It’s not about doing more selling. It’s about creating remarkable experiences that make your customers keep coming back.
Are you struggling to meet your revenue goals? Are you trying so hard to sell your products and services?
Chances are, you’re pouring more time, money, and effort into sales and marketing. And although it’s not necessarily wrong, it doesn’t have to be that hard – there is an easier and better way.
Instead of focusing on acquiring new customers focus on retaining your current ones and delivering a remarkable customer experience. And your leadership is important in creating really wonderful customer experiences.
As Dan says in the podcast, it’s similar to a leaky bucket. If most of your customers leave the moment they buy your product or service, your sales and marketing have to do double the effort to replace the lost one and acquire a new one.
In this episode, Dan Gingiss shares more about how you can create a remarkable customer experience for your customers that not only makes them stay, but also share your company with others.
Dan Gingiss was born and raised in the suburbs of Chicago, along with his older brother and his younger sister.
Dan’s parents always pushed him to be successful but in a fair and nurturing way – “A’s, B’s, and C’s are your problem; D’s and F’s are our problem” was a favorite refrain of Dan’s dad. And he was also constantly encouraged to try new things, be it different types of international cuisine or school subjects. This created an open-mindedness in Dan that has served him well in his career.
After graduating from the University of Pennsylvania with a degree in Psychology and Communications, Dan naturally turned to marketing. He had no idea what he wanted to do, but in hindsight, marketing is the perfect combination of psychology and communications). He worked as a product manager at The Danbury Mint, a direct-to-consumer collectibles company. His focus was on sports and automotive collectibles, and he quickly learned the ins and outs of direct mail, newspapers, and magazines.
He decided to apply to business school at the Kellogg School of Management. He took his first marketing class and finally learned that what he had been doing for four years had names, frameworks, and structure behind it. Post-Kellogg he spent some time at a B2B financial services company, then nearly 10 years at Discover Card – where he played a key role in them winning their first-ever J.D. Power Award for Customer Satisfaction, one of Dan’s proudest achievements. After stints at Humana and McDonald’s, Dan decided once again to try something new and joined a marketing technology startup called Persado.
Dan is a speaker, and author of The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share and Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media. He also hosts the Experience This! Show podcast and The Experience Maker Show.
Dan still lives in Chicago with his two kids and one cat, and is a life-long Chicago Cubs fan.
Tweetable Quotes and Mentions
“Customer experience is a series of small events rather than a gigantic transformation.” – Click to Tweet
“It’s okay, even advisable, to know who your product and service are not for. And don’t market to those people. It’s okay if somebody isn’t ever going to be your customer.” – Click to Tweet
“The human element is the ultimate differential for customer experience.” – Click to Tweet
“To create remarkable experiences, you have to be intentional.” – Click to Tweet
“It’s not about having to go crazy and spend tons of money. It is about refusing to stay average and to become better than that.” – Click to Tweet
“The customer experience is not a project, it is a cultural change.” – Click to Tweet
“Do simple better.” – Click to Tweet
Advice for others
Marketing and customer experience are inextricably linked.
Holding him back from being an even better leader
Having to delegate and be willing to let things go.
Best Leadership Advice
Every employee likes to be recognized differently.
Secret to Success / Tools
Always willing to learn.
Ready Player One: A Novel
Links and Resources
Dan’s website: https://dangingiss.com/
Dan’s LinkedIn: https://www.linkedin.com/in/dangingiss/
Dan’s Twitter: https://twitter.com/dgingiss
Fast Leader Show on YouTube: https://www.youtube.com/c/FastleaderNet
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Fast Leader Show on LinkedIn: https://www.linkedin.com/company/fastleader.net
Check out other episodes on customer experience: http://www.fastleader.net/why-leadership-is-important/
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