Author Archives: Shep Hyken

About Shep Hyken

Shep Hyken is a customer service expert, keynote speaker, and New York Times, bestselling business author. For information on The Customer Focus™ customer service training programs, go to www.thecustomerfocus.com. Follow on Twitter: @Hyken

Ten CX and Customer Service Predictions for 2023 – Part One

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Ten CX and Customer Service for 2023 - Part One

GUEST POST from Shep Hyken

We are in a strange time. For the past two and a half years, we have experienced one hurdle after another. It started with the pandemic, moved into supply-chain problems that merged with employment issues, and to top it all off, we’re experiencing a rough economy. While the difficulties hit some industries harder than others, every company or brand has had to show a level of nimbleness and flexibility to stay ahead, if not just stay in business. Some companies figured it out, and some are still finding their way. Regardless, the following predictions could give you some food for thought in how to navigate the next year and beyond.

1. Customers Will Be Smarter and More Demanding Than Ever

Each year, I start the list with a similar prediction. It seems that our customers are smarter than ever when it comes to customer service and experience. They are getting the type of experience they want from certain companies and brands, and then they expect it from just about anyone they do business with. All of our customers, regardless of our type of business (B2B, B2C, B2B2C) are consumers. Certain B2C rockstar brands are teaching our customers what good service is like, and it’s become the expectation (and hope) of every customer that they will get a similar experience from any type of business.

2. Companies Will Focus as Much – Maybe More – on Employees Than They Do on Customers

What has been termed The Great Resignation wasn’t so much about employees quitting work to retire. They were quitting to move to better jobs. Companies that haven’t been employee-focused have struggled to keep some of their best people. Just as you work to attract and keep your best customers, you want to do the same with your employees. The cost of turnover, hiring and training can be far greater than an increase in salary and benefits. And don’t forget the appreciation factor. Just as you appreciate your customers, you should appreciate your employees. And a powerful byproduct of this effort is the customer experience. What’s happening on the inside of a company is felt on the outside by the customer.

3. Customers’ Expectations of the ‘Basics’ Continue to Rise

The basics of a good customer experience are really simple. Customers want employees who are kind and helpful. They want to easily reach the right customer support person. They expect employees to be knowledgeable about the company’s products and services. They want faster customer support responses from email, messages or text. Yes, these are the basics and they seem so simple, but that doesn’t mean they are easy to execute consistently. Our customer service research (sponsored by Amazon) found that year over year, customers’ expectations of these basics increased. The research also found that 49% of customers had more bad customer service experiences in the past year compared to the year before. Going back to Prediction No. 1, it’s the rockstar companies and brands that are setting the right example and raising the bar—and thereby raising customers’ expectations. The message is clear. Focus on the basics. They are the foundation of your customer service and CX strategies.

4. Personalization Gets More Personal

Up until recently, personalization had been used just to segment customers into several personas. Today, customers are experiencing hyper-personalization, treating them as individuals versus part of a larger group in a company’s database. Perhaps a better term for personalization would be individualization. In our customer service research, 74% of customers we surveyed said a personalized experience is important. A personal or individualized experience will endear the customer to the company, creating a greater chance of repeat business and even customer loyalty.

5. Some Companies Will Make the Mistake of Cutting Expenses in the Wrong Place

As many companies experience the pressures of the economy (and supply chain delays and employee issues), they will begin to make changes. Customers are spending less, and costs are going up. That’s not a good formula but it’s what we are forced to work with, and the result is companies being more careful about how they spend money. As this applies to customer experience, companies will be looking for places to cut costs and save money. The big mistake is if they cut in the areas of customer service and experience, leaving them vulnerable to competition and taking away their market share. Unfortunately, if history repeats itself, and I predict it will, many companies and brands will make this mistake. Hopefully, your company isn’t one of them. One of the worst places to cut is anywhere the customer will notice.

Well, that’s the first five of my ten predictions for 2023. Come back for the remaining five predictions next week.

This article originally appeared on Forbes

Image Credit: Pixabay

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Trader Joe’s Loyalty Program Has No Points or Perks

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Trader Joe's Loyalty Program Has No Points or Perks

GUEST POST from Shep Hyken

If you’ve shopped at a Trader Joe’s grocery store, you are familiar with their combination of high-quality products and a great customer experience delivered by friendly, helpful, knowledgeable employees, also known as teammates. The retailer has an incredibly loyal base of customers. Its loyalty program, if you want to call it that, has nothing to do with points or perks. There’s no loyalty card to punch. Its loyalty program is simply about creating enough value to turn a one-time customer into a loyal customer.

