The customer rules

In hard times the customer rules! Check out this Globe and Mail article http://ping.fm/HH6nl

Search optimazation: Engaging clients through your web stories

National Post journalist, Brianna Goldberg, writes amusingly about her competition to gain ascendance over her “googlegänger” – the other Brianna Goldberg - a pagan who worships the Invisible Pink Unicorn, and who consistently rated above her in Google searches.

There’s a secret need in all of us to be number one. As children we’re pretty straightforward about demanding attention. At school the popular kids have everyone talking about them – they get their stories out there. As we grow older our tactics become more subtle – but the aim is still to get people thinking and talking about us.

Brianna Goldberg #1 (our journalist) had some stiff competition from Brianna Goldberg # 2 (unicorn worshiper) – who had a story line to knock your socks off. Brianna # 1’s strategy involved a significant amount of social networking, including an article about her in Wikipedia. In other words she got people talking about Brianna the journalist. Brianna # 1 triumphed – first among Brianna Goldberg’s in Google-world.

If you are a business – being number one has very serious implications. Search-engine optimization is an expanding niche in online marketing.
Search-engine optimization is important, but it can only work if you have a genuine story to tell that connects with your audience. Brianna # 1 worked hard to tell her story. She told the story of Brianna the writer and musician. A story that allowed her to hook up with people interested in her world – as opposed to invisible pink unicorns.

Likewise if we are to engage prospective clients and customers, we must start with the real organizational story. The story of our pride and the journey our organization is on – and we must make it accessible. In other words find the emotional connection so people can relate to the organization. Most often this will be the stories of your customers, the stories of your staff – people stories that illustrate your service values.
With a real story to tell you are ready to connect with clients and customers and that’s where search-engine optimization can make a difference and get you noticed for what you are. I know some people say any publicity is good publicity, but I’d far prefer people come to me because of what I am, rather then what they think I might be – because that’s bound to lead to disappointment and recriminations.

When engaging employees blurs the lines between the inside and the outside

Check out http://www.mystarbucksidea.com/ . Starbucks – a masterful marketing organization is going back to the root of its success – people looking for a unique coffee experience. Their "mystarbucks idea" web site, asks for direct customer input – and they’re getting it in bucket loads. Fabulous idea – but there’s more! A lot of the suggestions and comments are from Starbucks employees.

There’s significant power in connecting employees and customers. Several months ago in our newsletter I mentioned Farm Credit Canada showing videos of customers to their staff. Other strategies include sending employees to work for the customers, bringing customers into meetings and telling customer stories. Starbucks has found the solution that works for their youthful, dispersed and coffee-connected part-time workforce and customers.

I read a column about mystarbucksidea that expressed some annoyance that customers weren’t being reimbursed for Research and Development. I’d say the writer (who looks to be about my age) is missing the point.

There’s a whole generation out there that expects and demands a more integrated relationships with their suppliers. They’ve had five years of MySpace and Facebook and they know that they can connect with anyone – anywhere. They know they don’t need to be part of the corporate structure – or the pay packet – to make a difference and influence. And they are doing just that – they’re getting the coffee they want, the clothes they need and generally managing their life experiences far more intimately then my generation ever imagined. That is power. It’s also a generation savvy enough to understand that a good idea is just that and needs to be tested and refined before it’s put into practice – and that is the job of the Starbucks corporation.

Pretty neat when the line between employee and customer blurs to the extent that they are all working toward a common goal – with little concern about which side of the counter you’re on.

Shopping can be instructive

My teenage daughter likes to shop at TNA. I have never fully understood the attraction. The clothes are attractive, sensible, decent quality and a little overpriced for a teen. As a parent I am thankful for the first three attributes.

Yesterday I went shopping with my daughter, and now I get it. Shopping at TNA is a connected, solutions-orientated experience. The shop assistants were right there connecting with my daughter, and finding solutions that worked just for her. It makes shopping a real breeze when you have someone looking for a way to make your experience personally satisfying.

How do they do it? I think I know the answer - passion. The young women who work for TNA love the product they sell and are excited to bring it to their customers. This can't be an accident.

Our next stop was a sporting goods store. The contrast could not have been more dramatic. It was hard to get the attention of the staff; they were lackluster and not very helpful. Clearly this was no more than a job.

Retail highlights the need to engage employees and bring them along on the corporate journey. There are lessons for the rest of us whether we are manufacturing tractors of developing software. We all have customers or clients even when we work in government or not-for-profits. If the people who work for you love the service or product you offer - they will sell or support it gladly.

Can you make people love your product or service?

Yes I think you can. Here are some of the things you will need to do:

• Help your employees understand how they support the product or service you offer. Help them understand how their daily activities move the organization closer to its goals;
• Help your employees understand the broader context in which you operate; who your customers are, and the added value you offer them;
• Show them the complete selling cycle;
• Set clear expectations and relate these back to your goals and objectives;
• Provide training;
• Build a culture that celebrates the people who exhibit the behaviors you want.