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FREE WEBINAR:  What’s Missing from Customer Decision Journey Work?

FREE WEBINAR:  What’s Missing from Customer Decision Journey Work?

WATCH FREE WEBINAR HERE: https://drive.google.com/file/d/1XvyqjvomcneCJiYNBAYo3PuRaQ6zJjdh/view

In the last decade we’ve seen an explosion of interest in the Customer Journey.  Why? Digital and social media have dramatically changed the path to decision-making, the size and diversity of influences and channels, and the experience customers expect. At the same time, AI and machine learning improvements promise marketers personalization tools like never before possible.

The problem? Old, linear models are still at play to inform cutting edge solutions being deployed today. Messaging, channel/touchpoint planning, and CX delivery today must ALL be about the right experience, in the right place, at the right time. But this requires understanding how human systems operate and interact with the resources around them when a customer, consumer, voter, employee, stakeholder, or partner makes a decision.

Our approach is to leverage systems thinking when unpacking the decision-making journey.  

  1. We know the path is shaped and behaviors influenced by the brand and life systems in which people make their decisions.
  2. We identify the rational and emotional drivers of the decision at each stage of the process to showcase what is most relevant at different points in the journey.
  3. This involves mapping the discrete behaviors, interactions, and feedback loops that revolve around the needs, wants, and realities of your most important audience – mapping the system.
  4. Our Journey Map allows you to capture a holistic view of decision dynamics while also providing the detailed view you will need.

When you understand how these systems work, you uncover the role(s) you need to play in context of everything else.   Our outputs make the findings actionable to guide comms planning, inform CX design, inspire product/service innovation, and/or better train AI tools to optimize the human experience.

Bottom line: clear imperatives for brand success.

In this webinar you’ll learn key  principles to make your next Customer Decision Journey study a home run.  Sharpen your knowledge of:

  • How many Customer Decision Journey studies fall short
  • The lessons we can learn from Systems thinking to improve these studies
  • How mapping in this way better informs an array of strategic planning needs

Heart+Mind Strategies’ Brand, Systems+Journey team leader, Maury Giles, will use riveting case studies to show you a different way of thinking about the decision Journey.  Mr. Giles is a serial entrepreneur and innovation expert who’s known as a high energy, entertaining speaker.    He’ll inspire you and lead you to a new way of thinking about the Customer Decision Journey.

What You Must Do To Break Through And (Re)Connect With Today’s CPG Consumer – FREE WEBINAR: June 19, 2019

Understanding and responding to the changing needs of consumers has always been at the core of what we do in the CPG industry.

But today’s always-on, always-connected, always-searching, getting smaller, never-stop world has created a new dynamic in consumer desire. They not only want more…they EXPECT more out of the CPG brands they choose. Real, lasting benefits. Personalized experiences. An authentic story. Full transparency. Sustainability. They want it all. And they want it all NOW (as in 2-hour delivery).

So how do we attract and (re)connect with consumers in this world of almost-constant disruption?

Join a panel of experts from Heart+Mind Strategies as they share their ideas for and experiences with creating meaningful, human connections with today’s CPG consumer. The panel will share their perspectives and case studies on…

  • Understanding how a consumer’s values – the emotional criteria people use to determine importance and give purpose to their decisions – play into the brand and experiences they ultimately choose as their own.
  • Today’s consumer is a responsible citizen of the world. So how does a brand’s or company’s reputation and behaviors factor into his or her brand choices?
  • How is decision-making impacted by emotions and high expectations along the Customer Decision-Making Journey in the CPG landscape?

You will come away from this webinar with concrete ideas for ways you can better connect with today’s in-charge CPG consumer.

CLICK HERE TO VIEW WEBINAR

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Panelists:

Psychology Today Article – Personal Values Powerfully Shape our Perceptions

As we are entering the 2020 election cycle, Psychology Today article  (4/24/19) highlights the importance of our own personal values in shaping what we choose to pay attention to and how we interpret “facts:”

https://www.psychologytoday.com/us/blog/inconvenient-facts/201904/why-it-matters-values-shape-our-perceptions-facts

The author, Morgan Marietta, Ph.D. states:  “Our values not only shape what we see as better or worse, they shape what we see at all. This is because our values frame the core questions we repeatedly ask about the world. Those who care about oppression look for oppressors; those who care about security look for threats to it. In other words, we do not end up with the same answers because we do not begin with the same questions. A specific value is not merely a hope for what we would like to exist but also a method for how we decide on its existence.”

