Get Predictive! Experience Marketing Focuses on the Personal
It's true, as this article states, that experience marketing has emerged from the shadows rapidly, and dominates a lot of marketing thinking in 2015 (and, likely, beyond). This is because we are becoming more and more savvy at capturing customer information and integrating it into one source - permitting a more nuanced customer view, and enabling, with some savvy technology, some predictive next steps. This article reminds us of the growing need for CMOs and CIOs to be on the same team, to create a single view of each customer, to bring smart technology to bear on the personalization of the customer journey, and on building customer relationships that last for life. Solutions are out there, and we no longer have to cobble together various pieces that don't like each other to get close to the customer using technology.
Storytelling Methods Can Enhance Learner Experience in Online Learning
This article reminds us that as story-loving creatures, humans can really groove on e-learning that uses storytelling. It seems that we've past the appreciation of Previous/Next Learning technologies, and just want our online courses to be more sophisticated, more savvy, and, well, more storied. Common rapid e-learning tools can make it happen; leveraging the online case study platform Case Swarm (www.caseswarm.com) can also enable storytelling as part of learning.
Customer Retention - Five Considerations For Keeping Them With You
This article was enlightening - it suggests some strategies to which I hadn't given much thought. The author positions a series of five strategies, each of which contributes to the developing customer relationship and which can drive loyalty. Changing the conversation includes shifting the focus and content of communications to the customer post-sale. Developing retention-based marketing includes supporting customer onboarding and formal renewal nurturing. Creating a Community and Customer Advocacy Program challenges us to turn our customers into our advocates; tactics like advisory boards can be beneficial. Developing a Post-Sale Role suggests that our traditional "sales people" become success coaches and managers. Become the Trusted Advisor and Value Provider indicates that we should remain thought leaders in our market space - taking actions to blog and send newsletters and host relevant events to provide information and build ongoing interest. It's not cliche to suggest that customers should last a lifetime.
Ignoring Twitter Complaints - A Perilous Choice
I've noticed, when I get into a Twirt mood (a Twirt is an irritated Tweet), that businesses that I vent at never seem to respond. Air Canada, Swiss Chalet, even a local car dealer - none seemed to think it important to address my irritation. Well - here's ammo to support that this is not just my pet peeve companies, but a whole lot more. What I don't get is why they would miss out on a service recovery opportunity, which may actually deepen loyalty. All for the sake of the cost of a monitoring tool like Sendible or Sprout Social? Come on, pony up the cash, and pay attention. The future belongs to loyalty.
Keeping e-Learning Courses Forever Young
It's not an easy exercise to create an e-learning course that has staying power - one that will feel fresh even two years after it has been launched. This article, by one of my favourite opinion leaders, Christopher Pappas, delivers six useful tips for keeping an e-learning program in the game well after it has been created. My favourites - schedule review sessions, use modern technology, and avoid reflecting trends in your imagery.
Infographic: e-learning Storyboarding Effectiveness
I took in a fascinating session on storyboarding at e-Learning DevCon in 2012 (thanks, Brad!). It prompted me to contemplate the value of storyboarding, and to create a consensus storyboard tool for use in my professional work. This nice infographic shares some key tips for developing effective storyboards for an e-learning course.