Getting to Aha! with Darshan Mehta

In this episode of Getting to Aha!, Darshan Mehta is joined by Bryant Leech, Vice President, Agile Insights & Platform Solutions, at InnovatMR. 

They discuss Bryant's aha! journey, his career, agile marketing strategies for clients' data insights, panels, sampling, surveys, and much more. 

He is a specialist in market research, design research, project management, hiring, employee coaching, consulting, brand management, and customer satisfaction. 

KEY TAKEAWAYS

👉 [ 00:02:44 ] Market insights are not just numbers on slides. Always look at insights from a holistic view
👉 [ 00:04:00 ] Agile marketing strategies help many brands do more with less. They can now make multiple product launches to the market within a year
👉 [ 00:06:10 ] A "panel" is an online group of respondents that can take surveys. It's cheaper and faster to get insights when you use a panel
👉 [ 00:06:45 ] To recruit people into panels, there are many ways, such as; 

• Search Engine Optimization SEO 
• Incentified Games

👉 [ 00:07:59 ] In the panel world, there is a lot of interconnectivity between different panels and partnerships. "Your sample is only as good as the quality measures you have in place"
👉 [ 00:09:23 ] To avoid fraudulent data such as bots filling your surveys, keep an eye on the quality of data coming through by working closely with your panel
👉 [ 00:10:39 ] Some examples of quality measures you can use to stop fraudulent data are: 

• Using IP addresses for signups/logins
• Understanding the textualization within people's answers to open-ended questions

👉 [ 00:11:23 ] Always determine if your panel providers have quality measures. Have a list of different quality measures for pre-survey, during the survey, and post-survey stages
👉 [ 00:18:22 ] The quality of data influences the price you pay for surveys
👉 [ 00:22:32 ] The future of panels, sampling, and surveys is panel companies coming out with survey tools and survey companies with panel tools
Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Mo McKibbin, Head of Customer Support & Success at Moxion. They discuss Mo’s aha! journey, the difference between customer success and customer experience, how to deliver great customer success, and how to manage the customer's feedback efficiently.

Mo started her journey in acting, which taught the many lessons she then went to use in her following customer success roles. After a couple of work experiences, she pivoted into customer service and technical support. Before joining Moxion, Mo worked for companies like Groove, Upworthy, Help Scout, and Brightback. 

KEY TAKEAWAYS:

👉 Being a CSM is about listening to people, understanding, empathizing, and letting it affect you. Customer success involves listening and talking to customers

👉 ”If you're not building a product for your customers, who are you building it for?”

👉 “It's your job to listen, absorb, and understand the customer's feedback and feelings”

👉 Sales and success are about receiving what a customer wants and then using that information to apply your product to their needs

👉 Customer experience is a larger umbrella that customer success falls into

👉 Customer represents a set of processes and operations that ensures your customers are successful in using successfully the product to accomplish the outcomes that they chose the product for. Customer experience is the whole big picture of the customer's interactions with your business

👉 Moxion attributes most of its roadmap to customer feedback and a part to innovation

👉 Regarding feedback, you don't necessarily need a research department. Simply change how you organize, categorize, segment, and frame that feedback

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Kalil Vicioso, the Principal Consultant at Tiny Hat Consulting. A consultancy that empowers brands through cultural and consumer insight. He is also a Board Member of Insights in Color.
They discuss Kalil’s aha! journey, his career, bi-lingual, and multi-cultural projects in creating a more integrated marketing approach by highlighting the importance and influence of cultural trends.
Kalil has a twenty-year career distinguished by shifting research boundaries, challenges, and breaking barriers. He is a bi-lingual, multi-cultural expert in creating a more integrated marketing approach by highlighting the importance and influence of cultural trends.
KEY TAKEAWAYS

