Reuters has orchestrated the Customer Service & Experience East 2023 event to reshape customer-centric strategies, set for November 7-8, 2023. The event aspires to bridge the know-how of global customer service (CS) and customer experience (CX) leaders, offering a fertile ground for learning and networking.
It’s an avenue to go into the essence of customer needs, explore AI and intelligent automation in augmenting service delivery, and engender actionable strategies for elevating customer satisfaction. Amid a lineup of seasoned speakers, the forum promises a rich exchange of ideas to propel the industry forward.
Focus:
Understanding customer needs
Employing AI and intelligent automation for enhanced service
Participants:
50+ Speakers
300+ Senior Leaders
Events:
30+ Sessions aiming at fostering innovative customer-centric strategies
Networking opportunities to share and receive actionable insights from industry leaders?
Click on the red button and register to attend Customer Service & Experience East 2023 on November 7-8, 2023
This event brings together senior leaders from the world’s most influential brands to shape service & experience as disciplines across industry lines. Arm yourself with the insights, metrics & strategies you need to rally your organization around CX and deliver a unified, frictionless experience.
There are tons of advanced strategies for growing a business. But it’s important to first master the basics. Below, members of the online small business community share their most important building blocks for creating a strong business.
Cultivate a Winning Entrepreneurial Mindset
Your mindset as an entrepreneur can make a huge impact on your ability to succeed. So how can you cultivate a winning mindset? Joel Libava of The Franchise King shares insights in this post.
Find Investors for Your Business
Even with a winning mindset, many businesses need financial resources to get new projects off the ground. In many cases, investors are necessary. If you’re looking for extra funding for your business, check out this Startup Professionals Musings by Marty Zwilling for tips.
Create Value and Build Trust Among Customers
Businesses also need customers to trust and support their products and services on an ongoing basis. So how can you cultivate this level of trust and deliver value that keeps customers coming back. Theo Poulentzas offers tips in this post.
Learn About Referral Website Traffic
Websites are essential for today’s businesses to succeed. But you also need to get people to actually visit your site. This often requires getting insights into your traffic sources. Referral traffic is one of the most important concepts for online businesses to know. This Independent Analytics post by Ben Sibley includes a guide to this concept for businesses.
Follow These Workplace Safety Tips for Employees
If you have employees working on site for your business, it’s your responsibility to provide a safe environment. Learn more about workplace safety in this Platter of Gold post by Anthony Williams.
Strengthen Your Brand Online
Online marketing is a huge part of running a business in 2023. There are tons of different methods for strengthening your brand online. See a list of top methods in this New Horizons 123 post by Maureen McCabe.
Find the Right Business Suppliers
The right suppliers don’t just deliver products or equipment to your business. They can also provide professional service and support. In this Small Biz Tipster post, Lisa Sicard details some things to look out for when choosing business suppliers.
Learn How to Grow Your Email List
Email marketing has long been an impactful strategy for small businesses. If you’re just starting out, growing your list should be a top priority. Dan Swords provides tips for doing so in this post. And BizSugar members shared comments here.
Consider Being a Social Entrepreneur
Social entrepreneurship has gained popularity in recent years as entrepreneurs and consumers become increasingly aware of various social issues. There are many pros and cons of this type of business ownership. Read a full guide in this BusinessLoad post by Amrut Purohit.
Hone Your Writing Skills
AI writing tools provide tons of value for businesses. But they cannot fully replace human writers, as recent fails have shown. Learn more about why human writers are so important in this Always Write post by David Leonhardt.
If you’d like to suggest your favorite small business content to be considered for an upcoming community roundup, please send your news tips to: sbtips@gmail.com.
Busy commercial districts have been through some hardships in recent years. But a few small business grant programs aim to support small business owners and help them improve their storefronts and communities. Below are two exterior improvement grants and a few other opportunities to support small businesses throughout the country.
Bronx Storefront Improvement Grant
New York is funding a new Storefront Improvement Grant to support small businesses near Yankee Stadium in the Bronx. Eligible businesses can apply for up to $1 million in total funding. And the state is looking to add even more money to this and other small business programs in the area in the near future. The Storefront Improvement Grant is a reimbursement program. So business owners will have to cover the cost of the project in full and then request funds.
San Antonio Façade Improvement Grant Program
San Antonio recently extended the deadline for its Façade Improvement Grant Program. Through the program, eligible businesses can apply for grants of between $5,000 and $50,000 to make exterior upgrades to their facilities. Improvements include projects like landscaping and signage upgrades. The program first began accepting applications in July. In addition to extending the deadline, the city also expanded eligibility areas to reach more businesses. October 31 is the new deadline to apply.
Main Street Ventures Launch Grants
Cincinnati startup booster Main Street Ventures just provided a new round of startup grants to businesses in the area. The nonprofit provided $224,592 in funds to 14 startups for this third quarter grant cycle. The organization first started providing grants to local businesses in 2018, and has since distributed more than $3 million to more than 100 companies. Though this latest round of funding has already been awarded, Main Street Ventures runs a quarterly grant program. So eligible businesses can apply for more funding going forward.
