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.

Small Town Marketing: What Businesses Need to Know

Small Town Marketing: What Businesses Need to Know

This is Episode 71 of This Old New Business weekly business podcast with Jeff Korhan and Tom Egelhoff.

In this episode, we have a conversation with small town marketing expert Tom Egelhoff to learn what businesses need to know.

In addition to being a Vietnam veteran, Tom is also a veteran of 25 companies in 18 industries. His experience includes selling sewer piping, retail furniture, technology, commercial buildings, and being the founder of his own successful marketing agency.

Today he is a radio talk show host, blogger, podcaster and small town marketing and advertising consultant.

Create Helpful Small Town Marketing Messages

Tom Egelhoff believes the programmatic advertising is happening somewhere every day and all you have to do is find what works and apply that to your market.

He recommends using the Differences in Search Engines and the Internet to research successful small town businesses across the country. Call them up to learn as much as you can. This is a great way to make new friends, save time, and make the most of your limited marketing budget.

In the spirit of This Old New Business podcast, you’ll discover marketing messages that help buyers are both old and new. Use them to establish yourself as an expert in your field and a trusted friend in your local community. By establishing your company domiciliation in the local area, your employees and clients will be welcomed in a professional environment, which is extremely important for good business.

This is how small town marketing works, and also this thing we call content marketing.

I’d love to hear your thoughts on small town marketing. Meet me over on Twitter to take the conversation further.

Key Take-Aways

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About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps organizations use media to create exceptional customer experiences that drive business growth in a digital, social and global world. Connect with Jeff on LinkedInFacebook, and Google+

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