Reflecting on Recent Experiences

It’s been said that to craft an excellent experience for your customers, you should think of a specific person and craft the experience with them in mind. The exercise helps identify the sort of things that solve pain points or create delight for real people. As a team, we often recount experiences we’ve had with brands that have been remarkable. The end of the year is a great time to reflect on those good experiences. And learn from them for the year ahead. Below, find a few reflections on experiences that provided value to our team this year.

Kirstie

Terra Shepherd

I have always loved fashion, but the actual experience of clothes shopping? Not so much. For the past 15 years, I’ve been shopping almost exclusively online for all of my clothes. But I decided to brave the IRL shopping experience when I heard about one of Downtown’s Sioux Falls’ latest boutiques: Terra Shepherd. Like me, they have a commitment to sustainable fashion and conscious consumerism, so I thought it was worth a shot. I was the only person in the store, which normally fills me with dread because of hovering salespeople, but the staff was so warm and welcoming and made me feel like I was just trying on clothes with friends. They suggested things I would like and, much to my surprise, I actually did like them! That combined with the shared values make this an experience I will be returning to.

Brady

Wirecutter

Before becoming a father of two young children, I had much more time to thoughtfully research gift ideas for family and friends. As those margins of time have vanished, I’ve appreciated the methodology that Wirecutter applies to their product reviews. And that they explain their process with each roundup of reviews. Christmas shopping this year would have been much more stressful and incomplete without referencing their Holiday Gift Guide. When I don’t have the time to do the level of research I typically would, it gives me greater confidence to give something as a gift knowing a little about the people who are reviewing the products and what makes them uniquely qualified to do so. And as it turns out, they are usually far more qualified to do the research than I!

Cindy

Amazon Prime Online Shopping

Like many working adults, my time is at a premium. I value being able to shop online from home and not have to get into my car, find a parking place, go into a store, make a selection and then wait in line to check out. However, I think there is a price to pay for this convenience.

I have to confess I do love going onto Amazon Prime, pressing a few buttons, and having an item shipped to me for free (yes, I did pay for the membership so it’s not really free). However, I am cautious about the future of big data, protection of personal information, and changes we can anticipate as a direct result of limited competition. Is it too good to be true?

Courtney

Earthscapes Landscaping

My husband and I decided this would be the year we invested into landscaping for our backyard. We received Earthscapes name as a recommendation from another friend that had used them, and after our awesome experience, I can see why. Shane, our landscape designer, was awesome from the start and put up with all of my questions along the way.

But the one point in the process that really stood out was when we were nearing completion of our project. We had an existing retaining wall, that wasn’t a part of the project scope (other than making small repairs to the existing wall), but it didn’t look amazing. One morning, he called and told me they had some left over materials from the rest of the project and he would like to put those towards replacing the existing wall. He felt it would enhance the look of the backyard, and while it might be a few more hours of labor, it would be something they would like to do for us within our current scope. Of course I said “Heck yeah!” and now we have an even more amazing backyard and I am willing to tell all my family, friends, and co-workers about this awesome company. Such a small gesture made a huge impact on the experience we had with Earthscapes and now I can’t stop bragging about them and their work!

Client Celebration: Staging a ZEISS Formula 1 Racing Event Experience

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At MJM, our team wears many hats while completing the diverse client projects; we fulfill the roles of designers, writers, storytellers, experience makers, account managers, videographers, carpenters, and many more. But last October, our team members took on a hat never worn before: Formula One Race Car Drivers.

Working with our partners at ZEISS, Logan, Abby, and Courtney took the lead for planning and executing an event celebrating the FDA approval of the SMILE astigmatism treatment indication in the United States at the American Academy of Ophthalmologists (AAO). Using a Formula One theme, the MJM team was able to create a wonderful evening of education, conversation, and enjoyment on a beautiful rooftop in Chicago.

In addition to the overall success of the event, here are a couple lessons our team took away from the event:

Logistics are very, very important!

This event celebrated the approval of the SMILE laser in the US for astigmatism treatment, which makes it a more useful technology for practices and more accessible to patients. SMILE is one of the first major innovations in refractive eye surgery in the past 5-10 years, which has brought energy and life to the doctors who are deciding to offer it.

