In this series of profiles, we'll be putting the spotlight on some of the wonderful speakers who will be featured at The Social Shake-Up this June. Today we hear from Dan Gingiss, the Head of Digital Customer Experience and Social Care at Discover Financial Services.
A few well known brands are renowned on the basis of how their customers experience these brands. Year after year, the situation remains the same: the same brands stand out in terms of the customer experience, and of the rest most of them are doing ok (not great) and haven’t improved much from the previous year. So what’s missing?
When building a successful business or brand, the importance of your customers' experience with you shouldn't be underestimated. It has always been important, but it is even more important today when consumers can easily share online their good and bad experiences.
In many ways, social media is just another channel. Most of the marketing techniques they teach in business school are just as applicable to social media as they are to direct mail. And if you’ve worked in or managed a call center, translating those skills to social is relatively straightforward. But here’s the big difference: Whereas traditional marketing and call centers have focused on 1-to-1 experiences and, in the case of mass marketing, 1-to-many, social media introduces the phenomenon of many-to-many experiences.
Consumers, as a whole, are undergoing a transformational shift in what they value most. Instead of accumulating owned possessions, more often than not customers are opting in to create memories through “renting” experiences. This is not a new concept, rather one that has been gaining popularity over the past five years.
Do you deliver a seamless customer experience? Many companies start with good intentions to build a user-friendly business. But without diligent commitment, the benefits of an ideal customer relationship quickly give way to the practicality of running a company.
How do you differentiate? How do you stand above the crowd? How do you embrace real change? How and when do you disrupt the current status quo? This week I am at the Adobe Digital Marketing Summit in Salt Lake City, Utah. I was invited as an Adobe Insider to get a behind the scenes look at how Adobe is driving innovation and empowering their clients and community to change the world with amazing digital experiences.