#24 Open Dialogue with Customers

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 9 July 2019

⏱️ 6 minutes

🔗️ Recording | iTunes | RSS

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Summary

We all hear about engagement, but what does it really mean? To many digital marketers, it’s a metric to be reported. Consumers rarely view engagement in the same way, or think of it all. In an era where advertising and marketing are so pervasive, customers aren’t seeking engagement with brands. In fact, most people who do not work in the marketing world rarely, if ever, think about something like brand engagement.

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Transcript

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0:00.0	Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the
0:05.4	agile.world.
0:09.5	Welcome back to the agile world. This is Greg Kilstrom. In the last couple of episodes I talked about the
0:14.2	duality of the Agile brand, how there's some things that you really want to keep constant,
0:19.2	like mission and values, and there's some things in a brand that you really need to stay on top of and
0:25.5	potentially modify over time. In the next few episodes I'm going to talk about
0:29.7	what really sets agile brands apart.
0:32.8	In my book, the agile brand, I talk about five things
0:35.5	that really set these agile brands apart.
0:38.6	First thing is having an open dialogue with customers.
0:41.8	Second is telling stories that are genuine. Third thing,
0:46.2	using data to drive deeper insights and greater growth. Fourth thing, thinking
0:51.0	holistically about the customer experience.
0:54.0	Then it's staying nimble by always listening.
0:57.0	And sixth thing is letting go in order to have deeper relationships.
1:00.0	I'm going to talk about the first thing today, having an open dialogue with customers.
1:05.7	So it's been estimated that about 70% of consumers have used social media for customer service
1:11.0	and it's looking like almost 100% something like 90 some
1:15.9	percent is going to be using it by 2020 and while that's not the only way that a
1:21.8	brand can have open dialogue with their customers,
1:25.6	it's certainly a well-used one.
1:28.6	I think the interesting thing about social media in general is that it can take both a public and a private
	...

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