Christine Crandell

4 Questions Every Small Business Must Ask About Artificial Intelligence

From Siri to Alexa, customers are becoming accustomed to AI-powered solutions and soon they will expect the same for their local businesses. Sure, an AI rollout can be daunting, but by adopting a strategic approach and adding smart software, small businesses will not only...

Want to Improve Customer Experience? Ask Your Customers for Help

Customer co-creation is a powerful technique through which customers and vendors can jointly work together to create value. I define this as “the purposeful action of partnering with strategic customers and employees to ideate, problem solve, improve performance and/or create a new product, service or...

Customer Strategy Using the Principles of War

Companies operate in an intensely competitive global market characterized by glorious victories and devastating defeats. Imperialistic and samurai acquirers, predatory pricing, customer-determined revenue growth and product success, and enigmatic deployment of resources, coupled with the increasing ...

How Leaders Should Ground Business Strategy in Customer Success

Why is customer centricity such a challenge? Theories abound ranging from customer ownership delegated to someone other than the CEO; a culture that does not appreciate the link between employee engagement and customer success;...

How Ethical CEOs Lead Unethical Companies

We all know or heard of someone who did something they shouldn’t have. A long time ago I worked with someone who was responsible for setting up international sales events. She would book the venue on her credit card, get reimbursed and...

To Prove Marketing’s Value, a CMO Must Learn to Speak Like a CFO

As Rod sat outside the conference room waiting to be called in to present Marketing’s quarterly results to the board of directors of his Fortune 50 public company he reflected on how marketing is changing. What a long strange trip it’s been...

Latest Customer-Centricity Battleground Is The Website

Websites are big investments for any organization.  Often perceived as the ‘face’ of an organization, the goals of corporate websites range from educating, selling to engaging customers or simply chest thumping on how totally awesome the company thinks it is. Just about everyone feels they...

What B2B CMOs Will Face Tomorrow — 5 Emerging Trends

In June 2015, Marketo commissioned a study to identify the emerging trends CMOs felt will significantly impacted their future. B2B and B2B2C Chief Marketing Officers (CMOs) were qualitatively interviewed from companies ranging in size from the Fortune...

Adobe Study Finds Email Is An Addiction

We all complain about it, threaten to shut it down and not look at it for it consumes countless hours with questionable productivity benefits.  I’m talking about our electronic tether to and the most convenient form of social escapism from the real, physical world...

My Data Is Sexier Than Your App

I hear a rumble and it’s not the earthquake that hit the San Francisco Bay Area last week.  It’s a market shifting; one of those “who moved the cheese” kind of rumbles. Marketers are challenged in achieving full customer lifecycle visibility and understanding how data...

From Customer Interactions to Emotional Engagement: 5 Trends Shaping Marketing

Our world is nothing like our “father’s Oldsmobile.” Change is a constant yet those four words do not adequately capture what is going on. We are in the midst of a world shift that will forever change...

2015 State Of The Customer Success Profession

The “age of the customer” has had a dramatic effect on organizations.  New positions abound that didn’t exist five or 10 years ago.  One of those positions is the customer success manager. The concept is to have a team of employees focused on exactly what...

Lessons Serial CEOs Wish They Knew When They Started

Dr. James Canton, a futurist, stresses that companies must continually change to survive. “Uber-connectivity, high velocity, real time transactions, IoT and data overwhelm the average company struggling with fragmented technology, data and asynchronous transactions,” Canton recently shared with me. Most leaders, of any generation, are...

Is Lead Nurturing Over-Rated?

Lead nurturing is on every CEO and marketer’s ‘must do’ list. And for good reason as the objective of lead nurturing is pretty clear: Identify high potential, qualified leads that are not ready to purchase and build...

Customer Interactions is about Human-to-Human Relationships

‘Customer interaction’, like customer experience’ has become a buzzword. As a reference point, what does ‘customer interaction’ actually mean to B2B customers? Based on my experience helping companies with their customer-alignment initiatives and having conducted hundreds of ...

How Much Does it Really Cost to Keep Your Customers?

We’ve all heard the statistics: It cost 5 times as much to acquire a customer than to keep one (Forrester), reduce churn by 5 percent and increase profits up to 125 percent (Leading on the Edge of...

10 Ways to Stop “Churn Baby Churn” with B2B Customers

Customer loyalty is critical for any business. Loyal B2B customers are made; they don’t just happen. Yet, between vendors and customers there is a disconnect around what drives loyalty. To many vendors it comes from using the...

Why Sales Just Can’t “Show Me The Money”

The engine of every company is customer acquisition. Customers translate into revenue which fuels job creation, investment and shareholder value. Without customers there is no business. They are the fly wheel of economies and societies. While everyone in an organization has a role in customer...

What Causes B2B Customers to Churn? Three Things, and “Price” Isn’t One of Them

Why do enterprises abandon a vendor’s product after investing so much time and resources in selecting and validating the solution? Even after training employees and integrating the product into the broader environment, enterprises will abandon it. This...

How B2B Companies Approach Customer Alignment

Despite the multitude of articles, books and webinars on how to deliver the experience customers will value, people are confused. The confusion is not about whether customer-alignment is a good idea but rather where to start, the...

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