👉 Take Advantage of Every Opportunity

• Business opportunities are all around us; sometimes, it takes a spark of inspiration to see them. Take a few moments to pause and look around you; a viable opportunity may pop up
• Never underestimate the power of your curiosity and observation. Paying attention to how people live, relate, the flow of activities, etc., is critical for cultural insight
• Something as basic as a vacuum cleaner can help you discover cultural changes around you

👉 The Place of Curiosity and Observation

• Improve your curiosity and observation by a lot of reading, listening to podcasts, and other audio-visual resources
• Deconstructing the flow of people's activities into roles, characters, and props that influence their actions and the motivation behind their actions will help you get a better cultural view
• "Setting" affects the cultural structure

👉 Culture is very Sensorial

• Culture is not all about food, music, and language; it transcends all these
• We live in a "water culture" with every one of us swimming in it
• Culture is very sensitive. We live and breathe in it. Culture expresses itself in language, food, interactions, music, etc. 

👉 Three Things Every Company Should Know When Pursuing Cultural Insights

• Focus on the lived experience. By doing so, you'll discover important nuances that help you connect better with different audiences
• See culture as a lens and not the core identity. Culture is the lens through which people see the world.
• Pay attention to trending words, songs, etc. These are important components that shape culture
• In addition, "play" is important in your approach. By deconstructing it and seeing how the pieces interact and what happens if you switch one thing out versus another, you create ample space for the working parts to flow

👉 Play with the "Structure" Like a Puzzle

• The structure is like putting together a puzzle. You disassemble it to learn how the various components fit together and interact
• The problem is solved backward. When your audiences interact with your brand, you think about who they're with
• In other words, you're dismantling it to find out how it came together. When done effectively, it almost seems like detective work

👉 Cultural Insights Versus Normal Insights

• The key difference is foregrounding; the importance of culture, how it plays out, and where it is most useful
• Cultural insights are very useful when developing communication that connects with a certain target
• Cultural insights are essential when you're looking for inspiration for new ideas

👉 Research Barriers and How to Overcome Them

• How to turn academic concepts into something that is both practical and approachable. This is all about making models and finding out how to make them more useful
• Some of the ideas relate to culture and identity. Help individuals perceive culture in a multi-layered manner by perceiving it beyond an identity
• Increasing the amount of representation. There hasn't been enough representation, and often the best understanding comes from a mix of what you're seeing, asking, and experiencing
• Having a varied group of persons involved in cultural insights has hindered reaching a greater degree of cultural insight

👉 How to Communicate with People Not Immersed in Culture

• Sharing narratives is beneficial, particularly when individuals share their personal stories
• It's critical to take a break from your position
• They are getting customers to actively participate in seminars and work with the insight rather than just accepting comments
• Intentional disruption makes explicit things that were implicit or things that people just sort of hinted about
• Having enough diversity within a group helps understand your audience

👉 Roles Cultural Insights and Diversity

• More individuals have been promoted to diversity and inclusion roles in recent years
• In addition, more individuals are becoming CMOs and other sorts of leadership positions
• When you have a diversified senior leadership team, you attract a more varied pool of applicants
• Food is one of the main ways new cultures are introduced, but once you have a relationship with someone, you get to understand and see that culture is way deeper
• Data is key. Use different platforms to get qualitative. Find different ways to explore qualitative interviewing and whatever other methodology

👉 Influence of COVID-19

• Increasingly hybrid work settings are becoming more popular
• People like to work from home, but there is a point at which they miss having coworkers nearby
• The co-working spaces workflow and design will be crucial in determining who succeeds in this sector
• Science is essential for cultural understanding. Science impacts how it is created and disseminated, how people perceive it, and what cultural signifiers of legitimacy exist

👉 Qualitative Research in Cultural Insights

• Examples of posts and search queries. Qualitative data can be used in the same way as quantitative data
• The need for qualitative data has risen. Much of the data shows what individuals have done, but they don't tell you why they're doing it
• Because work settings are changing rapidly, one topic that will need to be examined post-COVID is how people think and feel
• Many brands seek it since it is the only option for a competitive advantage. When you think about it, the only way to grasp it is to understand why better

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Laura Beavin-Yates, Senior Vice President of Customer Success at Immersion. They talk about Laura’s aha! and pivotal moments in studying emotions and behavior in relation to neuroscience. She speaks about the process of neurological functioning by exploring observable behavior and measuring people's unconscious reactions to an experience in a specific moment. She explores how the brain connects with an experience, variation in cardiac rhythm, and how it affects behavior. 

