Ernan Roman: Innovation in Personalization and CX
Don’t Let Lack of Customer Trust or Feeling Valued Undermine Marketing Engagement
Let’s discuss two factors that will derail your marketing: lack of trust and lack of feeling valued. If consumers do not have a perception of trust regarding your company, they’ll have no interest in anything you have to say to them. Similarly, if you do...
Two Tips to Stop Placing the Burden for Good CX on Your Customers
A colleague recently ran into a very frustrating customer experience. This situation raises the question— why are so many companies placing the burden for good CX on the customer? After several unsuccessful attempts to pair a new smart home device with a product’s app, my...
3 Tips for Re-Engaging Lost and At-Risk Customers
Findings from recent Voice of Customer (VoC) research we conducted for Fortune and Growth brands indicate a disturbing trend: increasing customer churn. Given the high cost of acquiring customers, improved retention strategies are essential. A common theme across our research findings is the speed and...
Are You Really Engaging Customers? 3 Tips to Get It Right
Too many marketers assume that their strategies and offers are engaging their customers. This assumption is often wrong. Unless you are engaged in two-way dialogue and providing value-added communications…you have NO idea what customers think about your business and your marketing tactics. We just completed...
3 Tips to Ensure Customer Service Matches Your Promised Customer Experience
Marketers are constantly introducing newer and more sophisticated Customer Experiences (CX). But, how do you ensure that all of your customer touchpoints will align with the promise of these new CX improvements? Based on our VoC research, we have learned that the brands most successful...
Demonstrating Authentic Caring: How Two Brands Missed the Boat and Nestle Got It Right
To be successful, brands need to listen to the voice of their customers and then act on those learnings! Our VoC research has shown that consumers want authenticity and genuine connections with brands. They don’t want to be sold. They want sincere relationships. But...
“Better Customer Journey Analytics are Critical” says Red Cross Loyalty Lead
Andrew George is the Lead for Loyalty and Retention at the Canadian Red Cross. He spent the last 3 years focused on customer experience initiatives and analysis and customer journey discovery. Andrew is a former Loyalty360 Gold Award winner in the category of Brand...
How Stitch Fix Shows They Truly Care About Their Customers
Chevron CEO and Chairman John S. Watson recently noted, upon his retirement, “The sooner you learn about reading people, listening to others and building relationships, the sooner you will be more effective.” And though Watson was referring to business relationships, this comment should be taken...
Is Your Brand Trusted? Why Authenticity is Critical to Customer Loyalty
Consumers are jaded. They want to do business with companies they feel are transparent, address their concerns, and are trustworthy. Rimma Perelmuter, CEO of Mobile Ecosystem Forum which puts out an annual Global Consumer Trust study commented, “ paradigm shift with the emergence of the ‘Savvy Consumer’....
Amazon & Kohl’s; Walmart & Google — Blurring the Lines Between Online and In-Store...
You know the saying, “two heads are better than one”? For many companies, this phrase is playing out in new marketing partnerships which allow for better consumer experiences than either company could provide on their own. Amazon and Kohl's Bridging Clicks with Bricks Recently Kohl's…
How Innovators are Breaking Silos and Creating Cross-Functional Alignment
Summary: When silos rule, internal communications break down and it’s difficult to present a united vision, brand and compelling message to consumers. However, some innovators are redefining cross-functional integration and alignment. How GE is Redefining “Communications” GE Vice President and Chief Communications Officer Deirdre Latour,…
Learn from Innovators Transforming Companies to Align with Customers
Summary: For years brands told consumers "YOU play by OUR rules." Now, innovative companies are transforming themselves and developing new products/services built specifically to deliver on the changing needs of customers. ...
Why Technology Upgrades Aren’t Solving Your CX Problems
“Just a few years ago, we had more than 100 social media listening ...tools. We’ve consolidated those ... and are now delivering a consistent experience... In addition, we have built out customer journey mapping...
All These Mergers… Consumers Are Asking: Will Their Brand Connection Still Be There?
"By combining companies, we believe will be able to…enhance the customer experience, increase customer value and put ourselves in an even stronger position to help shape and lead the next generation of shopping," So...
Gillette Shows How to Get It Right When Going Direct to Consumer (DTC)
When asked why a brand such as Nike would go DTC, here’s what Brian Yarbrough, a research analyst at Edward Jones had to say, “DTC allows them to control their own destiny, showcase product...
Does Your Hi-Tech Translate to High-Value CX? Use AI to Build Relationships
According to Wharton marketing professor Jonah Berger, “Many industries are in the early stages of integrating technologies into the customer experience, and sometimes things don’t go well. The challenge is how...
Does Your Brand Experience Align with Customers’ Voices? Elizabeth Arden Shows How
“Our leaders quickly realized that before we could use digital to transform our customers and the world, we needed to transform ourselves.” This according to General Electric Co. CMO, Linda Boff, “Over the last...
How You Should Engage at These 7 Points in the Customer Lifecycle
Here’s how Fran Horowitz-Bonadies, chief executive officer, Abercrombie brand/Hollister & Co. describes consumer communication in 2017: “For the past year, we spoke to one-and-a-half million consumers on what they are looking for in their shopping experience... There’s been almost a 180-degree turn on ...
Webrooming vs. Showrooming: Are You Engaging Both Types of Shoppers?
According to Forrester, “webrooming consumers will bring in $1.8 Trillion in sales in 2017.” Marketers need to understand this new type of shopper. If you are not adjusting your strategies to...
Stop (ONLY) Marketing To Millennials
“There’s both ageism in our culture and ageism in our profession of marketing. But some of it’s not even malicious ageism. Some of it is just, ‘I want my brand to feel young and modern and youthful, and the only way to do that...