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Emotional engagement: The magic ingredient in any customer experience

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These are the slides from a Webinar about the impact of emotions on decision making and customer engagement. To hear the complete webinar presentation, go to: https://gearmark.lpages.co/sign-up-for-cx-magic-ingredient-emotions/

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Emotional engagement: The magic ingredient in any customer experience

  1. 1. Emotional engagement: The magic ingredient in any customer experience
  2. 2. Introductions:Why are we here? • What is your name? • Where do you work? • What you do? • Why did you decide to attend this webinar? • What do you hope to get out of this webinar today?
  3. 3. A conversations I had recently about digital business…
  4. 4. Who are Lurkers? Alias: information junkies They gather information and know where to access ideas. We see them as prospective customers – but are they? Lurkers are typically not buyers
  5. 5. Content marketing creates lurker heaven.
  6. 6. Do we know who our customers are… …or do we look at our customers as we want them to be?
  7. 7. Empathy: “the act of coming to experience the world as you think someone else does”
  8. 8. “The more empathetic managers were, the more they used their personal preferences to predict what customers would want. Another key finding that should get people’s attention is that the more empathetic the managers were, the more they ignored the market research on customers that we provided them.” Johannes Hattula and his coresearchers Walter Herzog, Darren Dahl, and Sven Reinecke Imperial College’s “PuttingYourself in the Customer’s Shoes Doesn’t Work:An Interview with Johannes Hattula,” HBR https://hbr.org/2015/03/putting-yourself-in-the-customers-shoes-doesnt-work
  9. 9. Data through your customer’s digital footprint is one of the easiest ways to definitively know your customer
  10. 10. Go beyond hopes and lurkers. Add the magic of emotional engagement. Shift how you see your customers to create magic with them.
  11. 11. What we will talk about today Topic #1 How prospects and customers may be viewing your company, products, and solutions Topic #2 How you can use this information to motivate them to engage with your company Topic #3 Tips and ideas for activities that may encourage them to engage and take the next step
  12. 12. Why people are not interacting with your company Reason 1 They prefer the competitor (including a free option) Reason 2 They don't understand their problem Reason 3 They don't understand the solution you are selling Reason 4 Reprioritized the problem’s urgency in their life Reason 5 Not ready to solve the problem Reason 6 Lost interest to solve problem
  13. 13. “What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish. This is what we’ve come to call the job to be done.” -- Clayton M. Christensen,Taddy Hall, Karen Dillon, David S. Duncan “Know Your Customers’ “Jobs to Be Done” HBR https://hbr.org/2016/09/know-your-customers-jobs-to-be-done?referral=00060
  14. 14. Why people are not interacting with your company Reason 1 They prefer the competitor (including a free option) Reason 2 They don't understand their problem Reason 3 They don't understand the solution you are selling Reason 4 Reprioritized the problem’s urgency in their life Reason 5 Not ready to solve the problem Reason 6 Lost interest to solve problem
  15. 15. “Some people say, 'Give the customers what they want.’ But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said,‘If I'd asked customers what they wanted, they would have told me, 'A faster horse!’’ People don't know what they want until you show it to them.That's why I never rely on market research. Our task is to read things that are not yet on the page.” – Steve Jobs
  16. 16. Jef Raskin: intuitive or familiar?
  17. 17. Why people are not interacting with your company Reason 1 They prefer the competitor (including a free option) Reason 2 They don't understand their problem Reason 3 They don't understand the solution you are selling Reason 4 Reprioritized the problem’s urgency in their life Reason 5 Not ready to solve the problem Reason 6 Lost interest to solve problem
  18. 18. Do you love your customers? Or are you in love with your products?
  19. 19. 4Type of Emotional Expressions Pity/Contempt Sympathy Empathy Compassion So sad. I’m sorry you are sad and going through a difficult time. I can feel your sadness and understand why you feel that way. I can feel your sadness, understand it, and want to help you fix it.
  20. 20. How do you motivate customers to take action? Connect with them emotionally Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  21. 21. Step 1: Identify characteristics of your customer Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  22. 22. A conversation is really an interaction between two people or entities that builds a relationship.
