Learning the importance of hitting pause, before fast-forwarding to NEXT.
My take on dystopian novels and Starbucks apps, and how they freak me out. But I also love them both. ¯\_(ツ)_/¯
Repetition can get the best of you. Here I review how to approach Customer Success and Customer Experience with new content types.
Are people becoming immune to hearing the same thing over and over again? How do you get your audiences to take in what you're saying? How often do you adjust your message? How do you get them to take action? How do you start a movement when people seem to have less and less time for something new?
Most questions were answered in person or via direct mail.
Providing a positive customer experience from the moment a team intercepts an issue, to issue resolution is getting more difficult. With new forms of customer feedback (Social, Community, NPS, Surveys, Sales, Product Development, etc), how are companies analyzing and addressing this feedback?
I don't make it a practice to complain via social media, but I work as a member of the Global Customer Success team so it makes sense for me to follow the subject matter closely. I follow customer care hashtags, watch social conversations, and pay attention to how companies follow up when disaster (or twitter) strikes.
Recently, I was staying at the Hyatt Regency next to one of our New York offices. I stay there often and never have issues. The staff is always gracious, the bartender is funny, the rooms are always nice and the guy who takes me to the office each morning always helps with my bags. Issue with my recent trip: I didn't get chocolate chip cookies. Let me explain.
Fellow marketeer, posted a check-in on twitter bragging about her Hyatt cookies. What the heck? I had also just checked-in and received nothing but a smile. I was half-joking when I replied on twitter and tagged my hotel - letting them know I didn't have alarm clock - or cookies (I really did not have a clock) The Hyatt social team immediately followed up:
I was stoked. This was my first twitter engagement that would include a cookie payout. I bragged about the encounter with my fellow teammates and couldn't wait to get back to the hotel. I opened the door, looked around. No cookies. Bummed, but I just shrugged it off, I didn't need the cookies anyway. (Who am I kidding?! I always need cookies.) I wanted to let the Hyatt social team know that if they did in-fact tell the hotel manager about my tweet, their efforts went for not. Again, I'm part of the customer care team for CA Technologies, so I want to hear when things go awry. They apologized via Twitter DM, and someone from the front desk immediately called my room. "Hello? Cookies?!"
Front desk manager said she was sorry she heard I was unpleased with my room. I assured her I was not, and it was just the missing alarm clock. She asked if I would like the alarm clock - "yes," I replied. No mention of cookies. She said someone would be right up and sorry for the inconvenience. She asked if I asked for something else... I said no. The conversation turned weird. I'm a 40-year-old woman - I am NOT going to beg for cookies (PLEASE GIVE ME THE COOKIES!). She asked if I would like a glass of wine. I said sure. By this time I was tired, I didn't want wine but I wanted her to be able to extend the courtesy and let it go.
Knock on the door - nice lady standing there with an alarm clock - no wine, no cookies. I'm just tired at this point and playing Twitter isn't fun anymore. I said thanks and put on my pajamas. About a half hour later someone calls my room. Lady on the line asks if I had ordered room service - "no," I replied. I was done for the day, my opportunity to post a glorious chocolate chip photo on twitter had diminished. She apologized and that was that.
Second knock on the door - gentlemen standing there with an entire bottle of wine and a wine glass. "Here's your wine," he said. I took it and went back to bed.
I learned how quickly a good intention can go wrong by the time it's executed. The Hyatt social media team intercepted my tweet and was going to offer an inexpensive nod to my loyalty. That would have been so great if the on-site team could have pulled it off. Instead, I went to bed late, irritated, with no cookies.
The experience has opened my eyes. I am going to look a little harder at how to help my own company offer customer goodwill and help see it through. What good is a promise if you don't see it through fruition? Enterprise software, hotel chains, or retail - it doesn't matter - we all have customers and want to keep them happy. What I never thought of before was that I had to "make sure it happens." When we make promises at a trade show or take viable feedback in the communities, I ALWAYS assure the information gets in the right hands, but I'm likely not doing everything I can to see that the customer feels heard, and their suggestion finds a good home.
To whomever I've left alone with no cookie payout, I am truly sorry. My 2017 Customer Experience resolution is to make sure I do my part in helping strengthen all links for customer feedback closure. Not all suggestions can or should be developed, but all suggestions can be heard.
