When it comes to marketing, word of mouth is considered the Holy Grail. There’s nothing better for companies than customers sharing experiences and talking with family and friends.
And that often comes from customer experience efforts, not traditional marketing campaigns. Dan Gingiss, author of The Experience Maker and Winning at Social Customer Care, says that CX and marketing are coming closer and closer. In many ways, CX is one of the most powerful tools for marketing. A great customer experience strategy is the best way to get people talking about a brand.
The key is to create remarkable experiences that customers want to share. Gingiss calls it the WISER method: Witty, immersive, shareable, extraordinary, responsive.
Great experiences don’t have to use all of the WISER elements, but the letters build on each other so that the best experiences use all of them. Including more elements of the WISER framework creates a stronger connection with customers that they will remember and want to share.
The first element of the WISER method is what all remarkable experiences have in common--they are witty. Gingiss clarifies that being witty doesn’t mean being hysterical, but rather being clever and creative. Customers will never share or talk about an experience they think is boring.
Being witty and creating remarkable experiences requires creativity. These days, everything is a potential experience--from a product’s packaging and online presence to its physical display in a store. Something as simple as a witty catchphrase on a package creates a memorable experience that customers want to talk about and share.
With so many competing voices, customers are most likely to trust people they know. Brands that can create memorable experiences and get customers talking and sharing build unique connections that can transform into loyal customers and growth opportunities.
To create remarkable experiences, think WISER and look for ways to turn everything into an experience.
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Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future. For regular updates on customer experience, sign up for her weekly newsletter here. Join the waitlist now for the new Customer Experience Community here.
