Are You Really Connecting With Your Customers?

Here are some key questions to ask yourself about how to connect with your customers in today's digital age:

Are we making it easy for customers to find us in their digital lives?
Do we offer services and content to customers on their schedule, not ours?
Do our Web services run well on any browser, smartphone, or digital interface?
Can our customers use their phones and mobile devices to find us, learn about us and pay us?
Are we responding to customers online in a timely manner?
Are we giving our biggest supporters the opportunity to connect with us and champion our business online?
Has the conversation among our customers become a vital part of our business?

Depending on how you answer these questions, you may need to also ask yourself these questions as well:

What assumptions about our business do we need to reconsider?
How does our culture need to change?
What new skills and capacities do we need to foster?

According to author David L. Rogers, "to thrive in our digital age, businesses need to reimagine our customers: not as a mass of isolated individual actors but as networks--with each customer as a node linking and dynamically interacting with each other and with us."

In Roger's book, The Network Is Your Customer, he offers delves deeply into five strategies for how to thrive in a digital age:

Access
Engage
Customize
Connect
Collaborate

Today's customers, explains Rogers, seek to:

Freely access digital data, content and interaction as quickly, easily and flexibly as possible.
Engage with digital content that is sensory, interactive, and relevant to their needs.
Customize their experiences by choosing and modifying a wide assortment of information, products and services.
Connect with one another by sharing their ideas and opinions in text, videos, and social links.
Collaborate on collective projects and goals through open platforms.

Because of these new customer behaviors, Rogers suggests businesses may need to form new units within their companies to have dedicated teams for:

Interacting with customers using Facebook, Twitter or discussion forums.
Capturing, assessing and directing ideas from customers in order to feed them into product innovation and business process improvement.
Generating regular content for customer networks that is neither traditional advertising nor traditional public relations.

Rogers' book is ideal for all businesses and nonprofits and includes more than 100 case studies that I found interesting and thought-provoking in the advance copy he sent me.

Comments

How To Build A High Performing Sales Team

Based on Stephanie Friedman 's 20 years of sales experience, her new book, Built to Grow: A Handbook For High-Performance Sales Teams , is the perfect step-by-step, go-to-market field guide for startup founders. Friedman offers readers a structured and repeatable methodology for building a high-performing sales function from a company’s earliest days. The book is divided into three phases of startup growth— Experiment, Build, and Scale. Within each of the three phases, Friedman covers: Sales Playbook Hiring Revenue Management Customer Success Compensations Culture Internal Collaboration Some of my favorite takeaway tips from the book include: No matter how experienced your salespeople are, any high-performing sales organization should follow one simple but important rule: No call without an agenda. This helps reinforce the necessary discipline around call preparation and ensures your customers have the best possible experience when talking to your...

High-Performing Teams Are Made Of This

According to Ron Ricci and Carl Wiese, authors of the book, The Collaboration Imperative , high-performing teams have the following characteristics: People have solid and deep trust in each other and in the team's purpose--they feel free to express feelings and ideas. Everybody is working toward the same goals. Team members are clear on how to work together and how to accomplish tasks. Everyone understands both team and individual performance goals and knows what is expected. Team members actively diffuse tension and friction in a relaxed and informal atmosphere. The team engages in extensive discussion, and everyone gets a chance to contribute--even the introverts. Disagreement is viewed as a good thing and conflicts are managed. Criticism is constructive and is oriented toward problem solving and removing obstacles. The team makes decisions when there is natural agreement--in the cases where agreement is elusive, a decision is made by the team lead or executiv...

Decide

Many years ago, I worked with a person who could not make decisions. Neither big nor small decisions. That indecisiveness paralyzed our business in many ways. Unfortunately, the book, Decide: Work Smarter, Reduce Your Stress, and Lead by Example , had not been published. Had it, I would have shared it with my co-worker. Decide , published this past February, teaches readers how to make better decisions based on the real results they want to experience. The author, Steve McClatchy, explains how to use the two forms of human motivation -- Gain, or Prevent Pain , to make more effective decisions. For example, he demonstrates how inserting a Gain task in the middle of a Prevent Pain day can give you the energy you need to move forward and make the Prevent Pain tasks take less time through motivation. Deeper into the book, you'll be reminded about not only the problems with procrastination, but also about the benefits of procrastination, and, if you are ...

Coherence: The Secret Science Of Brilliant Leadership

Coherence: The Secret Science of Brilliant Leadership is the new book by author Dr. Alan Watkins . Trained as a medical doctor, Watkins is now an honorary senior lecturer in neuroscience and psychological medicine at Imperial College, London and an affiliate professor of leadership at the European School of Management, London. According to Watkins, coherence is the biological state achieved when elite performers experience maximum efficiency and super effectiveness, where body and mind are one . Coherence provides one of the most unique approaches to showing leaders how to be younger, smarter, healthier and happier -- which gives them the power to make decisions under pressure and achieve sustainable success. Prepare to spend quality time reading Coherence . It's not light reading. Kind of feels like a medical text book in parts. But, it's worth your commitment to it. I particularly found useful Watkin's discussion on culture , where he w...