These findings apply not only to politics but to product, service and issue marketing as well.  Heart+Mind Strategies’ core approaches are rooted in uncovering and harnessing the deep and powerful values that motivate your customers, members or stakeholders.  We agree with this author that “The stronger the value commitment, the stronger the effect.”  Only a disciplined, clear approach, like the one our teams have used for several decades, can successfully uncover the values that motivate your important audiences.

Ask the Expert

Senior Consultant, Erin Norman, answers this question in the most recent issue of Quirk’s Marketing Research Review:

Q: When public debate seems to focus mainly on those who shout loudest, how can marketers be sure they’re hearing the voices of all consumers, not just the most vocal few?

Follow this link to find the Answer:

https://bluetoad.com/publication/?i=571122&ver=html5#{“issue_id”:571122,”page”:10}

Realtime Boards: An Innovative Approach to Customer Journey Mapping

By Crystal Gee, Solutions Associate

We find more and more clients are interested in understanding their customers’ journey to purchase. But from experience, we also know that these studies can be massive and require extensive time and travel, both on our side and the client’s.

In our typical journey mapping interview, participants create a large map that represents their triggers, behaviors, emotions and influences in their decision pathway. All the complex individual journeys, from all the interviews, in all the locations, are then combined, digested and refined in an extensive ‘war room’ synthesis session with our own and client teams. This approach has been very successful in producing strong, actionable decision pathways that reveal opportunities for clients to influence their customers’ decision-making.

However, as believers in the importance of continuous innovation, our team explored platforms that would allow us to do much of the in-depth interviewing, journey mapping and partial synthesis virtually.

Landing on a platform called Realtime Board, we customized it for our own unique systems-focused Journey Mapping approach. This allows us to:

  1. Conduct online journey interviews with geographically dispersed and sometimes difficult-to-reach audiences,
  2. Use an overarching framework and set of journey icons consistent with our in-person work,
  3. Share a screen with the respondent, so they can populate a journey map as personally and in as much detail as they would in-person,
  4. Allow clients to observe the interviews from their own offices, adding probes as the respondent’s journey unfolds.

One interesting application of this approach to journey mapping was for an appliance client. Due to the virtual nature of the interview, we were able to interview people who were actually in the process of making a decision. Capturing them in real time yielded nuances in the decision process that are often forgotten in retrospect.

A final, important point: the Realtime Board makes it possible for us to do much of the pre- and post- synthesis work virtually, so the analysis process is more efficient and quickly identifies the patterns we need in order to understand the human story. This means we can spend more time in-person working on solutions.

We know our clients’ time and money are precious and we’re proud to be able to offer this option for Customer Journey research that allows them to capitalize on what we consider to be a stellar systems approach, while respecting both their time and budget.

Heart+Mind Strategies’ Ambassador of Excellence Award to Dr. Carlos Elordi

Reston, Virginia, December 13 , 2018: Heart+Mind Strategies, a leading Insights + Strategy + Activation consultancy, has honored Dr. Carlos Elordi with the Dr. Jim Hoskins Ambassador of Excellence Award.

Dr. Elordi, who has been with the firm almost from its founding, is Director of Analytics and Applied Methodologies.  He focuses on advising the firm’s consultants on the best methods and analyses to answer clients’ critical business questions. Dr. Elordi plays a key role in delivering Heart+Mind Strategies’ promise of insights leading to activation, using a broad range of analytical tools that link attitudes, behaviors and business outcomes.

The award is given annually to an employee who embodies an uncompromising commitment to excellence and quality, hallmarks of the work of long-time company leader and mentor Jim Hoskins.

The recipient must:

  • Be committed to quality in all aspects of performance
  • Adhere to uncompromising standards
  • Hold us accountable to core principles and best practices
  • Seek innovative approaches that enhance the quality + efficiency of our activities
  • Employ critical honesty to all in pursuit of the best outcomes
  • Demonstrate methodological rigor and excellence

Dr. Dee Allsop, Co-CEO and Managing Partner said: “We can always count on Carlos to tell it like it is – even if it might hurt.  He embodies our company values of integrity, collaboration, innovation and creativity.”

About Heart+Mind Strategies:  We are an insights-led consulting firm that uncovers how people think, feel and make decisions, and uses that to help clients apply strategic imperatives to achieve their specific goals. The complementary disciplines of Insights + Strategy + Activation are infused through the organization and our employees for the fulfillment of our mission and delivering customer informed opportunities.  Our scientific approach to understanding how individual and societal values influence decision-making is why many leading global brands and organizations work with us. For more information: heartandmindstrategies.com.

Heart+Mind Strategies Expands Internal Ownership, Announces New Partners

Reston, Virginia, December 5, 2018: Heart+Mind Strategies, a leading Insights+Strategy+Activation consultancy, has expanded its roster of Partners and Owners as part of its strategic plan to broaden employee ownership, leadership and management of the company for future growth.

