Experience Engineer

How the customer experience got us featured on Springwise and PSFK

Customers are not loyal to a name/label/logo. They are loyal to what that brand stands for. And sometimes multiple brands stand for a similar sentiment. At Antics we launched a campaign with Cortadito.sg bringing together eight authentic and passionate coffee makers that focussed on the craftmanship behind their coffee.

A fun project for us and a great project for the customer. The eight cafe's have different styles and manner of execution but they all put their customer first. It is great working with them.

For more information do check out Be Disloyal on Facebook.

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Be Disloyal has great fans. Amazing and vocal fans that are incredibly supportive. It is thanks to these fans that we get picked up in the media.

After many online and offline mentions in the media we have just been featured on springwise. Not only have we been featured but within one day of posting it is the most popular post of the week! It even beats the second post by more than twice as many shares.

Springwise is a great place for a fresh dose of entrepreneurial ideas. We definitely suggest that you check it out and sign up for their newsletter.

We are very proud and very thankful to all the supporters and fans of Be Disloyal with whom this would have never happened. Thanks again!

16 December 2011 - Update:

And now also featured on PSFK!

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How you need to stop lying to your customers - selective crowd-sourcing the customer experience

via bateshook.com

Your brand lies to consumers. It’s a fact. You show them people they want to be and situations they want to be in. It works, perception makes reality and reality makes perception. But what if the distance between the two is too large? Consumers get uncomfortable, upset, and feel cheated. It's a horrible customer experience. So how do you avoid that?

Ask the right customers for help.

Take your customer base and put them to use. Build a story together with them that perpetuates your brand. One of the great examples is Burberry’s “Art of the Trench”. It’s a great place where Burberry curates pictures of customers wearing Burberry – pictures that Burberry believes to signify the character of the brand.

Build a brand with your customer, practice selective crowd-sourcing. Make them part of building the customer experience. Don't go Justin Bieber on this and have the crowd send you to North Korea.

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Six ways to differentiate through customer service.

via mycustomer.com

This is a great interview that shows the authentic character of Zappos.com. Zappos has long been crowned the king of customer service and for good reason. In this interview, Alfred Lin, COO of Zappos.com speaks about their customer experience efforts.

1. Ensure that your staff believe in your company's core values.
2. The phone is still a powerful tool for personal emotional connections.
3. It's the little things that make it a personal, caring customer experience.
4. Don't take the quick and easy route with service metrics.
5. The right company culture provides a platform for great customer experience.
6. Be transparent and open and your service can be refined by the wisdom of the crowds.

In a nutshell it's about humanizing your business. Treat your customer like you want to be treated. How do you take these lessons and apply them to your own business?

First of all, realize that the character of your staff is the character of your company. When hiring new employees keep in mind the core values of your company and see if these match up with the candidate.

Second, look at your customer journey, all the touch points the customer experiences with your brand and try to find a differentiator. In Zappos case they use the phone more than the average online business, they also look for little personal touches. Look at your own touch points and see where you can stand out and create a memorable and remarkable brand touch point. This will get your customers talking about you.

Thirdly, be open and transparent, humanize your business communication by communicating through your core values. When a person speaks to a person they personalize the conversation. This is essential, also in business.

Do your employees define your company character?

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BNet has character

I am a big fan of BNet, they've got great articles about fields I enjoy reading about. I am also a fan of them on facebook (correction: "like"). Here is a response by BNet on one of my comments.

They responded with: "Admit it: you all feel smarter just saying "Pareto's Law", don't you? ^SHS"

It is a candid response with a cheeky touch, and it gives BNet character. Can this response be taken the wrong way? Yes it could. Did BNet think about this when they commented back? Yes they did. Traditional communication would have frowned at such communication. These days this is the only way of connecting with your tribe.

Are you ever cheeky in your communication?

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How remarkable employees grew a business 1300%

Here is a tale of another retailer who took differentiation just a little further. I read of an interesting US retail growth story recently. Ice cream retailer Cold Stone Creamery has as its boss Doug Ducey. Now back in 1999, Doug made the decision to grow his ice cream business from its then 74 stores to 1000 within five years: an ambitious target. Although he already had differentiated his retail brand into a unique service offering in its product sector, he realised that he should not just be selling ice cream, but selling a memorable experience for his customers as well. The service offer at Cold Stone Creamery was that customers could create their own flavours by asking staff to create them on the spot by blending their stock flavours to order on a granite slab in front of the customer. Doug wanted to take this unique service proposition further. So he started hiring sales people who had outgoing personalities. People who could sing or dance, and engage his customers at the same time as serving them. Customers loved this extra helping of service to go with their ice cream. So much so, that they helped Doug achieve his ambitious growth target of 1000 stores within six years. Doug believes that hiring staff with the “X Factor”, allowed him to realise his business ambitions. Doug commented that: “you can have a great product and a great location but if your crew don’t leave an extraordinary impression on your customers, you’ll limit your business.”

via brightperspectives.co.uk a great post by Bill Brown

What makes your business sharable? What makes your business outstanding? What are the touchpoints in your business that people will talk about? What is YOUR purple cow?

Good service isn't good enough, in fact GREAT service isn't good enough either. Doug realized that the only way to grow was to have remarkable service. Remarkable service is exactly that. Customer interactions that people can make remarks about, service that will spread because customers talk about it.

What do people talk about after walking into your store?

Give them something to talk about.

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How the customer experience got us featured on Springwise and PSFK

How you need to stop lying to your customers - selective crowd-sourcing the customer experience

Six ways to differentiate through customer service.

BNet has character

How remarkable employees grew a business 1300%