“The thing that we’ve got to take a step back and remember is: Without customers, we don’t have a business. You can’t look at the customer as the problem, or as an annoyance. The customer is why we’re in business. If you’re not in business for your customer, you probably should be doing something else.”
– Dan Gingiss, Customer Experience Speaker & Coach
Welcome to part two of our unique two-part episode of OnBrand! In this episode, join host Sarah Grace McCandless as she returns with Dan Gingiss, an insightful author, experienced speaker, business coach, and innovator in the customer experiences (CX) space. This time around, they’re building on their previous discussion by breaking down the anatomy of a positive brand experience, why word-of-mouth or more organic marketing can make or break your brand, the value of personalization in an experience, and much more!
Everyone knows that the proper response to “thank you” is “you’re welcome,” but all too often, brands leave their customers hanging when they approach for a virtual high-five on social media. Those brands have gone the extra mile, and even created a fan, but now they’ve moved on — and left their happy customers with a hand in the air.
Why do brands do it? Limited resources combined with misaligned priorities can be common root causes. Often, they’re also more concerned with losing customers than keeping them — but when brands ignore their fans, they also miss out on strengthening relationships that translate into long-term business and powerful word-of-mouth marketing opportunities.
“One of the things that happens when you create remarkable experiences consistently is you get more positive chatter on social media — you get more people talking about how much they love you — and it’s such a missed opportunity when you ignore that,” Dan says, highlighting the often-overlooked responsibility of brands to respond to customers giving them kudos.
“When we create positive experiences and people talk about us, they’re actually doing the marketing for us. And as a marketer, I remember the holy grail is word-of-mouth marketing — that’s exactly what this is.”
An incredible keynote speaker, author, and CX coach, Dan has a worked for more than two decades helping to create and refine next-level experiences for multiple major brands. He currently hosts both the Experience This! Show podcast as well as The Experience Maker™ Show, which airs live at noon EST each Thursday. In addition to speaking and teaching, Dan is also the author of the book Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media. His latest work, The Experience Maker: How to Create Remarkable Experiences That Customers Can’t Wait to Share, will be published mid-2021.
Join us and discover why it’s important for marketing and customer service to work hand-in-hand to respond to your customers and be there for them during every stage of their experience in this episode of OnBrand!