Individuals who either acquired ownership shares or increased shares in the company include:

• Jennifer Airey
• Martina Benedict
• Beth Forbes
• Maury Giles
• Dr. Carlos Elordi
• Erin Norman
• Shireen Olsen
• Royal Smith
• Dr. Shawn Wade
• Mark Wirthlin

Maury Giles, Shireen Olsen, Royal Smith, and Dr. Shawn Wade are now Partners in Heart+Mind Strategies, where they will participate with the existing Partners to help guide the strategic direction of the company.

Mike Dabadie and Dr. Dee Allsop, co-CEO’s of Heart+ Mind Strategies, commented: “For the past eight years we’ve been consistently growing at 10% or better, so broadening our internal leadership has been an ongoing goal because we believe the opportunities for advancement and success of our people are directly tied to the continued success of the company now and into the future.”

Before being offered a partnership stake, employees must meet certain requirements and exemplify qualities central to the company’s culture including:

  • Commitment to bringing Heart+Mind Strategies’vision to life, taking personal responsibility for the company’s success.
  • Participation in the leadership of setting, implementing, meeting, and fulfilling the company’s vision, mission, and business strategy.
  • Provision of leadership to employees, mentoring them and guiding them to realize their full potential.
  • Powering the financial engine of the business, treating its resources as they were their own, taking action to ensure financial success, and working to deliver a return on investment for all stakeholders.
  • Behaving in a manner consistent with company values of integrity, collaboration, innovation, creativity, and entrepreneurism.  We are open, direct, respectful and honest in our communications, taking ownership and responsibility for our actions.
  • Guaranteeing that client work advances the principles and frameworks as established by our heritage and in the company’s mentor, Dr. Richard B. Wirthlin.
  • Acting toward others as we would want them to act toward us.

About Heart+Mind Strategies:  We are an insights-led consulting firm that uncovers how people think, feel and make decisions, and uses that to help clients apply strategic imperatives to achieve their specific goals. The complementary disciplines of Insights + Strategy + Activation are infused through the organization and our employees for the fulfillment of our mission and delivering customer informed opportunities.  Our scientific approach to understanding how individual and societal values influence decision-making is why many leading global brands and organizations work with us. For more information: heartandmindstrategies.com.

 

Closing the Gap from Insights to Action: How Three Disciplines Work Together – and Why It Works!

Imagine you’re building a house and you want it to be both beautiful and a wonderful place to live that “works” for you and your family.  Your chances of reaching that dream are strongest if you hire an architect, builder and interior designer who all understand your vision and work together from day one.  1+1+1=25.

Insights will fuel break-through strategy and action when three tightly coordinated disciplines frame and solve business challenges.  Using an approach sharply focused on people and their needs, these three roles turn insights into robust client value, just like the architect, builder and designer who understand one another and share the client’s vision.

This webinar will show how an integrated, systems approach to framing, generating, and applying insights delivers compelling value, including:

  1. The three critical disciplines of:
    • Research/insights experts
    • Strategic planners/practitioners
    • Systems and industrial designers
  2. How these roles apply frameworks, synthesis, and design thinking principles to develop effective solutions
  3. Concrete case studies that clearly illustrate how these three critical functions work together for 1+1+1=25.

Presenters are Heart+Mind Strategies’ Maury Giles, Senior Vice President, Brand, System + Journey Solutions and Carol Gstalder, Senior Consultant, Values + Communications Strategy.  Both are industry veterans who are respected advisors and collaborative partners to global corporations, industry groups, and non-profits.  They speak frequently on effective branding, positioning and communications.

Erin Norman, Senior Solutions Consultant Interviewed about the results of our FirstView Post-Election poll

Erin Norman, interviewed on the Heritage Foundation’s “Daily Signal” podcast, discusses some of the surprising findings from Heart+Mind Strategies’ FirstView poll.  This poll was conducted immediately after the Nov. 6 elections.

 

Carol Gstalder quoted in 10/18/18 Forbes Article on Sustainability

Our colleague, Carol Gstalder, quoted in 10/18/18 Forbes piece on “How Clean Manufacturing is a Win-Win Proposition”

“Consumer brands that haven’t embraced sustainability are at risk on many fronts,” warned Carol Gstalder . . .“Social responsibility is a critical part of proactive reputation management. And companies with strong reputations outperform others when it comes to attracting top talent, investors, community partners and, importantly, consumers.”

For the full article:

https://www.forbes.com/sites/mitsubishiheavyindustries/2018/10/18/industry-2050-how-clean-manufacturing-is-a-win-win-proposition/#69af0e9a7f35

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