This type of loyalty is the envy of many retailers—and any other business with a formal “loyalty program.” It’s been my position that most loyalty programs aren’t really based on loyalty. They are marketing programs that drive repeat business. Often there are incentives such as points that accrue for free merchandise and discounts. Take the airlines, for example. Almost all have a frequent flier program that offers points/miles and perks to returning passengers. The more you fly, the closer you get to a free trip or a complimentary first-class upgrade. But what happens if the points and perks go away? Would the passenger still choose that airline? Or would they go with an airline that offers a lower price or a more convenient schedule?

True loyalty is about an emotional connection. The customer enjoys the experience, the products and the employees so much that they wouldn’t think of doing business elsewhere. And as a bonus, this level of loyalty makes price less relevant.

This is precisely what Trader Joe’s has done. Without the typical customer loyalty program, it has created an experience that drives repeat and loyal business. In a sense, it is a throwback to an era of simply taking care of the customer with a good, old-fashioned customer experience and product quality. Furthermore, they don’t participate in e-commerce and other shopping options that you might find at other grocery stores and retail outlets.

Is this type of loyalty sustainable? It’s worked in the past. It’s Trader Joe’s brand reputation. Will it take them into the future?

In a recent RetailWire article, experts weighed in on the question, “Will the lack of e-commerce, a loyalty program or discounts found at other grocers become bigger liabilities for the chain down the road?”

Neil Saunders, managing director of GlobalData says, “The lack of e-commerce at Trader Joe’s may not be everyone’s preference. However, the proposition is so strong across so many attributes—value, quality, taste, uniqueness of offer—that most consumers are willing to overlook this and visit stores. This shows up in Trader Joe’s strong trading numbers over the past few years: it has gained market and shopper share.”

Bob Amster, principal at Retail Technology Group, says, “The store experience is the brand at Trader Joe’s. They are unequaled in their segment.”

George Anderson, editor-in-chief at RetailWire, weighs in with his comment, “Trader Joe’s rationale has been that it offers the lowest price possible to customers on a day-in and day-out basis and that added expenses such as loyalty programs will only drive prices up. The company counts on developing true loyalty with its customers, in the human sense, by offering products they value and backing them up with a no questions asked and no receipt required guarantee. It also excels at hiring people who are true brand ambassadors who customers value for their knowledge and willingness to help. If there was ever a retailer that didn’t need a loyalty program—Trader Joe’s is it.”

There are many more comments, and most of them reflect the views of the experts above.

Trader Joe’s is a benchmark of value that other retailers (not just grocers) should aspire to reach. They have good products, competitive pricing and incredible service. That keeps them in the game—and at the top of the game. And as for a loyalty program, Trader Joe’s already has one. It’s their customer experience. That’s what gets customers to say, “I’ll be back!”

This article originally appeared on Forbes

Image Credit: Pixabay

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Six Ways to Stop Gen-Z from Quiet Quitting

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Six Ways to Stop Gen-Z from Quiet Quitting

GUEST POST from Shep Hyken

There has been a shift in the workplace culture. Some employees are going from “The Great Resignation,” in which they outright quit, to “quiet quitting,” which means they do the bare minimum and nothing more. While all ages have potential quiet quitters, Gen-Z seems to have earned the reputation (right or wrong) for this practice. The problem with employees participating in this movement of doing the bare minimum is that it can turn into a lack of engagement, and the impact could be felt by customers in the form of a bad customer experience.

I had the opportunity to speak with Dr. Santor Nishizaki, author of the upcoming book Working with Gen Z: A Handbook to Recruit, Retain, and Reimagine the Future Workforce After Covid-19, and he has some great tips for leaders to help Gen-Z employees be more engaged at work and create a better customer experience. Here are six of his tips, followed by my commentary.

1. Have Clear Expectations

Dr. Nishizaki’s research found that 98% of Gen-Zs want clear expectations from their employer from day one. It’s frustrating for workers not to understand what is clearly expected of them. The expectations must be set on day one, if not during the hiring process. Proper onboarding is crucial. According to Gallup, clear expectations are essential for all generations. How can we best serve our customers if our employees don’t know what we expect?

2. Be Transparent and Show the “receipts”

Dr. Nishizaki refers to “receipts” as evidence. Just as a customer might get a receipt as proof of purchase, the same concept is relevant for Gen-Z employees, and is one of the significant challenges to getting them to come to work and do more than the bare minimum. Rather than proof-of-purchase, consider proof-of-value for employees. This is especially important as employees are being asked to return to the office after two years of remote work. Feeling valued must be more than words. True appreciation is needed to get workers to feel good about the company that employs them.

