How does Zappos deliver such a great customer experience? In part, they are able to deliver low prices, and fast service through innovation. This is a very interesting video about their new robotic warehouse, which cuts down delivery time dramatically, and even saves energy.
Cost Per Wow
Written By David Kadavy of Kadavy, Inc.
You should follow David on Twitter here
Make it about your customer
I was just riding the bus. An announcement came over the loudspeaker:
Vandalism costs CTA 4 million dollars per year. If you witness vandalism, contact a CTA official immediately.
That’s a compelling statistic. But who cares? If they really want to inspire vigilance. Why not make it about the CTA customer?
12 cents of your CTA fare goes towards countering vandalism. Keep CTA fares low: If you witness vandalism, contact a CTA official immediately.
How cool is the iPhone? So cool, that even when you have the best seat to the inauguration…
Via Gizmodo
It Bounced! The Dog-Ears Principle.
“It bounced!” That’s what my two year old nephew said when I was showing him photos on my iPhone. I taught him how to flip through the photos. Then he got to the last photo. He tried to flip past that photo. It didn’t just refuse to move. It bounced. & it was enough for a two year old to recognize how cool this was.
I was reminded of Kathy Sierra’s presentation at SXSW. 20 Ways to Woo your Users. She had used this very example (minus my nephew) to describe the dog-ears principle. You know when a dog is surprised, & it’s ears perk up? That. Is what. You want your customers to feel.
Photo via rabble
Remember guys like this? Well, yeah, I hear they still exist, but their days are numbered.
We have access to more information than ever. Thus, our most obscure interests can be cultivated. And with obscure interests, what good is entertainment made to appeal to everyone?
My entertainment doesn’t come through these people. It comes from mini-celebrities. My friends who share similar interests, & while not as polished, are resultingly every bit as entertaining as a late-night talk show host, or his guests.
The content doesn’t come through a television. Just yet. It comes through Twitter updates, Facebook status messages, photo comments, & an occasional YouTube video.
Cost Per Wow. Why?
Word of Mouth is more important now than it ever has been. You know this, of course.
The days of consumers passively sitting through commercial breaks, watching. Believing. Are over. You know this, too.
The internet has brought an age of the most measurable advertising ever. Now you know, from each ad impression. How many clicked? How many made it to page 2 of the funnel? How many acted?
This is all fantastic. But it can come at the cost of one important thing. Soul.
Huh? Soul? Yes, that intangible thing that makes the hair on your arms stand on end when you hear an old Delta Blues tune. The thing that makes you look at a loved one & smile, & feel something in your being just want to eat them. With your arms.
One more thing the internet has brought. The mini-celebrity. How many people do you know with 100, 200, 300, Facebook friends? None? Okay, well there’s lots of those people. And more people on other sites like Twitter with over 1000 followers.
Wow, that’s alot of influence. Wouldn’t you like to have these people talking about your products? What are you going to do, pay them? You may be able to get a select few to do this. But the same qualities that make these people appealing are the same reasons they can’t be bought. They’re authentic, believable, trustworthy. They’re just like you and me. Hell, they are you and me.
See what I’m getting at here? That’s great that you can buy a bunch of AdWords ads and know exactly how much product you’re moving, but what then? Don’t you want the mini-celebrity talking about your product?
There’s two ways to make this happen. The first. Well, you don’t want to think about that. The second is the opposite of the first. Make them say ‘wow.’
