Marketing Strategy

Why Are You Performing A Gap Analysis? Everything Is Great!

The first thing I do when I step onto a new project is get a sense of what the real story is. And, as is the case most of the time, the real story is lurking somewhere 15 feet below where you thought you were walking. This real story is where things are a bit murkier.

For many consumer goods, that often means focusing on the product itself, along with a heavy dose of branding to continually affirm the “feel good” warm fuzzies. When it comes to a B2B customer/vendor relationship, things get a little more complicated. (more…)

Implement New Experience Technologies, But Don’t Leave Your Actual Customers Behind

Tom (my fiance) and I went to grab an iced coffee at Starbucks yesterday afternoon to beat the heat. I was taken aback by how many laptops were open. Starbucks has inherently changed forever – no more chatter of the European coffee houses as it was originally intended. Now, it has become a quiet haven of caffeine consumption and work/study.

As we were walking out, I said something to the effect of, “Man, I really wish Starbucks had free wifi when I was in college. I would have been here all the time.” (more…)

Customer Experience Truth #1 – No One Is Delivering A Perfect Customer Experience 100% Of The Time

What’s that famous quote? Ah, yes.

“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time”.
John Lydgate, later adapted by President Lincoln

Lydgate, and then President Lincoln, knew back then that no single entity – decision, company, product – could satisfy everyone completely forever. When it comes to Customer Experience Truth #1,  there are a number of logical, and a few illogical, reasons why. Here are a few: (more…)

15 Truths About Customer Experience

Customer Experience,
even with all of the corporate and media attention its gotten the past decade,
is still sort of a mystery.

Many companies either bucket the discipline into some form of Customer Service or Marketing, thus limiting the group’s ability to reach across the organization. Other companies allow Customer Experience to live in siloes as part of functional teams and rely on the assumption that cross-functional alignment will happen as a result of projects requiring interaction. Others yet completely outsource this very critical piece of corporate strategy to agencies.

The reality is that a Customer Experience Management Program can thrive in a variety of implementations, so long as it meets a few core criteria: (more…)

Do You Know How Much You’re Really Losing When You Lose A Customer?

Do you know? If not, then you can’t really have any idea what you’re losing, or gaining for that matter, with your actions.

Start With The Theoretical Rooted In Reality

Let’s break this down by necessary components of information by running through a mock case study so you can go back and calculate the same for your business. (more…)

Traditional CRM vs Social CRM as represented in film

Have you heard about The Joneses?

It was a film that came out in 2009 starring David Duchovny (Steve Jones) and Demi Moore (Kate Jones). The basic premise this:

Steve, Kate, and their 2 kids are all employees of an “undercover” marketing company. They move into neighborhoods that demographically and socio-economically meet the characteristics of buyers for a suite of products. Companies pay big bucks for 4-person teams like this to surreptitiously infiltrate these communities, build trust and relationships, and sell the “lifestyle” as opposed to the “product”. (more…)