Marketing & Strategy Innovation blog

Do You Know Who Your Customers Are?

Do you really know who your customers are? Do you take a 30,000-foot view or a more granular, zoomed-in view in understanding and describing them?

I did several workshops this week on personas and journey mapping. The two are intimately intermingled, and that's an important point to remember.

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Managing for Disruption

Tradition embraces stability. Time honored principles get that way because they have strong track records of success. The tried and true, extrapolated into the future, often looks like a sure thing, while deviating from historical norms can look downright foolish.

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InfluNonsence

In the never-ending quest to understand how consumers make purchase decisions, and what influences their decisions….

No, wait. That’s not right. Let me start again.

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Brand Book Bites: Absolute Value

The book:  Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information – a provocative read about the new context of marketing today

The brains:  Emanuel Rosen (author of The Anatomy of Buzz) and Itamar Simonson (a marketing professor at Stanford University’s Graduate School of Business) – a strong combination of a marketing practitioner and a academic researcher

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CEM Toolbox: Taking Action

What's the next step? How do we put everything we've heard and learned to good use?

This is the last post for my CEM Toolbox series about tools for the CX Framework. In this post, I write about some of the tools you'll need in order to execute. It's time to put it all to work and to determine your relative level of progress and success over time.

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Maybe the Voice of the Customer Isn’t

Criticizing Voice of the Customer (VOC) programs is like speaking out against motherhood and apple pie. The last time I criticized VOC programs, someone left a comment chastising me for presuming that a bank could know what its customers wanted without asking them.

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Customer Strategy

There are strategies for sales, communication, marketing, media, online, business, mobile, retail… almost anything, with the exception of those the strategies in the end are for; the customers.

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6 Things You Should Know About The Future

The future isn’t what we thought it would be. We don’t walk around in silver suits, travel to colonies on Mars or drive in flying cars. Instead, we dress casual, take selfies and communicate in 140 characters.

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Mitch’s Rules, Perfect Testimonials, Dream Control, & More – Roger’s Picks

Another week, another batch of required reading from around the web. There’s one new feature this week – after “My Stuff,” I’ve added one “Weird or Wonderful” link just for fun. If you found a compelling piece of content this week, add a link to it in a comment!

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