Alex Hunter, CEO Rushmore - Getting and keeping customers
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AKE OFF @cubedw ALEX HUNTER @cubedweller
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Alex Hunter - CEO, Rushmore (United Kingdom), offers a guide to customer experience in the digital age by sharing key learnings from his experience at Virgin and at Rushmore.fm. This was one of the most talked about keynotes at How to Web 2013!
Transcript of Alex Hunter, CEO Rushmore - Getting and keeping customers
TAKE OFF
@cubedwellerALEX HUNTER @cubedweller
STAND OUT.
YOU HAVE WORK TO DO.
THE LANDSCAPE HAS CHANGED
IT USED TO BE EASY
IN 2013, CREATING A PRODUCT
OR SERVICE ISN’T GOOD ENOUGH.
CREATE EMOTION
“You feeling something. That’s what sells.” MATTHEW WEINER
EMOTION REASON>CONCLUSIONACTION
WHO DO YOU LOVE?
CREATE POSITIVITY
(I.E. DON’T BE AN ASSHOLE)
IT’S EASY TO BE A DICK.
I think that a sense of inquisitiveness and the willingness to try is so important for design, for developing those tentative, fragile ideas into a real product.” - Jonathan Ive
“
CREATE COMMUNITY
PISS OFF
THIS IDEA HAS
GONE TOO FAR
YOU KNOW WHO SAYS YOU SHOULD FAIL OFTEN? FAILURES.
FAILURE IS NOT ACOPING MECHANISM
AS AN ENTREPRENEUR, YOU HAVE TO GET USED TO FAILURE. IT IS JUST PART OF THE PATH TO SUCCESS.“ ”
...WUT?
LEARN FROM YOUR MISTAKES VS. YOU HAVE TO FAIL BEFORE YOU SUCCEED
FAILING
NOT
(SUCCESS)
DO NOT BE AFRAID OF RISK.
“FAILURE IS A TOOL, NOT A MERIT BADGE.”- JOE STUMP
CREATE INDIVIDUALITY
IT’S THE LITTLE THINGS
THAT KEEP ME COMING BACK
USE WHAT YOU KNOW TO CREATE CUSTOMER DELIGHT
DATA CREATES INDIVIDUAL EXPERIENCES
PATTERNS WILL EMERGE
DATA CREATES INDIVIDUAL EXPERIENCES
INCREASED CONVERSION. REPEAT BUSINESS. ANCILLARY REVENUE.
CREATE WOW.
ANY SUFFICIENTLY ADVANCED TECHNOLOGY IS INDISTINGUISHABLE FROM MAGIC.”
“
CREATE COMMUNICATION CONSISTENCY
JANITORS - SIR RICHARD BRANSON - LOGO - AIRPORT LOCATIONS - FARES - VIRGINAMERICA.COM - DESTINATIONS - FOOD - DIRECT MAIL PIECES - IFE SCREENS - EMAIL ALERTS
- BUSINESS PARTNERS - BILLING/INVOICING SYSTEMS - UNDER WING STAFF - CALL CENTER AGENTS - GATE SETUP -
TICKET COUNTERS - OFFSITE MEETINGS - GUESTS - SPEECHES BY OUR TEAM - ARTICLES FROM OUR TEAM - ARTICLES
ABOUT US - COMMUNITY SERVICE PROGRAMS - BUSINESS CARDS - WEB DESIGN -
KIDS’ PROGRAMS - CORPORATE GIVING PROGRAMS - TEAM MEMBERS - RECRUITING MATERIALS - RECORDED MESSAGES -
AGENT PERSONALITIES - AGENT FLEXIBILITY - WEB FUNCTIONALITY - LAV MUSIC - RECLINING SEATS -
AIRPORT SIGNAGE - OFFICE SIGNAGE - CARPETING - KIOSKS
WORK HARD. STAY POSITIVE. BUILD SOMETHING.
THANK YOU.@cubedweller
