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Bettering the Customer Experience . . .
Creating A Customer Curiosity Strategy
Curiouser and curiouser….it seems that these days it’s not just Alice getting curious in Wonderland. Today’s consumer is also curious – and by that I don’t mean they’re odd! Consumers have become naturally inquisitive and this has become a driving force behind how they behave. This represents a huge, albeit complex, opportunity for marketers to better understand, influence and engage with consumers. Is this new news? Not totally. In 1979 the Marketing Science Institute was talking about how generating curiosity about a product increased consumer motivation, boosted brand awareness and led to an increased desire to find out more. However, what makes customer curiosity newsworthy and interesting today is the fact that marketers now have the tools at hand to turn curiosity into customer commitment across the whole customer journey. So what’s different? . . . read more >>
Why Companies Are Vulnerable In The ‘Age Of The Customer’?
So much of what is happening under the Customer umbrella occurs to me as being wide of the mark. Why? Because of the unwillingness to honestly face what is so. Which begs the question what is so? “The reason so many companies are vulnerable is because the state of relationships between companies and customers is so poor. Products and services tend to be impersonal. Responsiveness tends to be uneven at best, or miserable at worst. It is reasonable to assert that frustration, annoyance, and anger have been building up among customers for decades. . . . read more >>
Why Big Testing Will Be Bigger Than Big Data
Big data is a big topic these days, one that has made its way up to the C-suite. The CMO may not yet fully understand what big data is, exactly. But the CMO knows he or she needs a plan for how to use it. In fact, three of IDC’s Top 10 predictions for CMOs in 2013 revolve around mastering this data explosion in marketing. In many ways, this attention on big data is a breakthrough moment for marketing. Sure, data has always been present in certain corners of the marketing department — especially with you astute search marketers and conversion optimization pros. But marketing management and culture have thrived more generally around gut instincts, creative concepts, and compelling communications. . . . read more >>
Customer-Centric Thinking: A Collaboration of Man and Machine
Of the five habits of customer-centric leaders, Bob Thompson supposes Think is his favorite. Perhaps he was influenced by IBM, where I was employed for over 15 years. IBM founder Thomas J. Watson, Sr. actually created THINK while a sales manager at NCR in 1911. Frustrated at the lack of good ideas at a meeting, he proclaimed: "The trouble with every one of us is that we don't think enough. Knowledge is the result of thought, and thought is the keynote of success in this business or any business." . . . read more >>