In his “Everything Has Changed But Nothing Is Different” talk, keynote speaker and founder of UnMarketing Scott Stratten (Sales, Marketing & Branding expert) brings up the honest truth about customer experience in this age of disruption and interruption. He was named one of the top 5 social media influencers in the world by Forbes. If you’re looking for a comedic and inspirational marketing pep talk, this one is for you.
First impressions matter, no doubt about that. In the business world, we translate them to brand perception. When we look at a logo, we recognize the design as well as the experiences we have with the brand.
Many times businesses fail to deliver the right customer experience. Scott thinks one of the reasons is that they’re not doing things worth talking about. If we want our brand perception to be positive, we need to have meaningful stories to tell the world.
“There’s another aspect to it,” adds Scott. Whatever your industry, your employees act as the image of your brand. They can either help or hurt you. In retail, the pressure to be on top of the competition is bigger than ever, and Scott’s rule of thumb is “Passion + Knowledge = Profit.” If stellar customer experience wins the game, then no client wants to be treated as an interruption. Make sure your employees are not killing your customer experience by “hiring good people, training them well and trusting them.”
According to Scott, there are three types of retail customers:
- Ecstatic – the ones who just come into a store without any intention of buying
- Static – they go out of convenience or order online but have no brand loyalty
- Vulnerable – they had a poor experience with a brand
There’s a cost attached to bad customer experiences, so keep in mind that an empowered buyer can also be the most fearful critic. We can’t stop problems, but we can solve them and avoid bad reviews that can ruin our brand’s image (and ROI). “When customers complain and poor reviews show up, they’re looking for validation,” highlights Scott. This is our chance to change that user experience by showing customers we care.
Scott also talks about the disruptive side of social media. His relationships with LinkedIn, Twitter, Facebook, YouTube, etc. made him realize that nothing inherently works with social media—it’s what we do with it.
Plus, he showcases generational stereotypes and explains how age gaps aren’t as wide as we think.
The bottom line is, we’re living in the age of the hyper-connected consumer, and they are our brand’s perception.
If perception can shift in an instant, brands can control the customer journey. By focusing more on having unique interactions with your audience, knowing the “pulse” of your customers, and following up with their concerns, you’ll be able to create an authentic customer experience people will hear about.
If brands truly want to rise from the ashes of the retail apocalypse, they need to make sure every touch point with their customers is a positive encounter. Long story short: whatever you do, bring your A-Game when it comes to customer experience.