Brand Experience and Unexpected Delights
The following article written by Erica OGrady (@ ericaogrady , Chief Experience Officer of Peanut Butter Media ) is a great example of the power of unexpected delights to build brand equity and a following of fans. Key takeaways: 1) Listen in on the conversations. Be where your customers are. 2) Join the conversation. Show that their experiences truly matter. 3) Sustain momentum. You have to speak up and be relevant when you do. 4) Talk is cheap. You have to act. On listening: FreshBooks joined Twitter because they discovered their customers were already there. It does take a certain dedication of time and resources. On joining: It didn't take long for FB to have something very relevant, and personal, to say (see article). The core social team is trained to provide a consistent voice. The company's 4E's (see previous post) ensure the focus is on Customer Experience. On momentum: Some of us must be having doubts. You can't send flowers and T-shir...