  23. 23. SherryTurkle
  24. 24. Actions orWords or Both? Which is more meaningful to the person and to you?
  25. 25. Identify your customers Buying Using Maintaining/Supporting Buyer Stakeholder/approver Influencer No voice User Buyer/approver (do not use) Experiencer (experience product but don’t use it) Benefactor (enjoy the product results) No experience Maintainer/supporter Buyer/approver Benefactor (enjoy the product results; no support) No support Governance – setup rules around the purchase decision, use, support Applies to B2B and B2C customers, depending on how large the decision making group can be.
  26. 26. Demographic vs Psychographic Data Demographic Psychographic/Ethnographic Traditional Modern Data describing statistics – income, gender, age, geography Data and insights regarding belief systems, values, and thoughts that may drive actions Describes superficial aspects of a target market Describes how a group may think and live Physical nature of the person Inner life of the person Identifies how gender, age, income, geography, education can impact a group who makes a decision Indicates how cultural trends, lifestyle factors, attitudes and how social context influences product selection and usage Research conducted by surveys to learn about preferences, descriptive facts Understand people’s actions based on descriptions. Research conducted at homes or offices to observe behaviors and hear feedback in a non-directed way. Understand people’s behavior on their terms. Don’t learn how the person makes decisions. Learn possible thought processes behind a decision.
  27. 27. Why is psychographic/ethnographic data more relevant? Better able to understand motivations of your buyers during decisions Understand what messages will resonate with their priorities and value system Better understand their problems and how to solve them
  28. 28. Data you can access Not including IoT sensor data Strategic Documentation • Vision/mission, KPIs • Market data, Personas • Marketing/Sales Strategies Ongoing programs • Automated: web, social media, SEO, forums • In-person: salespeople, in-store, phone, chat, forums • No start or end date Campaign • Goals and defined timeframe • Automated and in-person results • Annual: review 2-3 years of data/trends • Review impact to ongoing programs Bottom-line results • Sales metrics and funnel • Quarterly/annual department reports • 3rd party reports
  29. 29. Step 2: Know the problem that they are trying to solve Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  30. 30. Customers don’t think in terms of problems Products rarely solve new problems. We solve problems that have always existed in some form. People found other ways to solve the problem or didn’t see it as a problem. As Jobs, Ford, and Raskin said, people sometimes don’t realize what life could be. It’s the job of the company to show them a new way – and a need.
  31. 31. Marketers solve a problem the company sees… …but what do your customers see?
  32. 32. Airplanes. • Problem they solve: fast transportation for long distances • Problem they create: how do you entertain100+ strangers in a confined space for 1+ hours? • What is the problem airplanes should really solve today? • What is the problem that the customers see?
  33. 33. Step 3: Know how the solution you are offering will help them Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  34. 34. To know who you are, know your competitors 3Types of competitors: Industry competitors Company competitors Payment method competitors
  35. 35. Why isn’t your customer solving the issue now? A solution may already exist - and customer is not aware of it Problem perceived as too difficult to solve and no one ever tried it to make it simpler Problem is not high on the priority list Some ideas:
  36. 36. Value, noun. Worth or quality as measured by a standard of equivalence. The material or monetary worth of something; the amount at which something may be estimated in terms of a medium of exchange, as money or goods, or some other similar standard. Worth, noun. Senses relating to monetary value. The material or monetary value of something; the amount at which something may be estimated in terms of a medium of exchange, such as money or goods.
  37. 37. Value &Worth - Investment and commitment Cost &Time Find and implement the solution Urgency & Need for a solution Priority to fix it Speed to complete an action Desire to accomplish a goal + Is directly proportional to Motivation Emotions driving fixing the problem +
  38. 38. Stop persuading. Find people who want help to transform how they live or work.
  39. 39. Step 4: Determine what will motivate them to take the next step Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  40. 40. Why do people make the decisions they do? Emotions. Feeling. What makes someone feel good. Meaning. Reason. Choose what gives life meaning and memories. Self-interest. Motivation. Choose what’s best in all aspects of life.
  41. 41. “I began to think that the cold-bloodedness of Elliot’s reasoning prevented him from assigning different values to different options,” Damasio writes,“and made his decision- making landscape hopelessly flat.”