Our partnership with ZEISS started when we helped create the first practice launch kit for SMILE, and the partnership continued as we helped curate and design this event. After moodboards, strategic goal discussions, MJM team brainstorming sessions, and dozens of calls, the event landed on a theme: Formula One Racing.

Perspective chalk racing car

Courtney poses as a driver. The account team found a Chicago chalk artist who created a massive perspective drawing that put attendees behind the wheel of a F1 racing car.

Our team developed all the graphics and layouts based on the theme and curated a three-floor immersive event experience, which included specialty cocktails and an interactive art installation. At the event, doctors attended six “pit stops”, where they interacted with a short presentation from an expert on SMILE, and were eventually lead to Dr. Dan Reinstein, a doctor and professor who wrote the first and preeminent textbook on how to perform SMILE for patients. Attendees who completed all the education pit stops had the opportunity to receive a signed copy of Dr. Reinstein’s textbook to take home to their practice.

The valuable takeaway is this: when your event marketing team is able to be a part of the planning, mockups, mood board, and event execution, it’s more efficient to facilitate coordination with the vendors. It took a full team to perfectly produce the event, which illustrates the importance of coordinated effort, time, and planning.

Experiences are met with experiments

Of course, we admit this event didn’t go off without a hitch (or three). From a change of speaker the night before, all the way to Logan putting his Exacto-knife skills to the test due to a mishap with program printing, the team encountered a number of unplanned hurdles that needed to be overcome.

The event was spread between three floors of the venue. Custom elevator signage helped theme each step of the way and direct event attendees to food, entertainment and education.

We also know there are peak experiences that are remembered far beyond any mishaps. As the attendees started arriving and moving from experience to experience at the event, they began to discover, enjoy, and be captivated by all of the small details created by our team. Meeting new people, interacting with the art, enjoying the signature cocktails, and learning new things achieved success beyond what our team had planned. These signature moments, and the culmination of all the moments into a signature experience, will be a lasting memory and takeaway for both the ZEISS and MJM teams.Beyond the night of the event, the work our team did to pull off the theme and overall event was extensive. The theming, attention to detail, venue, and overall event flow, and outcome were executed carefully and with high attention to detail. Members from our team also traveled to Chicago before the event to meet with vendors face-to-face because we understand how important it is to create those relationships in case we do need to call on them to overcome challenges on the night of the event. Each experience we curated was met with an experiment on how to accomplish it.

Time spent for each event is worth it

When you work with clients that are excited about their company, it makes throwing an event that much more successful. The time that went into planning with ZEISS was met with excitement and enthusiasm that their product had been approved.

ZEISS challenged us to immerse their audience in something more than just a traditional AAO event or brochure handout, so we designed a custom experience for their guests, including hiring a local street artist to create a race car photo opportunity right in the middle of the building. We wanted to share our love for experiences and make the ophthalmologists feel welcome and feel comfortable learning about the revolutionary procedure in a simple and organized way. It wasn’t just about the centerpieces and the lighting—it was about the guests that left and remembered why they were there and knew there was something worth celebrating that night.

It’s important to celebrate major innovations and milestones in product development. It’s good for the industry and good for patients. Events like this are one of the only times ZEISS can bring doctors together and immerse them in a brand experience. So much of their sales cycle involves going out to the doctor’s office, where they have no real control of the time, space, and environment. This event was a major opportunity to bring doctors together and shape the ZEISS brand experience, with full control of most of the details. MJM was proud to be a lead partner in building the experience.

ZEISS blue racing stripe

A ZEISS blue racing stripe runs through the venue helping to direct traffic and pull the theme together.

As we reflect on our experience through this event, we learned there is a major difference between just hosting an event and designing an event. We design and theme at MJM to use our knowledge of experience design and customer/client psychology. This event reminded us that every company, every product, and every type of customer deserves and loves to be delighted and surprised by a well-executed event. That’s why we love what we do at MJM.

MJM and ZEISS will continue partnering on projects in 2019 and beyond.

