Discovering Your Brand's Emotional Footprint

If your business was a shoe how would it feel to walk in?

Would it be tight and pinch you?

Does it have awkward characteristics that rub and irritate customers?

Are some transactions awkward and painful to experience?

Understanding where the PinchPoints® are found is key to smoothing the experience for your customers and encouraging repeat business.

As the saying goes....

Only the wearer knows where the shoe pinches.

The Emotional Footprint

Your business has a unique feel to it.

We call this your Emotional Footprint®.

It's what the experience feels like to be a customer or an employee. Understanding the Emotional Footprint® you are creating is important as it can be used to understand what needs to be changed within the experience in order to create a positive and loyalty building engagement with your brand.

Once you understand how emotional connections drive people to your business or brand, and then make the necessary adjustments to the experience they have...

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The Rise of Great Customer Experiences

c.e.x customer journey May 26, 2018

Whether or not you are a freelancer, retailer or international brand, your success lies largely in how well you serve your customers. And in today's rapidly evolving world of globalization and consumer awareness, paying close attention to the consumer has never been more important.

Customers are precious and need to be guarded like precious stones.

Over the past decade, I've been involved in helping organizations striving to deliver great customer experiences as a strategic differentiator.

They've seen that this is their only true point of differentiation because delivering a great customer experience has such an impact on others because of the rapid viral spread of stories about these experiences.

Within minutes stories can reach thousands.

The Anatomy of Word of Mouth (WoM) Stories

We've all done it. Told others of our great or crappy customer service experiences.

Right now someone is sharing their story about your brand.

About their experience in your store.

About their...

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How Businesses Can Educate Their Customers to Improve Customer Satisfaction

For many years since first being published in a Harvard Business Review, it's a generally accepted rule that loyal customers buy more, purchase more often, cost you less to do business with, stay with you longer and are more likely to recommend you to others. So winning and keeping customers is vital to ensure the long-term success of any business.

There are many strategies to build customer loyalty such as building a winning culture in your organisation which I wrote about previously in this post.

You can also educate your customers to help them through the various stages of using your product or service. Offering free online courses are a great way to do this.

Software companies are usually very good at supporting their customers in this way. They know that the more educated their users are the fewer support calls they'll get, the happier the customer is and the fewer complains they'll receive.

The smart consumer will opt to buy from the company that’s...

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How easyJet Passengers are Facing a ‘Bonk’ in Their Customer Experience

customer journey Nov 22, 2017

Firstly, I will explain for those unfamiliar with biking terms that ‘a bonk’ is cycling’s classic term for hitting a brick wall. My eldest son is into mountain biking in a ‘big’ way. Not only does he ride downhill extensively in Europe, but he has his own company specialising in titanium suspension springs for mountain bikes and nearly new bike parts. So no it's not me with familiarity with bonking but him!

Apart from some new biking terms, this post will teach you three things you need to consider when making changes to your organisation's policies.

Recently my son noticed that easyJet has changed their sports equipment weight allowance for passengers with bikes, impacting their customer experience. Previously, with an appropriate 32kg maximum weight, a bicycle could be packaged well and transported in a padded bicycle bag. Unfortunately, they have now have reduced the maximum weight by 9kg! The maximum weight is now just 23kg, meaning it's almost...

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