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Archive for November, 2010

I recently heard a marketing executive talk about the art of persuasion. The person emphasized the need to convince customers why they need their product. For me personally, it felt as if we were trying to trick people.

Persuasion is only necessary if one or more of the following occurs:

1. Your business level strategy is unknown or there is misalignment.
2. Your products and services do not provide value.
3. Your competitive position is weakening or changing customer needs are making you irrelevant.

In sum, using persuasion is only needed if the business has failed at its primary responsibility, which is to create a relevant and sustainable value proposition in the marketplace.

Let’s banish persuasion with a shift in mindset towards a Total Customer Experience.

Want to learn more?

 Come hear my talk on November 18th at the Smart Seminar on Globalization in Santa Clara. Seating is limited for this Medialocate-sponsored event. If you are interested in attending the invitation-only seminar, please contact Ann Day at annday@medialocate.com.

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The mechanics of globalization have been mastered. From workflow and translation memory to statistical machine translation – the capabilities are known, the processes defined, and the expertise is abundant.

So, what’s next you might be asking?

We are entering an era or arriving at the realization that the personalized and integrated experiences we all demand in North America are also desirable globally. The phrase “total customer experience” symbolizes the perception each individual will have of a brand as a result of all of their brand experiences. The centralized, automated form of globalization that has allowed us to scale and expand is evolving towards a form where personal insights about the global audience lead to more relevant experiences across all touchpoints. Following a key principle of Total Customer Experience Design, these insights help guide design (business, technology, interface and graphic design) decisions to be made in defense of the customer.

Want to learn more how you can shift your organization’s mindset by defending your customer in this new era?

Come hear my talk on November 18th at the Smart Seminar on Globalization in Santa Clara. Seating is limited for this Medialocate-sponsored event. If you are interested in attending the invitation-only seminar, please contact Ann Day at annday@medialocate.com

Read Full Post »