How to Combine the Science of Data with the Art of Storytelling to Create Meaningful Customer Experiences

Put a Little Heart Into Your Data

Are you obsessed with data and statistics? Do you know what your brand’s unique value proposition is? Do you know how to craft memories into your brand story? Do you remember to stay human in your marketing?
Greg Chapman is a champion of the consumer with a penchant for focusing on, “customer-centric, consumer-centric marketing strategies, and the overarching customer experience.” He’s a wizard on parlaying that into dynamite ROI and customer retention.
As the co-founder and CMO of The Pocket Suite, he is dedicated to bringing practical insights, strategies, and solutions to businesses for customer-centric growth and retail marketing.
Greg uncovers the ways to ask the right questions of your customers in order to really understand them and determine your brand’s differentiated value, what it means to weave memories into your brand story, why science is only half of the equation for great marketing, and why it’s essential to remember that behind all the data are people.
He eloquently describes it best when he says, “As marketers, we step back and we look. And it’s really about trying to find the things that are going to touch your feelings, and then connect it up with what my brand has to offer, with respect to those feelings.”

In This Episode

• Why starting with knowing your customer inside and out is key
• How to create a sentence that describes your brand’s differentiated value proposition
• Why science and data are helpful, but they are not everything
• How to find the points in your customer’s journey where they will give you permission to charge more money
• Why creating positive experience and memories are a powerful tool for enhancing ROI
• How to follow up and ensure your brand is delivering on all of its promises

Quotes From This Episode

“I have just always approached things as kind of half science and half art.” —@Gregory_Chapman
“Brand relationship is really a collection of stories and a collection of memories on how that brand has that relationship with a customer.” —@Gregory_Chapman
“But the thing is you market to people, you don’t market to data.” —@Gregory_Chapman

“In today’s marketplace, you’ve got to bring those two together. I think just being business-driven, analytics-driven, lifetime-value-calculation-driven, I think that’s an extremely important thing. Don’t get me wrong, but I think it’s only half. I think the other part is, there’s memories, there’s stories, there’s attitudes, there’s behaviors, there’s relationships, and I’m sorry, that’s just not all 100% science.” —@Gregory_Chapman

“As opposed to saying, “the customer.” That’s a very impersonal thing. When you can relate [data] to personas derived from ethnographic research, then I think you’re really in touch with your customer.” —@Gregory_Chapman
“But the key to my sentence is, it start with knowing the customers. That’s the issue that I think trips people up.” —@Gregory_Chapman
“Find the points in the journey map where the customer gives you permission to charge more money. And you know what? They’re out there. They are out there.” —@Gregory_Chapman

Resources

• Greg Chapman
• Greg Chapman on Twitter, @Gregory_Chapman
• The Pocket Suite
• Quorum International
• SkyMall
• The Sharper Image
• Bret Giles
• Provide Commerce
• “The Hero’s Journey,” by Joseph Campbell
• “Your DIY Guide to Crafting and Telling Compelling Brand Stories that Sell,” by Park Howell
• BusinessofStory.com
• Park@BusinessOfStory.com