Customer Experience Gaps Feel Like Entrapment

Customer Experience Gaps Feel Like Entrapment

I experienced my first MRI this week.

It’s a medical procedure for capturing an accurate picture of what the doctor is looking for inside of your body using magnetic resonance imaging.

It’s hell for people like me that are afraid of enclosed spaces.

You have to lie motionless while you are inserted via a mechanical bed into a giant iron tube containing super powerful magnets.

The magnets bang, buzz and whirr while the machine gets that picture.

Oh, yeah. And it takes 50 minutes.

Who knows where our fears come from – probably childhood, like everything else that seems to have no rational basis.

Whatever the source, our mind makes it real.

Your customers have similar fears. It’s the feeling of not being in control.

“What happens if this malfunctions?”

“Are you sure it will hold up to periods of peak demand?”

“Can I expect to recoup our investment when we sell it?”

Educating buyers throughout their journey with your business is a job that should not be taken lightly.

It requires a strategy that gets to the heart of what customers desire … and fear.

Had I known more about the MRI experience in advance I would have been OK, but I didn’t.

So I freaked.

It’s the not knowing that creates that feeling of entrapment.

This may sound completely irrational, but then you aren’t me.

You are also not your customer, but somehow you have to be. You have to plan the customer experience and execute it with empathy.

They have to trust you now and for years to come.

Embrace their irrational fears of entrapment because they are real to them.

Then set them free with content marketing education, meaningful website copy, newsletters and social media that solve problems that may only exist in their minds.

Help your customers do more of what they want by taking action.

And empathy is an action.

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social and host of  This Old New Business podcast. He works with owners, marketers and sales teams to craft and communicate branded customer experiences that sell.

The Most Successful Content Formats


A recent study by BuzzSumo reveals the top 6 types of content that attract massive engagement as measured by social shares and incoming links.

1. Practical guides and helpful content
2. In vogue and hot topics
3. Research and insights
4. Case studies
5. Infographics
6. Authoritative industry news

Every single one of these content marketing formats requires considerable effort to create. But as the study points out the payoff can be substantial.

You may be wondering which of these content marketing formats offers the greatest payout for the least amount of effort.

My vote is for case studies.

Customer Interviews Provide Powerful Insights

After setting up your process the time investment is a 30-minute customer interview and the compilation of its results.

From it, you should have the following:

#1 – A great case study that validates your solutions

#2 – Customer backstories to use in marketing and selling situations

#3 – Useful quotes

#4 – Valuable testimonials

#5 – Keywords and trigger phrases that resonate with potential
buyers (and Google)

#6 – Insights about why your customers choose you

#7 – The top challenges your content marketing needs to address

#8 – Competitive information

#9 – Warm leads to future customers now working with the competition

#10 – A stronger relationship with your customer

People will tell their story if you give them that opportunity. Some will share more than others but everyone eventually speaks their mind.

Listening is selling because it shows you care. It’s inviting your customers to tell you what will make them happier.

In the process, you are getting great marketing material to use for all of your channels, including that most crucial primary website.

If you’d like more on this I recently recorded a comprehensive podcast episode that will guide you through how to interview your customers while avoiding the common mistakes.

This original article first appeared at Landscape Digital Institute, a digital marketing training community for landscape industry professionals. 

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social and host of This Old New Business podcastHe helps organizations create exceptional customer experiences that drive business growth. 

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