How to Give Experiences Instead of Things

The holiday season has arrived, bringing with it a strong reason for joy, celebration, and gift-giving. While some may curse the cold and snow, we revel in the abundance of the year and what the holiday season means to each of us at Matt Jensen Marketing. For our CEO in particular, Christmas time is about taking gift giving to a whole other level by creating experiences far beyond spending money on an object, and celebrating how these experiences shape how we remember this time of year.

Q: How is giving experiences instead of things more than just a trend?

Matt Jensen (MJ): Inanimate objects tend to lose their luster over time. This time of year, we are always reminded of what it’s like to be a kid wanting a new Atari Video Game System, a shiny new bike, or that illustrious Red Ryder Lever Action BB Gun. If we think back to wanting those gifts as a child, the most prominent memory about the season isn’t the thing itself. It was all of the tension, anxiety, prayer, begging,and reasoning that went into our asking for it. Anticipation in and of itself is an experience.

That’s why, this holiday season, we should imagine how much more meaningful gifts can be. It isn’t just the anticipation of each holiday season but also the emotions. The fear, adrenaline, suspense, surprise, and resolution all coming together to make these different emotions hinge to an experience. Which creates a greater memory: a set of baking sheets, or lessons from a local dessert maker? The beginner guitar, or a one-on-one session with the concert guitar player? Listening to Beethoven’s 5th on a CD, or being able to walk into a theater with a tuxedo and Chuck Taylor converse and raising the baton to lead the symphony as a 16-year-old? These are the things that memories are made of and memories last far longer.

Q: Can you create an experience for everyone in your life?

MJ: The premium we pay for experience is our own time, so you create these peaks for people if you’re willing to invest your time in them. I’m a believer that you can design an experience around anybody if you stop and get to know them well enough.

My wife’s 40th birthday, for example: I took her on a trip to wine country and though we both enjoyed the good food and wine, it was the fact that I had coordinated with all of her friends that flew in and surprised her one night that made the trip so memorable. How much can that bottle of wine really be worth when you’re enjoying the night away with the people that mean the most to you?

Q: Where do you find experiences that you can give as a gift? What counts as an experience?

MJ: The most creative business owners and best entrepreneurs create an experience around their product. Wouldn’t we all rather take a tour of the factory of the chocolates that we just bought and smell the caramel being melted, watch the chocolatiers designing the marshmallow top, and see each one of your treats being packaged with care? That’s a chocolate-making experience, not just a sale.

Q: How do you wrap up an experience?

MJ: To make every experience spectacular, you have to extend it past the natural beginning and end. Imagine this: A concert where they put electronic wristbands under each seat which lights up different colors when the band is playing their set. The next morning, that bracelet calculates which song danced to the hardest the night before measured on the activity from the and starts blasting that song to wake us up in the morning. Now that bracelet carried on that amazing experience from the night before, and also leaves concertgoers telling the story of how they woke up that morning over, and over, and over again. We would leave on a peak, and that’s what is to be remembered years down the road instead of all the traffic to the concert or money spent.

Q: So, how do you go about creating an experience for someone?

MJ: Look into their favorite things, their interests, their bucket list, and peg an experience where those all intersect. Sometimes an experience is easier to generate than originally thought.

So as we dive into the holiday season, let us take the time to create these experiences and marinate in those moments. We at Matt Jensen Marketing know it’ll be worth it.

Leaving Fruits of Young Trees: Connecting with the Land and Community

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On a recent Sunday afternoon, my husband and I toured Coastal Roots Farm, a local farm that is unique to our area along the southern California coastline. According to their vision statement they “envision a world in which every community comes together to grow and share healthy food, care for the land, help their neighbors, and strengthen the connections they have with each other.”

Coastal Roots Farm is inspired by ancient Jewish traditions that connect people to community, food, the land, and social justice. They donate 70% of all that is grown to feed those in need in the community and sell the remaining 30% at their local farmstand.

During the tour we learned about the concept of “orlah” which means “leaving fruits of young trees.” Orlah requires waiting to harvest fruit for a tree’s first three years, and donating the harvest in the fourth year. In ancient Judaism, the fourth year’s fruits were considered holy and designated for those who were landless and social or religious servants. Orlah teaches us to care for the trees and allow them to establish deep roots before concentrating on production. It encourages farmers to value trees as more than a means to an end of consumption. The farm recently produced its fourth year of grapes from the vineyard and donated it to a local winery to share in community events. Next year is their fifth year growing and they will cultivate and sell the fruit for the first time.

