Customer Transformation Archives - Shep Hyken

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

How does the Deep Story framework drive customer transformation?
How can businesses change a customer’s identity through brand experiences?
What is the role of emotional resonance in customer service?
How can companies turn brand engagement into measurable customer action?
How can companies identify the emotional connection between their brand and their customers?

Top Takeaways:

A customer should leave changed in some meaningful way after interacting with your brand. The biggest question isn’t what you are selling, but the difference you want to make in your customers.

A purchase becomes more meaningful when it changes how customers see themselves. For example, customers entering a magic shop should have an experience that makes them feel like they can try the magic tricks themselves. Beyond the purchase, a stronger connection forms when customers can see what they can become through it.

Great experiences trigger action. Beyond attracting and impressing customers, a great experience should guide them toward an action (like a purchase, a download, or a subscription) that matters to your business.

Start with the end in mind because when the outcome is clear, every tool and strategy becomes more intentional. Start with what you are trying to do and what you want your customers to feel.

Lasting customer relationships are not built on features and products alone. They are created when a brand connects with something that they care about. Clever advertising may get customers to buy, but an emotional connection brings them back.

Go deep into your audience and, at the same time, into your subject, brand, or product. Look for the positive emotional trigger that exists in both. That emotional resonance connects the heart of your audience to the heart of your brand.

Plus, Shep and Bob talk about Deep Story and how it can transform customers and businesses. Tune in!

Quotes:

“Your objective is not just to sell the idea. It’s to create a slight change in the customer that causes them to identify with your product or your brand.” “The mistake that so many business leaders make is that they get distracted by the means when they should instead be focused solely on the ends. Think about what you are trying to do. Focus on the difference you are trying to create between the people coming into your business and the people coming out.” “It’s never about features and benefits. It’s about the relationship, and the emotional resonance between your brand, your product, your subject and your audience.” “If you want to change the world, start with the heart. Start with the objective. Understand what you’re trying to do. Understand that what changes things is a change of heart.”  

About:

Bob Rogers is the founder of BRC Imagination Arts and a former Disneyland Magic Shop magician who was fired from Disney three times and rehired each time. He is the author of DEEP STORY™: A Complete Guide to Creating Transformational Visitor Experiences. Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

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