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Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand by Kelly McDonald

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STEP 4: COMMUNICATE

The fourth step in learning how to think like people not like you is by communicating with them on an ongoing basis. This doesn’t mean marketing or trying to “sell them” all the time. It means that you open up a dialogue with your prospects and keep it open so that you can remain abreast of what they do, think, and care about. You can do this by monitoring social media platforms and pages like Facebook and Twitter and by reading relevant blogs targeted to a specific segment and commenting on them. Toy manufacturer Fisher-Price does this effectively by following influential “mommy bloggers.” These moms are so passionate about their children’s safety and well-being that they blog about the companies and products that they like or don’t like—and write posts that millions of other women see and read.

Fisher-Price wants to find out as much as possible about what these moms consider important. They want to know what’s on their minds, what they worry about, and what they need. By following their blogs and reaching out to them with helpful (not sales-pitchy) materials, insights, tips, and facts, they enhance these moms’ lives. For example, they provide moms with tips on how to keep their children active and healthy, something all moms care about. They foster dialogue to find out what moms look for in new toys. And by developing a relationship with the moms, they build trust. And isn’t the cornerstone of all of the best customer experiences always trust?

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