Power Up Spartanburg Grants and Loans
OneSpartanburg recently pledged millions of dollars to support small businesses in Spartanburg County, South Carolina over the next five years. So far, Power Up Spartanburg has awarded $500,000 in small business loans and grants. And they have even more to give. The program is open to all eligible small businesses in the county. But 30 percent of all funding is earmarked for women and minority-owned businesses. In addition to the funding options, the program provides educational programs and resources for entrepreneurs. Interested businesses can fill out an intake form online to determine what funding opportunities you may qualify for.
NJSBDC SSBCI Grant
The New Jersey Small Business Development Center recently received a SSBCI Grant from the U.S. Small Business Administration to provide resources and support to small businesses throughout New Jersey. The State Small Business Credit Initiative is a program of the American Rescue Plan that aims to support small businesses, especially those in historically under-served communities and entrepreneurs needing additional support. The Rutgers Business School’s NJSBDC Network will facilitate the program, which will consist of legal services, accounting assistance, and financial advisory services. The program does not provide direct financial assistance to businesses. But the SSBCI grant allows the school to provide resources to businesses needing assistance.
The Miami Foundation Open for Business Grant
The Miami Foundation recently received a $20 million grant through Wells Fargo’s Open for Business Fund. Wells Fargo’s program includes $420 million in total funds, which is being distributed to business groups and nonprofits throughout the U.S. This latest award will allow The Miami Foundation to help local small business owners access capital and navigate various economic issues. Additionally, The Miami Foundation will distribute funds from the grant to local nonprofits and businesses, offering microgrants of up to $20,000 and low interest loans of between $1,000 and $100,000.
Excess humidity in work settings can lead to a variety of issues, such as mold growth, musty odors, and damage to equipment and products. To combat these problems, businesses often turn to commercial dehumidifiers, which are designed to remove moisture from the air and maintain optimal humidity levels. With a wide range of options available on the market, selecting the right commercial dehumidifier can be a daunting task.
Importance of humidity control in businesses
Humidity control is crucial in a business setting because it can directly impact the health and safety of employees, as well as the longevity of equipment and products. Excess moisture in the air can create a breeding ground for mold and other harmful bacteria, which can lead to respiratory problems and other health issues. It can also cause damage to sensitive equipment and products, leading to costly repairs or replacements.
On the other hand, insufficient humidity levels can lead to dry skin, respiratory irritation, and discomfort among employees. Maintaining optimal humidity levels through the use of commercial dehumidifiers can ensure a safe and comfortable work environment, while also protecting valuable assets.
Benefits of Investing in a Commercial Dehumidifier
Improved air quality
Prevention of mold and mildew growth
Protection of products and equipment
Enhanced employee comfort and productivity
Energy savings
Types of Commercial Dehumidifiers
There are two different commercial dehumidifiers: refrigerant and desiccant dehumidifiers. Each type has its own unique features and benefits, and the choice ultimately depends on the specific needs and conditions of your business.
Let’s take a closer look at the two types of commercial dehumidifiers, including how they work, their pros and cons, and which applications they are best suited for. This information will help you make an informed decision and select the right dehumidifier for your business.
Refrigerant Dehumidifiers
Refrigerant dehumidifiers are a popular choice for business settings due to their efficiency and effectiveness. They work by pulling in moist air and passing it over cold coils, which causes the moisture to condense and collect in a reservoir tank.
One benefit of refrigerant dehumidifiers is their ability to maintain low humidity levels even in warmer, humid environments. They are also typically more affordable and have a longer lifespan than desiccant dehumidifiers. However, they may struggle in colder environments and may require more energy to operate, leading to higher energy costs. Additionally, refrigerant dehumidifiers can be noisy and may require regular maintenance to prevent clogs and other issues.
Desiccant Dehumidifiers
Desiccant dehumidifiers use a drying agent, such as silica gel, to absorb moisture from the air. They are often used in colder, drier environments and are more effective at removing moisture from the air than refrigerant dehumidifiers.
One of the key benefits of desiccant dehumidifiers is their ability to operate at low temperatures, making them ideal for use in cold cold commercial spaces such as food processing plants and pharmaceutical facilities. They are also typically quieter than refrigerant dehumidifiers and require less maintenance.
However, desiccant dehumidifiers can be more expensive and may have a shorter lifespan than refrigerant dehumidifiers. Additionally, desiccants may require more energy to operate and can produce excess heat, which may be a concern in certain environments.
Comparison of Refrigerant and Desiccant Dehumidifiers
When comparing refrigerant and desiccant dehumidifiers, it is important to consider the specific needs of your business. Refrigerant dehumidifiers are generally more effective in warmer, humid environments, while desiccant dehumidifiers are better suited for colder, drier environments.
