Marketing & Strategy Innovation blog
June 10, 2018

5 Quick Wins for Your Net Promoter™ Programme

When implementing a Net Promoter programme, many organisations grow impatient. The initial business case may look compelling, but it may take months or even years before the results from acting on customer feedback show up in the (financial) numbers.

You can address part of this impatience by clearly managing expectations on what the programme can and cannot deliver in each stage of its development. But you can also plan for quick wins which you can pace across your first year (or even 100 days) of NPS implementation.

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Alain Thys, NPS, Net Promotor Score, promoters, customer feedback
June 3, 2018

Corporate Values Are Worthless

Corporate values are all the rage these days. They’re worthless unless companies are willing to sacrifice for them.
 
I say this because it’s just too easy to spend money, especially on topics that marketers have identified as important to customers. “Doing good” has been a function of communications outreach for decades; wether you call it cause marketing, corporate philanthropy, or corporate social responsibility, it’s easily rationalized as a marketing expense. The budgets are already there, most of the time.
 
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corporate values, marketers, Jonathan Salem Baskin
June 3, 2018

Tips for Designing a Closed-Loop Feedback Process

Do you close the loop with customers after they provide feedback?
 
Many companies listen to customers, but a big chunk of these companies don't do anything with the feedback or follow up with customers about what they heard. What a shame! What a huge missed opportunity!
 
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Annette Franz (Gleneicki), analytics, customer data, survey, customer feedback
May 20, 2018

I Kinda Like The New Best Buy Ad

I kinda like Best Buy’s new ad campaign focused on its employees as problem solvers. I wish they’d gone further.
 
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advertising, customer experience, Jonathan Salem Baskin
May 20, 2018

Does Your Culture Support Your Brand Aspiration?

Early results from the Brand-Culture Fusion Assessment show that the workplace culture at many organizations isn’t aligned with their desired brand identities.  In other words, many companies aspire to be perceived a certain way, but the way they operate doesn’t support that aspiration.

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brand culture, brand aspiration, Denise Lee Yohn, brand building
May 11, 2018

CX Journey™ Musings: A Lesson in Living Your Core Values

Have you seen Jeff Bezos' annual shareholder letter for 2018? 
 
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cx journey, customer journey musings, core value, Annette Franz (Gleneicki)
May 1, 2018

Starbucks Isn’t The Only Brand With Nonpaying Customers

Recent events in Philadelphia revealed that Starbucks needs to address issues of racial bias in its stores. It also showed that it doesn’t have a clear company policy on handling visitors who haven’t bought something, called nonpaying customers.

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Jonathan Salem Baskin, nonpaying customers, customer behavior, customer service
May 1, 2018

From Journey Map to Experience

Today's post was originally written for Brand Quarterly. It appeared in their November 28, 2017, issue. It has been slightly modified.
 
Customers are yearning for better experiences. But what are you doing to design a better experience?
 
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customer experience, cxjourney, customer journey mapping, Annette Franz (Gleneicki)
April 23, 2018

CX Journey™ Musings: A Trojan Mouse and Your #CX Strategy

Are you challenged in your efforts to implement organization-wide changes to improve your culture, the employee experience, and the customer experience?

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Annette Franz (Gleneicki), customer experience, cx journey, cx strategy, business strategy
April 23, 2018

Brand and Culture Are Misaligned at Most Companies

In my new book FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies, I explain that brand-culture fusion — the full integration and alignment of external brand identity and internal organizational culture — explains the success of the world’s greatest companies including the ones we’ve admired for years such as Southwest Airlines and Starbucks as well as the ones that have broken through more recently including Amazon and Airbnb.  But initial results from the
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Denise Lee Yohn, brand culture, employee brand engagement, brand assessment