3. Help Them “glow up” by Investing in Their Strengths

Dr. Nishizaki believes in playing to Gen-Z’s strengths. Specifically, he uses the Gallup CliftonStrengths to help them grow to their potential. Focusing on your employees’ strengths and partnering them with coworkers whose strengths complement their weaknesses significantly impacts their enjoyment of work and serving customers. Spending extra time to let people do what they do best will make them happier, which translates to more engagement with fellow employees and customers.

4. Support Their Mental Health

Dr. Nishizaki heard from his clients and saw the rise of mental health challenges on college campuses and realized the need for leaders to respond. Recent data from McKinsey found that Gen-Zs are more likely than Millennials to feel stressed or anxious regularly (53% for women, 39% for men), and 82% want mental health days. Leaders must ensure that all employees are aware of resources available to them (mental health apps, therapy, etc.), and lead by example by taking mental health days and being open about burnout. Creating a positive and engaging customer experience is difficult when an employee’s basic needs aren’t met.

5. Build a Culture of Impact

What impact does your company or brand have on its customers—and even the world? Gen-Z is attracted to creating impact, and it doesn’t have to be a major impact. Taking a few extra minutes to explain why someone’s work is important to a customer or their colleagues can satisfy this need.

6. Be a Coach, Not a Micromanager

Dr. Nishizaki found that Gen-Zs ranked the skills necessary to be a good manager as a “coach and mentor” over “technical expertise” and a “task assigner.” If you’re managing Gen-Z (or employees from any generation), asking good questions will help them learn better and is less confrontational. Dr. Nishizaki quotes Timothy Gallwey, an author and performance coach, who said, “Coaching is unlocking a person’s potential to maximize their own performance. It’s helping them to learn rather than teaching them.” Customer service role-playing is a great training tool, but rather than offering a list of what they did wrong, ask them why they took their approach. Usually, they’ll figure out what they did wrong without any drama, and you’ll see your retention and customer satisfaction surveys improve.

Gen-Z wants its leaders to be engaged. Managers who can turn up the volume on their leadership skills will retain the best employees, win the war on talent and create a better experience for internal and external customers.

This article originally appeared on Forbes

Image Credit: Pixabay

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Seven Ways to Create Brand Recognition Learned from Benihana

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Seven Ways to Create Brand Recognition Learned from Benihana

GUEST POST from Shep Hyken

When you think of recognizable brands, companies like Coke, Apple, Amazon, and McDonald’s come to mind. It’s hard to imagine there is anyone who wouldn’t recognize the brand name or logo of these companies. Some of my clients have said something like, “If we could just get a fraction of that kind of recognition, it would be a huge accomplishment.” Well, meet Benihana. Yes, the restaurant chain known for chefs putting on amazing, entertaining cooking demonstrations at your table while they prepare your delicious meal.

Benihana is an American restaurant company founded by Hiroaki Aoki in New York City in 1964. Today, its 116 restaurants serve about 18 million guests each year, and according to CEO Tom Baldwin, Benihana has 90% brand recognition. That’s incredible. Think about this for a moment. McDonald’s, with almost 13,500 restaurants in the U.S. serving millions of people each day, has almost 100% brand recognition. Benihana, with just 116 restaurants, has 90% brand recognition.

How did they do it? The restaurant chain has never strayed from what brought its original success. It is not the neighborhood restaurant you go to every week. This “special occasion” restaurant is known for creating great guest memories, which is their motto.

At a recent meeting of general managers, Baldwin shared what has made the Benihana brand a success, and how it will continue to be even more successful in the future. These strategies are the “brand builders” that have helped make Benihana so recognizable and can do the same for you:

  1. A One-of-a-Kind Restaurant Platform. While there may be some competition in local markets, with 116 restaurants, it is the largest chain of its kind. If you’re not already, what could you do to become a one-of-a-kind brand? What makes you unique?

  2. Timeless Appeal that Transcends Generations. If you walk into a Benihana, you will see young and old. Families are there celebrating children’s and grandparents’ birthdays. There are couples, young and old, celebrating anniversaries. Companies host events for their employees and customers. There are no age boundaries at Benihana. While most companies don’t have such a wide customer base, you must understand who your customers are and create an experience that is both timely and timeless.

