Demystifying Consumer Insights for Service Brands with Samantha Liss of Expert Link
Samantha Liss is Chief Marketing Officer of VSE / Expert Link, a portfolio of psychic services and wellness brands including Psychic Source and Path Forward Psychic.
In this episode of Let's Talk Limbic Sparks, Samantha reveals why it's so important for service brands to deeply understand their customers. She shares details about the many ways that her team gathers ongoing consumer input to understand how customers feel about their experience, and how those insights are used to improve experiences, strengthen emotional connections and drive loyalty.
Samantha also sheds light on the emotional benefits of psychic services, and how each brand in her portfolio offers different styles of service, experiences and brand messaging that are designed to serve the unique preferences and desires of specific audience segments.
Key Takeaways and Soundbites:
"It's a cool experience to work in this niche market where you have to create legitimacy for something that a lot of people are very skeptical of."
"We do so much to dig into our audiences, I can probably talk about this all day… voice of customer surveys… focus groups… one-on-one interviews… studies with research agencies… all to help us create better emotional connections with our customers.”
"Our services help people feel connected. They feel justified and validated. They feel like they have hope, and that things can be different.”
"We're a service. When it's a service you really need to think about how emotions relate to what you're delivering to your customers... How they're going to feel, is really what makes someone want to obtain something."
“What is in it for them. It's not about what's in it for us, it's what's in it for them. And the only way for us to make that happen is to continually listen to them.”
"Making decisions that lean toward the customer vs. what I think or someone else thinks in the organization, getting that customer voice in there is really important. And in today's world there are so many tools that allow you to do that.”
"Really getting that understanding of your customer before you go forward with anything, is the most important thing."
Here are some fun facts about Samantha…
Samantha is a marketing executive with demonstrated success in developing and leading teams to deliver differentiated product design and brand experiences that grow market share and build customer loyalty. As a passionate change agent focused on transformative business strategies and championing product visions. As Expert Link's CMO, she is the driving force behind their brand and product strategy and has pioneered and evolved their winning strategies in brand growth and customer engagement across all the company’s portfolios. If you are curious about the brands you can learn more at Psychic Source and Path Forward Psychic.
“When it comes to services brands, the best experience wins.”
“It’s really about listening to our customers and making sure they are having the best experience possible.”
Samantha is Sparking Brand Desire with Emotional Insight.
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