She also talks about how individual demographics can contribute to our life experiences. Laura touches on how this area of research helps in neuromarketing and brand marketing and how it allows insights leaders to create content that emotionally captivates consumers and drives action. 

Laura Beavin-Yates is a neuromarketing consultant and the Senior Vice President of Customer Success at Immersion, a neuroscience software startup making neuro-insights available to companies. As a startup leader and insights expert, Laura measures what captivates consumers emotionally and uses that information to predict future behaviors. She graduated from Claremont Graduate University with a Ph.D. in Cognitive Psychology. Laura is also a professor with expertise in research.

KEY TAKEAWAYS

👉 You can understand neurological functioning by exploring observable behavior, tangible moments and building theories that can either be supported or debunked 

👉 “One of the challenges with asking people how they feel about something is that it's difficult inherently as a human to report how we're really feeling, especially if we're asked how we feel about something that happened in the past”

👉 Neuroscience methodologies aim to measure people's unconscious reactions to an experience at the moment that people have them, as opposed to asking after the fact

👉 Neuroscientific researchers view a conscious response as something that we are asked and something that is happening that requires reflection

👉 “...When you ask somebody to become consciously aware of their feelings, they start putting mental effort toward that and less mental effort on actually consuming the experience”

👉 “A lot of what we do and how we interact with the world occurs below our actual awareness”

👉 At Immersion, we look at the extent to which the brain is connecting with an experience and define that as emotional resonance

👉 “Ultimately, emotions are a subjective thing that we are assigning to our experiences later”

👉 Your emotions are involved in the process of your brain getting value and coding something as important

👉” …If people release those hormones (dopamine or oxytocin), they're more likely to actually donate some of their hard-earned money toward an organization that produced that video

👉 With the release of dopamine or oxytocin, we can predict whether or not someone is likely to do something

👉 After 12 years of research, researchers found that the one predictor of oxytocin release and future behavior and actions is variation in cardiac rhythm

👉 One of the most significant benefits of neuro-based insights is that you get more unbiased answers

👉 Higher immersion yields a higher likelihood of engaging in some behavior later, like changes in market behavior and consumer behavior

👉 Neuroscience aims to identify things that are going to relate to future behavior, or are more likely to be unbiased answers that will yield better outcomes for businesses

👉 “Our demographics can contribute to our life experiences, and that ultimately contributes to how things connect to us”

👉 “...If you don't have the capacity to measure every demographic or target your specific group, there's also value in getting those brain reactions to early-stage content or early-stage concepts”

👉 “Our perceptions are constructed by our brains”

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Katrina Noelle, President of KNow Research & Co-Founder of Scoot Insights. They talk about Katrina’s aha! moment, her insights, the difference between realizations, hard moments, and insights to her. She also recounts her journey into the world of qualitative insights and key turning points in her career. Furthermore, they touch on her identity as “a human feedback loop” and the adaptation of a qualitative versus quantitative approach to market research. She clears up common misconceptions about qualitative research, speaks on active listening, empathy, and strategically asking the right questions. Katrina broached the topics of establishing transparency with clients, honing intuition skills, earning trust, utilizing negative feedback, and the future of qualitative research post-COVID. 

Katrina Noelle is a speaker, mentor, and active member of Women in Research, the Qualitative Research Consultant Association (QRCA), the Insights Association, ESOMAR, and the Women’s Business Enterprise National Council (WBENC). She is the president of KNow Research, a full-service qualitative consultancy that creates a client-customized design to deliver quality insights. Katrina is also the Co-Founder of Scoot Insights, where she uses in-person research methodologies to gather in-depth feedback. She works to make customer-centric decisions for organizations she works with.

