Martin Ceisel
Drive Customer Loyalty Through Post-Purchase Experiences
Have you heard of the McKinsey Loyalty Loop? It illustrates how customers go through the process of buying things from the company's perspective. The process is one you're likely familiar with: it starts with consideration, followed by active evaluation of products and options, and...
The Tie Between Content and Customer Lifetime Value
What's the connection between content and customer lifetime value (CLV)? Some clues and possible answers were revealed in a recent case study from Search Engine Land. In the study, an e-commerce company pulled down all of its “informational” website content, only to find that organic...
Essential Customer Journey KPIs
In our rush to identify and improve customer journey KPIs, are we overlooking the most important thing? I'm talking about the customers themselves. I'm talking about using customer experience as the starting point, rather than the bottom line. Why? Because failing to empathize with...