  3. An Exceptional Leadership Team, Culture and Infrastructure. Benihana has a system. They deliver a consistent and predictable experience. It doesn’t matter if you’re in a restaurant in New York, Los Angeles, Miami or any of the other 113 locations, you will have a similar experience. Its leadership team, from headquarters down to managers of each location, along with the culture and processes, ensures the same great memories are created regardless of location. With focused effort, any company can create a consistent experience that comes from a good system and the right culture.

  4. A Clean Environment. A guest can expect to have an excellent meal and a great experience in a spotless environment. This is an important point. While you may not want to eat off the floor of any restaurant, they do their best to make you feel as if you could. Cleanliness creates guest confidence. Anything less may send a negative message. For example, a dirty floor means the food might not be fresh. What’s your version of the dirty floor? What sends mixed or negative messages to your customers?

  5. The Kaizen Philosophy. It may not be a surprise that a Japanese restaurant chain embraces Kaizen, the Japanese business philosophy focused on continuous improvement. It is a strategy in which all employees work together to find new ways—large or small—to improve the process. The five principles of Kaizen include teamwork, personal discipline, improved morale, quality circles and suggestions for improvement. The growth and innovations that Benihana has created come from its attention to Kaizen, a philosophy that can be embraced by any company.

  6. Engaging and Embracing the Community. Part of the Benihana company mission is to “engage and enhance the community.” How do you get involved with your community? More and more, customers are being drawn to companies that support what they believe in. It could be a cause in the local community or something as large as the sustainability of the environment. It’s about giving back.

  7. An Unparalleled Guest Experience. It’s all about the guest experience at Benihana. They relentlessly focus on creating great guest memories. They also recognize that the guest experience comes from the right employee experience. The strategy—and lesson—are simple. Focus on the employee and customer experiences. Create the experience that makes your customers say, “I’ll be back!” This is an appropriate strategy for every company—one you want all your customers to associate with your brand.

This article originally appeared on Forbes

Image Credit: Pixabay

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Are You Giving Your Customers Friction or Function?

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Former VP Of Amazon Preaches a Frictionless Experience

Are You Giving Your Customers Friction or Function?

GUEST POST from Shep Hyken

Customers hate friction. They want easy, no hassle, low/no effort experiences. In short, they want convenience. Our 2022 customer experience research findings confirm:

  • 70% of customers would pay more if they knew they would receive a convenient experience.

  • 75% would switch to a competitor if they found it more convenient to do business with.

  • 68% of customers say that a convenient customer experience alone will make them come back to a brand or company.

Examples of friction include long wait times, difficulty finding contact information on a website, too many steps to make a purchase online and more. Frictionless is almost not noticed—until it is. At some point, customers realize how easy it is to do business with a company, and they like it. In fact, they like it so much, as the findings show, they will pay more and keep coming back.

There have been several books that focus on creating a frictionless, convenient experience. The first was The Effortless Experience by Matt Dixon, Nick Toman and Rick Delisi, which focused on the customer support experience. Then along came my book The Convenience Revolution, which included the entire customer experience, not just customer support. This was followed by a few more excellent contributions to the subject, the most recent being The Frictionless Organization by Bill Price and David Jaffe.

Bill Price was Amazon’s first global vice-president of customer service. When Jeff Bezos interviewed Price for the job in 1999, he asked Price what his philosophy was for running customer service. Price responded, “The best service is no service,” which became the title of his first book. Price believes that the best customer experience is to have everything set up so well that they don’t need to contact customer support.

Of course, that would be perfection, and perfection is not reality. Amazon may have perfectly executed on its side, but once the package leaves the Amazon warehouse, UPS, USPS, FedEx and other delivery companies take over. If they lose a package, who will the customer call? Amazon, of course. Even if it wasn’t Amazon’s fault, they still received the call and, of course, took ownership of the problem.

Price knows that a frictionless experience often goes unnoticed by the customer until they realize why they like doing business with that company or brand. But it does get noticed by the company providing the experience. It shows up in the form of higher customer satisfaction scores such as NPS (Net Promoter Score). Repeat business and loyalty also go up.

In their book, Price and Jaffe share several reasons why every business should be frictionless:

  • Being Frictionless Reduces Cost – There is a cost to setting up a process that’s easy for customers (and employees), but the ROI far exceeds the investment. When a company is easy to do business with, it doesn’t get nearly as many customer support calls, which can be a huge drain on the customer service budget. There are fewer returns and refunds. Websites are more effective. And more.