Refrigerant dehumidifiers are often more affordable and have a longer lifespan, but may be noisy and require more energy to operate. Desiccant dehumidifiers are typically quieter and require less maintenance, but may be more expensive and have a shorter lifespan.
Ultimately, the choice between the two types of dehumidifiers depends on the specific needs of your business, such as the desired humidity levels, environmental conditions, and budget.
Factors to Consider Before Choosing a Commercial Dehumidifier
Before investing in a commercial dehumidifier, there is a range of factors to consider to ensure that you get the right model for your business.
By taking the time to carefully consider these factors, you can make an informed decision and choose an industrial dehumidifier that will effectively control moisture levels while also minimizing costs and reducing environmental impact.
Space requirements: Consider the size of the area that needs to be dehumidified to ensure that the device has the appropriate capacity.
Humidity levels: Determine the desired humidity level for the space and choose a dehumidifier that can maintain that level.
Temperature range: Consider the range of temperatures in the environment where the dehumidifier will be used and choose a model that can operate effectively in those conditions.
Energy efficiency: Look for a dehumidifier with an Energy Star certification to ensure that it operates efficiently and minimizes energy costs.
Noise levels: If the dehumidifier will be used in a quiet environment, such as an office or hospital, choose a model with a low noise level.
Sizing Your Commercial Dehumidifier
To determine the appropriate size of dehumidifier for your business, a good starting point is to calculate the square footage of the area to be dehumidified, and then choose a dehumidifier with a capacity that matches the square footage and the level of humidity present.
You can also factor in other considerations, such as the number of people present, the type of equipment being used, and the overall environment.
Selecting the right size of dehumidifier will ensure that your business has optimal moisture control and a safe, comfortable environment for employees and customers.
Key Features to Look for in a Commercial Dehumidifier
When selecting a commercial dehumidifier, there are several key features to consider to ensure that it meets the specific needs of your business. These features can range from capacity and portability to control options and noise levels.
Understanding these features and their importance will help you make an informed decision and choose a dehumidifier that will operate efficiently in your workplace. Here are some of the key features to look for when selecting a commercial dehumidifier:
Capacity: Choose a dehumidifier with a capacity that matches the size of the area to be dehumidified.
Auto-defrost: This feature helps to prevent the dehumidifier from freezing up in cold environments, keeping it operating effectively.
Built-in pump: A built-in pump allows the collected moisture to be automatically pumped out of the dehumidifier, eliminating the need for manual emptying.
Digital controls: Digital controls allow for precise adjustments to the dehumidifier’s settings, ensuring optimal performance.
Timer functionality: A timer function can help to conserve energy and reduce costs.
Air filtration system: The air filtration system helps to remove contaminants from the air, improving overall air quality.
Portability: Portability allows the dehumidifier to be easily moved between different areas or rooms as needed.
Common Applications of Commercial Dehumidifiers
Below are some common businesses where industrial dehumidifiers can be found:
Warehouses and storage facilities: Warehouses and storage places use commercial dehumidifiers to help prevent moisture damage to stored goods or equipment, as well as mold growth, corrosion, and rust.
Office spaces: Office buildings may use refrigerant dehumidifiers to control humidity levels and prevent mold growth, which can be a health hazard for employees
Restaurants and cafes: Food service locations require low humidity levels to prevent spoilage and ensure product safety.
Gyms and fitness centers: An industrial dehumidifier can be used in a gym or fitness center to help reduce moisture levels and prevent the growth of mold and bacteria, reduce unpleasant odors, and create a more comfortable workout environment.
Hotels and resorts: Hotels or resorts use commercial dehumidifiers to control moisture levels in guest rooms, hallways, and other common areas. This can help prevent mold growth, reduce musty odors, and create a more comfortable and pleasant environment for guests
Indoor swimming pools and spas: Commercial dehumidifiers are used in spas and indoor swimming facilities to help control the humidity levels caused by the high amount of moisture generated by water activities, helping to prevent slips and falls and prevent mold growth.
Museums and art galleries: Museums and art galleries must maintain low humidity levels to preserve delicate and valuable artifacts.
Get a Commercial Dehumidifier for Your Business Today
Top Pick: Our top choice among commercial dehumidifiers is this unit by Lumisys. It covers up to 8500 sq ft and removes up to 125 pints of moisture per day. Its uniquely designed tri-color knob can be rotated to change the desired relative humidity, and the child lock prevents accidental turn on or shut off.
This unit also comes with a drain hose, intelligent humidity control, and other features. The impressive features, positive reviews, and specs made this an easy choice for the best commercial dehumidifier on Amazon.
Runner Up: AlorAir’s new commercial dehumidifier has an App that allows you to set the ideal moisture setting, and it will smartly sense room humidity and control dehumidification to maintain that level.
This industrial dehumidifier offers up to 2300 sq. ft. of coverage, and its 19.6 ft drain hose allows drainage anywhere. This portable dehumidifier is also equipped with an auto restart function and a built-in pump. It’s among some of the best commercial dehumidifiers on the market.
