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My #1 Wish For Marketers in 2014
With the availability of data for analytics plus an aggressive push for thought-provoking and relevant content to help buyers, there is a dynamic change going on in marketing organizations causing a...
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Why It’s All About Customer Experience
I write a lot about customer experience, and that customers are smarter now and are in control of the conversation. I was happy to read a similar opinion from Brett Adamson, co-author of The...
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Are You a News Aggregator or a Content Curator?
A few weeks ago I read an interesting article by Barry Feldman about whether content curation is news or noise. He made some good points. As he notes, “In the end, the acid test is to ascertain...
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Why It’s Time To Reverse Your Funnel to Turn Customers into Advocates
Retention marketing efforts don’t receive nearly the attention that customer acquisition efforts do. For many companies, that’s a big mistake that results in a lot of missed opportunities. Why? For...
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Content Marketers: Are You the Utility Player of Your Team?
To many people, Labor Day signifies the end of summer. To me, the changing season, such as the weather cooling down or leaves changing color, football and baseball playoffs signify the end of summer....
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Why Adopting A Customer Experience Mindset Is Key
On October 7, Customer Experience (CX) professionals celebrated #CXDay for the second year in a row. The event, put on by The Customer Experience Professionals Association (CXPA), is an all day...
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How To Conduct Win/Loss Analysis To Achieve Strategic Growth (Part II)
In Part I of “How To Conduct Win/Loss Analysis To Achieve Strategic Growth”, I discussed the pre-interview and interview phases of Win/Loss Analysis. The post-interview phase is the most important...
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Direction Plus Planning Leads To Great Customer Experiences
I consider myself a student of life. I always want to be in learning-mode so that I can improve and can continuously add value to those I help: clients, potential clients, and colleagues, to name a...
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5 Wins for Startups To Achieve Growth in 2015
Recently I was talking with my pal, Robert Scoble, about startups, content, leaving 2014 and going into 2015, so it got me to thinking, what can startups do now to help them create wins for 2015? This...
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Understanding The Mechanics of Measurement
For marketers to be successful, they can’t muddle through with blinders or rose-colored glasses on. They must be informed and know which marketing activities work, and which don’t. That means...
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How Content Marketing and Customer Experience Can Drive Retention
Did you know that by 2020, customer experience will overtake price and product as the key brand differentiator, and Bain & Company says it’s 6 to 7 times more costly to acquire a new customer than...
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What 21,000 Emails Taught Me About Customer Experience
As many of you know, I have spent the last two years in a rigorous two-year MBA program at UC Irvine. I graduated with my MBA this past June. While the grand result of my MBA studies was a degree,...
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Who Owns The Customer Experience At Your Organization?
I have done my share of reading about who owns the customer experience and who should own it. There are two schools of thought on who should own the customer experience. Some think it should be one...
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Five Key B2B Customer Experience Trends for 2017
Each year when I read an annual Customer Experience report, my wish is that Customer Experience finally makes it into the mainstream. I remember reading the findings from Accenture’s 2015 B2B Customer...
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The Chief Customer Officer is Vital to Your Business
I cringe when I hear Marketing should own the customer experience. Two recent reports appear to back up this claim though. A report from the Economist Intelligence Unit and Marketo revealed 86% of...
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Is Customer Experience the New Marketing in 2017?
I’ve been reading posts about how Customer Experience is the new Marketing. Is it? The Difference Between Customer Experience and Marketing The definition of Marketing, per Merriam-Webster, is:...
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How Advocacy Helps You Build A Stronger Influencer Marketing Program
By now, you’ve heard about the popularity of Influencer Marketing. It’s so popular that many organizations are including influencer marketing initiatives into their marketing strategies. Linqia, in...
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Growth Marketing is All About Engagement and Relationships
I had the wonderful opportunity to attend the Growth Marketing Conference in San Francisco last week. If you work in growth marketing, attend the conference at least once. I was happy to hear that the...
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Conduct Win Loss Analysis With Purpose for CX Success
I’ve written about how the Customer Experience (CX) responsibility does not lie in one group, rather it is an all-encompassing organizational endeavor. The best way to ensure a sound CX program is...
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Social Customer Service is Vital to a Better Customer Experience
Last month, I had an unpleasant experience with a fairly large brand. I contacted the brand on Twitter. While the brand responded to me in less than an hour, it wanted me to call into customer...
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