Blog

With 2011 here, we finally decided to get this blog up and running. Hopefully we can keep it rolling from here on out!

Our goal with this blog is to provide readers with a glimpse into how we see the world – as warped and usual as that may end up being – and in turn, how that translates into the marketing and communications programs we craft for our clients. It’s the “World According to Enlutions” and we hope you will enjoy the ride.

The essence of what we’re going to talk about in this blog is something we call the “Customer Experience”, which is the culmination of all the impressions and experiences a consumer has through each and every touchpoint with a company, product, or service. It includes everything from the basic features and aspects of a product and service, to things like a logo and tagline and branding elements. Even things such as the music customers hear when they are on hold, and the color and shape of the box you ship your product in matters.

Of course today, Social Networking figures heavily into the Customer Experience (which most companies are causing more harm than good as a result of their efforts in this area), and so it includes even those things as a marketer you have very little control over, such as videos on YouTube!, posts on Facebook and comments in the blogosphere. Consumers today crave an experience in return for every dollar they spend. It’s not just how quick, cheap, or innovative a product or service is ... it’s how the experience of shopping for it, opening it and using it makes them feel . . . from the very beginning to the bitter end.

The emotional elements of making a purchase, rather than just the rational, have become the dominant factor for today’s Consumer. Consumers make purchase decisions using their emotions and then use logic later on to justify them. Why else would you have 65” flat-screen 3D TV’s, $4 lattes, and $200 iPods that play full-length movies on a 2-inch screen?

Succeeding today means paying as much attention to, if not more, to HOW you are delivering your product or service, rather then just WHAT you are delivering. In other words, The Customer Experience!

So, in this blog, we’re going to spend time pointing out the really great Customer Experience’s that some companies are delivering, and of course, the one’s that are missing the boat entirely.

Happy New Year!