How does your organization "unbox"?
Apple helped create a trend in unboxing experiences by extending optimized customer experience outward. They even have a "secret unboxing room."
Extended experience applies to small businesses as well as design leader behemoths like Apple. I used to frequent a wine shop in downtown Charleston. Jack, the owner, seemed to greatly enjoy leading me along a continuum of wines to try. He was clearly interested in my having a great experience with the wines he sold. The unsolicited education about wines I received made me want to bring my business to him even though I could have purchased elsewhere for less.
Effective marketing is no longer just about attaching good feelings to a product. Now the way to carve out a distinctive advantage is by creating great experiences for customers at every point of contact coupled with media systems to share them with the marketplace.
Do you know what feelings you want people to associate with your company? How closely does the experience of the customer match that? What feedback loops do you have in place to reinforce and guide the creation of great experiences? What would be different with an optimized program to lead your customers to great experiences to the highest level?
As a way of calibrating where your company is perceived and clearing a path to more great customer experiences, I offer this 5-step model of mission centeredness.
Each higher level leads to a further expansion of consciousness and creates more differentiation. Advancing through the levels doesn't mean you lose the benefits of the previous levels. Rather, they amplify the power of the other levels.
If a customer enjoys interacting with your company at every stage, they'll enjoy the product or service more by the association with an organization that connects with their values.
Level One: Pure Profit FocusHere the leadership of the organization is centered on the results for the company and its shareholders only. Decisions are made purely from the perspective of what will result in the highest profits.
Level Two: Product/Service FocusWith a product/service focus, the intent is on creating a better mousetrap, relative to the other mousetraps on the marketplace. The ad copy speaks of and shines a light on how wonderful the product or service is.
Level Three: Benefit of Product/Service CenterWhat does the product or service actually do for people? Are you selling the drill bit or the hole? The car takes somebody out of his immediate neighborhood so he can check out the surrounding countryside. It also frees up his family from having to live in the city.
Level Four: The Feelings Associated with the BenefitFerrari speaks of the passion of its cars: the feeling of freedom of driving a convertible through the countryside on a beautiful spring day with the wind in your hair. The sense of the benefits provided shifts from the logical and rational to the emotional. The logical reasons are still there, but people make decisions based on emotion and just need the logical reasons to back them up.
Level Five: The Best Feelings to be had from Every Touch Point with the CompanyIt's not only the use of the product or service you sell that offers an opportunity to create great feelings in your customers. Every interaction your customer or prospect has with your company offers the ability to create great feelings in them. So, having a map of customer contacts that extends all the way to the first interaction can illuminate creating the fuller experience.
Things you can do:
- Map the touchpoints.
- Sort the touchpoints by type: web, in-person, phone, media.
- Make a list of feelings you want your company associated with and link to the touchpoints.
- When it is a human interaction, note both the states you want the customer to experience and the states you want your team member to be in.
How do you create the kind of culture that makes this happen? Learn more at 5thLevelWeb.com.
MarTech 2020 - 3 Trends Shaping Marketing AI
Three trends are shaping how Artificial Intelligence is perceived and used in marketing. More responsiveness to the end customer and a role for AI that better supports human creativity will result.
10 Reasons Your 2020 Content Marketing Strategy Needs Strategic Thought Leadership
Strategic Thought Leadership offers a robust Content Marketing Strategy that can move the mind of a marketplace.
2 Methods for Creativity in Thought Leadership
Thought Leadership implies leading to the new. That means creative thinking. Enter Thought Leadership Studio and dream new futures.
2 Key Areas Where Thought Leadership Enhances SEO
Thought Leadership Marketing can boost SEO with new audiences adding new keywords thus more traffic as well as better search results through enhanced engagement metrics. And the high authority content naturally attracts inbound links as a bonus.
Information is Not Insight
What happens when we take our marketing technology to the customer point of view?
Ross Printings Thought Leadership
Ross Printings Thought Leadership: 4 Ways Thought Leadership Marketing is Different
The LEO Model of Thought Leadership
With Thauts on making movies, theme parks, creativity, and Walt Disney's Imagineering... and how they apply to marketing
infographic 8 Reasons Why Your Marketing Needs Thought Leadership
8 Reasons Why Your Marketing Needs it: Lock in Loyalty, Avoid being a Commodity, Market with Respect, Fulfillment of Creative Leadership, Be a Liberator, Escape the Design Trap, Demonstrate Excellence, Enhance SEO
Easy 4 Ingredient Recipe to Staying in the Zone
The flow state, sometimes known as the "zone," is a state of peak performance treasured by athletes, artists, and high performing businesspeople. Fields like Sports Psychology and NLP study this “peak performance” state in order to help people create it more consistently and utilize it for higher achievement
Thought Leadership FAQs
FAQs about Thought Leadership
43 Innovation Quotes to Inspire Your Next Idea
“Innovation is the specific instrument of entrepreneurship...the act that endows resources with a new capacity to create wealth.” - Peter F. Drucker
The 6 Levels of the Aligned Team
Introduction to The 6 Levels of the Aligned Team - Creating a Congruent Peak Performance Company
5 Powerful Applications for NLP in Business
Do you value excellence in business? One definition of NLP (Neuro Linguistic Programming) is the study and replication of excellence. As such, it has many applications in the business arena.
Five Levels Up to an Experience Centered Company
When I opened my first iPhone box, I was delighted. Here was a package that didn't require a knife or scissors to rip apart. Instead, it demonstrated deeper levels of thoughtful design by gently unfolding to a neatly designed interior. The shapes pleased my eyes.
4 Ways to Get Focus in the Age of Distraction
In today's world, the ability to consciously create focus is a tremendous strategic advantage. If you master that, you are a shark amongst minnows, a crocodile amongst turtles.
The 5 Reasons I Started a Mastermind
Sometimes, incremental progress will do the trick. Other times, only a breakthrough will do.
Two Ways to Market from Glass Houses
We are Marketing from Glass Houses