KEY TAKEAWAYS

👉 Take feedback and listen to what customers want and need

👉 Talk to consumers physically to get “that raw in-the-moment” feedback about their experience with your brand 

👉 Define your brand’s objective for conducting a qualitative research

👉 Be that brand that listens to its customers. Then use the feedback you get to create a direction that solves that problem

👉 When conducting interviews or group discussions, be your authentic self. Don’t turn into a different version of yourself. Be as transparent as is appropriate 

👉 You’re more likely to be trusted if people don't perceive you as fake, pretentious, or uncaring

👉 Clients want “...that richness. They want video, they want stories, they want personas. They want that feeling that they can hang onto something that represents their target audiences”

👉 Keeping your employees happy increases the chances of your customers’ happiness as well

👉 Pay attention to the kind of feedback you’re getting. “...If we keep hearing it, maybe it's leading us to something that we should talk about”

👉 When you get negative feedback, especially on digital platforms, “figure out how to redirect the conversation or at least highlight what you want the brand to portray and be”

👉 “It's never good to fake either curiosity or empathy because people can tell”

👉 Listen. Give more time and space to customers. Let them finish a thought without interrupting

👉 Although intuition is important in qualitative research work, there's also practice and preparation  to make the flow of conversation more impactful

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Nicholas Zeisler, Customer Experience Executive & Author of “We’re Doing CX Wrong and How To Get It Right.” They talk about Nicholas’ aha! moment to improve customer experience, finding his purpose in this niche, running VoC programs for customer satisfaction, and delivering on your brand promise. He also shares tips on gaining the voice of the customer and embracing negative feedback as the crux of brand growth and improvement. Nicholas touches on employee enablement, understanding how customers use your product, and leveraging your services.  

Nicholas Zeisler is a Customer Experience Executive, CX Strategist, and Principal at Zeisler Consulting. He’s also a host, Head of Customer Experience at Founders Live, and the author of “We’re Doing CX Wrong and How To Get It Right.” Nicholas’ expertise lies in building organizations’ customer-centricity by aligning corporate and Customer Experience strategies, developing Voice of the Customer (VoC) functions, strategy alignment, and fostering a customer-centric culture. He’s a Lean Six Sigma Black Belt, a Certified Scrum Master, and holds a Master’s Degree in Operations Research.


KEY TAKEAWAYS

👉 If you're more customer-centric, your customers will be happier, thereby increasing their chances of coming back

👉 “Voice of the customer {VoC} is not the end of your CX journey. It's the beginning” 

👉 “Use your voice of the customer to actually do something.” It's very important to take action with the information that you get from your customer insights program—the purpose of your VoC program should be to identify things for you to do

👉 The reason you do CX shouldn't be for ROI, sales, or revenue. It should be to eliminate the gap that may exist between your customer's experiences and your brand promise

👉 “Don't just rely on surveys; get out there [and] walk in your customers' shoes”

👉 “Start with why. Understand why you're doing CX in the first place, and that will flow down to all the different parts of your VoC”

👉 Ask something meaningful based on what you're trying to accomplish. When you're ascertaining your insights from your VoC program, think beyond NPS and C-SAT

👉 “Don’t be an ‘askhole.’ Actually take action based on what your customers are telling you”

👉 Walk in your customer's shoes; it's even more valuable than surveying

👉 “...When I use the term brand promise, I'm talking about a conglomeration of your mission, vision, your values, your principles, what you're trying to deliver”

👉 Ask open-ended questions in your VoC

👉 “The whole purpose of VoC is to solicit negative feedback”

👉 When you listen to your customers, you can find that niche, and you can develop your brand promise in a way that ties in with your priorities, values, and principles 

👉 If you concentrate on your brand promises, you’re asking how you can make experiences real to our customers

👉 Listen to your customers

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Dan Fleetwood, President of Research and Insights at QuestionPro. They discuss Dan’s aha! moments along his career journey. They further discuss roadmaps to online survey response optimization, role of online communities in market research, and much more. 

