ChangeThis

ChangeThis is our weekly series of essays, extended book excerpts, and original articles from authors, experts, and leaders.

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ChangeThis · Chip R. Bell ·Feb 18, 2015

Sprinkles: An Antidote To The Demise of Customer Surprise

"What has made customer surprise in such a scarcity? At least three culprits have robbed the glee of service. First, many organizations have been forced to apply austere expense cutting in the face of ever-diminishing profit margins; value-added amazement has gotten pricey. Second, rising customer expectations have elevated what it takes to be judged as enchanting. Customers live in a highly stimulated daily lives. Stores have become sensory theater; TV and the Internet as vibrant as Broadway after dark. To paraphrase an old song, "How you gonna keep 'em down on the farm, after they've seen Zappos." There is a third reason...one subtler and far more challenging."

ChangeThis · Joseph Jaffe ·Feb 18, 2015

Change the Game or Go Home: A Manifesto for Innovation

"How is it that the likes of MapMyFitness or Mint end up being purchased by the likes of Under Armor or Intuit for hundreds of millions of dollars instead of being created by these same companies? Isn't it time companies asked the same questions as these entrepreneurs, but instead of articulating this in a creative brief and being satisfied with a jingle, tagline or even real-time tweet as the output, fast tracked and super sized this expectation in the form of a disruptive technology-led solution? Isn't it time to look towards the tens of thousands of viable startups out there for collaboration opportunities? And if the solution doesn't already exist, why wouldn't you start it yourselves?"

ChangeThis · Peter Shankman ·Feb 18, 2015

Out for Brains! (Why Customer Service Will Drive the Economy of the Next Fifty Years and Beyond)

"The age of 'buy from us because we say we're awesome' is over, and has been replaced by an age of 'I'll buy from them because someone I trust says they're awesome.' We commissioned a survey on customer service, and the results will shock you. ... 25% of customers report an instance of poor customer service in the past two months alone! Each instance is estimated at resulting in over $700 in lost sales from that customer—and then spreading the word to an estimated 700 additional people on social media! However, the overwhelming majority of businesses think that their customer service is superior. There is a huge disconnect."

ChangeThis · Paul Jankowski ·Feb 18, 2015

Is Your Brand Missing the Mark with 60% of U.S. Consumers?

"There's one part of the country where, I think, many brands are completely missing the mark: it's what I call the New Heartland. It's made up of the Southwest, Midwest, and parts of the Southeast and is home to 60% of all U.S. consumers. It's a massive and influential cultural segment that is largely misunderstood and underserved by advertisers—and a huge opportunity for brands willing to make the effort. So how do brands effectively reach the New Heartland?"

ChangeThis · Mark Beckner ·Feb 18, 2015

Why Technologists Should Work For Themselves

"There are freedoms and opportunities in the technical industry that are not as readily available in other trades and professions. These freedoms and opportunities are left largely untapped by the millions employed in this industry. What are these freedoms? What are these opportunities? [...] Programmers, developers, solution architects, and technical consultants—all of you have the basic skills necessary to become highly successful outside the confines of traditional employment. You have to take on the activities of a businessperson. This is easier than it may seem; it is a natural progression from where you are today, and one which will pay immense dividends."