  • Being Frictionless Drives Customer and Revenue Growth – Price’s experience with Amazon proves that a high customer satisfaction score translates into more business. Amazon has some of the highest ratings in the business world, and its growth proves this model works.

  • Being Frictionless Delivers a True Competitive Advantage – The stats at the beginning of this article prove that point. No/low friction and convenience can help bulletproof a company from the competition.

  • Being Frictionless Enables Business Survival – The past several years have tested the best business leaders. Survival during the pandemic, through supply-chain issues, and now a recession proves that the best companies can survive with the right strategies. A frictionless experience is more important than ever.

When I interviewed Price on Amazing Business Radio, he made the perfect closing comments for this article. “It doesn’t matter what kind of business you have. What matters is that customers just want things to be easy for them. And if you don’t make it really simple and easy for customers, someone else will.”

This article originally appeared on Forbes

Image Credit: Pixabay

Check out my latest research in his Achieving Customer Amazement Study, Sponsored by Amazon Web Services, Inc.

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Age Discrimination in the Workplace is Real

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Forty-Three Percent Say 40-Plus Is Old

Age Discrimination in the Workplace is Real

GUEST POST from Shep Hyken

Diversity, equity and inclusion, known as DEI, is a popular yet sensitive topic in the workforce today. Leadership and HR that recognize this are finding ways to ensure employees from all races, ethnicities, abilities, sexual orientations, religions, etc., are represented. Sometimes included, but often left out, is age.

Age shows no color, race, religion, sex, etc. It just is. People get older, and as they do, workplace biases may become evident. It’s important to be aware of this issue. A 2022 study by LiveCareer, ‘Older People & the Workplace’, revealed some intriguing findings regarding age-related stereotypes and discrimination. More than 1,000 workers were surveyed to “investigate their opinions about older people in the workplace.”

Eight in ten respondents claimed age stereotypes were still alive in the workplace.

What is considered old? Forty-three percent of those surveyed said 40-plus is old. Twenty-six percent said 50-plus is old. And 21% said 60-plus is old. So, if you are 50, with probably 15 or more years until retirement, 69% of the people you work with think you are old.

Here are some more findings from LiveCareer’s study to get you thinking about how your organization treats aging employees:

  • 74% of the respondents aged 50-plus said they had been fired because of their age.

  • 86% aged 50-plus felt that most job postings were addressed to people younger than them.

  • 72% of respondents claimed that older employees were a target for workplace bullying.

  • 77% of the respondents said: I haven’t been hired for a job because of my age.

  • 69% said: I’m afraid to lose my job because of my age.

If over 50 is old, then leadership is … old. According to Zippia, there are over 38,700 CEOs currently employed in the U.S., and their average age is 52 years old. If you look at the Fortune 500, the average age of a CEO is 57. Several companies on the Fortune list are run by CEOs ranging from 71 to 91!

Consider the age of the most powerful executives in the United States. President Biden was 78 when he became president. Donald Trump was 70. Barak Obama seems like a baby considering he entered the Oval Office when he was just 47. The overall average age of a United States president entering office is 56 (almost 57).

Some companies and brands are taking a proactive position against age discrimination. Dove and Wendy’s in Canada reacted to CTV news firing Canadian news anchor Lisa LaFlamme for letting her hair go gray. Dove Canada responded with a #KeepTheGrey campaign on its social media postings. They wrote, “Age is beautiful. Women should be able to do it on their own terms, without consequences.” Wendy’s tweeted, “Because a star is a star regardless of hair color.”

Companies are evaluating their retirement policies, recognizing the value of older employees. Target recently announced it is eliminating the mandatory retirement age of 65. Its current CEO, Brian Cornell, will be turning 64 on his next birthday, and Target doesn’t seem ready to start planning for his successor. While Target’s reason for changing the policy may seem self-serving, you can’t ignore that they have come to realize the value in keeping their best employees, regardless of age. Other major companies like 3M, Merck and Boeing are also changing their policies on mandatory retirement.

The OECD (Organization for Economic Co-operation and Development), an international group of economists based in Paris, with more than 38 member countries, predicts that by 2050, more than four in ten individuals (that’s 40%) in the world’s most advanced economies are likely to be older than 50. The workforce is aging even more rapidly as younger people are starting work at an older age, and older people are staying employed.

We’re not getting any younger. We’re older today than yesterday, both in life and at work. We can’t fight that. It’s just a fact, and you can’t ignore it. The U.S. Bureau of Labor Statistics shows the workforce is also getting older. In 2000 the average age of a worker in the U.S. was 39.3. In 2010, that jumped to 41.7. In 2020, it increased to 42.8.