Especially at this time of year, it is a good reminder of giving back to the earth to nourish the soil, being grateful for the bountiful harvest and sharing with those less fortunate.

How Will a CLEAR Review Help You Drive Success?

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The CLEAR Review is MJM’s proprietary management optimization curriculum. It is a modular, customizable approach to reviewing your entire operation and improving your practice. What does this mean for you?

  • More patients, and happier patients
  • Engaged staff members who truly enjoy their job
  • A streamlined and understandable process
  • Positive awareness of your practice throughout the community
  • Reporting techniques that will assist you in navigating future changes
  • And, most importantly, a true team approach to the patient experience

The CLEAR Review creates the opportunity for MJM to spend time at the practice and benchmark performance and current standards using our 21-module system. The deliverable of a CLEAR Method Review is a robust write-up that offers feedback and an action plan to enhance patient experiences based on a customized approach.

We believe operational improvements to the patient experience are the most vital opportunity available to practices to improve surgical volumes, increase patient satisfaction, and create an engaged staff.

If you’re ready to take an in depth analysis of your Culture, Logistics, Patient Experience, Awareness in your marketplace and Reporting, the CLEAR Review can maximize opportunities to grow your practice.

Is Your Healthcare Practice Making These Digital Mistakes?

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When running a successful healthcare practice in the digital age, most administrators focus on HIPAA regulations and strictly following them to keep patients’ PHI safe.

But there’s more to digital than what you can’t do online!

With the public face of your digital presence (website, social media and online listings), there’s a lot you can do to market your practice successfully (while still adhering to HIPAA).

We’d like to share five things many healthcare practices are missing or using incorrectly in their digital presence:

1. Have bad NAP?

  • NAP refers to “Name, Address and Phone Number”—the core to all online business information. These three data fields represent your business’s most valuable contact information.
  • When you originally set up your digital listings (social media, Yelp, Yellow Pages, etc.), you may not have listed your information consistently across all sites. The listing service may have also auto-generated a page by pulling information from your website.
  • When your NAP is inconsistent across the web, it creates SEO havoc. You may not be getting as high on Google or other search results pages, thus losing potential customers.
  • If your patients and clients are seeing your name or address inconsistently listed, it confuses them and erodes your brand.

2. Your site is abandoned (and sad)

  • Back in the “old days” of websites, most companies paid someone to put their brochure content online, thus building their first website…and never updating it until it was time for a new website. Luckily, websites are now easier to update with new, fresh content. It’s critical that you invest time and energy into regularly refreshing your site with new blog posts, updated doctor bios and videos, new staff listings, new services and other relevant information.
  • An abandoned site hurts your marketing efforts. When you don’t update your website frequently, search engines like Google think your site is stale and outdated which lowers it’s SEO ranking.
  • Tip: Use a content calendar to plan what you’ll post to the website, and plan to post at least a few times a month. Each time you post a blog, you create a new page on your site (and updated content for your customers).

3. Got link juice?

  • “Link juice” is what happens when you link to other sites from your site (outbound links to referring clinics, partners you work with or associations you belong to). It also accounts for links coming into your site (social media posts, online listings, partner clinics or associations you belong to, the local Chamber of Commerce or a board linking to your site).
  • Without inbound and outbound links, you can be disconnected online—floating around with no digital friends. Search engines like Google don’t like that because it makes you seem less trustworthy. Link juice shows them that you play nice with others, and that others find you relevant (like when a trusted site such as LinkedIn is linking to you 50 times—one for each blog post you’ve shared and linked back to your site). Link juice is great for SEO and will help your site get to the top page of search results.

4. Your site and social don’t match your marketing

  • Going hand-in-hand with an outdated site is a site that doesn’t match your business’ current marketing campaign. If you’ve updated your billboards, TV ads or other mass marketing messages, but your website doesn’t reflect or echo any of the current campaign, it will cause a disconnect between you and your audience.
  • This same rule goes for your social media accounts—you’ll want to match your current campaign on your Facebook cover image, especially if you have a direct offer or call to action you’d like people to take. Remember—if people see one thing in the media and another thing online, it can cause confusion, and confusion causes inaction!

