Gregory Yankelovich

In Defense of Anecdotal Evidence

During the last two decades traditional retail business has experienced a disruption similar to an earthquake delivered by the proliferation of ecommerce. That earthquake caused tsunami-like floods of online customer reviews describing personal experiences with specific products. Those retailers, who embraced this wave of...

The Gospel of Customer Centricity

The price of a product, the brand value and the other pillars of marketing are no longer the most important factors in a consumer’s selection process. At a certain level of affluence the “absolute value” of experience, a company is likely to deliver, becomes...

Why are Consumers Jaded by Marketing Messages?

We live in the age of abundance. From tropical fruit during winter to a choice of tools for any conceivable job, most of us have more “stuff” than we really need. One thing most of us are short of – is an attention span....

3 Steps for Improving the Value of Voice of Customers

Every company collects customer feedback in one form or another. It is the ability to HEAR what their customers SAY that separates successful companies from “also run”s. Below are 3 steps that can help your company to improve its hearing: Stop manipulating it   The…

3 Questions for the Author of “Hooked on Customers”

Last week I had the opportunity to ask Bob Thompson, the author of the book “Hooked on Customers”, a few questions. Bob  is an international authority on customer-centric business management who has researched and shaped leading industry trends since 1998. He is founder and CEO of CustomerThink...

Social Media Research of Customer Experience is a Smart Marketing investment

Listening to customers through social media channels, is a well established practice for support of  Customer Service and PR business processes. Marketing organizations are less known for their successful attempts to use social media to engage customers. Many of these attempts were widely publicized...

Message to CX profession – Transparency begets trust

I get requests to complete surveys quite often. They come from my bank, after in branch transactions, websites I visited, customer service of my credit cards and cable providers. They all want to know how I would score whatever is important to them, and...

Short update on the experience of smartphone customers

Some long time readers of our blog will remember extensive posts dedicated to market intelligence of customer experience with smartphones. Smartphone customers are one the most active social communities. That means they often share their rich and plentiful factual experiences with phones they buy,...

Beyond Buzzwords – 4 Keys to Effective Action

A few weeks ago I attempted to provide a clear distinction between customer experience and customer support in this blog post. Since then, the post was re-published on a number of customer experience and service websites, was shared by many readers and drew some...

Customer Engagement is a Double Edge “Sword”

Every week I get at least two invitations for webinars exploring various customer engagement technologies.  Apparently brands are really interested to engage consumers. At least technology vendors think so, and provide them with powerful tools to do just that. The problem is – nobody...

How to Assess Return on Investment in Customer Service

Any investment in Customer Service a company considers, has to be examined for its potential negative impact on overall customer experience. The personal negative experience, I recently had with my investment company’s customer “dis”-service organization, caused me to reach out to the CEO in desperation....

Why Brands Often Fail at the Zero Moment of Truth

Google introduced this term to describe the impact of online information, i.e. social media reputation, on the intent of a potential customer to engage with a brand. According to the research that influence, and consumer dependence on it,  are growing very fast from year...

Can’t Buy Me Love or Superior Customer Experience

Superior Customer Experience cannot be delivered without the well orchestrated cooperation of all departments of a company. Yet, this cooperation is very difficult to achieve. The primary reason for the existence of organizational silos is operational efficiency that allows companies to scale their growth....

Market Segmentation and the Myth of Demographics

Do you really believe that all 24-36 year old men buy your product for the same reason? If you do, I have a slightly used bridge at a very attractive price for you. Demographic segmentation strategy is based on the assumption that a specific group...

Customer Experience and Balance of Power

During the last few years we witnessed tremendous political impact of social media on politics, both in  government and corporate realms. The examples abound from the social media fuelled Arab Spring demonstrations and political campaign funds collections, to the well publicized resignations of corporate...

What a CMO could learn from Ed Snowden

It is hard to find anyone who is not familiar with revelations about mass collections of private data conducted by NSA and other international security agencies. Regardless of what one feels about the methods Edward Snowden used to make these revelations public, there are ...

Loyalty vs Reputation-Which sells your product better?

Loyalty is based on prior experiences a customer had with a specific brand, while reputation is based on the aggregated experiences of others with a specific product. Both influence purchasing selections consumers make, but each can make a different impact on that decision. The...

CRM, Omnichannel and the Quest for Customer Intimacy

Once upon a time, before consumer markets became dominated by large corporations and big box stores, customer centricity was a relatively common practice. Small manufacturers and shop keepers could not do it any other way to attract and retain the relatively small number of...

Death by Confirmation Bias

There is no more expensive mistake than the rejection of new findings without the critical examination of methods and data used. Continually spending money for research that confirms what you already know is a pointless exercise. Confirmation bias (also called confirmatory bias or myside bias) is a tendency for...

Farce of Data-Driven Marketing

“Eat your own dog food” is a term often used in technology startup circles. It refers to a practice of using the technology your company develops to support your own company business processes. Indeed, if your tool can benefit your customers so well, how...

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