Tag Archives: ebook

How customer experience experts creep out potential customers

You might know I’m a huge fan of Twitter. You get to meet a lot of people, learn lots of new things, and listen to myriad points of view. It’s a great educational and networking tool.


Except when people forget how to relate to potential customers as human beings rather than sales prospects. Let’s consider these two private messages I received from the same person a few weeks apart.

Always great connecting with another CX professional Annie! We at COMPANY would love your feedback on our new eBook on customer-centric measurement and analytics to help with your customer improvement efforts to reduce churn, increase engagement and fuel growth. 

Message 1: First, it’s nice that the person took note of my human name rather than my Twitter name. Kudos on that. However, I’m curious why they would love my feedback on a CX ebook since I don’t really do any work in CX. Why do they want my feedback? Why do they want my feedback for free? And, wow, what a pretty series of buzzwords – reduce churn! increase engagement! fuel growth! I won Business Bingo with one DM.

Now let’s dissect the followup private message I received a few weeks later.

https://c5.staticflickr.com/4/3490/3724372180_d3306085a7_b.jpgHi Annie. I noticed you didn’t download my prior offer. Well, here’s another one that might be more relevant to you. I’ve summarized my decade long research efforts on the Net Promoter Score in a free white paper, “TITLE OF WHITE PAPER”. One NPS myth is that many customer-centric professionals believe the claim that the NPS is the best predictor of growth. In reality, only 25% of customer-centric professionals believe that claim. Download the free whitepaper to see the other four NPS myths and learn what you can do to improve your customer analytics efforts. Be sure to share it with your colleagues; you’ll be a hero. LINK

Message 2: STALKER ALERT! Apparently they’ve been watching their email list for ME. Checking whether I personally downloaded their ebook. (Ignore the fact that I regularly use an unnamed email account to download these sorts of things because newsletters aren’t my thing.) If I didn’t already download it, but was planning to, those plans just got canceled. Second, their offer? You mean the ebook they wanted me to download so I could give them free feedback? That’s not an offer. That’s free consulting. And lastly, share with my colleagues so I’ll be a hero? My, we think highly of ourselves, don’t we! For a company focused on customer experience, the experience that this potential customer had was less than stellar and less than heroic.

I actually like it when people share links to webinars, ebooks, and white papers. But I don’t like presumptive strangers telling me what I like or what I need or what they think I’m doing. And I definitely don’t like being stalked. So to end on a more positive note, I took a stab at rewriting those marketing messages in a way that is more human, and less stalky.

Tip #1: Get rid of the you and your words that imply you know what I need or want or do.
Tip #2: Never, ever, ever indicate or imply you are stalking. Even though we all do it.

Always great connecting with another CX professional Annie! I just wrote an eBook on customer-centric measurement and analytics to help with customer improvement efforts to reduce churn, increase engagement and fuel growth. If that sounds interesting to you, download it here. Maybe we could chat about it.

Hi Annie. I prepared a free white paper based on my decade long research efforts on the Net Promoter Score, “TITLE OF WHITE PAPER.” One NPS myth is that many customer-centric professionals believe the claim that the NPS is the best predictor of growth. In reality, only 25% of customer-centric professionals believe that claim. Download the free whitepaper to see the other four NPS myths and learn what can be done to improve customer analytics efforts. Feel free to share it with any colleagues who are interested in the NPS. LINK

This lesson in relating to people in a non-stalking way is brought to you by the letter circle and the number orange.

People Aren’t Robots – New questionnaire design book by Annie Pettit

I’ve been busy writing again!

People Aren’t Robots: A practical guide to the psychology and technique of questionnaire is the best 2 bucks you’ll ever spend!

Questionnaire design is easy until you find yourself troubled with horrid data quality. The problem, as with most things, is that there is an art and science to designing a good quality and effective questionnaire and a bit of guidance is necessary. This book will give you that guidance in a short, easy to read, and easy to follow format. But how is it different from all the other questionnaire design books out there?

  • It gives practical advice from someone who has witnessed more than fifteen years of good and poor choices that experienced and inexperienced questionnaire writers make. Yes, even academic, professional researchers make plenty of poor questionnaire design choices.
  • It outlines how to design questions while keeping in mind that people are fallible, subjective, and emotional human beings. Not robots. It’s about time someone did this, don’t you think?

This book was written for marketers, brand managers, and advertising executives who may have less experience in the research industry.

It was also written to help academic and social researchers write questionnaires that are better suited for the general population, particularly when using research panels and customer lists.

I hope that once you understand and apply these techniques, you think this is the best $2 you’ve ever spent and that you hear your respondents say “this is the best questionnaire I’ve ever answered!”

Early reviews are coming in!

