Synopsis
Brands have failed to fulfill the promise of automation and digital marketing. Genuine is gone. Authentic is gone. Brands have gone "Digital First" but simplified nothing. They've made it very difficult to do business with us from a customer perspective. It’s downright disproportionate. You can't you can't really you know work your way through the jungle of service in an elegant way.
Let’s consider, the tactic we know as call deflection. You may save some pennies on the transaction when you avoid that call coming in to a call center. But you probably have an unhappy customer on the other end of the keyboard or telephone line. What that means is people hate your virtual agents and chat bots, as much as they have learned to hate your offshore live agents in Bangalore or Manila. Take Financial Services, In a twenty-year relationship with my bank, they've probably given me fifteen reasons to not want to be their customer. Nowadays, the only reason I'm their customer is because I have all of my banking crap set up online and it seems like a giant hassle to move everything. My bank loyalty might change once someone figures out portability, like they did with cell phone carriers. In Healthcare, you might get four different pieces of e-mail or physical mail communication. Why? I believe healthcare organizations want to create this absolute confusion for us as consumers so that we don't have the energy to fight with them. It causes absolute customer confusion and dissatisfaction; the costs go up service levels go down and it's so disproportionate. There's a great deal of frustration around the investment in digital versus the actual value and what was created from digital. Brands do not seem to understand that the consumer knows everything about your company before any contact with the people responsible for selling or servicing your brand actually occurs. We are empowered with information and insight before we step through the door of your store or your e-commerce site. Brands like Apple and Zappos and Chase Bank have given us this high bar. They've taught us an evolved consumer behavior that balks at any whiff of lesser delivery, whether that's in marketing, point-of-sale or after-purchase support.. So, how does a brand create an analog experience that resonates with consumers and seems genuine truthful and attentive and connected appropriate? The term analog means proportionate, or "correct or appropriate in size, amount or degree, when considered in relation to something else." How do we know this is right? The synonyms for "proportionate" are harmonious and balanced. Exactly what consumers crave in their interaction with brands. This book is about building that Analog Movement, where brands, both large and small, both Ginormous and Long Tail, go further. Go further in how they build a business model that lets them communicate with customers and employees in the way that they want to reached, in a channel they want to that lets them switch easily from one channel to the next easily.
About the Author
Mike Lingo (author) is Senior Director, Experience Design + Strategy Services at Magnet 360. Mike Lingo was formerly Director, Customer Interaction Management Practice at Cognizant. He’s a strategic thinking,revenue focused technology executive with 25 years of success in information technology, software and consulting environments. Mike has expertise in building teams, delivering value to customers and unlocking the bene ts of Cloud solutions by transforming culture and technology platforms. Mike has experience managing 500 member global teams across North America, Europe and Asia. Mike is uent in Enterprise Software, Cloud-based Technology, Data Warehousing, Technology Vision, Professional Services and Technology Leadership. He’s a father of three, a fan of Manchester City FC and lives in Celebration, FL. John Miller (contributor) is CRO at SNT Media. John began his career in media, as an art director at Esquire and Vanity Fair. His interest in content presentation and how it drives revenue led to consulting with Dow Jones, The New Yorker, and The Tribune Company. John developed early sites for MSNBC, Kleiner Perkins and The Department of Defense. His editorial background gave him a unique perspective creating content marketing for brands like Target, Geico, and Salesforce, as well as launching in-house agencies for Hearst and the Bonnier Corporation. John is the married father of twins, a fan of FC Barcelona and lives in Santa Fe. Jon Obermeyer is a freelance editor and writer. He's currently working with DemandBase on a book about Artificial Intelligence. In 2017, he edited Marshall Kearney's "One for the Road: Tips, Tales and Tricks from a Customer-Facing Project Manager" and "Nonstop: The Global Adoption of Social Selling" with Courtney Friedman from SAS Institute. Jon Obermeyer has co-founded and led partnership initiatives in mobile healthcare tech, ad tech, advanced materials (buckypaper) and bank customer acquisition ventures. Jon previously served as Director of Marketing for Astadia, a venture-backed global SaaS consultancy. In San Francisco, he helped launch an internal agency at SFGate (Hearst) and co-founded a creative agency supporting SanDisk and Samsung. A former seed fund CEO, Jon has advised over 1,800 start-ups in his career. He lives in Durham, NC. Lingo, Miller and Obermeyer previously collaborated on "Hey! You! Get Onto My Cloud (2010) and Coffee with Lingo: Humanizing the Cloud (2011), with Salesforce strategist Peter Coffee.
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