Best Value: HomeLabs’ commercial dehumidifiers works for up to 24 hours continually. They also include a defrost feature, water pump, and a 16-foot drain hose, as well as a reusable, easy-to-clean mesh filter.
HomeLabs maintains that their industrial dehumidifiers are more energy efficient than other commercial dehumidifiers at a competitive price.
The rigid handle and semi-pneumatic wheels make this commercial dehumidifier option easy to move around. It has auto ON/OFF, auto-restart (for after power outages), a built-in timer, and auto defrost. A drain hose is provided for a continuous drainage system if needed.
This high-efficiency dehumidifier can eliminate moisture in large spaces up to 8,000 sq ft. Its large semi-pneumatic wheels and sturdy bar handle make it easy and safe to transport from job to job, and the metal outer casing promises durability.
Other features include an automatic humidistat, automatic restart after power outages, auto defrost, timer and continuous drainage.
This dehumidifier is equipped with an automatic water pump, digital panel, compact electrical control with auto restart, hour counter, drain hose, and RH and temperature sensors. Its rotary compressor provides a maximum moisture extraction of up to 225 pints of moisture per day, which the company claims is up to double the water per day than other commercial-grade dehumidifiers.
BLACK+DECKER is a well-known brand, and they manufacture a lot of commercial-grade items, like this portable dehumidifier. You can select from relative humidity of 35-80% with the adjustable humidistat, and an indicator light and audible alert system notify you when the water tank needs to be drained. This compact unit covers up to 4500 sq ft of area.
This industrial dehumidifier can remove up to 232 pints of moisture per day. It has a 3.3 ft. drain hose and washable filter and features intelligent humidity control, an auto defrost feature, and power outage restart. It is appropriate for spaces up to 8000 sq ft.
Aloair makes some of the best commercial dehumidifiers on the market, which is why there are two from them on our list. Their basement/crawl space unit features corrosion-resistant aluminum coils, low-temperature operation, auto defrost, and more.
BaseAire AirWerx55 Dehumidifier for Basement/Crawl Space
The BaseAire AirWerx55 is designed for use in basements and crawl spaces. It can remove up to 55 pints of moisture per day. You can set the target humidity and this smart dehumidifier will auto-shut off when it’s been met, and restart when it needs to. This unit is perfect for crawl spaces, basements, garages, laundry facilities, and many other commercial applications.
How do I know if my business needs a commercial dehumidifier?
If your business is experiencing issues such as excess moisture, mold growth, musty odors, or damage to equipment or structures due to humidity, it may be time to consider a commercial dehumidifier.
Additionally, if your business operates in a humid climate or has high moisture levels due to its environment or activities, a dehumidifier may be necessary to maintain a safe and comfortable environment for employees and customers.
What is the average lifespan of a commercial dehumidifier?
The average lifespan of a good commercial dehumidifier can vary depending on factors such as the quality of the device, the frequency of use, and the level of maintenance. However, with proper care and maintenance, a commercial dehumidifier can typically last anywhere from 5 to 10 years or more.
Are commercial dehumidifiers energy efficient?
Commercial dehumidifiers can vary in terms of their energy efficiency, depending on factors such as the size and features of the device. The best commercial dehumidifiers, however, are designed with energy efficiency in mind and may have features such as automatic shut-off or low-wattage motors to help reduce energy consumption. Choose a dehumidifier with a high Energy Star rating and perform regular maintenance tasks to help ensure optimal energy efficiency.
How often should I perform maintenance on my commercial dehumidifier?
It is recommended to perform regular maintenance on your commercial dehumidifier at least once per year. However, some maintenance tasks such as cleaning the air filter or checking for leaks may need to be performed more frequently, depending on the level of use and the environment in which the dehumidifier operates.
Can I use a residential dehumidifier for my business instead of a commercial one?
While it may be tempting to use a residential dehumidifier for a business, it is generally not recommended. Commercial dehumidifiers are specifically designed to handle larger spaces and higher humidity levels and often feature more advanced technologies than residential models.
Additionally, commercial dehumidifiers are typically more durable and long-lasting than residential models, making them a better investment for businesses in need of moisture control.
What are the potential health risks associated with high humidity levels in a business environment?
High humidity levels in a business environment can lead to a variety of potential health risks, including increased risk of mold growth and other allergens, respiratory issues such as asthma or bronchitis, and general discomfort or fatigue.
Data science has become increasingly ubiquitous over the years. From measuring customer expectations to conducting transactions, almost every aspect of a business is based on data.
Even though data has turned out to be crucial for businesses to thrive in this highly competitive world, the risks of information overload cannot be ignored. This risk poses a threat to the very thread of communication between businesses and consumers.
Rows of numbers and facts will hardly make sense to the customers if there isn’t a way to convey the brand’s message to them in a way that is relevant to them. This is where digital storytelling becomes relevant.