I would love to hear from companies doing it right. Have you had a great experience in customer service? Has a company taken a bad experience and made it right? Does your company have a strong chain of command from customer intake to making new policies or products? Please share! The new 2017 Rachel is open for suggestions (and cookies - always open for cookies).
LinkedIn Pulse Article: It's automatic, it's systematic, it's hyyyydrodramatic - or is it autoMAGIC?
I have issues with control. I really like to know all the details and I know it's a problem. This LinkedIn post is a call for help.
I've officially made my third post on LinkedIn, this one titled: That voodoo that you do.
It's pretty interesting to me how vastly different each of these posts have performed. As of this blog post, I have nearly 10,000 hits on the first one and haven't hit the 200 mark on the second ones. See all posts here.
I remember Joshua Merritt of Hook and Lasso once told me not to be obsessed with the numbers... but I can't help it. I'm an ROI kind of gal. I can't help but wonder (channeling my inner Carrie Bradshaw) What is it about these posts that drive the most traffic? The title? The content? Why click? Why view one over another?
Either way, I'll keep going. I don't have a particular cadence decided. I'm writing when I feel inspired and I feel it's something that someone can benefit from. I also like creating my little guy with Paper 53, so maybe I'll just keep blogging until I get tired of drawing :)
I made my first ever LinkedIn Blog post...
I was going to suggest to my GM that he should blog on LinkedIn, and I'm sure the first question would be why, and how. So what better way than to try it myself.
I had no idea the reach I could experience until I did it. When I blog here, I usually promote (I think only my mom reads these) and then put it to bed. I might garner about 25 hits for the year, mostly to people who bounce.
But LinkedIn is proving to be much different! As of this post, I have over 8,000 views, 500 likes and 30+ comments. That's amazing in my book. I'll try a few more to see if these type of results are typical, or if this was an anomaly.
My next post will likely be "that voodoo that you do that I don't know how to do." Another great quote I stole from an executive. Stay tuned.
Stick with me here, it makes sense - I promise.
Just this week, we (re)visited Quaker Steak & Lube which is new to our area. The local reviews have not been that favorable, but the wings and cold Blue Moon keep bringing us back. My husband and I are patient diners. We realize there are kinks to work out in a new restaurant full of new employees. It's excusable. But this visit was different.
For some reason we always seem to go on Biker Night. We are far from bikers but the people watching is fantastic. It's like Halloween! The entire crowd is proudly wearing their leather vests and bedazzled bandannas in this 100degree Texas heat. These bikers are loyal. When they find a place they like - a place that caters to inexpensive dinners, provides VIP bike parking, and did I mention they have really cold beer?
Our waitress, Latoya, gave us the low down. She said when it's biker night, they have huge tables, and their orders go in first because they're regulars and they want them to keep coming back. --- See what that is there? Customer retention.
Make the bikers happy and you've got a steady flow of revenue guaranteed each Wednesday. But what Latoya did right is not ignore the small tables and first timers. She set expectations from the beginning. She check on us often, and kept conversation going. She's on-boarding new customers and trying to instate loyalty.
Latoya pointed out a guy - who didn't look like the typical Quaker Steak & Lube patron (at least not on Biker Night - he looked more like one of my co-workers!). He was in khakis and carrying a laptop. She said he was from corporate - and he was there to find out why they were getting all the bad reviews. Diners were flowing in, wings were coming out of the kitchen, and people were laughing. Seeming to have a good time.
Then, she pointed out the owners. They were there to likely shake hands with the corporate guy. They likely all wanted the same thing - happy customers that will return for more wings (and cold beer).
After we paid our bill and finished those delicious Blue Moons, a manager of some sort came by and asked if we enjoyed our experience. I assured him we did and he asked if we wouldn't mind writing a Yelp Review. I asked him if he was surprised how much social media made a difference? His eyes got wide and he said Yes. It's everything.
Couple things we can take away from here:
- Latoya is a great waitress (salesman) who set up our expectations from the beginning and gave us the best possible service she could. If you sell things: do this. People will respect you in the morning.
