In this podcast, Susan Hamilton and Ethan Beute discuss brand psychology and how your breakfast cereal makes you feel about yourself.
Much like having a relationship with another human, a lot of it is about how that other party makes you feel about yourself. Or how you are able to see yourself via that other party.’
You know, I think the customer experience is very much about the relationship that you are building with your customer. In fact, I often define the brand as the actual relationship, and the experience is an important part of that. And the relationship can be on many platforms, and many formats, but it’s that feeling that you have when you’re connecting to the brand, the product, to the people that are involved, and I think that’s the most important thing about your company and your brand, is that relationship that you’re building.
So, I think it’s really interesting and truly goes beyond what we, as humans, traditionally think of as relationship between person and person, and I think what really drew me into branding actually, coming out of a pure strategy background, was seeing how people had these really intimate personal relationships with brands where they didn’t have connections with people. You know, it wasn’t a retail situation it was cornflakes! Right? It was a product where they had never met any of the people that worked for that company, personally interacted with any of those people, but they had an actual relationship with that product that made them feel a certain way, that made them loyal to that product, that made them, you know when social media became more vibrant, that made them want to engage with that product, and I remember thinking in the early days of Facebook, how poetic it was that people were friending brands on Facebook. And I thought that was such a nice metaphor for that relationship that people have between themselves and those products, before you even get to the people in customer service, or the retail environment.
Points of discussion include:
- The relationship between brand and customer experience
- What people are really afraid of about creativity
- The pervasive contempt of design as a waste of time
Listen to the full podcast, From Cornflakes to Customer Experience, It’s All About Brand, on CustomerExperience.com.
As more companies seek mega mergers to dominate the marketplace, a new alliance is going to revolutionize how you access your meds. Kaihan Krippendorff uses Amazon’s recent expansion into pharmaceutical distribution to illustrate the importance of proximity in expanding and improving business offerings.
If you want to predict the path of innovation in your industry, consider one unifying strategic concept: proximity. Introduced by innovation guru Rob Wolcott, proximity is the theory that the production and provision of value moves ever closer to the point of demand. Viewing your industry through this lens can reveal new opportunities, help you clarify where to focus your innovation efforts, and help you better anticipate which innovations will thrive and which will fall.
Consider TJ Parker, a second-generation pharmacist who came to realize the pharmacy industry was broken. Over the years, he observed how convoluted the experience was for patients, particularly those with multiple prescriptions, to get the drugs their health depended on.
Multiple prescriptions meant multiple trips to the drugstore. At home, they had to handle multiple bottles of drugs and keep track of how often they took each one (some once per day, some multiple times per day, others only on certain days of the week). They might sort the pills at home into pill organizers. But, still, the time and effort was onerous, resulting in low compliance and poorer health.
Key points covered in this article include:
- The pharmacy industry system
- The pillpack system
- The value of proximity
Read the full article, Pillpack, Proximity, and The Amazon Future of Pharmacies, on Kaihan’s website.
Umbrex is pleased to welcome David Uriarte with Horvent. David Uriarte, former BCG consultant, has an outstanding track record of achievement in customer experience, business management, digital transformation and development in travel & leisure and other service industries. Senior international advisor, entrepreneur and executive with more than 20 years of relevant experience. Digital and people passionate, optimistic, flexible, with a strong strategic vision and leadership in high growth business.
Managing Partner in Horvent Advisory Services and Partner of GuestPro (Leading new generation SaaS to manage hotels). He is also an Associate Professor in Service Management at Toulouse Business School and The Valley of Digital, Mentor at Conector Travel Tech, BTS, Startupbootcamp IoT & Big Data and at The Cherie Blair Foundation for Women and Strategy Advisor at Hacks/Hackers Barcelona.
He previously held executive positions in PGI Management, Pierre Vacances Center Parcs and Barceló. David holds an MBA at IESE/ Georgetown University, a Business Degree in the University of the Basque Country.
David also paints horizons in his freetime. Do not hesitate to check his instagram page @horizontem.art
David is based in Barcelona Spain and is happy to collaborate on projects in Spain and travel industry worldwide.
This article from David Burnie’s company blog identifies the value of the contact centre, and how it helps to prevent customer attrition.
The contact centre is a necessity for any mid-large size organization. It is where customer inquiries are handled across multiple channels, such as the phone, email or live chat. It is a bustling place of energy, activity and collaboration and often a starting point for many who want to forge a career in corporate.
When built and supported the right way, the contact centre can be a highly engaging and interactive environment. Palpable energy can be felt if you were to walk the floor and observe employees in action. It is a place of discovery, learning and, most importantly, the hub of customer information. No other place in a company can provide the same insights regarding how customers are feeling.
Points covered in this article include:
- Why contact centres are undervalued
- How to prevent employee and customer attrition
- How to leverage the full value of the contact centre
Read the full article, The Value of Contact Centres, on the Burnie Group website.
Carlos Castelan shares how to improve the customer experience and team collaboration.
In today’s world where change is one of the only constants, we often hear of companies undergoing a transformation to reinvent themselves and revitalize their customer offerings. This is a natural function of the organizational life cycle where companies grow and organize in a variety of ways along the way, including around services or products. However, in focusing on efficiency and processes to enable scale, organizations lose some measure of tight collaboration and team agility that comes from regular innovation. So, how can companies avoid having to regularly undergo transformations? One way successful businesses do this is through the identification of gaps in team collaboration through a Customer Correction tool that allows teams to find opportunities and cooperate to improve where disconnects may be occurring and resolve issues before they impact customers.
Points covered include:
- How to facilitate team conversation
- How to get ahead of functional issues
Read the full article, Leveraging Your Company’s Greatest Asset to Improve the Customer Experience, on the Navio Group website.