  • For the researchers and entrepreneurs out there, here’s a book from an expert. Pick it up (& read & implement). 👌
  • Congrats, Annie! A engagingly written and succinct book, with lots of great tips!
  • Congratulations! It’s a joy watching and learning from your many industry efforts.
  • It looks great!!! If I could, I would buy many copies and give to many people I know who need some of your advice.🙂

Launching Today! Social Media in Social Research: Blogs on Blurring the Boundaries #NSMNSS

Book of Blogs social media in social research kindleOn Wednesday October 29, 2014, a brand new book is being released including a chapter by moi! It’s called “Social Media in Social Research: Blogs on Blurring the Boundaries” and it’s edited by Kandy Woodfield who is the Learning and Enterprise Director at NatCen Social Research, and the co-founder of the NSMNSS network. Buy the book on Amazon and leave a review!

Social research as a craft, a profession, is all about making sense of the worlds and networks we and others live in, how strange would it be then if the methods and tools we use to navigate these new social worlds were not also changing and flexing.  Our network set out to give researchers a space to reflect on how social media and new forms of data were challenging conventional research practice and how we engage with research participants and audiences. If we had found little to discuss and little change it would have been worrying, I am relieved to report the opposite, researchers have been eager to share their experiences, dissect their success at using new methods and explore knotty questions about robustness, ethics and methods.

Our forthcoming  book of blogs is our members take on what that changing methodological world feels like to them, it’s about where the boundaries are blurring between disciplines and methods, roles and realities. It is not a peer reviewed collection and it’s not meant to be used as a text book, what we hope it offers is a series of challenging, interesting, topical perspectives on how social research is adapting, or not, in the face of huge technological and social change.

You can join us for the virtual launch by following the tweets here or the blog posts here. I won’t be able to attend the launch but you just might catch me in a quick video. I’ll see you there virtually!

book of blogs blurring boundaries social media research

Self-Publishing an iBook-approved ePub from Smashwords

listen lady social media research
You may have seen The Listen Lady on Amazon, Kindle, and even in the iBookstore but did you know I self-published it? Not only did I write it, I came up with the title, I wrote the description on the back cover, I provided the cover artwork, and I formatted the entire book right down to the copyright page, the placement of the page numbers, and the fonts. It wasn’t particularly fun and exciting but I did it.
If you’re comparing the cost and timelines of bringing a book to market, the only option is the self-publishing option (unless you’re independently wealthy). It seems that there are a lot of writers out there and I’ve gotten a lot of questions about what exactly I did.
So here are the most commonly asked questions and answers.
  1. How much did it cost? Zero.
  2. What’s the best website to do this? Run, do not walk, directly to Createspace.com and sign up for an account. It is free and has every feature you need. When you’ve finished doing what Createspace tells you to do, your book will be available for purchase on Amazon.com in both paper format and electronic format.
  3. How long does it take them to approve your book and put it up for sale? As long as it takes you to click on “Publish my book.” Perhaps, 100 milliseconds.
  4. How do I get my book on Kindle? Follow all of the steps that Createspace outlines for you and get your book on Amazon. Once that’s done, you just need to check the box to say put it on Kindle.
  5. How do I get my book on iBookstore? Same deal. It’s just a button click to “Send my book to the iBookstore.” BUT, the iBookstore is extremely picky about what they allow and they will reject your book for many unnamed reasons. Here are a few things that I figured out the hard way.
    The Listen Lady

    Photograph I took as one option for the cover page of The Listen Lady

    • Remove all multiple hard line returns. You may have inserted these to ensure there was pretty spacing between sections on a print or pdf version but iBook doesn’t like them. Use a hard page return, or a centre page option if you really must have large blank areas.
    • Reduce all font sizes to less than 18 points.
    • If your ebook includes images, create alt text for each of them. Right click on the image, select the “alt” option, and type something in there. Either describe what the image is or simply type a word like your name or book title.
    • If your ebook includes tables, convert them into plain text and use tabs instead.
    • Consider exchanging all the non-standard margins and page sizes for standard 8 by 11 sizes.
  6. How did you do all the formatting yourself? Download the templates that Createspace provides. The templates will make sure your page numbers are in the right spot, the spacing is right, the table of contents is right. You could, of course, do it all yourself from scratch but chances are you’ll give up in frustration and download the template anyways. The formatting can be tricky so don’t start until you’ve saved up a good portion of patience.
  7. Where did you get artwork for the cover page? Well, if your SO isn’t a fabulously talented artist, then you have a couple of really good options. First, take your own very high-res photograph and use that. Just be sure not include unwilling people or brand names without permission. Go generic with fruit and skies and animals and such. Second, Createspace has a great selection of images in the system that are free for you to use. Even better, all the images are the correct size and shape and resolution so you know it’s going to look great.
  8. How much do you have to sell the book for? It’s really up to you. For the paper version, Createspace will tell you to charge at least $X.X so as to cover their printing costs. So, if they tell you you must charge $3.00, then you can charge $3.00 and make 0 profit. Or,  you can charge $4.00 and make $1 profit. But, when it comes to the digital version, you can sell your book for free if you wish. Or for $4.00 if you wish. It really is up to you.

If you have any other questions, leave a comment below and I’ll answer them here.

Good luck!

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