Increase tension with your customer – Nudge the LOVE

Posted by Joseph Michelli, Ph.D. on November 20, 2010

0 comments | 1429 reads

I was reading a blog post by the ad agency Redpepperland concerning factors needed to create a beloved brand. In it, the unnamed author astutely suggested that people don’t fall in love with logo’s or brand imagery but do so through the personal dimension.

In the past, I’ve suggested that “loving” a brand, is the same as love in any other relationship. It can’t be commanded or demanded. It must be offered to be received and that brands that turn out to be “fads” were nothing more than infatuations and not sustainable love.

In the redpepperland post, the author rounded-up the “usual suspects” when it comes to ingredients needed to build love between your company and your customers. It was suggested that you build a company that is human, engaging, authentic, and relevant. However, the author then added a huge twist by suggesting beloved brands must also create “tension.”

As I thought about it, I began to equate “tension” with growing and refreshing your customer experience. It is about retaining much of your beloved experience while gently NUDGING your customers to keep your relationship moving ahead.

You might think of tension as creating the resistance necessary for growth.

With all that said, here are my questions for the day:

In what ways does your service or customer experience gently nudge customers to grow with you?

How are you “lovingly” challenging customers to not become stale?

In essence, how do you make sure the love for your brand does not become bland?

Joseph Michelli, Ph.D.

Joseph Michelli, Ph.D., an organizational consultant and the chief experience officer of The Michelli Experience, authored The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz-Carlton Hotel Company and the best-selling The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary.

About Joseph Michelli, Ph.D. |
Connect:

Categories:

Customer Experience

1429 reads
Print
Email

0 comments »

Post new comment

Your name: *

E-mail: *

The content of this field is kept private and will not be shown publicly.

Homepage:

Subject:

Comment: *

Input format

Filtered HTML

Allowed HTML tags: <a> <img> <hr> <table> <tr> <td> <th><ul> <ol> <li> </li><blockquote> <colspan> <rowspan><object>
Lines and paragraphs break automatically.
Web page addresses and e-mail addresses turn into links automatically.
Images can be added to this post.

Post

Lines and paragraphs break automatically.
Web page addresses and e-mail addresses turn into links automatically.
Images can be added to this post.

More information about formatting options

Notify me when new comments are posted

All comments

Replies to my comment

CAPTCHA

This question is for testing whether you are a human visitor and to prevent automated spam submissions.

What code is in the image?: *

Enter the characters shown in the image.

MarketPlace

Global Customer Experience Management (CEM) Certification Program

[May 30-31, Frankfurt; July 25-26, Hong Kong] An internationally recognized program with proven track record of success - being run for 34 times in 13 cities with attendees from 50 countries, the program is developed based on the U.S. patent-pending Branded CEM Method which aims to drive customer loyalty and brand differentiation with quantifiable business results. Limited offer: USD300 early bird discount.

Join us on May 29th in New York City. Stuart Ryder, SVP, Mobile Research Lead for Ipsos IOTX & Roxana Strohmenger, a leading Forrester analyst, will be in attendance to share best practices and new trends in mobile market research.

[June 12, Sir Francis Drake Hotel] Gregson Siu, Vice President, Ariba Business Operations, Ariba and Bob Thompson, CustomerThink, will be in attendance to share best practices, new trends and latest research to help you develop your customer experience program.

Social Networking and sCRM International Congress in Colombia

[June 25-26, Bogota] Thirteen international thought leaders will present, from different perspectives, the trends, the uses, and the magic - as well as the reality - of Social Networking and how it impacts the way customers are doing/will do business.

Driving ROI With VoC

Walker has identified multiple ways to measure ROI – there is not a one-size-fits-all solution. This paper will address each and conclude with some recommendations to help B-to-B practitioners evaluate which ROI approach will work best for their particular business need.