[PODCAST]: PunkCX: When we talk about attention, we’re actually talking about engagement

Recorded at a PEGA world 2023

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Link: PunkCX


This episode valuable insights on enhancing customer experience (CX) through human-centric approaches is shared. They emphasize the importance of understanding customer attention as the most valuable currency and how companies can create meaningful experiences and relationships.

Findings from a global study, highlight the significance of emotional resonance, compassion, and inclusivity in marketing.

Additionally, the role of zero-party data and qualitative research in gaining customer insights is important.

Key Points and Ideas

  • Customer Attention is Precious: Walter emphasized that understanding and respecting customer attention is crucial in today’s crowded digital landscape. Businesses need to focus on creating experiences that genuinely resonate with customers.
  • Emotional Resonance: To capture customer attention, companies should ask questions that customers can emotionally connect with. Human insights have remained constant over the years, making emotional resonance a universal approach.
  • The Role of Zero-Party Data: Zero-party data, where customers willingly share information, is essential for understanding customer preferences and motivations. Combining this with qualitative research can lead to more valuable insights.
  • Inclusivity and Diversity: Inclusivity and diversity are not only societal goals but also essential for business success. Neglecting these aspects can lead to reduced customer attention and engagement.
  • Examples of CX Excellence: Companies like Spotify, Muji, Uniqlo, and Loblaws were mentioned as examples of businesses that excel in creating thoughtful and empathetic customer experiences.
  • Holistic CX Approach: Walter suggested thinking about CX in three layers: simple and effective moments, meaningful experiences, and relationships. A holistic approach ensures a better customer experience.
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Key Takeaways

  • Customer attention is a valuable currency; companies should focus on creating meaningful experiences.
  • Emotional resonance and compassionate marketing are universally effective.
  • Zero-party data and qualitative research provide valuable customer insights.
  • Inclusivity and diversity are critical for both society and business success.
  • Companies like Spotify, Muji, Uniqlo, and Loblaws excel in delivering thoughtful CX.
  • A holistic approach to CX, focusing on moments, experiences, and relationships, is essential for success.

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