The FACE – Focus Attention on Customer Experience

The FACE Approach

The FACE

Focus Attention on Customer Experience

We’re naturally attracted to things of beauty.

YOU THE CONSUMER – Every day we are all bombarded with tens of thousands of messages requesting our attention but only a very small fraction of those get through our highly efficient message filters. Why did you click? What makes a good communications piece?

YOU THE CONTENT PROVIDER – You’ve been asked to present to the board, pitch to a new client, come up with a new ad campaign or write a script for a TV show – What do you need to say? What does success look like?

THE SUPERSTAR SYNDROME – Very few actors, musicians, sports people achieve global market penetration.  Far less advertising with the natural power to engage, connect and spread.

Most target, interrupt and aim to convert.

Every piece has different challenges – eg a website video – 7 seconds before the user decides to click away or stay.  A Banner Ad blocked! A TV commercial the signal to the viewer to get up and make a cup of tea.   A social media post that is boring or spam.

Good design effortlessly (from the consumer perspective) delivers a clear focused message, captures attention and enhances the customer experience.  The best design looks simple.  The right medium, the right message at the right time.

Who is your customer?  What do they look like? What are their needs?  How will you reach and get through their message filter?  What does your action pipeline look like?

THE FACE – Focus Attention Customer Experience.

Navigating the Marketing Technology Matrix

Digital Transformation

Every business wants to get a better understanding of who their customer is – we want to know who is visiting our website or app, what they are saying about us and what we can do to improve.

The challenge in this increasingly and rapidly changing digital world is how do businesses navigate through the Marketing Technology Matrix and what are the critical elements and pathways to success? Further, what is the best method, mindset and framework to approach the project?

In terms of writing a blog article – it’s a good time now to drop in a key quote to frame the next deeper level of content.

“All of life is one action following another, interspersed by periods of rest. If we are in doubt about the outcome of our actions, if our thoughts are concerned with, “What if I should fail?” we will be filled with hesitancy, uncertainty, and our actions will lack the conviction needed to obtain a decisive, favorable outcome. Even the worst outcome we can imagine will ultimately benefit us. It is because of that law of favorability that the Universe is able to continue and we are able to bring about the fruition of our plans.”
Wu Wei, I Ching Wisdom: More Guidance from the Book of Answers, Volume Two

As we all know there is abundant information available on the Internet – you could spend every minute of every day ingesting the latest TED talk talk and blog post but where do you draw the line and begin the journey – the fact is, if you’re in business and reading this then you’re already on the path.

But how do you navigate through the Digital Marketing Matrix – where nearly 2,000 main vendors cover everything from CRM’s (Customer Relationship Management Systems) to analytics, CMS’s (Content Management Systems) and Social Media Marketing, Search and Tag Management.

Source: Marketing Technology Landscape Supergraphic (2015) – Chief Marketing Technologist

So, what is the process to develop your Digital Strategy?

Step 1. Destination – Begin with the end in mind.

What this means is to focus on the goal.  What is the business goal – increased revenue, brand health, customer experience, operational efficiency?  For many of my presentations over the last ten years I borrow the Social Media Measurement Compass slide from Brian Solis  at Altimeter 

Around each of these goals is a much deeper framework of key concepts, insights and actions.

Step 2.  Define the Metrics of Success and Recommend Actions

Step 3.  Organisation – resources, training, barriers

People – who are your thought leaders – both internal and external?  The key stakeholders in your game.

Step 4. The Landscape – Audit your existing infrastructure.

List all your technology – what role does it play within your organisation?  What does the data look like?  What role does it serve?  Will it talk to other programs?

Step 5. Develop the RoadMap

Challenge assumptions.  Threats and Opportunities.

It’s a work in progress.

“It furthers one to undertake something. It furthers one to cross the great water.”