In today’s “always-on” economy, businesses need to offer customers the best possible experience, but most marketing or engagement solutions struggle with exactly that – they were built to scale a company’s messages and send them further and wider – not to dive in deep with specific individuals, and help those people solve real-world problems.
Forget about advertising. Think about how your products affect your customer’s life, serving their needs and desires. Write content that’s relevant in an obvious way to your customers — else you’ll lose their interest.
Customer-centric startups have a competitive advantage from day one. As they grow and adapt with customers in mind, they create meaningful products, strong experiences and loyal customers.
Marsha Bonner is vice president of people and culture at the Urban Resource Institute, a New York City-based nonprofit helping domestic-violence survivors and homeless families, and one of Crain’s Notable LGBTQ Leaders of 2021.
In a recent prediction, Forrester described 2021 as the year of inclusive customer experience (CX). “We would be wise to become students of anyone who has special needs because their abilities outshine their disabilities and they bring joy and love into our environment, and that makes us all better off. And, guests have the same experience too.”
Amazon grew into the behemoth it is today in part as a result of an obsession with its customers. Many of the lessons the company learned along the way can benefit your business too, says John Rossman, a former Amazon executive. Rossman just released the third edition of The Amazon Way,a book aimed at helping business owners translate Amazon’s unique culture and management practices into usable opportunities.