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How Marketers Like You Are Fully Benefiting From This Awesomely Changing World

Denyse Drummond-Dunn | Apr 4, 2016 63 views No Comments

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I’ve just returned from a trip to California, USA. If you are a fellow marketer who follows me on Twitter, Facebook or LinkedIn, you will have seen some photos of the various places I visited, from San Jose in Silicon Valley near San Francisco to the huge sprawling metropolis that is Los Angeles.

I was there to attend a conference on how business people like you and me can break through our self-limiting behaviours. I also took the chance to catch up with a few C³Centricity partners. All the experiences were mind-blowing or rather mind-stretching, and it is this idea which prompted today’s post. How we marketers can break through our well-established but self-limiting thoughts and behaviours to make our businesses shine.

Heart-centered versus Customer-centric

The conference I attended was a great opportunity for me to meet many other people from around the world, who want to make their businesses more heart-centered. You know that I am a champion of customer centricity, so you might be wondering what the difference is between a customer-centric and a heart-centered business. After my three days in San Jose, I would say that in my opinion, not much. I believe it is difficult to think customer first without it also involving the heart; at least, it should.

As we try to put our customers at the centre of our organisations, it is through a concern to satisfy and delight them. A heart-centred business would probably go further to ensure that what they do also benefits non-customers, or, at least, doesn’t harm them.

Creating shared value for smart marketersCreating shared value has become a strong commitment of many of the leading global players in the consumer goods market, with Vodaphone, Google and Toyota leading the way according to the Forbes “Change the World” List. If the topic inspires you then you might also be interested to read an article on “Innovation and Creating Shared Value“, which I was invited to contribute to the latest issue of the Journal of Creating Value.

But back to businesses; which is yours? Heart-centered or “just” customer-centric, or are you not even there yet? (>>Tweet this<<) Do you think customer first but forget about those who are not yet customers? If so, then here are a few current habits that some companies have, which show how customer centric they are – or not:

  • Asking credit card details for a “free” offer. This information would only be of use to charge the client and is a “trick” often employed by companies making time-limited free offers, in the hope their clients forget to cancel within the allotted trial period. Customer-centric businesses would only ask for such information once the customer is committed to purchasing the offer.
  • Requiring full details on a contact form when the customer just wants to ask a question or download something. This information rarely provides value to the customer and is a real turn-off for many. Customer-centric businesses avoid asking more information than they need for immediate action. For them, building a strong relationship with their customer is more important; the additional details can be gathered as the relationship develops.
  • Offering helpful suggestions of other products or services that may be of interest when a customer buys something. Yes, this does benefit the company too if the customer buys additional offers, but win-win service is customer-centric too. These recommendations use a technique called affinity analysis (sometimes called basket analysis) and although Amazon wasn’t the first to use it, they are by far the most well-known.
  • Providing positive experiences the customer hasn’t paid for and doesn’t expect. This can be upgraded products or shipping, samples or additional products or services included with their purchase. This benefits the customer by adding an element of positive emotional connection to the business. It also benefits the business as it can lead to a better company image and greater loyalty.

Creating Plausible Future Scenarios

As I mentioned in the introduction, I caught up with a few of C³Centricity’s major partners in California. One of them, SciFutures, in Burbank, gave me my own experience of the future in a hands-on way, which was awesome! During my last visit, they let my try out the Oculus Rift VR glasses. While it was interesting, the stilted imagery did not enable me to fully embrace the new world I was watching – a roller coaster they had warned would make me sick – which of course it didn’t! Not only did I not fully engage with the scenes shown, I was underwhelmed by the potential of using the experience for marketers.

HTC Vive for smart marketersFast forward to less than one year later and I was blown away but the HTC Vive and Amazon Echo / Alexa experiences they gave me. The HTC glasses enabled me to integrate into a world of endless possibilities. They invited me to become an artist and although I am not very creative, this tool enabled me to create incredible 3D images which I could view from every angle.

Amazon Ech Alexa

 

The Amazon Echo / Alexa unit, which is the first step towards a smarter home that I would certainly like to make, sat quietly on the shelf until an order was issued. Whether it was to estimate the drive time to my next appointment – which is vital when battling the impossibly heavy traffic in Los Angeles –  to requesting to listen to a specific music or to add an item to my shopping list, “she” was an always-on assistant that I can’t wait to have for real in the not too distant future.

