Monthly Archives: April 2014

The Ever Fickle Customer and Why Customer Experience is Key

key-dollarsign 300

This blog post was going to be about the nearly perfect customer experience I initially experienced when I rented a car from Enterprise a couple of weeks ago.  I got busy and didn’t get around to writing the post — which, in retrospect, was perfect. A back-story is in order:  My car — a Mazda 6 which I am reluctant to upgrade because we are preparing to go on a worldwide adventure for a few years —  was making funky noises on a road trip to Whistler in December.  Fortunately, my hubby knows his way around an engine and he thought to check the oil.   We were down to 1 litre, even though we’ve been getting the car maintenance done at the local Mazda dealership since we bought it — uggh. Ever since then, I’ve been reluctant to take the car on a big road trip, especially if I’m by myself, so I decided to rent a car for a meeting in Victoria, which is a 3 hour drive away. I was bowled over by my initial experience with the car rental.  I’d booked using and I really wasn’t expecting much.  However, the day before I was to pick up the car I got a phone call from a representative from Enterprise thanking me for booking and asking if I needed a pick-up.  I hadn’t considered getting picked up but when the offer came I said “sure”.  Pick me up at 1pm. The pick-up was late — by about 45 min — which was not okay.  I know it’s a small operation but when […]

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Creating an Emotional Connection – P&G

red heart in form of the atom with revolving around electrons

Creating an Emotional Connection Increases the Opportunity for Customer Engagement When you create an emotional connection with your customers and/or prospects, your ability to increase your customer lifetime value (CLV) is higher because emotional connections are a necessary element for having a relationship — and relationships are needed for customer engagement. In the olden-days, when people shopped locally, it was easy to have a relationship and connect with your customers on an emotional level because you knew them and they knew you.  Local marketers who adopt this philosophy today certainly attract more “loyal customers” than those who don’t and they have the ability to win back certain customers who have chosen to shop big-box or online.  B2B marketers are also wise to make the emotional connection with their customers too — after all it is a person who is making the purchasing decision. However, what do you do when you are a multi-national consumer brands company?  How do you create an emotional connection to the company that provides toilet paper, diapers, toothpaste and the like?   I know I’m certainly not emotionally connected to my TP — unless of course there is one sheet left on the roll — and I cannot think of one consumer product in my home that gives me the warm-fuzzy of emotional connection. Which leads me to this video from Proctor and Gamble — which had me in tears this morning.   P&G understands that women are — most often — the decision makers when it comes to many purchases for the home (unless, of […]

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F.O.R.C.E. Formula™ for Business Transformation – Reach

Global Reach

F.O.R.C.E. Formula ™ for Business Transformation – Reach The F.O.R.C.E. Formula™  is a comprehensive review and action plan for transforming 5 primary areas of business that are ripe for transformation.  Regardless of whether you are an aspiring entrepreneur, a seasoned entrepreneur, a small business owner, a professional services provider or a leader in the corporate world, the F.O.R.C.E. Formula™ transforms the way you do business. Within each of the 5 primary areas for business transformation there are 5 key elements and within those 5 key elements there are 5 actions, activities or questions to be answered. In this video Carol explains the R in the Formula — Reach How are you expanding your reach in a way that is both profitable and engaging?  How are you leveraging your expertise and the expertise in your business?  Are you using social media platforms to engage with customers and prospects?  Do you have a mobile marketing strategy and plan — everything from a website that looks good on a mobile phone, to using text messaging, a mobile app and even Near Field Communication?  Who are your ideal strategic partners to expand your reach?  Who can you partner with to enter new markets?  How can you get your non-competing but complementary products and services into the hands of another business’ customers?  Do you have products or services that can be licensed?   Are you leveraging new media platforms such as podcasts, Hangouts on Air, Kindle etc. In this module – which is a big one – you will learn multiple ways to increase your reach […]

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