- Customer (Bikers on Wednesday) is king. Show your loyalty to a brand and they should treat you right. If they don't reciprocate - there are plenty other vendors waiting to get your business.
- Show some compassion. Not everything works perfect. Everyone is human, even giant enterprise corporations. If you are a customer with an issue, find a human to speak to. Don't make sweeping decisions without getting the full story.
- Social Media and customer opinions (Yelp) matters. Everyone listens. You may not get the answer you want right away, but be rest assured - these companies are listening and they are finding ways to address your complaints.
- Blue Moon is really good. Best served from tap. With Wings.
I hate to tell you this, but your baby is ugly. No matter where you are in revising your website and your content plan, you're behind. Someone, at some company is doing it better.
The first step in building a kick-ass marketing program is realizing you have a problem. Marketing is all about telling your story. Does your website tell everything you want to say? Better yet...does your website give potential customers everything they need to make decisions? AND EVEN BETTER... if someone doesn't know your company exists, can they find you by other means?
If these questions scare you. Your baby is ugly. Read this recent
Inc. Story about Spanx creator Sara Blakely wrote about her companies' story. I come across a lot of articles I intend to read, but end up skimming them, but this call-out caught my eye. "In a world where people have a lot of choices, the story may be the deciding factor."-
Your story helps people decide to buy or not to buy. #spanx for example http://t.co/wkbOJWUqC6pic.twitter.com/HzqFNSZaQZ
— Rachel Macik (@RachelMacik) January 21, 2014
Man. [wipes tear] That's just beautiful. So true. No matter what I want to buy, I have choices. Houses, cars, clothes, purses, puppy things... anything - I have a choice. And the company and what they stand for is a big part of why I buy from them. Is it easy? Are they legit? Do they have pretty marketing? (That's biased, I know - but it's true.)
Truth is. Your story matters. Your story TODAY matters. Don't tell the story from 10 years ago. Let's update it. How are you relevant
? How can you make an impact
Let's not decide how to fix these things just yet. Let's just decide to be open to change. Let's be open to the fact your marketing baby might not be perfect. Go for a walk, have a nice dinner. Just consume the information. I understand. Things like this aren't easy. Take your time. I'll be back.
Its really easy to I'm a seventies baby, now in my thirties and I really think I've seen design and marketing through some amazing evolution. It all started when I became obsessed with journalism class in High School (Go Wildcats!). We designed the yearbook pages with an Apple Macintosh (you know the little square gray one, with only a floppy drive). The photos were developed in a dark room, with film (real film!), hand cropped, and key-mapped back to our printed grid layouts. Taylor Publishing then created our final layouts for print. It was amazing (at the time). I went from actually cutting photos with an exact-o knife to being able to use photoshop feathering and layers. I can hang with the old-schoolers who talk about "back in the day" and I can tweet with the younger crowd who speaks of the newest in digital editing.
Everything is constantly changing, and I learn something new every day. What was cool yesterday is lame tomorrow. I never get tired of my job. If you are bored with Marketing today, you're not doing something right!
I was born and raised in Texas, didn't leave the state until I was 18, never flew on a plan until I was 24, and had my first trip out of the country when I was 32. I haven't looked back since! Now days, airports don't frighten me, I'm known to take off to the pacific coast for a retreat all by myself, and I am always enthusiastic to help others what I've learned.
|Look how cute I would be as a Mad Man character. I would totally wear hats to work.|
This interested me. Does the customer know best? Or do we (marketing people) know what’s best for the client? I actually believe both are correct. Here's why: The experts in our field find a way to compromise without feeling like creative has been stifled, and without the customer feeling like they didn't get what they wanted.
As you watch Mad Men episodes, notice just about every pitch ends up slightly changed in the end. Don makes the pitch – someone doesn't agree with the angle – then, Don or Peggy (I love Peggy) puts the slightest twist on the original idea, elevating the campaign to an even greater level. The customer pushes back and they all come together with the best ideas. THAT is what makes Mad Men great.
This is why marketing needs a seat at the table. To truly integrate creative ideas with sound business focus, both marketing and client need to speak a common language. If you’re in marketing – ask questions. If you don’t know what they are talking about, ASK! You can’t create promotional content if you have no idea what you’re talking about.
