72. William Channer on How to Build a Successful Podcast & Reconsidering Your Comments Section

imageDesigner, founder and journalist, William Channer has +10 years experience enabling and inspiring startups through apps, books and podcasts on advertising, business, design and technology. Continue reading “72. William Channer on How to Build a Successful Podcast & Reconsidering Your Comments Section”

Improving customer service is about dealing with expectations and dealing with absolutely crucial points in the process more than just actually trying to improve everything evenly.

Advertising today seems less interested in psychology and the social sciences than it was in the era of the early Mad Men episodes.

This seems absurd to me.

Nudge theory is very important because it says big problems can be solved by human-centered marketing thinking.

That’s why it’s vitally important for us to make noise about marketing’s ability to come up with solutions to problems.

Go after your customers and make them more loyal. Never forget that customer service is relative to expectation.

If you create some small unexptected element of surprise for the customer, that will make a huge difference.

A lot of our behavior and opinions are undertaken to avoid cognitive dissonance.

We want to feel good about ourselves and we desperately go around constructing stories that prop up that belief.

Spend more time, effort, and money searching for ‘trim tab interventions’ – very small things that have much bigger disproportionate effects.

If you’re in an industry where customer expectation is low, then it doesn’t take much effort to stand out from your competition.

‘The best source of customers is your past customers.’

Therefore, you should ask yourself “What can I do to get people to come back?”

Because it’s much easier to retain a customer than it is to acquire one.

That’s useful to a small business just as much as to a large one.

You don’t necessarily have to have a perfect predictive model about how consumers behave and choose, be you at least have to be able to know how to ask better questions.

Producing a product that is 50% cheaper is a different game than producing a product that is $30 cheaper.

Merely undercutting (a competitor) by a little bit probably sends out a far worse signal than it creates desire;

it says ‘I’m the poor man’s version of product X.’

(Concerning hotels) If consumers have a bad check-in experience, they spend their stay confirming that the hotel is bad.

If consumers have a good check-in experience, they spend their stay confirming that the hotel is good.

Very occasionally do you get (a consumer) in marketing research who is genuinely honest.

Don’t start with advertising.

Start from the transaction out. Start close-in to the point of sale and work outwards. What are the barriers that prevent customers from doing business with you?

All human behavior is heavily influenced by the environment.

Humans interact with and respond to their environment far more than we are aware of at a conscious level.

If you want to change your own or someone else’s behavior, the first thing you can do is change the environment.

Take the single variable that best differenciates your target audience from other people’s, and use that as the thing to focus on.

Consumers have a tendency to believe that products that are heavily advertised are less likely to be crap than products that they’ve never heard of.