As a company executive, you have focused on some traditional markets and strategies. Your mission has compelled you to think this way. Maybe you have benefited from direct mail, major customers and marketing funnels. Perhaps your growth over the last 10 years has been from eCommerce. That history and success had you focused on Baby Boomers or the generation before them known as the “Lucky Few” (or “Silent Generation”).
- Test the “connected experience” connected customers are having. For example, make (or have someone else make) several transactions in different ways to your company. What is that experience like?
- Learn how your connected customers connect and communicate. Regularly try out (and actively use) social media. Only use your smartphone for a week. Quit using email and actively communicate on social media or by text messaging. This list is long but if you learn it you will “get” how other “connected’s” communicate.
- Become a “discoverer”. Connected’s are always discovering new ways to connect. What are their preferences? What methods do they prefer? What do they value?
- Think design. Have you designed the experience to be enjoyable, easy to use and to meet connected customer’s needs? Are you measuring that experience? Have you benchmarked with other companies? Have you mapped out (designed) the journey you want them to go on?
- Lead!!! Yes, you need to be a passionate advocate and in fact lead the charge. No one else can or will do it for you, no matter what your role is.
The reality is that you will not be able to reach customers by mail or phone any longer, unless you know them very well. They aren’t waiting by the mail box for your next direct mail mailer. This isn’t as dire and ominous as it sounds. Opportunities are around every corner. Your new connected customer is waiting on you to connect in new ways. They want to be passionate about you mission. If you relentlessly pursue engaging with them on the channels they rely on, they will continue on the journey with you. Focus on creating stunning experiences for them. Test it yourself and assess, is that experience remarkable? You’ll know if they are sharing and “remarking” on the experience.