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Page 1: The Human Element

The Human ElementThe first of 5 Powerful Customer Engagement Elements

Profile: http://johnmerritt.netSlideshare: http://www.slideshare.net/johnemerritt

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• A short while back, I published the presentation five powerful elements of customer engagement. I asked if there was an interest in an extended version of the slideshow and there was an overwhelming response. What will follow is the first in a series of Five. This is the Human Element.

Each of these decks are a collection of ideas and insights about each element of customer engagement.

• I hope you find this series useful, inspiring and thought provoking.

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• Just Keep in Mind That…• Customer Engagement is not Rocket Science• While we may think go customer engagement

as a very complex and highly advanced part of society, it’s really as simple as everything else we do in our daily lives.

• As you go through this presentation, the one thing that I’d ask you to keep at the forefront of your mind is that simplicity drives successful customer engagements not complexity.

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• So Where Does Customer Engagement Begin? Good Question.

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• 1 – People are Real.• 2 – People rely on Trust.• 3 – People Talk.• 4 – People have a Life.• 5 – People don’t’ Forget.

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• The Vital Connective tissue across each element are the people whom are to be engaged.

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• The Key to Customer Engagement is People

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• Which Leads us to the First Element in Customer Engagement

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• The Human Element

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• We Are Human.• People are Real. They don’t want to be a

number but they want a relationship that works best for them.

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• So we start dabbling in channels with no guarantee of a solid commitment, but it might get their attention.

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• And while numbers may paint a picture if how many connections made, What value do they really offer?

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• Perhaps value in the number is an indication of influence.

• The Halo Effect• Through the “halo effect” idea, first

impression can influence subsequent judgments of perceived credibility.

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• Does this mean that a person would build an instant relationship or immediately buy stuff? Not exactly.

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• So what can we do as marketers to make this happen?

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• Well, out job is not getting people from A to B to C, it’s creating value.

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• So the value marketers can create is by encouraging people to engage

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• Giving them something to believe in through first hand experiences.

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• …people will never forget how you made them feel.

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• Focusing on that is better than any possible chance at gambling on each potential relationship

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• So Always Remember That• Customers = People

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• People = Human • Vital to Customer Engagement

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• Without people, there can be no customer engagement.


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