Speaking to the client: whether you are, an internal group, salesmen, engineers – whoever – take a moment to listen to your marketing team. Invite them to the conversation, and make sure they understand. If they fall asleep in your meeting, you don't have the right person. Someone from marketing needs to be a honorary member of your team to understand your goals and make suggestions for how to get there.
When you get to the creative and content planning stage, take time to open your mind and speak up when you think it could be “tweaked.” Don’t force your opinions on the marketing expert. Find a common ground. You can’t do what you've always done - it doesn't work forever. Be ready to make changes and try new things - yet hold on to the core values for your company and your product.
|Dear Client: if this is what is happening, you're doing it wrong.|
The good thing about today’s Mad Men is that we can provide measurement. You don’t have to wait months to see if the sales team said, “I like that campaign”. You can see immediate engagement, who’s forwarding your emails, who is downloading your infographic, who is sharing your blog post, how many people are interested in your video interview. Press for that engagement, ask for the numbers – they are there!
I believe my next post will be about how to set up your marketing conversation. I've been on good teams, I've been on bad teams, and I've been on amazing teams. Each one teaches you something new. I'm looking forward to showing you how to set up your own team for success.
Let's get Rachel's blog issues in the open.
|Me and my daughters at Blue October. |
Feel free to comment on what a cool mom I am.
These folks are clearly more seasoned travellers than I am, but I still wanted to play. I’m not a ‘regular’ traveller for work, but I have traveled often and far. When I worked at Atos, I was a regular in Paris and Dallas. (France/Texas). At BMC, I’ve been to TelAviv, Madrid, Paris, and Frankfurt. The more I traveled the more I realized what I should bring next time, and what I could do without.
Things I Carry
Food: The further I get from Texas, the more I realize I need back-up food. Protein bars are perfect. If I’m acting like a 10 year old and spreading my dinner around my plate, no worries: I’ve got a snack in my suitcase. Mints count. (Yes you can eat them for dinner in a pinch.)
Hearing aid: I can’t hear out of my right ear, so I have a hearing aid. When travelling international, it’s important to hear as best I can. Otherwise, I don’t use it near as often as I should. Fun fact: I lost my hearing after one day of shooting guns at a barn door at my brother’s pond. I blame him.
Scarf: You never know when it’s going to be cold or hot. Carrying a scarf helps. It can be smashed in your purse when you don’t need it, and it’s perfectly acceptable to be worn wrinkled.
Notebook: I’ve actually tried using my iPad for notes, but I just can’t do it. I love my Moleskin notebook. I got my first Moleskin as a gift from the US Olympic Committee in 2009, and I’ve never looked back. I like the fact there is no spine to get hooked on anything and they are all the same size. I’m a doodler.
Two Phones: I’m a weird-o that hasn’t combined my work phone and personal phone. This is the first job I’ve done this and I love it. I promise to put down work on weekends, and with separate phones, it’s much easier to do. I secretly check and respond to emails at night but don’t tell anyone.
Macbook Air: When I travel, I take this little gem with me everywhere. I realize an iPad is smaller, but the Air is just as lightweight and it has everything and only takes seconds to boot up if I need it. I need life-size keyboards. It’s a must.
Lip gloss. I pretend that I need chapstick and just can’t find any, but I’m addicted to lipgloss. It makes me feel fancy.
Big Camera (optional). I am a fake photographer. Meaning, I don’t know what I’m doing, but I love taking pictures. If I am going to a new place, like Jerusalem for instance, I’ll bring big bertha along. Sure – she’s a little overweight in the days of iPhone, but you just can’t bet her photos. And after the trip, photos are all you have!
More importantly… it’s go to things I don’t carry anymore.
My ginormous Coach Bag: I’ll tell ya… I was so excited to buy this for myself. It’s so big and so leathery. Alas, it is also ridiculously heavy. The bag has been retired for weekend trips only. No more toting this guy to and from the office.
Jewelry: I used to have options and cute necklaces and earrings that matched each outfit. Now it’s a wedding ring, my favorite Tiffany Beads, and maybe a watch. Done.
Options: I used to bring lots of clothing options “in case” I wanted to wear something different. Today, I’d rather not carry a giant suitcase. I also realize people don’t actually pay much attention to what you wear. I’m neat, clean, and pretty much everything comes in black, white or gray.
