Ernan Roman: Innovation in Personalization and CX

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...

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...

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...

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...

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...

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...

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...

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...

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’....

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…

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,…

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. ...

“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...

"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...

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...

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...

“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...

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 ...

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...

“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...