Gregory Yankelovich

Not all social media channels are created equal

The value of a company, brand or product’s reputation in the socially connected marketplace has started to eclipse the value of their paid advertisement and marketing efforts. If you need proof that the previous statement is true, please explore the bibliography list at the...

Is it Wise to Ignore Correlations Between Customer Experience and Creation of Wealth?

Many academic studies were published over the last two decades that examined the correlations between improvements in customer satisfaction/advocacy/experience and increase in sales, profits, market share or share value. Below are some examples   Advocacy Drives Growth Across Industries   Customer Satisfaction Heterogeneity and Shareholder…

Why Your Investment in Analytics is Likely to be a Complete Waste of Money

Presumably, analysis of data holds the promise of increase in growth and profitability of any business. This presumption leads to wide adoption of any technology that has “big data” or “analytics” in its name, as well as massive venture capital investment in the sector. The...

3 Critical Shortfalls of Surveying Customers

I am not a big fan of using survey methodology for research into customer experience. I think it is a great tool for hypothesis validation, which is a part of customer experience research, but it is a very poor tool for learning about customers’...

Two major threats to superior customer experience

It is very hard to provide direct, causal, linear connections between investment into customer experience management and growth of revenue, reduction in operating cost or improvement of profit margins. To be fair, there is plenty of evidence that uses correlations to illustrate the impact...

Top 5 Warnings to Customer Experience Marketers

Stop designing products. Customers do not want to experience products and they care very little about product’s features and functions. Customers do not buy products, they hire products to do a “job”. Ultimately, you need to learn what is the “job” your customers would...

You have to be good at something

A few weeks ago my partner suggested that we should start using a CRM system to help us synchronize our efforts. Since I had nearly two decades of experience implementing various CRM systems for large and small businesses, he wanted me to select the...

Do you have enough information to make a sound decision?

In business and personal life we all face the challenge of making large and small decisions every day. Depending on financial and/or emotional impact of our action, we often start to look for information that would help reduce uncertainties associated with a decision we are...

Bad News For Customer Centricity As Amazon Misses Earnings

The earnings season circus is in town! Who doesn’t enjoy the thrill and drama of corporate giants’ shares rising and falling on commentaries of financial analysts?  This season’s main attraction is the downfall of mighty Amazon who yet again disappointed expectations of  financial wizards....

Vanity Metrics – How Is This Still A Thing?

I’d like to borrow this line from John Oliver, host of the popular HBO show “Last Week Tonight”, to address the endless and pointless argument about the ultimate customer experience metric. For a very funny video showing an example of how he uses this...

How to get (and keep) a customer-centric reputation

I admit to spending more time reading books, blogs and articles about customer experience, as well as analyzing customer feedback, than most people on the planet. As a result, my personal experiences  often fall short of my expectations dealing with companies unfortunate enough to...

Omni-Channel, Big Data and “Dreadful” Departamental Silos

This article was originally published on InsideCXM.com. The basic idea behind omni-channel strategy is the reduction or elimination of customer experience fragmentation. Below are some examples of fragmentation from the most simple and obvious, to the more complex and inconspicuous:   A company’s mobile site…

The road to hellish Customer Experience is paved with careless implementations of technology

I am blessed with very good health and have no medical conditions to the best of my knowledge, but my wife insisted that it is time for a complete medical exam. She even supplied me with a link to setup my appointment online. Within...

Human Resources-The Forgotten Frontier of CX

Most Customer Experience Management practitioners understand that the CX is a holistic discipline, but tend to focus disproportionally on a customer service delivery. It is understandable as CS is so often the last line of defense – working hard to salvage relationship with the...

Why Privacy Is A Part of Customer Experience

Not a month goes by without a revelation of a mass data breach at a major commercial or government institution. Since the Target fiasco the well being of customers who shop at Michaels Stores, Sally Beauty Supply, Neiman Marcus, AOL, eBay and P.F. Chung...

Go-To-Market Strategies in the Age of the Social Customer

Market segmentation by demographics, geography, etc. is a common exercise that helps marketers to form their go-to-market strategies. Most of these segmentation efforts are based on hypothesis or inferences of which segment of the consumer population would be the best target market. These methods...

How Employee Satisfaction Correlates to Customer Experience

Many customer experience practitioners stress the importance of employee participation in companies’ customer-centricity efforts. Intuitively, it is hard to disagree with the anecdotes they tell and conclusions they draw from these stories. There are numerous studies that attempt to connect employee engagement with various...

Hell hath no fury like a customer scorned

Whatever your definition of “brand” is, from your customers’ perspective a brand is whatever they experience with a product that is sold under the brand’s name. The only reason any company ever invested into graphics, messaging, advertising and your salary is to create a...

More Signs of Decline in Brand Relevancy

Last week I was shopping for a new Bluetooth headset for my phone after my trusted Motorola  betrayed me in the middle of an important call with a client. It did not quite dropped dead, it just “ceased to be”, in the words of...

The “Agile” Approach to Consumer Product Marketing

The term Agile is most familiar to people involved with software development, but the basic concepts can be applied to consumer products successfully as well. At least two of its core principals – use of iterations and collaborative involvement of product users (i.e. customers)...

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