They delve into the influence of COVID on online survey adoption and accessibility, the role and impact of atomic research, survey presentation recommendations, and the future of online qualitative user research.

Dan is the President of Research and Insights at QuestionPro. He has over fifteen years of market research experience and is passionate about the role that software plays in helping businesses. Dan believes that software can help companies get better feedback, uncover actionable insights, and ultimately develop better products and services. His role in tech started early in his career, where he saw rapid growth in the market and realized he wanted to do something in tech.  Prior to QuestionPro, he worked with Pacific Market Research, where he used technology platforms as the project management director.

KEY TAKEAWAYS

👉 Atomic research is an essential element of insight and research repositories, as it aids the creation of a structure that provides a corporate taxonomy for effectively managing user research

👉 Atomic research not only breaks down information, but also stores it for easy access, which clients can refer to later when they need additional insights over time

👉 A survey length of ten to twelve minutes is optimal, and if it will be longer, respondents should be informed and incentivized. If it is multiple choice, Dan recommends drafting between twenty and thirty questions, with five to eight demographic questions

👉 Three steps to implementing atomic research;

• Know currently where all the qualitative research information is
• Dedicate some resources to get it there
• Make it a regular process through training programs to get the information coming in
  
  

👉 When you are sending out a survey, make sure that you would take it yourself

👉 Make your survey more interactive, meaningful and fun for respondents using smileys ranking, thumbs up, images and videos, and progress bars

👉 The ideal length for a survey is ten to twelve minutes, before you start to experience respondent fatigue

👉 One common survey mistake is attempting to make it excessively complicated with overly complex logic such that the respondent is unable to comprehend the study path

👉 Online communities are essentially about having a quick pulse on what's going on in the market to adjust to certain changes

👉 “Most companies have a CRM for customers, but what do they have for their data?”

👉 Videos can lead to better engagement with online surveys in the future

👉 With more interactive questions, Heatmap analysis can also provide clear insights on preferences of respondents

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Phil Irvine, Vice President, Audience Intelligence at RPA. They discuss Phil’s aha! moments, market and audience intelligence, how to improve marketing experiences, developing a marketing strategy based on data and reality, shifting brands' mindsets to customer-centricity, optimizing the customer experience, customer loyalty acquisition and retention, and the future of market intelligence.  

Phil Irvine is a marketing expert who manages customer programs and experiences and drives customer-centric focus and audience at scale. He is also a marketing manager, operations manager, and customer experience manager who drives growth in e-commerce and streaming businesses. Phil manages digital marketing strategy teams that build performance marketing, creativity, and analytics support. In 2009, he graduated from UCLA Anderson School of Management with an MBA in Strategy/Real Estate. Phil is the Vice President of Audience Intelligence at RPA, a modern advertising agency with a “people first” perspective. At RPA, he oversees audience intelligence and insights and manages audience strategy and activation for businesses. He is also the podcast host of “Clear the Air with RPA.” 

KEY TAKEAWAYS

👉 The audience research and discovery phase can be broken down into four quadrants: demographic traits, media consumption traits, attitudinal traits, and motivational traits 

👉 Do your research before making a decision; look into past performance, the market, and your competitors 

👉 “If you can get access to your current customers or past customers and try to look at that data and see what types of lifestyle, behavioral, attitudinal traits kind of over-index for people who have actually transacted with you, that should be used as an input into your creative design and creative direction”

👉 To build a connection with your consumers, align your messaging with them 

👉 Customer centricity is not just outbound advertising or direct marketing, where you're proactively trying to communicate with customers. It is also the management of inbound experiences where customers have an omnichannel experience

