customer engagement

Prices Are Stories | The Story of Telling – Business Article

The difference between an $800 pair of Jimmy Choo sandals and those you can buy in Target for $20, isn’t only the quality of the materials. The prices we pay or charge are not just stories about value. They are stories about intentions and expectations—not just on the part of the customer, but also on the vendor. Customers make assumptions about what they’re buying based on what they pay, and sellers make assumptions about the kind of customers they will…

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Don’t Manipulate Me, Move Me – Business Article

There’s a difference between a good story and a great story.A good story gets our attention. A great story changes us. Successful marketing campaigns and brand stories don’t convince us.They move us. A good leader gets our vote, and sometimes, our respect.A great leader gains our loyalty, and often, our love. We don’t have to be smart enough to manipulate people to act.We have to be sincere enough to move them to act. Image by Nevada Halbert <!– <rdf:Description rdf:about="https://thestoryoftelling.com/move-me/"…

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What Is Experience Management | SAP Analytics – Business Intelligence Article

SAP has announced its intention to acquire Qualtrics, a global pioneer in the area of experience management (XM) software. (Updated: Read the acquisition press release.) Experience management is the process of monitoring every interaction people experience with a company in order to discover opportunities for improvement. For decades, SAP has been the leader in business applications that generate and leverage operational data (O-data)—hard numbers like costs, accounting, and sales—to inform their business decisions. But while operational data gives you an idea…

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Meaning At Work | The Story of Telling – Business Article

There is an element of the mundane in every job. Consider the cabin crew who work on long-haul flights. The majority of their work is the repetitive, and strenuous task of wheeling trolleys full of food and drink down narrow aircraft aisles while repeating the same script, ‘chicken or beef’, to the three hundred passengers on board. Many people who choose these roles do so because they tell themselves a story about travel perks and seeing the world. It’s unlikely…

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The Loyalty Department | The Story of Telling – Business Article

My mum, (who is in her late seventies) wanted to negotiate the renewal of her internet and phone contract. She dialled the customer support number listed on her bill and was placed on hold for 30 minutes. When she finally got through to a human being, she was transferred to the ‘loyalty department’. She waited on hold for a further 40 minutes before being connected to someone who could help her. The duration of the call was 1 hour 37…

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Change Is A Human Act – Business Article

We mistakenly believe that changemaking and persuasion are only about getting someone’s attention by creating awareness of an issue or option, and then presenting people with rational arguments that will convince them to make choices we find desirable. But both the science and what we witness in the world around us prove otherwise. Research in the fields of psychology and behavioural sciences demonstrates that people make irrational decisions all the time. We are not driven only by reason and logic.…

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What is Experience Management? – Digital Business & Business Analytics – Business Intelligence Article

SAP has announced its intention to acquire Qualtrics, a global pioneer in the area of experience management (XM) software. Experience management is the process of monitoring every interaction people experience with a company in order to discover opportunities for improvement. For decades, SAP has been the leader in business applications that generate and leverage operational data (O-data) — hard numbers like costs, accounting, and sales — to inform their business decisions. But while operational data gives you an idea of…

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