Cookies help us display personalized product recommendations and ensure you have great shopping experience.

By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData CollectiveSmartData Collective
  • Analytics
    AnalyticsShow More
    sales and data analytics
    How Data Analytics Improves Lead Management and Sales Results
    9 Min Read
    data analytics and truck accident claims
    How Data Analytics Reduces Truck Accidents and Speeds Up Claims
    7 Min Read
    predictive analytics for interior designers
    Interior Designers Boost Profits with Predictive Analytics
    8 Min Read
    image fx (67)
    Improving LinkedIn Ad Strategies with Data Analytics
    9 Min Read
    big data and remote work
    Data Helps Speech-Language Pathologists Deliver Better Results
    6 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-25 SmartData Collective. All Rights Reserved.
Reading: It’s all about the experience
Share
Notification
Font ResizerAa
SmartData CollectiveSmartData Collective
Font ResizerAa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > CRM > It’s all about the experience
CRM

It’s all about the experience

mfauscette
mfauscette
7 Min Read
SHARE

201002181240.jpg I’m writing this while sitting at a table at Philz Coffee in my neighborhood sipping on a Tantalizing Turkish coffee. Now if you know me you might think that’s a little odd since I rarely drink coffee (mostly tea for quite a few years) but for those of you who don’t know Philz, let me tell you about the experience. When you enter Philz you’re greeted by aromas of exotic coffee blends, a cross between a cafe and your living room comfortable feel, a somewhat confusing list of coffee blends, a row of fedora’s hung on the wall and 3-4 smiling faces behind the counter. Coffee you want, well you won’t find any triple grande soy carmel macchiato light foam extra hot drinks here. Philz is all about hand blended, hand ground, hand made coffee. Want something dark and rich, try “Tantalizing Turkish Brew”, something light roasted, “Canopy of Heaven”, medium more your thing, how about “Ambrosia: Coffee of God”…there’s a detailed write up on each…

201002181240.jpg I’m writing this while sitting at a table at Philz Coffee in my neighborhood sipping on a Tantalizing Turkish coffee. Now if you know me you might think that’s a little odd since I rarely drink coffee (mostly tea for quite a few years) but for those of you who don’t know Philz, let me tell you about the experience. When you enter Philz you’re greeted by aromas of exotic coffee blends, a cross between a cafe and your living room comfortable feel, a somewhat confusing list of coffee blends, a row of fedora’s hung on the wall and 3-4 smiling faces behind the counter. Coffee you want, well you won’t find any triple grande soy carmel macchiato light foam extra hot drinks here. Philz is all about hand blended, hand ground, hand made coffee. Want something dark and rich, try “Tantalizing Turkish Brew”, something light roasted, “Canopy of Heaven”, medium more your thing, how about “Ambrosia: Coffee of God”…there’s a detailed write up on each (“under the canopy of heaven is likely where you will discover the collection of beans for this glorious cup of coffee. This signature blend is bursting with lively complex flavors and sweet beans from across the globe to produce a delicious caffeinated blend.”) that is tantalizing enough to make the coffee lover’s palms sweaty and their heart beat just a little faster. Don’t know what you want, just ask one of the bartender (they call themselves that here), they can match the coffee to your taste buds. Once you choose, the cup is made to your specifications (want cream, how much, want it sweet, light, medium, very…) individually, fresh ground for your cup, fresh blended exactly as requested. At Philz its all about the coffee experience…you can even become a Philevangelist with Philz iPhone app, Facebook fan page, blog, Twitter handle (@philz_coffee) and web site.

So why does a mostly non-coffee drinker stop at Philz a few times a week and drink coffee. When I go to Starbucks to work I drink tea, Peet’s Coffee the same, but at Philz I have to have a coffee…it’s simple really, I buy the experience of drinking Philz coffee. I’m engaged, but more than that, I’m an advocate for Philz Coffee (you can order the blends online, by the way, check it out). Someone wants coffee in my neighborhood, I’m sending them to Philz, not Starbucks or Peet’s. At the SCRM Summit a couple weeks ago, Paul Greenberg led a discussion on engagement and selling an “experience”. As an example he used a brand that really hits home for me (if you have daughters you’ll probably get this one), AmericanGirls. They sell the experience. When my daughters were young I used to read them the books. When they were old enough they saw the dolls and all the accessories and had to have several (no, not just 1 doll, no way…lucky they have grandmothers who are easily, ah, convinced). Their dolls are about $100, then you add the clothes, furniture and accessories…it gets pricey fast! They even sell matching clothes for the doll / owner. Eventually my daughters had to have the ultimate AmericanGirl experience, they had to make the pilgrimage to the NYC store for the “experience” (yes, they actually call them experiences). There’s dining, tea, salons for the doll, photo studio and of course all manners of parties to be had. Talk about engaging your customers and creating advocates!

There’s a lesson here for brands big and small. We used to teach that brands need only ask 1 question (the Net Promoter question) as a measure of loyalty and engagement (the “would you recommend” question). Now we know that the 1 question metric isn’t enough. There are actually a series of questions that provide insight into loyalty: 1. would you recommend, 2. “did you” recommend, 3. did the referred person / company actually buy and 4. were they a profitable customer. In social CRM we talk about engaging the customer or creating an engaging environment for the customer. Underneath that “engagement theory” though is something else, I think…the power of the experience. A brand that creates an experience for its customers creates engagement through that experience. Now here’s the hard part, there’s no “creating an experience” handbook out there. Each brand would have to answer that question for its specific product set, and frankly, the only way to create an experience for your customers is to KNOW YOUR CUSTOMERS intimately. That’s where social CRM comes in and its a cycle…the better you know your customer and what they want, the easier it is to create an experience that will create engagement and the better the experience the more engaged the customer the greater chance you will / have created an advocate. And in the end, isn’t that what we’re really about, creating brand advocates?

TAGGED:social crmuser experience
Share This Article
Facebook Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

sales and data analytics
How Data Analytics Improves Lead Management and Sales Results
Analytics Big Data Exclusive
ai in marketing
How AI and Smart Platforms Improve Email Marketing
Artificial Intelligence Exclusive Marketing
AI Document Verification for Legal Firms: Importance & Top Tools
AI Document Verification for Legal Firms: Importance & Top Tools
Artificial Intelligence Exclusive
AI supply chain
AI Tools Are Strengthening Global Supply Chains
Artificial Intelligence Exclusive

Stay Connected

1.2kFollowersLike
33.7kFollowersFollow
222FollowersPin

You Might also Like

What Does It Take to Be a User Experience Designer?

11 Min Read

Securing Data Vital to Personalized Customer Experiences

5 Min Read
using analytics in product development
Analytics

The Growing Role of Analytics in Product Development

12 Min Read
data analytics in video game coaching
Big Data

How Can Data-Centric UX Designers Make Better Games?

7 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

AI chatbots
AI Chatbots Can Help Retailers Convert Live Broadcast Viewers into Sales!
Chatbots
giveaway chatbots
How To Get An Award Winning Giveaway Bot
Big Data Chatbots Exclusive

Quick Link

  • About
  • Contact
  • Privacy
Follow US
© 2008-25 SmartData Collective. All Rights Reserved.
Go to mobile version
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?