Despite these changes and observations, age bias still exists. It needs to be considered—and eradicated—the same as other DEI issues.

This article originally appeared on Forbes

Image Credit: Pixabay

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Emotional Connections Drive Customer Loyalty

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Emotional Connections Drive Customer Loyalty

GUEST POST from Shep Hyken

There are many reasons a customer might come back to a business again and again that have nothing to do with loyalty. A repeat customer can come about because of a convenient location, a lower price, a bigger selection and more. But those don’t create loyalty. It just looks as if the customer is loyal.

Actually, you could say that they are loyal—but not to the company. They are loyal to the price, convenient location, etc. The customer who comes back again and again for those types of reasons can deceive you. Not on purpose. It’s their behavior that imitates loyalty. Consider a retail store with repeat customers (not loyal customers), and ask this: If a competitor moves into the neighborhood, has a more convenient location and advertises lower prices, would the customer switch?

If you want your customers to be loyal, you must find a way to create an emotional connection.

Meet Zhecho Dobrev, a principal consultant at Beyond Philosophy and the author of the newly published book, The Big Miss: How Organizations Overlook the Value of Emotions. I interviewed Dobrev for an episode of Amazing Business Radio, and he shared his insights on what drives loyalty.

According to Dobrev, “Emotional connection creates preference over the competition. Customers don’t just come back out of convenience. They see a difference between doing business with your company and other companies.” His research has found that the amount of business a company gets is dependent on its relationships with customers.

The relationship you want with customers is rooted in emotion. A good experience creates a positive memory. Dobrev is a fan of Professor Daniel Kahneman, who says that people don’t choose between experiences. They choose between the memories of their experiences.

Often, memory is based on interactions customers have had with a salesperson, customer support or a process that a company has. Ideally, it’s a good memory. And when the customer comes back a second time and third time and has similar experiences, the memories of those interactions become an owned experience. The customer expects it. They know it’s going to happen, just like last time. That’s where the relationship starts to solidify, with a consistent and predictable experience. It goes to an even higher level when the customer feels valued and appreciated. Ultimately, the brand becomes more important than just a place to stop and do business.

Dobrev surveyed more than 19,000 customers in the U.S. and UK and determined that emotional attachment was the biggest driver of value, being responsible for about 43% of business value. Compare that to a company that promotes product features, which came in second at 20%. “Customers don’t know what they really want,” says Dobrev. “They say they want a product, but what really drives business value is emotional attachment.”

Emotions can start to develop even before the customer chooses to do business with a company or brand. Emotions can be found in a marketing strategy. Consider the automobile manufacturer BMW, which in the 1970s used the slogan The Ultimate Driving Machine — a description of the car — until it switched its focus to the emotion of owning and experiencing the car with the slogan BMW is Joy. While BMW still includes The Ultimate Driving Machine in its descriptors, today’s slogan is Sheer Driving Pleasure. Joachim Blickhäuser, head of corporate and brand identity at the BMW Group, says, “The ‘Sheer Driving Pleasure’ slogan delivers positive emotions and does exactly what a claim should.”

While an emotional connection may help create customer loyalty, you can’t ignore other competitive features. While loyalty makes price less relevant, there is a breaking point. Being easy to do business is also a big factor, so eliminate the friction that will potentially cause customers to run to your competition.

So, here is your assignment. Ask your customers, “Why do you do business with us?” Their reasons will help you define the differences between features and benefits compared to feelings and emotions. Once you have your features and benefits in place, work on creating emotional connections, and your customers will come back for the right reasons—because they love doing business with you.

This article originally appeared on Forbes

Image Credit: Pixabay

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Music Can Make You a More Effective Leader

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Music Can Make You a More Effective Leader

GUEST POST from Shep Hyken

You don’t have to be a rock star with an album that makes millions to say, “Music changed my life.” You can be the leader of an organization, searching for a way to overcome an obstacle or challenge plaguing you—potentially for years.

The key to resolving an ongoing leadership challenge could lie in the music you’re listening to. Listening to the right music can actually shift the way you think, help you overcome obstacles and make you a better leader.

Suppose you’re feeling frustrated with your team, wondering why they’re not as motivated or engaged as you are, why they aren’t handling customers the way you would like, why you can’t fully delegate or something else. In that case, you’re probably asking, “How can I get them to change?”

But that may not be the right question. What if you asked instead, “What can I change in myself?” What if the thing you need to change is your internal environment, not your external one?

