Marketing & Strategy Innovation blog

Do Your People "Get" Your Customer Experience Strategy?

What do you think would happen if during an offsite meeting, 6 members of your 10-people strong management team came up with the most brilliant brand and customer strategy on the planet. In fact it was so brilliant, that it would give Apple, Google and Amazon a run for their money. It would go down in history as the best strategy every written.

But then they decided to keep this strategy a secret, only to be shared by the worthy ones. They’d only tell 1 in 4 employees. 1 in 2 managers and none of the other four executive team members who didn’t participate in the off-site.

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10 Ways to Socialize Customer Insights

With whom and how do you socialize customer insights?

You’re listening to customers. You’re combining their feedback with those bread crumbs of data that they leave with every transaction and interaction with your brand. You’ve developed customer personas to better understand who they are, what problems they are trying to solve, and what jobs they need to get done. You’ve mapped their journeys to understand their experience today and their expectations for a better experience tomorrow.

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One More Journey Mapping Mistake

Are you making this mistake when journey mapping?
We already know that people are making mistakes when they’re journey mapping. I’ve outlined several of them in past posts:

5 Myths of Journey Mapping, in which I wrote about:

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11 Best Ways to Provide Customer Service Through Social Media

Social media has become the go-to channel for customers and brands to communicate with one another. The conversation can involve anything from questions to complaints to shout-outs, but whatever the context, brands must be ready to respond with stellar customer service. Below are 11 methods for providing customer service through social.

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The Future of the Automotive Dealership

Introduction to a highly opinionated thought paper.

In this paper we show how the current dealership model is not viable, and introduce 10 new business models, as well as a number of quick fixes to increase profitability of the network. Please join our webinar here

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NPS as a start for your CX Project

Creating the perfect customer experience is not an easy task - especially in the beginning, when you don’t have even a clue from which point of the Customer Life Cycle to begin. Additional difficulty in the first days is the lack of support from your colleagues and managers. Learn how to overcome their natural resistance and win their support and arm yourself with a concrete business case for the NPS (Net Promoter Score) along the customer journey.

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Has Your #CX Transformation Stalled?

I originally wrote today's post for Forbes. It appeared on the Forbes site on October 18, 2018. I've made some slight modifications since then, as it turned into a two-part series.

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CX Journey™ Musings: On Means and Outcomes...

Do you know the difference between means and outcomes? Between the journey and the destination?

I know. I know. Those are silly questions to ask.

Of course everyone knows the difference between means and outcomes. Of course everyone knows the difference between the means to an end and the end.

Or do they?

As I was driving to an appointment the other day, I saw a sticker on the back of a construction truck that read, in big red letters: Safety is the goal.

So, let me throw out some definitions here.

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On Becoming People-Centric

This is a modified version of a post I originally wrote for CallidusCloud. It appeared on their blog on June 14, 2018.

If you want to move beyond cosmetic changes and lip service to real changes in both the employee experience and the customer experience, the first thing you have to look at is your company’s culture.

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