  42. 42. Why do people make the decisions they do? Emotions. Feeling. What makes someone feel good. Meaning. Reason. Choose what gives life meaning and memories. Self-interest. Motivation. Choose what’s best in all aspects of life.
  43. 43. Is money a valid excuse not to buy? People don’t buy because a solution costs too much. People don’t buy because their problem is a lower priority. They found another solution (cheaper, simpler, easier). It isn’t that much of a problem, really.
  44. 44. Fear Factor Fear based approaches will make a sale, but it doesn’t solve a customer’s problem or build a relationship.
  45. 45. Decisions are about change
  46. 46. Change is hard uncomfortable. If your prospects or customers can’t convince themselves (or allow you convince them) that the change is essential they simply won’t do it.
  47. 47. If all goes well… …people change and make a purchase because of their fear of the consequences of NOT purchasing.
  48. 48. Step 5: Create a picture of what life could be like with the new solution Step 1 Identify characteristics of your customer Step 2 Know the problem that they are trying to solve Step 3 Know how the solution you are offering will help them Step 4 Determine what will motivate them to take the next step Step 5 Create a picture of what life could be like with the new solution
  49. 49. The solution: education and vision Present your customers a vision of the potential that their lives could be with your solution. Customer stories are so successful for this reason. • Explain the problem they had • Describe the solution they selected • Illustrate the new life they are living with this change
  50. 50. Add the emotional impact to the story Encourage your customer to share the emotional impact of their story Educate the customer about: Questions to answer about emotions The problem What is the customer feeling about the problem? How does the customer describe the problem? The solution Why did they choose the solution they did? What feelings drove them to select that solution? How did they feel when the solution was implemented? How does the customer describe the solution? (analyze word choices and sentiments expressed) Vision for the future with the solution How does the customer describe the new life? What are the new feelings and emotions around the solution?
  51. 51. Use the emotions in their stories to change your organization Tell the product team how you want users to feel when they use the product so they create such an experience. Tell support how we are relieving customer challenges – and they should continue helping. Tell finance that to relieve more customer challenges we may want to offer more payment options and flexibility. Tell HR about the changes so they can hire employees who want to help customers solve their problems. Create content to help describe the problem in the industry and highlight the frustration the customer must feel. Create solution content that supports feeling relief.
  52. 52. All of these actions this will inspire your customers and your team to work towards a higher goal – and transition from just creating products to creating solutions that change people’s lives.
  53. 53. Community is more than a support forum or social media. Community is the relationship between your employees and customers that’s established throughout the purchase process and beyond. It’s a conversation through words and actions. Examples: Forums, contests, social media discussions, surveys, focus groups Anything where they can share their ideas, thoughts, and input Create a sense of community
  54. 54. Ways to measure community Category Description Engagement • Demonstrate that you can hold a conversation with your customer and connect to them in some way • Build connections on social media: like, share, or comment • Build relationships: click through a link to your site and keep interacting through chat or phone Loyalty • Repeat buyers and visitors • Track your customers end-to-end – who consistently read emails, click to articles, use the product, provide great reviews and recommendations • Loyal customers want to see your brand succeed Accountability • Includes product reviews that validate messaging about the problem you solve and how you solve it Brand and Reputation • Net promoter score • Leverage accountability for reputation • Traditional brand recall metrics PR Relationship Metrics • Guidelines for Measuring Relationships in Public Relations (1999) • 4 factors that build a relationship (controlled mutuality, trust, satisfaction, commitment)
  55. 55. Communicate your brand authentically
  56. 56. Vision Employees Customers Relationship Brand Mission, Plans, Activities Experience Revenue
  57. 57. Magic of emotional engagement comes from your company’s employees and their love for their customers.
  58. 58. Emotional connection and magic happens through people.
  59. 59. Thank you and next steps • New book: Revenue versus Relationships coming early 2019! • Learn more about your customers? 4 week course about metrics coming early 2019. • Setup a call to work with you and your company to explore who your customers are and build a better relationship with them. • Community site at gearmark.nm.com to discuss how to create relationships Today’s offer: Free 30 minute consultation call. Signup at: https://calendly.com/mfbrodie/30- minute-webinar-followup

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