5. Getting too fancy with “micro-sites”

  • Micro-sites originally seemed like a great solution to launching a new campaign or product without adding a new section to your primary website. A company would buy a new URL (web address) and build a completely new website for just one aspect of their business on this “micro-site,” then spend money to send traffic to it. This is actually detrimental to your overall user experience because it splits up your web traffic and trains your audience to go to a different website other than your primary site. Since most micro-sites were usually temporary, long-term benefits were never fully realized.
  • Don’t split hairs with your marketing. Keep everything on one site–your primary website. Then, interlink to areas you’d like your audience to see or use in-bound links directly to landing pages created for specific promotions. This will help keep your brand strong, your message clear, your SEO optimized, and your audience happy!

As a healthcare professional, you’re doing well to focus on keeping your patients’ PHI safe. But beyond HIPAA, more attention to your digital presence will strengthen your brand and allow your practice to take advantage of all the benefits of digital communication and marketing.

Once the Dust Settles: A Post-ASCRS Review

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Recently, a few members of our team made the west coast trek to Los Angeles to participate in the annual spring ASCRS conference. The conference is an opportunity for ophthalmic professionals to learn, grow, and network with peers.

As attendees, we had a lot to take in, from the exhibit floor to the classroom. We had the opportunity to hear excellent doctors present on their life’s work and to see live surgery being performed with the industry’s newest technology.

Exciting new refractive technologies, such as SMILE from ZEISS, were available for education and hands-on learning. Healthcare regulation and reform were hot topics of conversation, as we all wait anxiously to see what emerges regarding MIPS and changes to the ACA. And, as always, we were all learning and hunting for new innovations in patient care, surgical offerings, and best practices in ophthalmology.

The biggest challenge for exhibitors at ASCRS is getting your product or offering to “cut through the noise.”

With hundreds of industry partners present on the convention floor, the biggest challenge for exhibitors at ASCRS is getting your product or offering to “cut through the noise” and reach new potential consumers.

So how do you set yourself up for success? How do you ensure that your product and your booth will stand out above all others?

Do it well

If you’re going to spend the money to be present at the conference, you need to do it well. How do we define “doing it well?” There are four key components:

  1. Focus on cohesive branding and materials.
  2. Offer pointed messaging that clearly outlines your value proposition and ideal customer.
  3. Have something “actionable” at your booth; something for visitors and customers to do immediately to improve their skill, practice, or thinking.
  4. Learn from your successes and mistakes. Audit every conference you attend and determine what worked and didn’t work from a booth presence perspective. Ask your loyal customers what they thought of your booth. Ask what others thought the best parts of ASCRS were this year. Learn, learn, learn.

If you “do it well,” you will shine at meetings like this.

PRN booth at ASCRS

As part of their presence at ASCRS 2017, PRN included a number of materials intended to educate their consumers and to show how their unique offerings stand up against competitors’ products.

Create space for conversation outside the exhibit hall

Some of the best conversations we saw happen at ASCRS happened outside of the exhibit hall and over a shared meal. Relationships and trust are built when real conversation is allowed to happen, and the best place to build relationships and trust is over dinner.

Relationships and trust are built when real conversation is allowed to happen, and the best place to build relationships and trust is over dinner.

Some options for holding these coinciding events include round tables or additional presentations. As you plan your event, create goals of the amount or type of feedback you hope to gain. In this way, you can measure the success of your event. Answers to these questions should affect your materials, your way-finding, your room set-up and your presentations.

Another exciting option at national events like ASCRS is to plan “experiential meetings” where you combine some form of learning or content sharing with a locally sourced experience. The goal of these events is that attendees would become actively immersed in your brand and product. For example, work with a local tour group to book a double-decker tour bus of the city. Before or after the event, offer some exciting new thoughts about your product or company. Because ASCRS has many vendors and meetings competing for the attention of doctors and staff, give people an added incentive to attend your experience.

Visiometrics booth at ASCRS

With these long standing banners, Visiometrics extended the visual impact of their booth’s presence. This modular approach also allows them to reuse those elements separately in other events.