This is the tough question that The Leader’s Playlist, the book debut by Harvard lawyer turned CEO coach Susan Drumm, invites leaders to ask themselves.

I had the chance to interview Drumm for an episode of Amazing Business Radio. In the interview, she talked about game-changing ways leaders can become more effective. Specifically, she shared a powerful, practical tool for shifting unconscious perspectives and behaviors that may create a poor leadership outcome. That tool is music.

According to Drumm, music is a “brain hack for shifting ineffective leadership patterns.” From her decades of coaching top executives, including billionaire CEOs and high-profile political figures, Drumm knows that when someone is struggling as a leader, especially if they’re feeling strong emotions such as burnout, frustration, imposter syndrome, etc., it’s often because there’s an internal ‘playlist’ on repeat that is shaping how they view their circumstances—not outside pressures.

Drumm says, “This playlist of thoughts is keeping them stuck. It’s become that soft background music they may be unable to hear, but it’s there, hijacking their emotional state.”

The internal playlist is typically rooted in childhood “wounds.” Drumm highlights common “playlist titles” she encounters in the executives and leaders she coaches, including, but not limited to:

  1. I am all alone
  2. I am not good enough
  3. I am trapped and confined

These subconscious messages are deeply embedded in the leader’s psyche, and it’s a challenge for most leaders to simply think or decide their way out of their playlist.

During my interview, I asked Drumm if playing music can dramatically change a mood. She quickly answered, “Yes,” so I shared a short story about a favorite song I listen to in the morning when I need a little boost to get me going. The song is Perfect Day by Hoku. It is the upbeat song that was played in the opening of ‘Legally Blonde’. The lyrics don’t match with my work ethic (Sun’s up/It’s a little after twelve/Make breakfast for myself/Leave the work for someone else), but the energy, lightheartedness and overall meaning make it a great song—at least for me.

Music can alter your mood, clear your head and change how you think over time. Drumm’s book outlines a strategy for using music to tap into your subconscious. Change the way you feel, and you shift your thought patterns. Her goal is to help leaders create a playlist that reflects the life they want to lead, understand how their current playlists came to be and learn how the power of music can unlock a leader’s true potential.

So, if you’re struggling to lead your team effectively, check for an internal playlist playing in the background, and then create a literal playlist to help rewire those beliefs. As Drumm says: your personal evolution sparks your leadership evolution!

This article originally appeared on Forbes

Image Credit: Shep Hyken

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The Role of Instagram in Customer Experience

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The Role of Instagram in Customer Experience

GUEST POST from Shep Hyken

Part of what fuels a good customer experience is the content experience. That’s where companies and brands serve up content in numerous ways, which could include (but is not limited to) articles, blogs, text messages, newsletters, YouTube videos, podcasts, TikTok content, Tweets, LinkedIn posts and the subject of this article, Instagram. (Note: Check out this recent article about TikTok for business. TikTok has become the No. 1 visited social platform in the world, even bigger than Google!)

Customer behavior has dramatically changed as technology has allowed us to deliver content in numerous ways. There are plenty of platforms, such as the ones mentioned above, so which one should a brand focus on? The short answer is any platform you know your customers are on. That said, as new platforms evolve, some companies and brands aren’t quick to adopt them, although maybe they should be.

Who would have thought that Facebook would become a marketing machine for some brands? And it’s the same with other platforms. And that brings us to the topic—and platform—that is the focus of this article.

Instagram started out as a photo- and video-sharing social media platform in 2010 when Kevin Systrom (co-founder) uploaded a picture of a dog with the caption “test.” Over the past 12 years, it has evolved into much more, including an opportunity for brands to incorporate the platform into their content and marketing strategies.

A recent Passport-Photo.Online study surveyed more than 1,000 Instagram users to find out how the Instagram content experience is influencing their buying decisions. Here are some stats (followed by my commentary) to get you thinking about the power of Instagram and how this social media platform can work for you and your organization.

  • Instagram has 1.4 billion users each month, making it the fourth most popular social network. The potential to be seen is huge! Take advantage of another social media channel that gives you great exposure.

  • Ninety-two percent of Americans who use Instagram follow a business, with most following six to ten business accounts. The majority of Instagram users are Millennials and Gen-Z. According to a Hootsuite survey, ages 18-44 make up just under 88% of the Instagram audience. If that’s the age range of your target audience, this is a place for you to be.

  • Of those Instagram users who follow businesses, 26% typically visit business profiles every day. Another 27% visit business profiles every week. Daily or weekly visits from customers and potential customers are high. This is genuine marketing gold. Creating content that gets followers to come back again and again—daily or weekly—is something you don’t want to miss.

