Data. It is being made out to be sexy – really sexy. Many folks even think that collecting mountains of data and stuffing it into CRM and/or marketing automation systems is the access to delivering great customer experiences. They are mistaken.
Earlier this year I presented at C3 in Las Vegas. The topic of my presentation was Customer Experience for Executives. It was very well received, if I say so myself – since no one else was in the room… Kidding! I was asked to post a brief summary of the talk here.
Why do some companies make so much profit and command price premiums while some continually struggle to make minimum margin and gain market share despite spending good money on advertising, buying channel presence with some even having a better designed product?