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Content marketing has officially claimed its spot as a leading marketing strategy, as evidenced by research that shows 87 percent of B2B marketers are employing the initiative. In fact, content marketing is outpacing all other marketing strategies including search engine marketing (67 percent), events (62 percent), public relations (56 percent), and print-radio-TV (26 percent).
From FastCompany: To Starbucks, baristas are not just baristas–they are ambassadors of brand, merchants of romance, disciples of delight. The company recently invested millions in a “Leadership Lab” designed to drill that message in for 9,600 store managers. So did it work?
From FastCompany: Frito-Lay Chief Marketing Officer, Ann Mukherjee, outlines some lessons from the Doritos “Crash The Super Bowl” campaign and from going all-in on consumer-generated marketing.
From ChangeThis: To reach it’s full impact, customer experience needs to be thought of as a strategic agenda item on par with and actually integrated with corporate strategy, managing the brand, and new product development. Customer experience should not be confused with existing efforts to focus on customer service or touch-point management. These efforts are focused more on delivering tactical reengineering of customer-facing processes.
As a customer experience leader, you want customers to talk with everyone they know (and don’t know) about your company, employees to live and exude the best qualities of the brand on and off the job, and to be rewarded as a market leader. If you share that vision for your customer experience efforts, here are some strategic tools and ideas to help you do that.
From Jackie Huba: If you said Facebook or Twitter, i.e. social media, you would be incorrect. With all the (continued) hype about social media, it’s still in face-to-face conversations where people discuss products and services the most.
From Chris Zane at ChangeThis: “These types of relationships are not easily formed nor are they formed overnight. They require exceptional care, attention, and a focus on continuously exceeding expectations. At Zane’s, where we have chosen to compete on service rather than on price alone, it means providing unparalleled customer service. We can never accept an unhappy customer, nor look at unsatisfied customer as an inevitable part of doing business. This method goes beyond the mindset of making an unhappy customer happy or simply matching the offers of our competitors. Creating lifetime customers requires that you offer every customer or potential customer more service than they consider reasonable. Further, it means that you actively solicit customer feedback about what you could be doing better and use that information to expand and tweak your offerings to best service the customer.”
If your customers are talking about you, you can leverage these conversations to gain new insights into your products and find new sources of revenue.