  • Seventy-one percent of Instagram users feel more connected to brands they follow on Instagram. Feeling connected to any company infers there is a sense of loyalty. Furthermore, 93% of people on Instagram are likely or very likely to buy from a business they feel connected to over a competitor. Some presence is better than no presence. Don’t miss the opportunity to engage and create a stronger connection with your customers.

  • Replying to the question, “Did Instagram ever inspire you to shop from businesses even when you weren’t looking to do so?,” 79% said, “Yes.” Do you need any more proof? Can you afford not to participate in an Instagram content strategy?

  • Eighty-nine percent of Instagrammers prefer short-form content (less than 1,000 words) over long-form content (1,000+) when it comes to text posts from brands specifically. Here is where the content marketing strategy comes into play. A 1,000-word post is still long. Consider experimenting with shorter posts, 400-500 words. Follow some of your favorite brands and notice their content strategy. Look for length, frequency, etc.

Content marketing is a powerful customer experience strategy. While it may cost to produce content, it costs nothing to post. And good content can be repurposed across all social media platforms. A good article on Instagram can work on LinkedIn. A few compelling sentences out of the article can become several tweets. One piece of content can be repurposed in numerous ways.

As you look at the stats and findings from the survey, you can immediately recognize the opportunity that Instagram offers. As the fourth most popular social network, this is a marketing channel you can’t afford to ignore.

This article originally appeared on Forbes

Image Credit: Shep Hyken

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Five Lessons from a Harvard Professor on Selling with Service

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Five Lessons from a Harvard Professor on Selling with Service

GUEST POST from Shep Hyken

Most people think that customer service is a department that handles complaints and problems. There may be a department or contact center that does, but customer service is more than that. It’s a philosophy that must be embraced by everyone in an organization, and that includes sales.

I had a chance to interview Frank Cespedes for an episode of Amazing Business Radio. Cespedes is a Harvard Business School professor and author of six books, including his latest, Sales Management That Works: How to Sell in a World That Never Stops Changing. One of his books, Aligning Strategy and Sales, was hailed by Forbes as “… perhaps the best sales book ever.” Here are five lessons he shared, with my commentary following, that should convince you that selling with service is today’s best sales strategy.

1. Sales and customer service merge together. Selling with service is all about what we do to enhance the sales experience. We make it easy, eliminate friction, stay in touch and make the customer feel (at least in the moment) that they are the most important customer we have.

2. Sales and customer support are increasingly intertwined. Typically, the sales team makes sales, and the customer support team delivers service. More and more, these two responsibilities (and departments) are connecting to create a seamless journey for the customer. During the “after experience,” as I like to call it, what is traditionally referred to as customer support continues the sales process with upsells, cross-sells and other tactics to generate revenue for the company.

3. The sales team is becoming a smaller part of the sales conversation. This doesn’t mean the sales team is any less important. However, the days of the salesperson being, as Cespedes says, “an organic, walking, talking version of product and price information” are gone. Customers are just one or two clicks away from getting the information and price they need to make decisions. We must recognize that to have a winning combination, online information, customer support and sales must work together.

4. People don’t want to be sold. They want to buy. This expression has been around for some time, but it’s never been more relevant than today. In the past, most customers would want to talk to a salesperson at the beginning of the sales process. Today, however, most prefer to start their buying journey with their own research. There’s great information to be found through a quick Google search. Before the customer ever talks to a salesperson, they may be close to a buying decision, if they haven’t already decided to do business with the company. The conversation with a salesperson becomes more of a formality.

5. The most important thing about selling is, and always has been, the buyer. Let’s never forget this commonsense, but very sage, advice. Customers get to decide how they want to buy. If they want to skip the formal sales process, let them do so. If they want to do their own research, give them the tools they need (a knowledge base on a website, videos on YouTube, etc.). If they want to talk directly to someone in the company, give them easy access to the right person. Let the customer buy from you the way they want to, which might be different from the way you’ve traditionally sold in the past.

With all the changes caused by the pandemic, supply chain issues, employment problems and a scary economy, we must be prepared to give our customers the journey they want, which is not always how we’ve done business in the past. Sales are not just sales. Customer support is not just customer support. Both fall inside the bigger concept of the customer experience. Heed Cespedes’ advice. Sell with service, and create the experience that makes customers want to buy from you.

This article originally appeared on Forbes

Image Credit: Shep Hyken

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