What is Digital Storytelling?
Stories have the power to surprise and inspire us. Stories are memorable. They make us think and help us remember concepts and ideas in a way that numbers don’t. Storytelling through digital media helps brands convey their ideas and market their products to the customers. The idea is, if customers buy what you are saying, they will buy what you are selling.
Through stories, you will be able to better explain how a product or a service that your business provides will make your customers’ lives better. Digital storytelling is a marketing tactic that can bring a brand to life. It is the driver of change and hence, perceived as a timeless skill.
Effective Digital Storytelling Methods
Choose a Theme
The potential of digital storytelling lies in its ability to share the brand’s message. The story you create about your brand should answer the following questions:
What does your brand symbolize?
How would your target customers benefit from the products and services your business provide?
Why would your target customers choose you instead of your competitors?
To make the digital story successful, you would need to collect data that are relevant to your target customers. There are numerous data collection techniques that you can avail. For example, providing free WiFi to customers in exchange of basic information can be useful.
Select a Plot and Add Characters
Adding characters will make the story more relatable. It will help in connecting your brand with your customers and build credibility with your prospects. This will add a human touch to the story. The plot should reinforce the brand’s message to the audience. Most importantly, it should be simple enough for everyone to comprehend what you are trying to say.
You can consider including a focus group as characters of the video you create. They can speak on behalf of your target consumers. The fact that the characters voice the concerns of the customers can work to your brand’s advantage. Characters countering your ideas can also prove to be highly beneficial since such questions of customers can be solved in the story itself.
Including the CEO of the brand can also be a good idea. S/he could portray the story and the purpose behind the brand.
Make it All About the Customers
Brands that tell great stories are the ones that rarely go unnoticed. The idea behind digital storytelling to market your brand is to make the customer the hero of the story.
For example, Apple’s advertising campaigns are primarily focused on the customers and how their products can make their user experience better. Instead of focusing on the product, Apple lays stress on the experience that these products can provide the customers. This strategy has turned out to be a huge success for the company.
Following along similar lines, Airbnb has spun captivating digital stories. It is an online marketplace for homeowners to rent their properties to travelers. Their stories are completely focused on the homeowners and the travelers.
Measuring the Impact of Digital Storytelling
Once you’ve embraced digital storytelling as a powerful tool for conveying your brand’s message, it’s essential to measure its impact effectively. Understanding the effectiveness of your storytelling efforts can help refine your strategy and ensure you’re connecting with your audience in meaningful ways. Here are some key considerations for measuring the impact of digital storytelling:
Engagement Metrics: Track metrics such as views, likes, shares, and comments on your digital storytelling content. These metrics provide insights into how well your stories resonate with your audience and whether they are compelling enough to generate interaction.
Conversion Rates: Analyze whether your storytelling efforts lead to desired actions, such as website visits, sign-ups, or product purchases. Assessing conversion rates can help you gauge the tangible impact of your stories on your business goals.
Customer Feedback: Collect feedback directly from your audience to understand their perception of your brand and its story. Surveys, social media polls, and direct communication can provide valuable insights into customer sentiment.
Story Retention: Measure how well your audience retains the key messages and themes from your stories. Conduct follow-up surveys or quizzes to assess whether your storytelling has a lasting impact on your audience’s understanding of your brand.
Audience Growth: Monitor the growth of your audience or customer base over time. An increase in your audience size can be an indicator of successful storytelling that attracts and retains customers.
Competitive Analysis: Compare your digital storytelling efforts with those of your competitors. Analyze how your stories stack up in terms of engagement, reach, and effectiveness. This comparative analysis can inform your strategy.
Customer Journey Mapping: Map the customer journey to identify touchpoints where storytelling plays a role. Assess how storytelling contributes to guiding customers through the sales funnel and influencing their decision-making process.
Brand Perception: Measure changes in brand perception before and after implementing digital storytelling. Assess whether your storytelling efforts align with the desired brand image and values.
ROI Analysis: Calculate the return on investment (ROI) of your digital storytelling initiatives. Evaluate whether the resources invested in storytelling translate into measurable business outcomes.
A/B Testing: Conduct A/B testing to experiment with different storytelling approaches. Compare the performance of various story elements, such as characters, plot, and themes, to optimize your storytelling strategy.
Consideration
Description
Engagement Metrics
Track views, likes, shares, and comments to gauge audience resonance and interaction.
Collect direct audience feedback through surveys, polls, and communication to gauge brand perception.
Story Retention
Measure how well the audience retains key story messages through follow-up surveys and quizzes.
Audience Growth
Monitor audience or customer base growth as an indicator of successful storytelling that attracts and retains.
Competitive Analysis
Compare storytelling efforts with competitors in terms of engagement, reach, and effectiveness.
Customer Journey Mapping
Identify storytelling touchpoints in the customer journey and assess their impact on decision-making.
