A Decision Making Continuum?

Today I read an article in the January – February issue of Harvard Business Review titled, “What Marketers Misunderstand About Online Reviews” by Itamar Simonson and Emanuel Rosen.  This was one of...

Customer Experience Promoting Collaboration

Customer Experience (CX) leaders find themselves uniquely positioned to foster collaboration between functions and with customers. As one example, CX often builds an advocacy network of leaders from...

The biggest benefit of Journey Mapping

What do you think is the biggest benefit of journey mapping? This is fresh on my mind since I recently participated in a journey mapping workshop. The workshops are the heart of journey mapping. This...

Online Advertising: Specific or Generic?

I recently enjoyed an article titled, “When Does Retargeting Work?  Information Specificity in Online Advertising” in the Journal of Marketing Research, October 2013, authored by Anja Lambrecht and...

Is the Customer Always King?

I recently enjoyed an article titled “As They Sow, So Shall They Reap:  Customers’ Influence on Customer Satisfaction at the Customer Interface” authored by Ruth M. Stock and Marei Bednarek in the...

Using the results from Journey Mapping

Once you have completed a journey map, there are several keys ways you can continue to the use the information you obtained. Design a customer listening system Use in communication, both internally...

Three ways to grow your company through increased market share

Why do customers buy from you? More specifically, why do your best customers buy from you? Answering those questions can be the first step to having a voice-of-the-customer strategy that helps you...

Three phases to Predictive Analytics

A predictive analytics project generally has three cyclical phases: Assessment phase is used to explore the business question. Analysts ask questions such as, what are the key customer interactions...

Three P's for measuring the value of customers

Consider the "Three P's" as a framework for considering the overall strategic value of a customer: Payoff - A financial measure is absolutely an important element to include. Sales or revenue is...

Four ways to grow your company through innovation

Your voice-of-the-customer initiative can be one of the greatest sources for innovative new products and services. Here are four ways to grow through innovation. Integrate customer insights...

Three views of Journey Mapping

Journey mapping for a business-to-business company can be a complex process that includes more people, more layers, and more steps. Our B-to-B approach goes deeper into stages to include three key...

Benefits of account engagement

Account Engagement simply means using customer feedback at the account level for identifying account needs, having a follow up dialogue, and resolving issues. Here are several benefits to account...

Big data

Companies today are challenged with having an overabundance of information about their customers. Here are some tips to help you manage the problem of Big Data: Focus on something customers and the...

Six tips for customer due diligence the right way

Customer due diligence can be a powerful exercise that can add value not only during the negotiation and purchase of an organization, but also during the subsequent integrations (where most...

Triggers for reconsidering your key performance indicator

Here are four signs it is time to change your company’s key performance indicator (KPI): Company has achieved high/best in class results Desire to focus efforts on specific outcomes and customer...

Leveraging loyal customers

What strategies and tactics should be deployed to leverage loyal customer relationships? Here are four key initiatives that every company can incorporate into their customer strategies: Support...

World-class relevance and alignment

Customer initiatives become more relevant when people at all levels in the workplace understand its purpose and how it is aligned with their individual job responsibilities. To achieve relevance...

Time to start a Journey Map

If your company is challenged with being data rich and insight poor, one place to start is the journey map. Journey maps (or touch point mapping) is a step-wise collaborative process that engages both...

Acquisitions Can Result in Increased Innovation

I recently enjoyed an article titled “Building an Innovation Base:  Exploring the Role of Acquisition Behavior” by Saurabh Mishra and Rebecca J. Slotegraaf in the Journal of the Academy of Marketing...

"I'd rather do it myself!"

The 1960's housewife screamed, "Mother, I'd rather do it myself!" to her mother or in-law trying to help in her kitchen. I remember how this byline in a headache medicine commercial was repeated...