Connections

October 2017
Vol. 16, Number 8

Management News

Conference News

Chapter News

Committee News

SIG News

Member News

grey calendar iconRemember to check out the QRCA calendar of events
for upcoming Chapter events

If Great Customer Experience Is so Important to Companies, Why Is it so Rare?

Bruce Ferguson, bferguson@rdicorp.com, and Sharon Laukhuff, slaukhuff@laukhuffconsulting.com

On September 15, the OHINKY chapter hosted a Lunch and Learn meeting. The guest speaker was Jay Zaltzman of Bureau West, and our new QRCA President. Jay shared with us how qualitative research can take CX to the next level. We have all seen how one interaction can form our entire impression of a company or their product. Jay posed the question: “If great customer experience is so important to companies, why is it so rare?”

The central message of Jay’s presentation is that we need to help our clients keep their focus on delighting their customers. We can value-add and be a trusted consultant if we find the means to keep this top-of-mind for our clients.

Jay also discussed how the journey map could be used to understand barriers to positive CX. The path to purchase is no longer a funnel, but a matrix. By understanding these routes and identifying segments (personas) that benefit from different approaches, our clients can place their focus on the key touch points.

Special thanks to Burke Marketing Research for hosting the event at their beautiful offices in downtown Cincinnati.

Next up – October 20, OHINKY will participate in the Virtual Mini-Conference. We’ll be meeting as a chapter at The Living Room in (Norwood) Cincinnati, OH. Note this is an updated location. The meeting will begin at 12:30 PM.

OHINKY September Meeting

OHINKY members gathered from far and wide to hear QRCA’s newly minted president, Jay Zaltzman, present on Customer Experience. They are, left to right: Laurie Bredenfoerder; Jennifer Blalock, Sharon Laukhuff; speaker Jay Zaltzman; Jennifer Blomer; our host at Burke, Jim Berling; and Bruce Ferguson.

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San Francisco Chapter’s September Meeting Helps Members Tap into Small-Business Expertise

Katrina Noelle, kn@knowresearch.com

The theme for the San Francisco chapter’s last meeting was “Back to School,” an interactive, dual-topic opportunity to study up on our businesses with the help of two local business experts.

Our first speaker was Marie Perruchet, author of One Perfect Pitch. Marie is also the leader of an executive coaching and communications business specializing in training executives and startup founders on how to pitch their ideas to key audiences. She presented "pitching" tips and tricks along with interactive exercises to fine-tune our approaches to attracting and generating new business. All attendees received a copy of Marie's book.

Pitching tips include: Make your pitch very simple and clear so that others can repeat it and pitch on your behalf. Start with the content: write your pitch in Word first and then turn it into a PPT so that the PPT doesn’t interrupt the flow of the story. Always consider how you can help the person standing in front of you. What problem of theirs can you solve? What story can you tell of solving someone else’s similar problem? This will help your client understand how you can help them understand their audience. Concentrate on the “About us” page of your website; this is your online pitch.

One recommendation was to share specific outcomes of past projects. Interestingly, we found it difficult to think of, share or quantify specific outcomes because we usually see only one piece of a puzzle and often don’t hear about the final outcomes of projects we have collaborated on. Many attendees made a decision to challenge themselves to understand client outcomes more fully and institute a policy of getting feedback to understand the impact of our work!

San Francisco Chapter September Meeting

Marie sums up our next steps for pitching.

Next, Claire Kalia answered our small-business legal questions. She walked through choices faced when deciding how to structure our businesses, and discussed what we need to know about taxes, contracts, agreements, insurance, hiring/subcontracting, and website/data privacy.

Even though we feel like we are sometimes in a David-and-Goliath situation when it comes to signing client contracts, we should be sure to read them thoroughly, mark them up if sections don’t apply to us, and push back if we feel that they are unfair/partial to the client’s organization.

The talk was an excellent reminder that even in the excitement of landing a project, we need to stay vigilant and look after ourselves legally and contractually.

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