Brand Perception
Measure changes in brand perception before and after digital storytelling implementation.
ROI Analysis
Calculate the return on investment (ROI) to evaluate if storytelling resources translate into business outcomes.
A/B Testing
Experiment with different storytelling elements (characters, plot, themes) to optimize storytelling strategy.
The Role of Empathy in Digital Storytelling
In the digital age, where brands vie for the attention of consumers bombarded with content, the ability to connect on a deeply emotional level has become a coveted skill. Empathy, the capacity to understand and share the feelings of others, plays a pivotal role in crafting compelling digital stories. Here’s a closer look at why empathy is indispensable in the realm of digital storytelling:
Understanding Your Audience: Empathy begins with an authentic understanding of your target audience. It involves delving into their aspirations, fears, and pain points. By putting yourself in their shoes, you gain insights into what stories will resonate most profoundly.
Creating Relatable Characters: Empathetic storytelling introduces relatable characters that mirror the experiences and challenges of your audience. These characters allow your audience to see themselves in the narrative, fostering a sense of connection and understanding.
Eliciting Emotional Responses: Empathy has the power to evoke strong emotional responses. When your digital story taps into the genuine emotions of joy, sadness, hope, or frustration, it becomes more memorable and impactful.
Building Trust and Credibility: Brands that convey empathy are more likely to earn the trust and loyalty of their audience. Empathetic storytelling demonstrates that you care about your customers’ needs and experiences, building credibility in the process.
Addressing Pain Points: Empathy enables you to address the pain points and challenges your audience faces. By acknowledging these challenges in your storytelling, you position your brand as a solution provider, resonating with those seeking answers.
Showcasing Positive Outcomes: Empathetic storytelling doesn’t merely dwell on problems; it also emphasizes positive outcomes and solutions. It offers hope and inspiration, making your audience believe in the transformative power of your products or services.
Fostering Inclusivity: Empathy promotes inclusivity by acknowledging the diverse perspectives and experiences within your audience. It ensures that your storytelling is sensitive to cultural, social, and individual differences.
Driving Action: Ultimately, empathetic digital storytelling motivates action. When your audience feels that you understand their needs and can genuinely address them, they are more likely to engage with your brand, whether through a purchase, sign-up, or advocacy.
Aspect
Description
Understanding Your Audience
Authentic understanding of the target audience's aspirations, fears, and pain points is the foundation of empathy in storytelling.
Creating Relatable Characters
Empathetic storytelling introduces characters that mirror the experiences and challenges of the audience, fostering a sense of connection and understanding.
Eliciting Emotional Responses
Empathy taps into genuine emotions (joy, sadness, hope, frustration) to make digital stories more memorable and impactful.
Building Trust and Credibility
Brands that convey empathy earn trust and loyalty by demonstrating care for customers' needs and experiences.
Addressing Pain Points
Empathy enables the storytelling to address the audience's pain points and challenges, positioning the brand as a solution provider.
Showcasing Positive Outcomes
Empathetic storytelling not only highlights problems but also emphasizes positive outcomes and solutions, offering hope and inspiration.
Fostering Inclusivity
Empathy promotes inclusivity by recognizing diverse perspectives and experiences, ensuring sensitivity to cultural, social, and individual differences.
Driving Action
Ultimately, empathetic storytelling motivates action by making the audience feel understood and encouraging engagement, such as purchases, sign-ups, or advocacy.
Find Real Stories
One of the most potent strategies in digital storytelling is the incorporation of real stories from your customers. These authentic narratives serve as powerful trust-building tools. Reach out to your existing customers and invite them to share their genuine feedback and comments about the experiences they’ve had with your products or services. Consider spotlighting some of these customers as central figures in your stories. When executed thoughtfully, this approach enables your target audience to form genuine emotional connections with your brand.
For instance, Airbnb has mastered the art of featuring videos and biographies of the hosts registered on their platform. By showcasing the personal stories and backgrounds of these hosts, Airbnb not only tugs at the heartstrings of potential guests but also aligns its narrative with their journey. These real-life stories bring authenticity to their brand and instill trust, as customers can relate to the experiences of fellow travelers and hosts.
Embracing this approach, you can take digital storytelling beyond generic marketing messages. Instead, you create a humanizing touch that resonates with your audience. Real stories allow your customers to see themselves reflected in the experiences of others, forging a deeper emotional connection with your brand. In a world saturated with advertising, these authentic narratives stand out and leave a lasting impression, ultimately fostering brand loyalty and engagement.
Entrepreneurs and startup junkies are always going on about the power of disruption – and when the media report stories about disruptive innovation, it’s widely assumed the term is just a synonym for innovation. But the truth is, disruption and innovation are two totally different things.
To explain how and why, it’s worth back-tracking a bit.
What is Disruption?
When talking about any kind of business-related disruption, we’re actually referencing a wider theory of “disruptive innovation”. This term was coined and defined for the first time by Harvard Business School’s Clayton Christensen in his 1997 book “The Innovator’s Dilemma”.