Besides these fun experiences, we also discussed SciFutures’ work with major multinationals in developing and more importantly, showing, the possible future developments of the home, the financial sector and multiple other industries.

I am always living in / dreaming about the future, so you can imagine how exciting our discussions were. (If you are in need of some new perspectives on your own industry in order to be better prepared in this fast-changing world, then let me know and we can start creating an inspiring and exciting future scenario for your business)

Self-limiting Thoughts and Behaviours

At the beginning of this article, I said that I had been inspired to review the self-limiting thoughts and behaviours that slow our progress and that of our businesses. I, therefore, want to end with a list of them, which I developed during the conference and in the days following it. I would love it if you add your own ideas in the comments below.

  • Beliefs are created out of our own, personal experiences and we rarely realise that some of them are not truths. Tony Robbins said that “Beliefs have the power to create and the power to destroy. Human beings have the awesome ability to take any experience of their lives and create a meaning that disempowers them or one that can literally save their lives.”  (>>Tweet this<<) While reviewing the following list, I suggest we dwell on our own thoughts and behaviours and make 2016 the year we made changes that will empower us. Both we and our businesses will flourish if we do. 
  • The word “can’t” is far too often used these days, when in fact we most likely mean “won’t make the time” or “aren’t interested“. We should be more honest with both ourselves and our co-workers. Explaining our reasons for our behaviour or lack of enthusiasm is valuable information for future exchanges and learning. “Honesty is the best policy,” said Benjamin Franklin more than three hundred years ago and yet we have still not learned the lesson! (>>Tweet this<<)
  • The word “should” often precedes the use of the word “can’t”. For example “I should do that but I can’t find the energy”. Again we need to be honest in admitting the real reasons behind both why we “should” do something and why we won’t. And again a better self-awareness and understanding.
  • We love to give rather than to receive. We love to provide support and help but hate asking for it ourselves. This is a crazy situation that most of us find ourselves in more often than we would like to admit? We like others to be indebted to us, as it gives us a (false) feeling of power. Keep this in mind and endeavour to make your life one of balance; to give and receive.
  • Shakespeare said it best in his play “As you like it”, Act II, Scene VII:  “All the world’s a stage, And all the men and women merely players” (>>Tweet this<<) What are you playing it? Relationships are built on trust and authenticity, both in the personal and professional circles. Are you pretending to be someone you are not, or to know something you don’t? If so, the stress of being “found out” will take it’s toll eventually, one way or the other. Being our authentic selves is the only way to expand, grow and flourish. The same is true for brands.
  • “Procrastination is the thief of time” (>>Tweet this<<) is a mid-18th century proverb which means that if you delay doing something, it will almost certainly take longer to complete later on. The best solutions to procrastination include making lists, breaking down large or unattractive tasks into smaller, more achievable steps, and making the work time-limited. Making progress, however small, is better than none at all. (>>Tweet this<<).
  • Often one of the reasons for procrastination is perfectionism. We set such impossibly high standards that we know we’ll not meet, even before trying – so we don’t try. Life is for learning and as I said previously, any progress is better than no progress. Imperfection is human; embrace your humanness and learn from your failures. Edison is quoted as saying “I have not failed, I have just found 10,000 ways that don’t work”.  (>>Tweet this<<) So ask yourself: “Are you learning to fail or failing to learn?” Hopefully, it’s the former! (>>Tweet this<<)

These are just a few of the many self-limiting thoughts and behaviours that many of us have and which make our lives more difficult than they need be. I was motivated by the conference I attended and I hope that my sharing these ideas has inspired you too to change, but without the need for the travel and resource investments I myself made!

My final comment on self-limiting thoughts and behaviours is a quote from that conference; “Fear is the only thing that gets smaller as we run towards it.” Are you ready to run towards your own fears and succeed in this awesomely changing world of possibilities?

If you’d like to read more on this topic then I would highly recommend you follow Steve Aitchison at http://www.steveaitchison.co.uk, as well as read a recent guest post there by Kathryn Sandford called3 Strategies to master the self-limiting beliefs that are holding you back in life.” Enjoy!

Please share your own ideas and let’s support each other to be more authentic in 2016. If you haven’t already done so, please join the C³Centricity Members Group on Facebook, where we share ideas and support each other in becoming more heart-centered and customer centric.  

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