There are two misconceptions about influence.
- Influence is not static, it’s a fluid process.
- We’re not influenced by just a few experiences/opinions.
We are profoundly influenced by small, often imperceptible experiences.
We don’t develop an opinion based on one experience. (Unless it’s very traumatic.) We develop an opinion based on thousands of small experiences. You don’t feel the way you feel about an airline because they misplaced your bag. You might still love them because they treated you nice at the check-in, the flight attendant smiled at you and gave you a second peanut bag, their site is easy to maneuver – you get my point. Based on thousands of choices and experiences, we form an opinion
Every silo is your brand.
People don’t think in enterprise silos. When your Customer Service sucks, your brand sucks. When your marketing is annoying, your brand is annoying. When you product breaks, your brand is broken.
Just like customers, you need to look at your brand holistically. Where are the biggest weaknesses and opportunities. How can you improve the customer experience as quickly and as efficient as possible?
I know, this clashes with the reality of many enterprises. There are budget fiefdoms, procurement battles and walls behind more walls.
Customers don’t care about it. They want a consistent, superior experience.
You need to provide it.