According to Christensen, disruptive innovation occurs when an industrial advancement creates brand-new markets via the discovery of new types of customers. What does that mean? Essentially it means that all disruptors are innovators, but not all innovators are disruptors.
For example, the first automobiles that emerged in the late 1800s were not a disruptive innovation because they didn’t pose a tangible threat to companies that produced horse-drawn vehicles. At that point, this new technology was perceived as an ultra-luxury item competing for a tiny share within an existing sales market. That all changed when Ford debuted its first mass-produced automobile, which essentially shifted market demand by offering a previously non-existent, affordable transportation option for the masses.
Cars weren’t disruptors, but the Ford Model T was a textbook definition.
What Should You Do About Disruption?
It’s easy to laugh about scores of redundant horse-drawn carriage manufacturers going out of business a hundred years ago because of Henry Ford – but it’s not quite as funny if it’s your business at risk. So, what does disruption look like in the here and now?
Businesses have generally got two options when faced with a disruptive innovation: try and hold on to an existing market by doing the same thing better, or try to capture new markets by embracing new business models and technologies.
IBM provides a pretty straight-forward example of the former. The personal computer was a huge disruption, because it ignited a new mass-market that had previously been non-existent. Until then, computers were commonly perceived to be huge, expensive mainframes that were sold only to huge companies and universities. Rather than cry over spilt milk, IBM chose to react to personal computers by launching a new business division to focus exclusively on the production and development of IBM PCs. The venture proved undeniably successful, and helped IBM to better position itself in this new market.
Netflix is an apt example of a business that responded to disruption by changing and embracing a new business model. The company initially launched as a video rental company that sent out DVDs to customers in the mail. Yet as online video began to dismantle the traditional video rental market, Netflix decided to drop their old business model entirely in order to adopt a brand new way of doing business and launch a streaming business of its own. The rest, as they say, is history.
The Role of Timing in Disruptive Innovation
Timing plays a critical role in the realm of disruptive innovation. It can make the difference between a groundbreaking success and a missed opportunity. Here’s why timing matters:
Market Readiness: Disruptive innovations often rely on the readiness of the market for a new solution. Being too early can lead to a lack of adoption, while being too late may mean missing out on a saturated market.
Technological Advancements: The pace of technological progress can influence the feasibility of a disruptive innovation. Sometimes, waiting for a particular technology to mature can lead to a more successful implementation.
Competitive Landscape: Understanding the competitive landscape is crucial. Launching a disruptive innovation when competitors are complacent or unprepared can provide a significant advantage.
Consumer Behavior: Disruptive innovations can be dependent on shifts in consumer behavior. Being attuned to changing preferences and needs is essential for successful timing.
Regulatory Environment: Regulations can either facilitate or hinder disruptive innovations. Timing should consider the regulatory framework and its potential impact.
Resource Availability: The availability of resources, including funding and talent, can influence when and how a disruptive innovation is pursued.
Aspect
Importance
Impact on Timing
Market Readiness
High
- Too early: Lack of adoption
- Too late: Saturated market
Technological Advancements
High
- Waiting for technology maturity for successful implementation
Competitive Landscape
High
- Launching when competitors are unprepared can provide an advantage
Consumer Behavior
High
- Dependent on shifts in preferences and needs
Regulatory Environment
Medium to High
- Regulations can facilitate or hinder innovation
Resource Availability
Medium to High
- Availability of funding and talent influences pursui
Navigating the Timing Challenge
Given the complexity of timing in disruptive innovation, here are some strategies to navigate this challenge effectively:
Continuous Monitoring: Stay vigilant by monitoring market trends, technological advancements, and changes in consumer behavior. Regularly assess your industry and competitors to identify potential windows of opportunity.
Scenario Planning: Develop multiple scenarios that anticipate different timing scenarios for your disruptive innovation. Consider best-case and worst-case scenarios to be prepared for various outcomes.
Agile Approach: Adopt an agile mindset and organizational structure. This allows you to respond quickly to changing circumstances and pivot when necessary.
Prototyping and Testing: Create prototypes or minimum viable products (MVPs) to test your disruptive innovation in a real-world context. Gathering feedback and iterating can help you refine your timing strategy.
Strategic Alliances: Collaborate with partners who can provide complementary resources or expertise. These alliances can help you accelerate development and deployment, improving your timing.
Regulatory Engagement: Engage with regulators and policymakers early in the process. Proactive discussions can help shape regulations to better accommodate your disruptive innovation.
Resource Planning: Ensure you have the necessary resources available when the timing is right. This includes securing funding, building a skilled team, and having a clear execution plan.
Risk Management: Evaluate the risks associated with your timing decisions. Assess the potential consequences of being early or late and develop risk mitigation strategies.
Customer Engagement: Build strong relationships with your target customers. Understand their needs, pain points, and preferences to align your timing with their expectations.
