Marketing Communications Today is a collection of resources for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Learn industry insights through the Marketing Communications Today blog,
podcast, as well as Integrate Online.
Some changes are so subtle you don’t recognize them when they are happening, but
then – BAM - you get a wake-up call. That is what our guest, Jay Baer, says about
the customer experience. Today CX is all about how you make the customer feel and
brands who succeed in the future will excel at understanding, meeting, and exceeding
the expectations of their customers. Join us as Jay lays out the roadmap for what
you should be doing now to meet the future needs of your customers. Jay is a marketing
and customer experience expert and 7th-generation entrepreneur. He is the author
of 6 best-selling business books and the founder of 5 multi-million dollar companies.
His newsletter, thebaerfacts.com is also chock full of tips and insights on the
convergence of marketing+CX.
Ruth Stevens: How do you define customer experience, and why is it so important?
Jay Baer: There are dozens of definitions of customer experience which I guess
is both good news and bad news. I think the easiest way to define it is, it's how
you make your customers feel. Those feelings are driven entirely by what I like
to call the expectation equation. There's no inherently good customer experience
and there's no inherently bad customer experience — it's all driven by the expectations.
Essentially customer experience is the difference between what you think will happen
and what actually occurred. The art of customer experience is the art of
understanding, meeting and exceeding customer expectations.
Meet Melissa Cook, M.S. Data Marketing Communications alum. Since graduating in 2018, she has become the Digital Marketing Manager at PeopleScout in Leesburg, VA. Join Melissa as she discusses her experience in the WVU M.S. Data program.
Early in the pandemic, David Meerman Scott saw marketers struggle to take their in-person
events virtual, and concluded that we were approaching the problem from the wrong
mindset altogether. He published a 6-minute video explaining the right way to reimagine
events for the virtual world. On our podcast, David not only provides a 7-point
set of action steps to liven up your virtual and hybrid events, but he also shares
what it will take to create the successful events of the future.
Cyndi Greenglass: How have marketers been doing with virtual events and hybrid
events?
David Meerman Scott: I’d say a C minus. What people did in the beginning of
the pandemic in March, April 2020 is they said, “our event was cancelled in person
so let's do it virtually.” They did it just the way they were planning to do it
in person, but just stuffed it into a virtual platform, and that doesn’t work.
I look back 25 years ago when things moved from the offline world to the online
world and the same thing happened. In the early days of the web revolution, advertisers
completely missed it –they focused on putting banner ads on websites instead of
Google Adwords and social media advertisements. The same thing is happening with
virtual events. If you take what you already know about the offline world and try
to apply it, it does not work, you have to look at what's possible and change accordingly.
