Marketing & Strategy Innovation blog

Six Near-term Trends Influencing The Business of Marketing

If you’ve come here looking for the latest thinking on virtual reality, drones and autonomous driving—you’ve come to the wrong place. Marketers are an interesting bunch—we pride ourselves on “being in the know”, with some good reason… Part of our jobs are to stay one step ahead of the game so we are better prepared for the changes that inevitably effect the business of our industry. But in the pursuit of staying ahead of future trends—we often overlook massive shifts that need to be operationalized over the next five years, if not decade.

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3 Things You Should Know About Technology

“Every company is a technology company,” declared Gartner’s research chief in 2013.

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Service DNA – creating customer service excellence

If I were to ask you to name a company that consistently excels at customer service, what company would come to mind? In you are part of a military family, you might say USAA. If you live in the Southeast, you might tell me about Publix Supermarkets. If you are a golf aficionado, you might share your Masters experience with me. And, if you are passionate about shoes, you might mention either Nordstrom or Zappos. No doubt, others among you would name companies such as Enterprise Rent-a-Car, Chik-fil-A, Apple Stores, Disney, and Mayo Clinic.

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7 Steps to Get Executive Commitment for Your #CX Transformation

You know that your customer experience initiatives will die in the planning stages if you don't have executive commitment, right?

I've written several times about the importance of having that executive buy-in and commitment for your customer experience transformation.

Help! My Execs Don't Get It!
Kicking the #CX Can Down the Road

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Marketing is a profit not a cost centre - have you read that before somewhere?

I guess every generation of marketeer think they are the only ones that 'get it', whatever 'it' is.

Do read this lovely report from a consultancy that sets out to show how Millennials have cracked the code of marketing.

Can you believe the author has discovered that marketing is a profit not a cost centre. Wow and Wow again. That looks like something I was writing a couple of decades ago. No, make that three decades.

This is one of the more hilarious sentences:

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Are you happy with your VoC or NPS programs?

Creating a working Voice of Customer program is not a simple task. You think of just starting to ask a few questions and nudging a few people in the right direction, and it seems fairly easy in the beginning, but then things start to get complicated. How do you prove that the questions you are asking are actually reflecting the situation? Why should the company pay for a separate questionnaire, while there is a perfectly fine 20-page-long annual marketing survey? Technology costs how much?

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Easy guide to choosing the right metric for your Voice of Customer program

It’s the season to be jolly and start planning the next year’s projects and activities! We at Futurelab research would like to help you get your Voice of Customer program up and running in 2017. We will do it by posting a series of materials, covering such important areas of Voice of Customer programs as program strategy, data collection and analysis, activation of the results, etc. 

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Tools to Put the Customer at the Center of All You Do

Trying to ensure the customer gets the attention she deserves within your company?

Striving to make yours a customer-centric company? How does the customer become the center of attention for your organization? What tools should you have in your customer-centric toolbox?

There are many, but one of my favorites is "the empty chair," which is a seat at the table for the customer and a reminder that we should always be considering if the decisions we make are in the best interest of the customer or of the business.

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The Human Factor in Sales Excellence

Sales excellence depends on more than technology, data, and even great sales skills. People — sellers and buyers — must remain at the heart of every sales strategy.  Several writers made this point clear as they recapped their key learnings from Dreamforce 16, the recent installment of Salesforce’s annual conference (#DF16).  Here are a few of the best bits on the human factor in sales excellence.

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3 Things You Should Know About Reputation

Corporate reputations and brands are not the same things, and it’s important to understand the difference.

Reputations are the result of what people know about a business based on their judgements of its performance, gleaned through buying stuff, working there, owning stock, etc. It’s the present value stakeholders assign to the meaning, believability and reliability of a company’s future performance.

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