Something is missing in your customer experiences but you aren’t sure what it is.
You may be seeing trends like:
And when you research best practices to achieve the results you want, you discover that you are doing everything right. Solid email marketing strategies. Great social media posts. Sound SEO strategies. Easy and straightforward user experience.
Low engagement is a symptom of problematic customer relationships. And problematic customer relationships are a symptom of a disconnect between your business and your customers.
We sometimes forget that how we view our customers determines how we treat them. Empathizing with your customers and developing the right strategy to communicate to those who value the problem you are solving may improve your results - and your customer relationships.
In this FREE 1-hour recorded Master Class, I'll show you how to engage with your customers by leveraging some of the latest in psychology and neurology.
In addition to the FREE recorded Master Class, you'll get:
Mary Brodie, Founder & Strategist, Gearmark
Mary Brodie is an experience strategist and founder of Gearmark. She has been helping companies create memorable customer experiences, online and offline, for over 20 years. From apps to content strategy to lead gen programs, Mary has helped companies achieve results that contribute to the bottom line. Mary attended MIT, graduated from Simmons University with a BA and MA, and recently graduated from IE University in Madrid with an Executive Masters in Corporate Communication.
"Your webinar gave me so much insight in how to position my event invitation so it would resonnate with my ideal audience. I think it was one of the biggest contributing factors as to why event registrations sold out. I never had that before.
And this event was in South Africa, where I had a small following and wasn't sure how many would attend. That all changed after watching the video. It was the best 1 hour spent. Thank you!"
Shannon Muruli, Author #DOITAFRAID, Creator of School of Courage for Women, Inspirational Speaker
"Where other companies flounder, Mary has pinpointed the secret to higher revenue and how to achieve grow through her unique 5-step process so aptly presented in the Gearmark Master Class Emotional Engagement: The Magic Ingredient in Any Customer Experience. The roadmap offered in this webinar will make you rethink your brand, culture and how your employees can capture your customer's hearts and create experiences that bring meaning to their lives. The sooner you understand how to make that emotional connection, the faster you’ll realize why this methodology is pure magic."
Laurie Weber, Founder & Copywriter, Weber & Associates
According to Antonio Damasio, YES! Most definitely.
Damasio discovered this in his work with "Elliott." Elliott had a brain tumor in the part of the brain that processed feelings. After some observation, Damasio discovered that Elliott could identify many solutions and options, but he couldn't make a decision as to which option was best. It's an involved story that I share in the Webinar (and has been shared in sources like MIT Technology Review, The Cut, Scientific American, and the like, as well as being the subject matter of many of Dr. Damasio's books). Check out the clip below.
The idea of a "being" making decisions to feel good extends from humans to animals to single-celled organisms. In all cases, feelings lead to emotions, and our desire to feel good influences our decision and choices.
I'm oversimplifying this all a bit, but you can also learn more in Damasio's book, The Strange Order of Things: Life, Feeling, and the Making of Cultures. And a bit is in the video below from the Webinar.
Master Class clip: Why feelings and emotions matter when making decisions?
Along with feelings and emotions, meaning and self-interest are the two other factors that cause people to make the decisions they do.
Vicktor Frankl's book, Man’s Search for Meaning, documented his experiences in the concentration camps during World War 2 to illustrate why meaning is the core to human existence.
We all require meaning in our lives to make sense of why events happen to us and to help us survive. We are always looking to be part of a bigger story.
Imagine if your company represented something bigger? Or if your brand provided a vision, that bigger story to your customers? Most likely, you would then be able to connect with your customers emotionally. Customers don’t want to just buy a widget from you; they want to be part of what you are creating in the world, part of how your company is making a difference.
Self-interest could be illustrated as the motivation behind why we do what we do. It's not always clear or straightforwad and there may be subconscous emotional reasons why we do what we do. In the end, we choose what we do so we feel good about our decision.
The Webinar includes an example of how all 3 of these factors influence people to make the decisions that they do.
Value and worth - it's not what you think.
They have recursive definitions, which makes talking about them challenging to say the least.
Master class clip: Value and worth - it's not what you think
We all think we love our customers. But do we? How do we know? And why is this important?
It's hard to help your customers solve their problems if you don't like them, nevermind love them.
What are some signs that you don't like them?
You may think, "So what? They don't know what I say or think about them behind their back!"
What if I told you that they do know. And they can tell based on how you treat them.
Let's review the definition of pity, sympathy, empathy, and compassion.
We sometimes forget that pity to compassion is a sliding scale.
Where do you and your employees fall on this scale?
After this Master Class, you will develop greater empathy and compassion for your customers so you can help them solve their problems. And when you solve their problems and help them be successful, you are starting to build a great relationship with them.
But this doesn't start until you understand and love them.
As always, know who your customer is. And we gather so much research information today from digital activities, there is no reason NOT to know this.
Or the job to be done for the customer. We sometimes forget that customers may not have thought about their problem in the way we solve them.
We'll discuss competition (industry, company, and payment method), value and worth, and why your customer isn't solving this problem right now. Your customer just may not see the problem you solve the same way you do.
My favorite section! Learn how emotions, feelings, meaning and self-interest contribute to everyone's decision making. Discover new love for Antonio Damasio and Vicktor Frankl. Antonio Damasio's work proves that feelings are required for decision making.
Customers need to see your solution in context with what they are familiar with in their own experience. Learn how to do this as well as include them in your customer community and express your brand authentically. And most of all, in this section you will understand why it's important for your employees to love your customers.
When you sign-up today for the FREE recorded webinar Master Class, you'll get:
I became fascinated with emotions and their role in decision making when I started working in content marketing and strategy. I realized that content and social media were creating automated digital conversations. And conversations were what sales used to help build a customer relationship.
But the biggest realization of all: companies sell to people. People are emotional beings. Sure, they care about product benefits and how a product will help them in their lives, but at the same time, they are people with feelings and emotions. They want to feel good about themselves and their decisions. I had a new mission: understanding how to engage digitally with people on a deeper level to build a relationship.
I experimented using this approach in a content marketing project and it worked! It's a long story (that you can read about in this blog), but I worked with a team to create an IT buyer's guide that was a hit. It was the top performing download for the division and got an annual revision 3-4 years after it was launched.
But after deeper reflection, I realized that I have been using this approach for years, starting with my first Gearmark project at a Bay area online digital printing company. They had a site, but it was difficult to use. However, their customers loved ordering print work from them. It wasn't just because they could pick up the print work down the street, but the work quality was excellent for the price.
I talked to a few customers to discover how they used the site. And they liked working with this company so much that they were willing to do all of these crazy workarounds to get the system to work as they wanted. They cared about finding the best print price and delivery date combination. They would select different print turnaround times and shipping costs to get the right combination.
They were cost conscious and time sensitive. They valued having the flexibility available to choose the right option for them.
So we created a shopping cart that allowed them to do that - choose the print turnaround time and the shipping time to see when they should expect the item and the total cost.
The improvement was an immediate hit! They had an ongoing spike in sales starting that day. By appealing to the customers' need for flexibility, we created a winner. (And the approach was copied across the industry too, so it must have worked.)
Harvard Business Review recently issued a video that summarized a study demonstrating the impact of connecting emotionally with your customers. It drastically improved a retailer's bottom line. Further, researchers originally published an article promoting this idea in 2015. This approach to solve what seems like a complex customer problem where customers are just "stuck," not purchasing and not taking action, works.
copyright 2018, Gearmark LLC