👉 In trying to create an omnichannel experience for consumers, you need to have a mindset change. You need to change the mode of thinking of your leadership and workers 

👉 Show visualizations of how you can adjust different consumer experiences and constantly test new things 

👉 To foster customer loyalty, ensure you treat your best customers the right way and prioritize your resources to make sure they stay happy. Note that this does not mean you won't treat your other customers right

👉 When it comes to audience intelligence, some brands are too reliant on data and don't take the time to think through whether insight is practical and makes sense or not. On the other hand, some brands spend too much time thinking about what's practical and what makes sense and don't listen to the data. Strike a balance between the two, and you'll have a lock on audience intelligence 

👉 Don't over-rely on data. Take a step back and think through what's practical

👉 The ability to detect customer preferences regarding online versus in-person experiences and tailoring those interactions with your brand to their preferences is important 
Listen Now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Dan Gingiss, Chief Experience Officer at The Experience Maker. They discuss Dan’s pivotal and aha! moments during and after his traditional marketing career. They also discuss the best ways to create remarkable customer experiences, misconceptions common to customer experience, employee empowerment, brand trust and loyalty, the difference between good customer experience and remarkable experiences, and much more. 

Dan Gingiss is a keynote speaker, author, and podcaster, skilled in executive coaching, business, marketing, brand consulting, corporate training, and content strategies. He has worked as Head of Customer Experience at Discover Financial Services, Senior Director, Global Social Media at McDonald's, Head of Digital Marketing at Humana, and Vice President, Marketing at Persado. He has been in the marketing space for 20 years and is the Chief Experience Officer at The Experience Maker. He assists companies in turning customer experience into their best marketing strategy by empowering every employee to become an experience maker. 

KEY TAKEAWAYS

👉 Be observant. Pay more attention to the experiences customers have. “...With being more observant, you can really figure out, not only what you like as a customer and do more of that for your customers, but also what you don't like”

👉 “Become a customer of your own business and go through the process…do the things you're asking customers to do, and if they annoy you, then stop doing them for your customers”

👉 “...Today's consumer wants to have a relationship with the companies that they spend their hard-earned dollars…They want to feel appreciated. They want to feel like not only are they loyal to the company, but the company's loyal to them”

👉 “Too many executives are not customers of their own company. Or even worse, they’re VIP customers.“ They have no idea how normal customers are treated

👉 “Too many companies are competing on either price or product, and today, competing on price has become a loser's game”

👉 “Customer experience is not a soft skill. It is an absolutely critical piece to business success. Every company should have a C-level executive in charge of it. It's that important”

👉 Customer experience is an ultimate differentiator because your employees deliver it. You have unique employees; therefore, they can deliver a unique experience. They just have to be taught what a good experience looks like

👉 The difference between companies that have endless loyalty with their customers and companies that are still struggling to get it is that one takes the time to get to know customers and understand what they're going through, while the other does not

👉 “If you're a CEO, take a couple of minutes every week and call a customer and just say, hi” 

👉 While surveys can help get feedback, they should not be the only source of feedback. “...in addition to a quantitative survey that gives you scores, you've got to get that qualitative feedback, which can be done in a survey as well, where you ask for open-ended questions...”

👉 “Don't be afraid of complaints because people who complain do so because they care. They want you to fix it for them so they can keep being your customer”

👉 The way to create experiences people want to talk about is to go from creating average, uninteresting experiences to creating extraordinary experiences

👉  “If you want inspiration, do not look at your direct competitors”

👉 Impact customer experience by targeting all human senses and evoking emotion in them

👉 “When you have an experience that is so profound, you don't ever forget it”

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form

In this episode of Getting to Aha!, Darshan Mehta is joined by Brooke Sellas, Founder & CEO of B Squared Media. They delve into Brooke’s aha! moments, her journey into digital marketing and social media management expertise. They discuss building brand loyalty, taking negative feedback, converting Negative Nancies to super fans, using social media to connect with customers and improve conversion rate, and using augmented reality in social media marketing. 

