Small Business Trends Radio

Shane Ketterman asked himself, “How do you get businesses and potential entrepreneurs motivated and inspired by rethinking how business is – and how it will be in the future?” The answer to Shane’s question unveiled itself and he likes to call it “rewire.”

Shane Ketterman is the Founder of Gorilla-Force and he started his businesses based on years of experience as an IT professional and his passion for marketing, social media, and being a change agent. Shane is working on an e-book on this very topic and he has appropriately titled it “Rewire.”  Shane shares his insights on how to move from commodity to experience. In other words, how to take a service or product that is viewed as a commodity – and make it an extremely valuable experience.

Below are the questions we asked Shane:

• (2:36) First Shane, can you tell us a bit about yourself and your background?
• (3:39) When you were an IT professional, what did you actually do in that role?
• (4:44) When did you start Gorilla Force?
• (5:15) Tell us about “experience vs. commodity” and how creating an experience is different from good customer service?
• (7:10) So the idea is that you’re adding value in other ways? 
• (11:49) Shane, how does a business go about creating an “experience” for the customer to gain a competitive advantage?
• (15:11) So how do you specifically create that “wow” factor?
• (17:30) How is creating this experience for the customer impacting the bottom line and customer retention for businesses?
• (18:42) How important is it to incorporate an offline strategy into the experience?
• (22:06) What are some of the easiest ways for businesses to include customers into the experience?
• (23:53) How does a company make sure they’re on the right track when creating an experience?  What are some of the biggest mistakes companies make?
• (25:26) How easy is it to tweak the experience so that you’re doing the right thing but not going overboard?
• (27:05) Is there any time frame that companies can use to gauge their progress on creating the customer experience?
• (28:13) If we create the right kind of experience, how does that charge up the customer?  Does the right experience give them enough incentive to spread word-of-mouth?
• (29:45) Shane, where can people find out more online?

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– Listen to Shane’s full interview now by clicking the red and yellow player below –

Attach Emotion: Move From Commodity to Experience [ 31:21 ] Play Now | Play in Popup | Download