Vince Jeffs
CDPs Then & Now – The Customer ID (Identification & Data) Problem
In November 2019 perhaps you caught this article: “To CDP or NOT – 3 tips – then you decide.” The main takeaway - the CDP space is a quasi-market with a mixed bag of firms coming from different lineages and different...
Pay-for-Use: The Value of Modernizing CRM Pricing
Consumption-based pricing models for software, pay-for-use, are growing in popularity. And it’s not just limited to pricing software services. From insurance companies to content services, pay for what you need, when you need it, is becoming the rule.
Dynamic Personalization – 4 critical capabilities for real-time CX
Dynamic Personalization | dī-‘na-mik pәrs-nә-lә-‘zā-shәn: Marked by continuous and productive activity; to mark as the property of a particular person Customizing digital content and marketing messages based on recent behavior Watching for recent customer signals, intent, and preferences followed by...
Customer Analytics, Privacy, & Consent: 5 tips to turn bafflegab to genuine CX
It’s common knowledge that deep customer analytics can unlock key insights into consumer behavior and improve marketing and selling efforts. Yet worshiping at the altar of know thy customer while turning a blind eye to its ramifications...
How Next-Best-Action CX helps – before, during, & after a crisis
Using a next-best-action approach, driven by AI, has proven to help companies elevate CX by delivering relevant and timely in-the-moment individualized recommendations during everyday buying and service journeys. But in just weeks, Covid19 transmogrified our world, rattling lives, markets, and businesses. ...
4 CX lessons – Use data & science to make better decisions
In times like these, the value of data and science in making good decisions becomes crystal clear. When we have the right data and use our science-based methods effectively, we (as humans) are amazing at worming our way out of difficult predicaments.
Shush – Listen for customer signals with event-based marketing & service
Introduction The concept of event-based marketing is simple and not particularly new. Every day, real people exhibit specific behaviors and experience important moments - the result of choices, the onslaught of time, and changes in the environment. Yet many marketers aren’t listening...
5 Hot AI in CX trends to watch in the roaring ‘20s
Two years ago, I prognosticated about what might happen with AI in CX in 2018. With the confidence of a seasoned pundit never held to account for his transgressions, I managed to get some readers lathered up about the future-state of AI tech affecting customer…
To CDP or NOT – 3 tips – then you decide
A Customer Data Platform – or a CDP – is a software category first defined in 2013 by Raab Associates (headed by longtime marketing technology analyst, David Rabb). Shortly thereafter, Rabb Associates created the CDP Institute as a CDP promotional and education vehicle (and today…
4 Golden Rules for Knowing and Honoring Thy Customer
If I read another blog post saying that what customers want is brands to use their data gathering and customer analytics powers to intimately know their every need, want, and desire, I’m going to leap out of my home office window. The good news (assuming…
Dear CMO: Sorry, but we need a CVO (Customer Value Officer)
Old-style CMOs, ill-equipped to navigate marketing in the digital age, face mounting pressure to prove their worth. Which raises three problems for them: Which products and services will add the most customer value?What content and...
A 6 pack of tips when replacing creaky MRM software
Introduction MRM software (Marketing Resource Management) is a marketing operation and process efficiency category that appeared about 20 years ago and shot up the software hype curve only to fall fast and deep into a pit of misery for...
The Final 4: MarTech Platforms and Ecosystems
Introduction First, a word of caution: This article contains content on Martech Platforms that is semi-technical, so if you oversee marketing technology selections, but don’t care about saving time and money, by all means, bail out now. On...
Will AI in digital marketing lead to marketer obsolescence?
I just returned from attending several spring digital marketing conferences - Adobe Summit and Martech West. In both the art of the possible was on full display and got me thinking about whether fully-automated AI-driven digital marketing could ever...
One-to-One Marketing: 20 years later, are we there yet?
It was February 1999, and the title of the article in the Harvard Business Review was, “Is Your Company Ready for One-to-One Marketing?” In it, Don Peppers, Martha Rogers, and Bob Dorf asked a series of questions...
Marketing’s Strangelove: How I Learned to Stop Worrying & Love Service
Marketing as a Service Creepy marketing, slick-willy sales, junk mailers, spammers, madmen advertisers – all labels emanating from consumers’ unpleasant sales and marketing experiences. Like any stereotype, they’re deep-rooted, steeped in many unscrupulous...
5 predictions for CRM’s AI applications in 2019
Yes, 2019 is only a few days old. But it won’t take long for five trends in AI applications to make headlines in CRM circles. Look for these developments as the year progresses:
Customer analytics for CX: Protect, innovate, serve – OR PERISH
Customer analytics – we’ve wired em like lab rats – now what? If you’re starting a CX career, trust me, you’re lucky. You have mountains of data, fast machines, channels galore, advanced algorithms, and amazing customer analytics to work with. But this wasn’t always the...
CRM strategy turns 25 – but has it helped CX?
Cast as a customer-centric revolution enabler, CRM strategy was supposed to fuse marketing, sales, and service, across data, channels, process, and analytics. In retrospect that hasn’t happened.
The Hyper-Personalization Paradox: being relevant without crossing the CREEPY LINE
Brands are using AI to drive hyper-personalization, but can it also help them avoid being hyper creepy? Source: https://www.adclarity.com/2015/04/digital-marketing-2015-hyper-personalization-display-ads/ Apparently, I have 8 seconds to grab your attention, so here goes. What if I personalized every aspect of this blog for you? That is, I…