Brooke Sellas is a digital marketing consultant specializing in done-for-you social media management, social media listening, customer experience, and community & customer care through social media. She is a social media speaker and Companion of The Marketing Companion podcast. Brooke is also an adjunct lecturer at the University of California teaching a digital marketing 1.0 certification course, and she is currently working on releasing a book titled “Conversations That Connect.” 


KEY TAKEAWAYS

👉 Seek out negative feedback. If all the feedback you get from people are positive, you would have no incentive to change as everything already appears perfect

👉 If you take the time to listen to, understand, and work on easing customers’ pain points, developing brand loyalty among customers will be a piece of cake

👉 A lot of brands find it difficult to apologize or accept wrongfulness. Whereas, if they can just be open, authentic, and transparent, it will be easier to gain the trust and loyalty of consumers 

👉 Like every other kind of relationship, the relationship between brands and customers thrives on reciprocity and trust. Brands can successfully create a strong bond between their customers and business by moving past cliches and fact-based information to communicate opinions and feelings

👉 “Nearly everyone's in a camp of facts. Very few are in the camp of opinions and feelings. So if you want to differentiate, if your strategy is stagnant, this is where you have to go to — conversations versus campaigns”

👉 Customer-centric conversations should come first. Campaigns can then be a supplement to that

👉 To connect with your customers, understand your own brand values, figure out how you can connect your values with the values of your audience, and then use conversations to have topics and themes around these values through opinions and feelings

👉 Use social media to build loyalty and relationships at scale and on an individual level

👉 Customer care does not begin post-purchase. It starts right from conversations had around your brand even before your product is purchased

👉 Use KPIs to track your business and social media goals. Develop a social media strategy. First, know your social media goals and how they tie to your business goals. Then come up with KPIs that will help you meet those goals. Benchmark them, write monthly goals, and keep track of whether or not you meet those KPIs

👉 Focus on getting engagement on socials rather than accumulating followers, as this helps with easy conversion

👉 It’s not about the number of posts you make; it’s about the quality

👉 The higher peer-to-peer recommendations about a product are, the higher the share of voice on social media

👉 Identify your customers and tailor your content to their interests

👉 Use social listening to mirror your customers. Avoid corporate-speak and use words or phrases used by customers for content marketing and brand messaging

👉 “If you truly want to focus on CX, social media and social-led customer care should be a part of your budget…”

👉 Look at what's happening on socials. Understand how much of it is acquisition and how much is about support. Then make a plan for meeting people there and make sure that your response times are as fast as possible

Listen now!

bCast - https://bit.ly/3ACsRBz

Apple - https://apple.co/3gsuA31 

Spotify - https://spoti.fi/3B0lVy6 

Youtube - https://bit.ly/3KYAHtd 

RSS -  https://bit.ly/3AFrUs6 

Getting to Aha! with Darshan Mehta is hand crafted by our friends over at: fame.so
Previous guests include: Luca Popovac, Senior Executive, Abhilasha Sinha of Open Secret, Laura Beavin-Yates, Stephen Griffiths of Level 2, Kristin Luck or ScaleHouse, Melina Palmer of The Brainy Business, Nicolas Zeisler of We’re Doing CX Wrong and How To Get It Right, Pricilla McKinney of Little Bird Marketing, Brooke Sellas of B Squared Marketing and Joseph Michelli of The Michelli Experience.

Check out the 3 most downloaded episodes: 

• Changing the Direction of Customer Experience with Luka Popovac, a Senior Customer Experience Executive
• Innovation, Curiosity, and Being Human with Abhilasha Sinha, Chief Growth Officer at Open Secret
• [Greatest Hits ] Emotions & Consumer Behavior with Laura Beavin-Yates
  
  

If you are interested in joining Getting to Aha! as a guest, please complete this form