Your booth layout matters

Depending on your product and presentation, the floor plan of your booth matters. In smaller booths, like a 10×10, the options are limited. However, there are still decisions to be made. Some questions you should ask yourself as you design the layout include:

  • What’s the one message you want people to see and understand?
  • Do you want a table separating you from your potential customers?
  • Do you need a private space to meet with interested buyers?
  • How does your floor plan affect your ability to draw in passersby?
  • What will people be able to stop and do at your booth?
  • How can your booth be unique and different from any other?

Answering these questions clearly before you begin working on your booth design will help ensure you create the ideal booth for your meeting goals, at ASCRS and beyond.

Patient Experience Training

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The amount of time a patient spends with a doctor is a small percentage of the time they actually spend in the office. On average, patients spend about seven minutes with the doctor. If a consult appointment is two hours, what do you do with the rest of that time? Doctors and other team members are central to properly harmonizing the patient experience.

The experience is the marketing and not the advertising.

The importance of hidden systems

It is important to develop hidden systems so you can engage everyone equally. A hidden system will enable you to know who a patient is and what they do without them having to tell you every time they are in front of you.

“50-80% of the information provided by the clinician is instantly forgotten. Of the balance of information that is remembered, only 50% of it is remembered correctly.” –Greg Korneluk, Physician Success Secrets

What a patient remembers

For patients, 25% is remembered at best post-meeting. We go into the office and we throw all of this information at them like driving distance astigmatism, presbyopia, etc. A patient could potentially leave feeling completely overwhelmed. That patient goes home and says all I know is that my insurance only covers part of it. It will cost $2,000 and I have stigma.

We have to remember that our jargon dissuades people from understanding what we are talking about. Over the course of that hour or so conversation, they are burdened with information, then we dilate them and make them sign stuff.

What can we do to make it better?

In his book, Secret Service, John DiJulius III says that Americans have 1/20th the human interactions we had just 20 years ago. Rather than shopping at a store, we are online. Instead of meeting in person, we are doing webinars, video calls, etc. Rather than going to a bank, we do mobile banking.

“We are serving people that are starved for human interactions.”

When people are coming in, they are expecting more than just a great refraction. They want to talk with you. They want you to ask them about their family life, etc.  And they haven’t had a chance to tell anyone that and you may be the only they can talk to. We owe it to people to do a better job of interaction because they want meaningful interactions.

People are paying for experiences—for those interactions. You can drop this into any business model as these are the foundational elements of how businesses have changed over time.

Progression of Economic Value

  • Commodities (Agrarian Economy), which turns into…
  • Goods (Industrial Economy), which turns into…
  • Services (Service Economy), which turns into…
  • Experiences (Experience Economy)—such as Starbucks

As much as you grow, what are you going to try and do at all times? You cannot be standard. You have to be unique.

So, what does this mean for doctors?

From a patient standpoint, they are concerned with the following:

  1. Was I treated well?
  2. Were they trustworthy?
  3. Were they organized?
  4. Did they say thank you?
  5. Was the doctor nice?
  6. Was the office clean?

The patient is saying, I care more about this than technology. Obviously, I care about outcomes as well, but I want these things also.

A patient expects that you will have the best technology and a pristine outcome–these are known commodities. It is the steps above that take you above and beyond and will be the reason a patient chooses one doctor over another.

How should our teams adapt?

John DiJulius nails mass customization in his book What’s the Secret, “With the amount of intel healthcare has on its customers, it should be the best experience on earth.”

By being in healthcare, we have more information on our customers than most organizations and we rarely use it. We need to use it!  “You cannot be experientially excellent until you are operationally excellent,” DiJulius says.

You don’t get credit for having warm cookies in your waiting area if the trash can in your public restroom is overflowing because someone hasn’t been in there for awhile. It’s the overall experience that a patient will remember. The entire experience from the front door to the checkout needs to be worth every penny.

Details are everything: From the minute a patient walks in, your staff members are on stage. Be personal and warm.  You want the experience to be so wonderful that rather than a family member just dropping off the patient, they also want to join in on the experience of having good conversation, eating warm cookies and drinking a customized, Starbucks-like coffee.

