Marketing & Strategy Innovation blog

Do empathy maps reflect the desires behaviours and fears of customers or of those who create the things?

I must admit that 'empathy maps' are something that is new to me.

Reading about them on NN/g I discovered that they are

A collaborative visualization tool used to articulate what we know about a particular type of user. It externalizes knowledge about users in order to 1) create a shared understanding of user needs, and 2) aid in decision making.

Continue Reading

How and Why to Map Your Stakeholders

Today I'm pleased to share a guest post by Paul Laughlin. This post was originally published on his blog on October 2, 2017.

Do you have a stakeholder map? Is it up-to-date and do you use it?

Those questions frequently come up when I’m working with clients. In either training or coaching, the need to "know your stakeholders" is a common one.

Continue Reading

Conversational commerce, without the BS

I’m investing substantial time and effort in helping people to better understand what all the hype around AI and conversational commerce technologies like chatbots and intelligent digital assistants is about. It can be rather overwhelming in my experience. And I don’t blame you. I’m overwhelmed at times by all this news on A.I. induced jobless futures and fully automated and self-learning machines as well. It looks as if A.I. will change the world before we can even say “what?”. But we know better.

Continue Reading

Thoughts оn machine learning for customer service chatbots

I’m thinking out loud a bit about machine learning strategies for customer service chatbots. Bear with me. More question than answers, because some of the strategies I see, I just fail to understand. I get the impression that some try to find a machine learning solution to a problem that is hardly there.

Machine learning takes too long to find an answer

Let me start with putting out here that machine learning is not very effective when it comes to finding the right answer to a question.

Continue Reading

Five Myths About Corporate Culture and Five Strategies for Cultivating a Great One

While the importance of workplace culture is well-understood, how to build a great culture is less established.  In the research and work I did leading to my upcoming book, FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies (published by Nicholas Brealey, an imprint of Hachette Book Group on March 13, 2018), I identified five common myths  about culture-building — as well as five strategies for cultivating a unique, healthy, sustainable organizational culture.

Continue Reading

Silos Are For Farmers!

I originally wrote today's post for CallidusCloudCX; it was published on their blog on July 26, 2017.

Continue Reading

8 Must-Read Posts to Start Your CX Strategy on the Right Foot

Does your company place top priority on culture and employees?

I've asked this question many times over the last several years - over the last 25 years. I've said more times than I can remember: "Quite simply, without employees, you have no customer experience." Companies have to put employees first. They have to make sure employees have a great experience. And yet... they don't.

Continue Reading

The Importance of Communication to the Omnichannel Experience

Today I'm pleased to share a guest post by Ford Blakely, founder and CEO of Zingle.

According to Google, 98% of Americans switch between devices in the same day.

Continue Reading

Do we know what we want?

Often , when we are asked to make a decision or to choose between two things, we tend to trust our gut, which has some unconscious drawbacks.
As logical human beings, we think we know what we want, but, can we really trust ourselves? Unfortunately, the answer is no.
Trendhim, a men accessories brand, curious to discover the differences between what people say and what they actually do, went a step further and carried out a neuromarketing challenge using a EEG scanner.

Continue Reading

2018 Will Be the Year of Employee Experience

Now that according to Gartner more than 90% of businesses compete primarily on the basis of customer experience (CX), it’s no longer enough to make CX a corporate priority.  The next competitive frontier is employee experience (EX) and the signs indicate so strongly that EX will become the next priority for organizations that I’m calling 2018 The Year of Employee Experience.

What Is Employee Experience?

Continue Reading