Marketing & Strategy Innovation blog

DCX/CRM: Avoiding Failure (2)

In the first part of this series, I pointed out that IT centered programmes that involve the term “transformation” tend to be complex and tend towards failure – failure to deliver the desired outcomes to time, to budget, to end-user expectations.  And, I dealt with that which I consider as one of the most important sources of failure – inserting business analysts between those who will be using the technology and those configuring/building that technology.

Continue Reading

DCX/CRM: Avoiding Failure (1)

Information technology centered programmes are prone to failure. This particularly true for the large/complex programmes – in the business world these kinds of programmes have the word “transformation” in them like business transformation, enterprise transformation, or digital customer experience transformation.

There are many factors that contribute to failure. Today, I wish to focus on the business requirements that represent the demand that the technology must deliver.

Continue Reading

Putting the Customer into Customer Experience

Let's put the "customer" into customer experience.

What does that mean?

If you’re a customer of any business on this planet, no surprise here, you know this: most companies are not really focusing on the customer and the customer experience. They might be giving it lip service, but that’s not the same as actually doing the work, understanding the customer, and designing a great customer experience as a result.

What is customer understanding? And how can you achieve it?

Continue Reading

Brands to Watch in 2019

According to the Chinese zodiac, 2019 is the year of the pig — which usually means a spirit of relaxation and enjoyment.  It’s unlikely, though, that all brands will enjoy a happy, prosperous 2019.  Many will undergo significant changes – others will face challenges from category disruption and stiff competition.  And all will have to figure out how to navigate an economy that will likely end up slowing down in the back half of the year.  Here’s the list of brands I’ll be keeping my eye on, in my annual tradition of one brand for each letter of the alphabet — my list of

Continue Reading

Gen Z and Millennial marketers love diversity - just one exception - oldies

The image company Shutterscock has published some data showing how open minded and inclusive Gen Z and Millennial marketers are when it come to using imagery and advertising messages that embrace same-sex couples, transgender models, people with disabilities and gender-fluid models.

Big round of applause!!!!

Continue Reading

Why Do I Need Data in My Journey Maps?

Are you adding data to your journey maps?

Back in 2015, I wrote a post titled Hey! You Got Your Metrics in My Journey Map!In it, I advocated for mappers to add data to their journey maps. I wrote that... 
 

Continue Reading

These 27 Organizational Values Are the Key to a Healthy, Effective Culture and Powerful, Valuable Brand

In a previous post, I introduced the nine brand types that all brands fall into.  I explained that in my years of experience working on a broad range of brands, I found that, although no two brands share the exact same brand identity, there are really only nine general brand types. This post is about the relationship between these brand types and the organizational values that support them.

Continue Reading

Employee Experience Comes First

There should be no doubt: companies must recognize that employees come first.

I had a great time talking about this and many other topics when I joined Mary Drumond and James Conrad with Worthix for their Voices of Customer Experience podcast.

Continue Reading