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The best and most effective marketing is a happy customer talking about you. Why? Because it’s authentic and credible — making it worthy of trust. That happy story they’re sharing? The personal and very real perception of their customer experience with your brand.
So how can brands create a CX that customers want to talk about? They should focus on creating emotional and WISE experiences: Witty, Immersive, Shareable, and Extraordinary. Because whether your customer’s emotions are positive or negative, if they’re strong, they’ll share them — even in B2B.
Today, our guest Dan Gingiss is back to talk about creating WISE customer experiences. Dan is the Chief Experience Officer at The Experience Maker, where his role is challenging organizations to create shareable experiences. (You can hear our first conversation about creating “extraordinary” experiences on Episode 35 of this podcast.)
In addition to his current role, Dan has also held positions on digital marketing and social media teams inside companies like McDonald’s, Discover, and Humana. He’s also the author of The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share, which focuses on creating differentiation through your brand’s CX with experiences.
Today Dan shares why it’s vital to create a company culture that empowers everyone to create a better, positive, and share-worthy CX. He also shares three distinct qualities he looks for when designing remarkable experiences. They should be simple, practical, and inexpensive. And most importantly, they’re experiences that businesses can implement immediately.
For instance, for his son’s birthday, instead of a slice of cake with a candle, Fleming’s Steakhouse brought out a box of handmade chocolates with “Happy Birthday” spelled out in cocoa powder. The design was also topped with a sparkler. All four diners spontaneously took out their phones, photographed, and shared the dessert online. Dan explains that, metaphorically, it’s not hard to exchange candles for sparklers. It’s something organizations can do today to look at the CX through a new lens to create obviously shareable, emotional experiences
Dan and I also discussed:
• Why Dan highlights a romance novelist in his marketing book
• What the WISER framework stands for
• How personalization creates shareable moments
• Why Amazon loses money to invest in relationships
• How to leverage B2C experiences in B2B
Obviously Shareable: CX That Customers Want to Talk About
Hear Episode 168 and any/every other conversation of The Customer Experience Podcast in your favorite podcast player …
ONce you’re there, please give an extra click to rate the show – or even take a minute to leave a review. It’s helpful and appreciated!
We also embed the full conversation and make it searchable right here in these blog posts. The recording with Dan Gingiss is right here …
Video Highlights: Obviously Shareable: CX That Customers Want to Talk About
Check out the top five video highlights from the discussion with Dan Gingiss…
1. Customer Experience is Every Interaction and Perception
2. Personalization vs. Customization
3. Taking a Fresh Approach to CX … Then Iterating
4. Solving Problems With Lifetime Value in Mind
5. Creating Action from AOC and VOC
Links Related to This Conversation:
Other Episodes You’ll Enjoy:
- Episode 15 with Joey Coleman, ”You Have 100 Days to Create or Lose a Lifelong Customer”
- Episode 104 with Stacy Sherman, “Differentiating Far Beyond Product, Features, or Price”
- Episode 139 with Dennis Geelen, “Building Customer-Centric Innovation Into Your Company Culture”
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