I’ve been selected to speak at the upcoming PACE conventionfrom March 10 - 12 in Scottsdale, Arizona. I’m excited to address this audience because of the association’s new focus on customer engagement and experience.
My topic is “The 5 Dirty Little Secrets of Demographics — And How They Are Threatening Your Customer Experience.” My presentation explains why today’s customers demand more from companies. They expect products, services, information and customer experiences that are timely and catered to their specific needs and desires.
Traditionally, companies develop, market and support products and services based on market segmentation and demographics, assuming that the features, functionalities and messaging will meet the needs of all of the customers in a given demographic – a "one size fits all" mentality.One major problem with traditional demographic data is this: in today’s many-to-many world, users group themselves largely based on values, interests and aspirations – not by sex, race, income and age. Today, companies must understand their users’ behaviors and motivators – the why's behind their actions. Otherwise, the “one size fits all” outlook can sabotage the customer experience online and off.
I will utilize real-world examples from primary research that was conducted with customers over the last decade to change the mindset about what it takes to create and maintain an engaging customer experience.
Attendees will learn the following:
- How the customer is changing in a multi-channel world
- Tips to better understand your customers
- Ways to engage your customers in meaningful ways
If you are attending the PACE Convention, I look forward to meeting and chatting with you!
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.
Labels: #custexp, customer engagement, customer experience, customer experience marketing, eric holtzclaw, marketing demographics, marketing segmentation, pace, PACE association, PACE convention