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...

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...

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 ...

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...

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...

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...

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...

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 ...

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. ...

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...

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...

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...

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...

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...

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...

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),...

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...

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...

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?...

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....

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