“We have to focus on our customers. And the mistake that so many companies have been making is they pour all this money into marketing and sales and they forget about the customers that are actually keeping the lights on.”
– Dan Gingiss, Customer Experience Speaker & Coach
Welcome to part one of a special two-part episode of OnBrand! In this episode, join host Sarah Grace McCandless as she speaks with Dan Gingiss, a prolific speaker, author, coach, and expert at honing customer experiences (CX) for progressive brands. Through their fascinating conversation, you’ll find out more about the cutting-edge world of CX today, how progressive brands are focusing on their customers through digital channels to create powerful connections, and what might be around the corner post-pandemic.
Everyone likes to feel heard — especially your customers. But if you don’t understand their needs, don’t respond to them, or put out tone-deaf messaging, customers can feel like you don’t care about them or their business. That’s why it’s so important to get social media engagement right in the ever-evolving future of brand marketing.
Unlike other channels, social media gives brands the opportunity to have a two-way, asynchronous conversation with their customers — to listen, learn, and provide the kind of personalized service that can turn an ordinary transaction into a lasting relationship. And for the brands themselves, social media presents an incredible opportunity to get to know and serve customers better.
“I will tell you, as the ‘customer experience guy,’ when I have a question or complaint or something that I want to talk to a brand about, the first thing I do is go to Twitter DMs. I go to direct message — I’m not trying to embarrass anybody publicly — and what I find is, I get the best, fastest service through that channel,” Dan explains. “It’s got all of these advantages of chat — it’s got all my history. I can go to Hyatt on Twitter, and you know, I gave them my loyalty number 17 chats ago, and they still have it, so they don’t have to ask for it again; which is amazing. It just makes the whole experience a whole lot easier.”
The author of Winning at Social Customer Care: How Top Brand Create Engaging Experiences on Social Media, Dan possesses a unique understanding of what it takes for businesses to form connections through digital channels. In addition to writing, Dan currently hosts both the Experience This! Show podcast as well as The Experience Maker™ Show, which airs live at noon EST Thursdays. His latest book, The Experience Maker: How to Create Remarkable Experiences That Customers Can’t Wait to Share, will be published mid-2021.
Join us and find out how getting to know your customers and communicating with them on a more personal level can help you form lasting connections in this episode of OnBrand!