Shoes: Yes I wear shoes, but I’ve had to narrow down business trips to 2 pair. Flats and heels all black, and change with seasons. (Yes there are seasonal black shoes… it’s a thing).
Business cards: They don’t take up much room, but I just thought it was funny to think about. I don’t remember the last time someone gave me a card?
|I like this version, because of Insights description, because it's personalized.|
I like the idea of what my company is trying to do. Since we all work in different locations, some from home, some from different states, (arguably some from different planets)... we don't actually know each other very well, or know each other's communication style. The point of the test is to find out how we each give and receive input, feedback, data, opinions, etc. It's turned out to be helpful in understanding why people act the way they do.
I have always had a bit of trouble working with people who weren't as excited about what was coming out of my mouth as I was. I love spurting out ideas, getting all pumped up, brainstorming on the fly, and making decisions on a snap. Apparently, that's not the way everyone else works...and "apparently" that's not necessarily the best way to work.
|Here's another version of the color descriptions. It's endless, really.|
"...When communicating with Rachel, acknowledge her talent for leadership. Keep up with her pace. Be humorous, but don't humor her. Ask her, don't tell."
"When communicating with Rachel DO NOT steal her thunder. that's a good one. Do not try to hoodwink or mislead. What does that even mean? DO NOT appear slow, sluggish or too formal."So I read this insights to my family. They laughed at most of it...as well as agreed with most of it. So how do I compute this kind of information? It's not all great, it's not all bad either. For instance, I thought my being able to make decisions on the fly was an awesome capability. However, my "lack of awareness" and "domineering ways" causes me to charge ahead with my own ideas before I consider the team. Wow... that's wrong?
That's ok, I'm also open to learning new things. I suppose admitting you have a problem is the first step. The profile also gives you tips on working with your opposite type. I'm putting these into practice today.
Take time to discuss all the details. Man, that's a tough one. Don't look for immediate answers. tic-toc, tic-toc.... Don't touch him or her. Whoa... I don't hug or touch. That's out of line. Don't feel it necessary to always be the first to speak. OMG. This is the hardest thing ever!
So just when I thought I knew it all, (of course I did, I'm red) I have much more to learn. I do find it much easier to learn new skills than to learn more about yourself. This is completely new for me. Wish me luck! When Blogging with Rachel, Cheer her on.
But at the beginning and end of this presentation is where I might have found a little mojo for myself. This was Nancy's self projection in the Suavitos Baking Spices girl.
Nancy says she was born from an economically and socially starved environment. "I chose a different story for my life," she says. How powerful is that?
Because what she was saying was so inspirational to me, I wanted to look up a little more about her. Wikipedia says she is a designer and writer. This really hits home for me, as I'm constantly asked, "What do you want to do, where do you want to go next?"
Like Nancy, my background started in design. I love the art of putting on paper (or on screen) what brilliant people are thinking. A lot of times our great innovators and incredibly intelligent change-makers can't design a presentation to show what they are thinking. But I can. My skills are growing every day and seeing presentations like this one, really change the way you think.
So for me personally, I'm looking for my inner spice girl. Nancy knew right away that she was this Suavitos Baking Spices poster girl.
When people ask me what I want to do next, or where am I going... does this mean I'm not where I should be? Should I be doing bigger and better things? I'm pretty excited about my current job, but I know I can't do this forever. I'll eventually discover, streamline, and conquer it's twisty path to success, and then I'll want something new. But what is that something new? How can I find my poster girl?
we're going to go.
It's a place that
you get to create,"
- Nancy Duarte
It's inspiring to see how Nancy has taken design to an entirely new level. Recently, I helped to create some powerpoint slides for a presentation meant to inspire sales to use more marketing materials, and to show WHY we're investing so much in marketing. The presentation was intended to give sales a clear idea of how marketing was here to help, and how it will help their pipeline, and how it will help them make more money. The presentation was a huge success. We had rave feedback from the sales managers. I think it could have been better...and it will surely evolve over the next year as our audience expands.
The excitement around this project was fun and invigorating. But I was a little confused with myself... Is this what I want to do next? Make powerpoints and find clip art? I started out as a designer back in 1997. Did I really want to go back? I was half embarrassed and half ecstatic. Could this be a full time gig? Are more people needing to find ways to show what they are thinking?
