November 18, 2017

Out of your mind and into the customer’s world

It’s easy to assume other people see the world the same way we do. We see the world through the lens of our own values, beliefs, rules, and biases that have been shaped by our life experiences. But it’s not safe to assume our customers are looking through the same lens. The Pepsi marketing team […]

The customer’s voice: Knowing vs. understanding

You can know a lot about your customers and still not really understand them. Today it’s relatively easy to collect data on customer behavior and customer sentiment. But these data don’t tell you why they do what they do or why they think what they think. Understanding the why is as important as knowing the what. […]

How can we make the experience more magical?

We make assumptions about what people want based on what we know to be true, rather than what is possible. We assume that using technology to do the same things we’ve always done will give customers a better experience. But if we think about what is possible we find entirely new ways to solve their […]

It’s emotional rewards that build loyal relationships

The problem with most loyalty programs is they are based on the wrong kind of rewards. Rewards programs are based on transactional relationships that focus on the goals of the business: repeat sales, customer referrals, long term commitment from the customer. What does the customer get in return? Usually it is a discount based on buying a […]