Honestly, sentences like the world has changed,power has shifted to the consumer, increase yourshare of conversation, consumers trust each othermost, shifting power from marketers to consumers,marketers are no longer in control, social mediastrategy and learn to lose control make me puke inmy mouth a bit.
Hygiene levels are getting higher. Exceeding expectationsis getting harder.Tolerance for mistakes is getting lower
Advocacy is the new retention is the new acquisition.Reach is more and more built by consumers.So fuel them with stuff worth sharing.
We’re going from a consumer life cycle to a conversation life cycle.Who are your best customers? The one that pay the most or the ones that talk themost?
Faster communications.Twitter, Facebook, email and text messages make communication extremely fast.Simple collaboration and chat tools take it even further.
The world is getting 24/7 and realtime.KLM helps customers Monday to Sunday from 8AM to 11PM. Thatis almost a 24/7/365 realtime customer support center. Imagine theimplications for your organization.
With new tools comenew ways ofmeasuring success.Try measuring the Net PromoterScore to see how likely it is that yourcolleagues will recommend yourcompany.
But most of all: the real fundamentals neverchange.
I love this one, just because it’s so true.“Advertising is the fee forbeing unremarkable. “ Robert Stephens (GeekSquad)
It’s about committing acts, not ads.Don’t talk remarkable, act remarkable and capitalize on the stuff you’re alreadydoing. Like KLM with it’s KLM Surprise campaign.
It’s about un-technoligizingtechnology, aboutacting human.Zappos does an amazing job in makingtechnology invisible and reallyunderstanding consumers.(Thanks Steven Verbruggen for the tip!)
Helping people helps.You might be surprised that 11% of all organizations doesn’t answercustomer emails. Even more when you know that exceeding customerexpectations builds loyalty (81% repeats, 63% recommends) and fallingbelow customer expectations erodes loyalty (5%/71%).So start helping.
Focus on emotional connections.Emotional connections build a buffer for possible negative experiences.
The power of employees and company culture.Employees are your ambassadors. All the advertising in the world can’t buy yougreat employees and a remarkable company culture.
Facilitating ownership.Capitalize on the stuff you’re already doing and make people feel part of it. Likethe Antwerp Zoo did with the birth of Kay Mook: 300K extra visitors.
Create stuffworth sharing.LinkedIn is extremelysmart in creatingpersonal, relevantmessages that areextremely worth sharing.
Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsBe maniacal about managing expectations.Under-promise, over-deliver in everything you do. Not only towards customers butalso to your colleagues.
That really means we have to re-invent directmarketing.Here’s a hint of where things are going.
A paradigm shift, as some gurus would call it.But joking aside, there is indeed a huge shift in the way we will be doingdirect marketing.
Swedish Postal Service Magical Christmas Cards
Swedish Postal Service: Send happiness by the meter.Send a special personal card to friends.