In Customer Experiences with Soul we place the trinity of authenticity right at the very heart of the holonomic circle. This is of central importance, since if you are not authentic, neither will your purpose be.
Great actors plunge themselves into a role and give their all to achieve a great performance, but we cannot expect our service to be experienced as a great play if those responsible for that service, in any part of the organisation, are not moved by the purpose.
Soulfulness is wholeness, and it is only when all the parts of a product, service, organisation, brand and purpose fully belong together that we are able to create a customer experience with soul. The magic truly begins when everyone in a business, organisation, network or ecosystem become like great actors who allow themselves to be performed by the play, and the magic is experienced by customers when a brand, purpose and values start to play us. Continue reading “The Magic of a Great Performance”
In Customer Experiences with Soul Maria and I discuss the most recent customer experience research from Temkin Group, as well as discussing their model for the competencies business leaders and entrepreneurs must master to really be able to innovate in the area of CX design.
The four competencies are:
- Purposeful Leadership: Operate consistently with a clear set of values.
- Compelling Brand Values: Deliver on your brand promises to customers.
- Employee Engagement: Align employees with the goals of the organization.
- Customer Connectedness: Infuse customer insight across the organization.
In our presentation at Sustainable Brands Bangkok in October 2016 we talked about BrewDog co-founder James Watt’s notion that Internal now equals External and we also explained The Trinity of Authenticity, a key concept for sustainable brands which lies at the very centre of The Holonomic Circle, our new tool we created which has been designed to help organisations develop customer experiences with soul. Continue reading “Fuji Xerox and The Trinity of Authenticity”
Thomas Kolster describes himself as an “ex-advertising guy and a man on a mission” and that mission has been to turn advertising into a force for good. Describing this mission as Goodvertising, Thomas hopes to see brands develop a much bigger vision where they start to solve some of society’s biggest problems as opposed to creating false desires.
Maria and I first met Thomas at Sustainable Brands London in 2014, and it has been a pleasure to watch Thomas relentlessly taking his message around the world. It was therefore great to be able to catch up with Thomas again at Sustainable Brands Bangkok where he spoke about purpose in communication and advertising. Continue reading “A New Purpose for Communication in Advertising”