The Herman Trend Alert
February 22, 2023
Groundbreaking Book Released: Experience Rules
Throughout the 25 years (almost to the day) that the Herman Trend Alert has been distributed, we have never before overtly promoted one of our products or services---until now. At long last, my new book Experience Rules: How Positive Experiences Will Drive Profit Into The Future is out. This book is the culmination of decades of work in marketing, sales, and human resources.
A New Take on What's Already Working
Ask any wise marketer or human resource or even investment relations professional and s/he will tell you, what matters is the experiences you deliver to stakeholders that make the difference in productivity, in engagement, and in retention. And that engagement, productivity, and retention translates to bottom line profits. When I was thinking about writing this book, I reasoned that if delivering positive experiences to these groups was important, then delivering positive experiences to other groups of stakeholders, notably suppliers and vendors, families of customers and employees, communities, and more, would also have a positive effect on the bottom line. I looked around and no one else was talking about this insight. Then I started researching and discovered there were hundreds of examples of what companies are already doing to bond with their stakeholder groups by delivering those positive experiences. What follows is a combination of insights and pearls of wisdom that I detailed in the book.
Suggestions for Each of the Stakeholder Groups
Employees
One size does not fit all, though people in the same generation may respond to similar value propositions.
Stay Interviews are better than Exit Interviews, because with the latter, it's too late.
Everybody listens to same radio station: WII-FM, What's In It For Me?
It's a good idea to end your orientation by giving new recruits a tangible gift that includes your logo and their names.
When you are competing for workers, it really helps to be recognized as the Employer of Choice®.
Customers
The customer value proposition is almost always more than just the goods or services you are selling.
The secret to adding value is to discover what you already have or can acquire reasonably that has a high perceived value to the customer and a low or zero cost to you.
Creating the ultimate bricks and mortar retail experience involves engaging the consumer in many ways, including the senses. (See my upcoming Herman Trend Alert, on the new Cast Jewelry retail stores and brilliant new line.)
Suppliers/Vendors
Companies that partner with their suppliers and vendors will be valued over those that don't; especially when there are supply chain issues, that matters.
Giving awards to your supply chain partners is a win for everyone.
Companies that have highly valued the partnerships with their suppliers and vendors have discovered millions of dollars in savings, not to mention the reduction in time-to-market.
Families of Customers and Employees
Employees' families can be powerful allies, if they are engaged by the organization; this engagement is particularly helpful when there is a work crunch requiring overtime.
Hospitals that recognize the importance of visiting family members receive higher patient satisfaction scores than those who don't.
Offering childcare on site is increasingly important because there is universal problem in the United States and elsewhere finding high quality, affordable childcare; this works for employees and customers.
Communities
Employees and customers alike appreciate those companies that support their local communities.
The best policy is to take the total amount you want to donate land divide that by your number of employees; then each employee decides where their portion will go.
Both customers and employees consider a company's attitude towards corporate social responsibility when deciding where they will work and spend their dollars, respectively.
Shareholders
As Warren Buffet (Berkshire-Hathaway) and Mickey Arison (Carnival Corp.) know, rewarding your shareholders keeps them loyal.
From discounted lift tickets to deals on plane flights and even cars, companies of all kinds have innovated to find the right incentives.
Shareholders enjoy being rewarded for their stock ownership; the more creative, the better.
Other Topics Covered in the Book
In addition to stakeholder chapters, Experience Rules contains four chapters about Neuroscience and the technologies of AR, VR, Ai, gamification, and simulation---and how to use this information to produce engagement. Here are some gems from those four chapters:
Engaging all five senses works to get and hold people's attention.
Music, colors, scent, and even design are used to involve stakeholders in real-life, online, and even in the Metaverse.
The most engaging story always wins.
Playing on people's emotions is used regularly by sophisticated marketers.
Using this Information to Ensure Future Success
In one of the final chapters, I talk about how each of the stakeholder groups has its own journey. The best way to implement these ideas is to have the responsible department to use the information in the book to enhance the touchpoints in that journey.
Finally, a Glimpse at the Future
The last chapter forecasts the rise of the CExO (Chief Experience Officer) whose job it is to coordinate all of the branding, messaging, and advertising for all of the stakeholder groups to ensure the alignment between brands and groups. If the employer brand is not aligned with the customer and supplier brands, there is a problem.
But Wait, There's More. . .
The appendix of the book features commentaries from folks who are already implementing these ideas. This section includes contributions from Experience Designer Jasha van der Wel, founder of what is now the University of Maryland Global Campus (UMGC), Consultant Dr. Susan Aldridge, and former meeting planner and serial entrepreneur, Al Wynant, co-founder of the leading-edge, mobile group coaching app, Ingomu.
For a Limited Time. . .
If I have piqued your interest and I hope I have, this week only, the Kindle version of the book is available for download on Amazon for only 99-cents. Thereafter, I expect the Kindle version to revert to its regular price. Of course, if you want to buy the book in paperback or hardcover, those versions are also available on the same site. I look forward to your feedback.
I want to give a special shoutout to my cover designer and new webmaster, David Litwin of Pure Fusion Media. I consider myself blessed to have a brilliant talent like David on my team!
Next Week's Herman Trend Alert: Sky Yachting Is Coming Back
For centuries airships have reflected the inventive spirit of visionaries like Leonardo da Vinci and Jules Verne. Happily, airships are making a comeback. Though due to expense, they are unlikely to ever compete with jet aircraft for long-distance travel. The good news is that airships offer low operating costs, reduced infrastructure requirements, and significantly lower carbon output. Learn more next week.
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HEAR JOYCE SPEAK TOMORROW AT 11:30 AM EDT
Tomorrow morning, Joyce will be a Fireside Chat Speakers at the Brightside Business Women Empowerment Virtual Conference where she will talk about how business women can use the insights from her new, groundbreaking book, EXPERIENCE RULES, to be successful. Register for FREE at https://brightsideglobaltrade.org/women.
GET COACHING FOR YOUR PEOPLE FOR LESS THAN $1/DAY!
Gain access to dozens of coaches for the same low price. Find out more by visiting https://ingomu.com/joyceg
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