A lot of people won’t take the leap if they don’t know where they’ll land. The market already believes that you are the best around at what you do. I just know if you pay attention to these kinds of things it will be even better—it will be world-class.

Need a CLEAR Review and Plan for Your Business?

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Strong, healthy businesses all focus on the same thing—how can we get better? Where are the gaps in our service, in the way people experience us, in the way we treat our loyal customers? What are our strengths, and how can we share them more boldly?

MJM can help your business CLEAR up your performance in these areas.

It’s called our CLEAR Method, and it can help your business or health care practice understand, at the core, what makes you different, strong and valuable to your customers and fix what’s stopping you from health and growth.

The CLEAR Method is made up of two parts. First, MJM conducts a CLEAR Review of your business, looking for strengths and weaknesses using our 21-point review tool. Second, MJM proposes a CLEAR Plan for focused, holistic growth and improvement in your business plan based on the results of the CLEAR Review.

But what is CLEAR? It’s our unique approach to looking at your business, top to bottom, operations to marketing. Before you spend a dime on advertisements, you need to get CLEAR.

CLEAR starts with a deep look at your Culture. Who are you, at the core? What are the values you and your team exhibit daily? Why do you exist?

Next, CLEAR looks at your Logistics. Are there gaps or weaknesses in the day-to-day logistics of your business? How are those gaps shaping the way people experience you? What items are top priorities to fix?

After Logistics, we study the Experience you provide your customers. How do people see, feel, and interact with your business from the first moment to the last moment? How can you and every member of your staff shape and design that experience?

Next, we look at the ways you generate Awareness for your business. More than just marketing, Awareness is a holistic review of all the ways people learn about your business, share information about you with friends, talk about you online, and the messages you pay to broadcast.

Finally, we conclude with a walk through your business Review metrics. How are you tracking your successes and failures? Do you have tools to measure your performance? If not, how can you tell if you’re succeeding?

The CLEAR Method involves hard work, both by you and by MJM. But the fruits of that work are powerful – they can lead to stability, health, and growth for your business. They will show you a plan to create happy staff, happy customers, and a more fulfilling CLEAR plan for your business.

If you’re ready to grow, if you’re not interested in “marketing secrets” and know that strong, stable businesses are built with long-term results in mind, the CLEAR Method may be a great fit for your business to jump-start 2017 with a new plan and a new focus.

To learn more about the CLEAR Method and to schedule your CLEAR Review, contact us.

Work Is Theatre at Design Week 2016

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GIF of a curtain opening and the text "The Experience Economy: Work Is Theatre"

The 3rd annual Sioux Falls Design Week has wrapped up! MJM hosted some of Sioux Falls’ curious minds for an interactive workshop and presentation. We explored key ideas behind the Experience Economy and the Freytag Pyramid, and how they inform the work MJM does on behalf of our clients. And in a twist nobody saw coming, we pulled back the curtain and revealed our intentional design of the evening’s activities.

GIF of the Freytag Pyramid

In the Experience Economy, businesses no longer seek to make products or deliver services, but rather stage meaningful experiences. Those experiences are made up of smaller interactions called touchpoints. Touchpoints take place over the narrative arc of an experience and each one affects the customer’s overall impression of the experience. At MJM, we believe each one is an opportunity to intentionally create moments of delight.

We shared an exercise called Customer Experience Mapping that helps identify key touchpoints. Some may be negative moments in an interaction and ripe for improvement—others may have gone unnoticed and unconsidered in the past.

Following the exercise, MJM demonstrated how we mapped the touchpoints of our Design Week presentation in advance to create a compelling experience. We built both positive and negative experiences into the event to demonstrate some of the key ideas. For example, as attendees entered they received a very poorly designed survey for them to fill out. The poor design was intentional, and it was pointed out later to demonstrate a negative touchpoint. While they were engaged in the presentation, our team was behind the scenes plugging in email addresses from the forms. As we ended the discussion, attendees had an email waiting in their inbox with further resources and an invitation to join us at another event later that evening—hopefully flipping the frustration of wrestling with a counterintuitive form into a moment of delight and surprise.