Competitive Analysis: Continuously analyze your competitors’ actions and strategies. Be prepared to adjust your timing based on their movements in the market.
Strategy
Description
Continuous Monitoring
Stay vigilant by monitoring market trends, tech advancements, and consumer behavior to identify opportunities.
Scenario Planning
Develop multiple timing scenarios to be prepared for different outcomes, including best-case and worst-case.
Agile Approach
Adopt an agile mindset and organizational structure to respond quickly to changing circumstances and pivot.
Prototyping and Testing
Create prototypes or MVPs to gather feedback and refine your timing strategy in a real-world context.
Strategic Alliances
Collaborate with partners to accelerate development, leveraging complementary resources and expertise.
Regulatory Engagement
Engage with regulators early to shape regulations to accommodate your innovation, reducing regulatory hurdles.
Resource Planning
Secure necessary resources (funding, skilled team, execution plan) to ensure you can act when the timing is right.
Risk Management
Evaluate and mitigate risks associated with timing decisions, considering consequences of being early or late.
Customer Engagement
Build strong customer relationships to align your timing with their needs, pain points, and preferences.
Competitive Analysis
Continuously analyze competitors' actions and be prepared to adjust timing based on their market movements.
Iterative Learning and Feedback Loops
In the world of disruptive innovation, the journey is often just as important as the destination. Embrace an iterative approach to timing that allows for continuous learning and adjustment:
Pilot Programs: Consider launching small-scale pilot programs or experiments to gauge market response and gather valuable data. These experiments can serve as indicators of whether the timing is favorable for a broader rollout.
Feedback Loops: Establish feedback mechanisms that involve customers, partners, and internal teams. Regularly collect input to identify areas where timing adjustments may be needed.
Data Analytics: Leverage data analytics and market research to track key performance indicators (KPIs) related to your disruptive innovation. Analyze trends and patterns to refine your timing strategy.
Scenario Testing: Create scenarios and conduct “what-if” analyses to simulate different timing scenarios. This can help you anticipate potential challenges and prepare contingency plans.
Embracing Risk and Uncertainty
Disruptive innovation inherently involves risk and uncertainty, and timing is no exception. To navigate this:
Risk Tolerance: Understand your organization’s risk tolerance and appetite. Different industries and business cultures have varying levels of tolerance for risk.
Fail Fast, Learn Faster: Be willing to accept that not all timing decisions will lead to immediate success. Embrace failures as opportunities to learn and adjust your approach.
Resource Allocation: Allocate resources judiciously to manage risk. Avoid putting all your resources into a single timing strategy, and diversify your efforts to spread risk.
Scenario Planning (Again): Continuously update your scenario plans to account for changing circumstances. Flexibility in your approach can mitigate risks associated with timing.
Building a Timing-Centric Culture
To fully harness the power of timing in disruptive innovation, consider cultivating a timing-centric culture within your organization:
Education and Awareness: Ensure that all members of your team, from leadership to front-line employees, understand the significance of timing in disruptive innovation. Encourage continuous learning and discussions about timing strategies.
Cross-Functional Collaboration: Break down silos within your organization and promote cross-functional collaboration. Timing decisions often require input from diverse perspectives, including marketing, R&D, finance, and customer support.
Innovation Labs: Create innovation labs or dedicated teams focused on monitoring industry trends and identifying potential disruptive opportunities. These teams can act as scouts, continually assessing the timing landscape.
Celebrating Timing Wins and Learning from Timing Failures: Recognize and celebrate successful timing decisions and innovations. Equally important, foster a culture that views timing failures as valuable learning experiences rather than setbacks.
External Partnerships: Collaborate with external partners, such as startups, research institutions, or industry associations, to gain insights into emerging trends and disruptive technologies. External perspectives can be invaluable in shaping timing strategies.
Evolving with the Ecosystem
Finally, remember that the timing landscape is constantly evolving, driven by factors such as technological advancements, market shifts, and global events. To thrive in the long term:
Continuous Monitoring and Adaptation: Stay vigilant and adapt your timing strategies as the ecosystem changes. What was a disruptive opportunity today may become mainstream tomorrow.
Strategic Flexibility: Develop an organizational strategy that allows for flexibility and agility in response to changing timing dynamics. Being too rigid can hinder your ability to pivot when needed.
Long-Term Vision: While focusing on short-term timing opportunities, maintain a clear long-term vision. Understand how your disruptive innovations fit into the broader evolution of your industry.
The Bottom Line
Believe it or not, small business owners are generally best positioned in order to survive disruptive innovation and emerge stronger. After all, it’s much easier to pivot a small, niche service with a few employees than it is for a multinational to risk investing billions into creating previously untested business divisions.
At the end of the day, disruption is all about trial and error. That’s how disruptive innovations emerge, and it’s also how businesses must learn to adapt and survive. Just remember to keep your ear to the ground, think outside the box and tread carefully.
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