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True Love for Customers [Love in Business Series]

True Love for CustomersTrue love for customers reveals how nonprofit, commercial and government organizations of all sizes can create much stronger relationships and business by transforming how they relate to customers.

Philosophers, clergy and psychologists have long acknowledged love as the most powerful force between humans. Love connects people like nothing else can, I think because love touches and binds together so many parts of the brain simultaneously: Love stimulates the reptilian brain because it’s related to survival. It is central to the limbic brain, which is grounded in emotion and memory. And love throughly engages the neocortex in art, ideals, and many other forms.

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[Updated] Why T-Mobile Needs a Chief Customer Officer

T-Mobile Chief Customer Officer NeededWhy T-Mobile Needs a Chief Customer Officer shows how customers’ omni-channel interactions with enterprises demand profound integration of business processes, and how firms’ failure to “go all the way” in breaking down silos ultimately threatens business. Most firms don’t go far enough, including T-Mobile, and their silo-centric efforts fail to get the job done. To illustrate the point, I’ll share how T-Mobile alienates fans like me by not delivering what they promise.

This story also shows that the need for a CCO is particularly acute in mature economies like the U.S.A. and Europe because their silos were built decades ago, and their legacy processes often adversely affect customer experience.

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Employee Engagement: An Experiential Business Application

Employee Engagement and Experiential Social MediaEmployee engagement and experiential social media shares my insights into one of the biggest challenges faced by business today—the employee engagement crisis, and how firms can change the game. Fewer than a quarter of employees are engaged, a slightly smaller quarter are “actively disengaged,” and the majority is blasé and punches the clock.

If you’d like to watch this post instead of reading it, click the thumbnail button.

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Healing Business [How to Rehumanize]

Healing Business - Experiential Social MediaIn Healing Business, I’ll share why I think business needs healing and how CSRA is doing it with experiential social media. Business is wounded from a human point of view because it’s become very impersonal; large organizations don’t mean to, but they treat employees and customers as numbers because they don’t know or trust them. Experiential is a practical way to change that.

If you’d like to watch this post instead of reading it, click the thumbnail button!

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How Do You Feel? On Human Experience

How do you feel? Human experienceOn human experience invites you to examine common marketing practices from a human experience perspective. It expands part of a presentation I gave at the University of Chicago Booth that the audience experienced as mind-bending based on their facial expressions.

Quite by accident I’ve happened on a rare view of humanity while practicing experiential social media during the last ten years. Experiential’s core research process involves conducting ethnographic research of thousands of people in specific situations. I analyze human behavior in communities in digital public, and it’s very rich, nuanced and complex. Ethnographic yields unparalleled qualitative and quantitative insights into behavior and human experience.

Experiential consistently reveals that many marketing practices repel people rather than attracting them because the environment in which marketing is practiced has completely changed from when these practices developed. Marketing creates mistrust and pushes people away, as I’ll show below. This post attempts to reveal this anachronism to you, so you can correct your practices and take the advantage from your competitors.

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Many Businesses Live In Fear—How to Break Free

Many Businesses Live In Fear: How Trust Drives Down Firms' Risk and Fear[Updated] Many businesses live in fear, and how to break free reveals how fear and risk can be sharply reduced by increasing trust among employees, customers and partners.

I have learned many surprising things while practicing experiential social media, but one of the most astounding is the realization that most business practices, especially those that concern people, are grounded in fear and mistrust. This ties businesses in knots, but few people realize it because it’s accepted as normal. This post aims to open your eyes, so you can start noticing how fear and mistrust operate in your firm. Then I’ll offer numerous ideas that can help you to reduce fear and risk by increasing trust.

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Ethnographic Research for Business Innovation Using Social Media

Ethnographic Research for Business Innovation Using Social Media: de-risk innovationEthnographic research for business innovation shows how to apply ethnographic research of social media to managing controlled disruption within organizations. Ethnographic research of social media can transform the entire innovation process because it’s a very efficient way to study the behavior and motivations of the people that the innovation proposes to serve. Unlike traditional innovation and ethnographic research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

Ethnographic research for business innovation can dramatically improve the depth and breadth of business and corporate strategy, business design and service design research since it allows teams to consider more users and to assess their behavior and motivations, which can improve the value of more costly research.

This post outlines the business innovation use case of ethnographic research of social media, and it includes examples in banking, professional services, consumer products, and B2B marketing. For more on ethnographic research, see More Resources below.

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Social Media Strategy Lessons Learned

Social media strategy lessons learned summarizes eleven golden rules I’ve learned while leading strategy and its execution for global firms. Some of them might surprise you: I’ve come to learn that I have a different perspective on social media strategy since I advised global firms and startups in their corporate strategies before founding CSRA in 2006.

Social Media Strategy Lessons Learned

Before diving into lessons learned, let’s specify what we mean by social media strategy. “Strategy” itself is an overused work that denotes some mixture of research and planning. The strategy trade-off is simple: the more research and analysis you do upfront, the more risks you can foresee and account for in your plan. When you put your plan into action, you make fewer mistakes and execute more efficiently. Conversely, “minimum viable”/lean strategy does less research upfront, so the team learns while doing. Neither approach is universally “right,” and both work best for certain situations and firms.

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Social Media Strategy Good Practices

Social media strategy good practices is a short list of principles that can make your firm stand out when empowering customer and employee experience. It’s part of a talk I gave today to a large multidisciplinary team. Their venerable institution plans to use social media strategy to get the ducks in a row without too much squawking. The most exciting aspect of social media strategy is that there’s so much room for improvement: while your peers and competitors are trying to “engage” with finely crafted-yet-impersonal content, you can power past them using experiential social media, which focuses on scalable interaction.

Social Media Strategy Good Practices: summary

Here are the cliff notes to the good practices part of our discussion:

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Ethnographic Research of Social Media for Social Media Initiatives

Ethnographic Research for Social Media Initiatives avatarEthnographic research for social media initiatives shows how ethnography can change the rules of social media programs in marketing, customer service, product development, recruiting and others. Ethnographic research enables teams to understand the people who are most important to your firm so they can relate to them at a completely different level. Moreover, interacting in digital public activates the network effect and the annuity effect, so it’s very scalable. Since your teams interact in digital public, where a far larger group of like people observes the interactions, they influence a large group of people and build relationships with them. People start trusting your firm, preferring your firm, and doing more business with you. See the Trust Business Chain Reaction and infographic for how it monetizes.

Ethnographic research for social media initiatives is a game-changer for customer experience and digital transformation programs in multiple phases. It’s faster, less costly, and scalable. It provides an unprecedented combination of qualitative and quantitative research.

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