting to pay off.
  • 9. The Ultimate Customer Experience / Conclusion Get started now. As you create marketing plans for your own business — or if your current efforts are stagnating — maybe it’s time to step back and look at your own cultural layers dividing you and your customers. For most companies, the key to the ultimate customer experience isn’t going to be found in the latest social media platform, analytics program, or smartphone apps. It will be found deep beneath the layers of stuff we have built up between ourselves and our customers. The key to succeeding in this complex digital world ironically comes from the beating medieval heart that has been the core of the customer experience for a thousand years … the heart that knows, connects, cares, and listens to our customers as if they were our village neighbors. // Mark W. Schaefer
  • 10. About the Masters of CX Published by Econsultancy in association with Offerpop The Masters of CX series features true marketing thinkers and industry heavyweights, covering the issues surrounding your customer experience approach and strategy. These unique reports will be published between October and December 2014, along with two dedicated webinar sessions where you can gain first-hand insight from the authors on the key issues raised. We’re delighted to be working with some of the most influential authors within digital marketing. Reports in the series include: Winning Hearts in Real-time by Jay Baer Influence the Influencers - The Magic of Co-Created Content by Lee Odden Beyond the Sale: An Owned Media Approach to Customer Experience by Brian Clark Empower your Employees to Power your Customer Experience by Ted Rubin Customer Loyalty Lessons from Medieval Times by Mark Schaefer Why Brands are Stuck on Like and Failing at Love by Mitch Joel Find out more about the authors and reports at hello.econsultancy.com/masters-of-cx and join the discussion using #MastersofCX Econsultancy arms a global community of over half a million marketers and ecommerce professionals with the research, data, analysis, training, events and online resources they need to enable them (and their organizations) to succeed online. Digital doesn’t stand still and nor do we. We’re known for being at the forefront of the industry, with a renowned team of analysts, trainers and advisers who focus their digital knowledge and experience on helping our customers overcome their specific challenges. Find out more and register for a free account at econsultancy.com Offerpop is a digital marketing software-as-a-service platform transforming how global brands connect, engage and convert today’s mobile and social consumers into long-term loyal customers. Leading enterprises and agencies use Offerpop’s integrated platform to power campaigns, content and commerce, and provide marketers with rich consumer data for smarter marketing decisions. Offerpop is an ExactTarget Marketing Cloud partner, Facebook Preferred Marketing Developer, a Twitter Certified Product and has been highlighted as a recommended Instagram platform developer. Learn more at offerpop.com