But it IS so much more than that. To be honest, I'm not that great of a designer - there are much more talented people out there for that. But what I AM good at, is helping communicate what YOU are saying.
I feel like this is my spice girl. I fell that the presentations, or whatever mode of communication the speaker chooses, should be a big part of my next path. I can see what you are saying. It's like my sixth sense. It's my gift. So I will continue down this path. I will continue to learn about different forms of communication, different ways to send a message to your intended audience.
I'm really stoked about this. I feel now that this isn't going backwards. That creating inspirational materials for speeches and introductions can be much more than just a pretty powerpoint. I am creating stories. Your story. Who wants to go next?!
Oh, and here is my vintage poster girl. I don't quite have her body, but I'm kind of like a marketing-girl Godzilla, so I think it works.
Super cool ads I found on Modern Metropolis. Nothing like seeing an old twist to such a new thing. I'm sure one day I'll look back at this post and say, "haha, I remember when Skype and Facebook were cool!"
Just in case you didn't know all you wanted to know about Rachel Macik... I've added yet two more profiles to my collection of accounts to keep up with. The first one, is about.me/rachelmacik.
I liked this site because people have such pretty pictures. I'm not talking about the faces (although mine is pretty stellar. Just kidding. Not really.) I'm talking about the chance to see giant 1680 x 1050 portraits and beautiful photography.
I decided to leave all those open tabs cropped in this screen shot because it's ridiculous. Anyway, This is the only horizontal professional photo I had of myself. Thanks to Victoria Lind Photography. There is a lot of pressure to make your profile as interesting as your peers. I'm not sure I've done my about.me profile justice, but I expect to keep it updated as I learn more about myself.
Lately, I've been reading blogs, articles, tweets, and downloading podcasts about blogging and marketing. (I tend to get obsessed) My first mission is to find out what my niche is. What is THAT THING that makes me different than the billions of other bloggers and marketing evangelists out there? I think I have self realized what my niche is, but I'm still working on how to say it. I can't just say, I'm Awesome! There are tons of awesome people, that just won't work. This about.me profile has my first stab at penning my niche. After this post, I promise not to say niche anymore.
The second profile I've set up is really cool. Vizualize.me/rachelmacik automatically connects to your LinkedIn profile and creates your very own infographic.
This is pretty cool. I wish I could add more skills. By default it shows the skills you've had the longest, but I would rather feature new skills that I'm working on...but then, I don't want it to look like I'm a newbie with no experience. Sigh...
And why on earth am I keeping all this up anyway? I was asked a great question today:
What are you doing now, and what do you want to do next?
I want to learn how to be a better speaker. I want to try my hand at sharing with a large audience of people I don't know. I want to learn how to network in a room full of people I don't know. I'm really not looking for riches or fame (Don't tell my boss that). I'm looking to grow, looking to learn, looking for my next mentor, looking to share with you, looking to teach others what I know.
So, if you're new to social media, and are overwhelmed with the amount of accounts, profile pictures, and whitty one-liner profile taglines you're supposed to come up with and maintain--don't worry. You're not alone! It's never ending really. I've been blogging, tweeting, and facebooking as a professional since 2009 and I'm still learning every day. Isn't it fun?!
I recently noticed that my blog stats went from a pretty nice and steady pace to almost nothing. Instead of weeping because no one loves me, I went ahead posted a few new stories, and still, no activity. But then a few friends posted comments on my facebook about my newest blog posts, and I realized that Google Analytics just wasn't working.
How is it that I can keep updated with the Kutcher divorce saga, Kim Kardashian's new hair cut, and keep a steady 9-9 job...but I didn't know that Google revamped their entire google analytics system?
Where have I been? Under a rock I suppose. I'm always one of the first people to accept an upgrade, learn new the UI, and report back on how awesome it is. I totally failed this time. For someone who loves analytics and data, I should have been in the know.
- Mashable (I've always followed, but don't read enough)
- HubSpot (Frequent pod cast listener on the way to work)
- Looking for good blogs to follow (see my new widget at the right of the screen here for my current list)
- Looking for others... please help!