5 Compelling Benefits Of Having An Ethical Culture

In Andrew Leigh's book, Ethical Leadership , he provides these compelling and important benefits of having an ethical culture in your business/organization: Customers prefer dealing with companies who put ethics at the center of their culture. Most employees would prefer to earn less working for an ethical company than being paid more and working for an unethical company. More than one in three people at work say they've left a job because they've disagreed with the company's ethical standards ( Trevino, L and Nelson, K - 2011 ) If you adopt an early warning system against misconduct it reduces the risk of you facing expensive litigation. An ethical culture helps you make your company a strong affirming place to work in. "The foundations of an ethical culture include values, attitudes, meaning, behaviors, purpose, and management practices," explains Leigh.

More Leadership Quotes From John C. Maxwell

The real gems in John C. Maxwell's book, Everyone Communicates Few Connect , book are the abundant leadership and communication quotes, such as these: To add value to others, one must first value others. People may hear your words, but they feel your attitude. All good communicators get to the point before their listeners start asking, "What's the point?" The first time you say something, it's heard. The second time, it's recognized, and the third time it's learned. In the end, people are persuaded not by what we say, but by what they understand. People pay attention when something that is said connects with something they greatly desire. Maxwell also says that: Management is about persuading people to do things they do not want to do, while leadership is about inspiring people to do things they never thought they could . The book covers five principles and five practices to help readers so they can connect one-on-one, in a group, or...

Make It Easy For Your Employees To Volunteer

Start planning now for this year's National Volunteer Week, April 15-21 . That's the week when nonprofit organizations throughout the U.S. will celebrate and honor their volunteers. If you are not already volunteering, what a great time to start. Make a commitment to yourself to start volunteering before that week starts! And, if you are a workplace leader who supports a volunteer program at your business, you already know that by encouraging employees to give back to your community you are: building teamwork motivating employees attracting new hires In fact, job seekers much prefer companies that have a strong volunteer program. And, a growing number of businesses are rewarding employees who volunteer by giving them extra vacation time and other incentives. Fortunately, throughout the U.S. there are hundreds of volunteer opportunities where employees can contribute individually, or where leaders can organize teams of employees to volunteer together on a routin...

Six-pillar Roadmap For How To Move From Merely Surviving To Truly Mattering

In the new book, The Mattering Effect: Creating A Life Of Meaning And Worth , podcaster and author John R. Miles reframes today’s most common struggles and empowers individuals and institutions alike to break bad habits and reclaim a sense of worth and belonging. “Organizations have spent the last decade chasing 'engagement' and 'psychological safety,' yet global productivity is stalling and 60% of employees report they do not feel valued in the places where they spend their days,” shares Miles. He calls this “The Great Erasure”—a condition where high-achievers become highly visible to the organization while becoming invisible to themselves. In addition, Miles argues that many of today’s most common struggles—burnout, anxiety, loneliness, and disengagement—are not personal failures or mindset problems. They are the result of unmattering: the gradual erosion of felt significance within modern systems that reward performance while overlooking presence. Fortu...

3 Things To Avoid When You Give Your Next Speech

If you don't want to get your speech off to a bad start, the communications experts at Speechworks suggest you: Don't apologize (particularly about your anxiety or lack of preparation. Apologies put your audience on the defensive. Don't start by telling a joke (which may not be all that funny, or is irrelevant, or that may even be offensive to someone in your audience). Don't beat around the bush (including, don't list off a lot of people you want to thank. Don't waste your audience's valuable time) Instead: If you need to deal with your anxiety, practice like crazy . Rehearse particularly your first line over and over. Start your presentation by laying out for your audience a key issue that they are facing in their business . If you must thank someone, do it at the end, or thank your introducer briefly, pause, and then start right into the meat of your message .

How To Make One Bold Move A Day

Shanna A. Hocking ’s new book, One Bold Move A Day , is all about meaningful actions women can take to fulfill their leadership and career potential. Specially, Hocking reveals the transformative mindsets needed to make one Bold Move a day. Those are: Gratitude Mindset And Mindset Happiness Mindset Progress Mindset “Each of these four mindsets individually plays a special role in the process of continuously showing up for yourself and others,” explains Hocking. “Each mindset contributes in a different way to your success, but they all complement each other and together they will become the foundation to your Bold Move Mindset.” Hocking explains in her book that a Bold Move is one that challenges you to grow . “Sometimes it’s about capitalizing on an opportunity, and sometimes it’s about creating that opportunity for yourself,” explains Hocking. Keep in mind, too, that a Bold Move for you might not be the same as someone else’s. ...

Eric Jacobson On Management And Leadership

Search This Blog