Ernan Roman: Innovation in Personalization and CX

Think Experiences — Not Channels — to Connect with Customers

"You can’t have your channels competing against one another ... The goal is to get your organization as a whole to work toward overall revenue optimization, regardless of channel," says John Romney, global practice lead of Omnichannel at NTT DATA. ...

Don’t Let Irrelevant Messaging Cause Your Customers to Leave. Learn What ULTA Is Doing.

“…It’s worrying how many consumers feel misunderstood and that brands aren’t listening to them." These are the thoughts of Jeremy King, CEO of Attest, regarding his company’s consumer study, which revealed that over a third of UK consumers feel ‘misunderstood’ by brands. This...

How Dove Engages Customers with Sincere and Authentic Cause Marketing

According to Adam Kleinberg, CEO of Traction, consumers are increasingly skeptical about insincere cause marketing efforts which just push products. Almost half (41 percent) of the agency’s survey respondents said that insincere cause marketing...

Are You Delivering Cross-Channel Personalization? Learn What Under Armour and Saks Are Doing Right

There is a chasm between what customers are expecting in terms of personalization and what marketers are providing. According to findings from research conducted by TimeTrade; "93 percent of retail decision makers claim that personalization is a strategic...

“Sorry, We’ll Fix It” Seem To Be The Hardest Words

In speaking about the Volkswagen emissions scandal, Johns Hopkins Professor Sylvia Long-Tolbert noted, “I don't think people will be able to understand... a company that has misled consumers and been dishonest... people aren't going to feel very confident...

How to Harness the Power of Live Social Video: Insights from Periscope’s CEO

“...That we can have this conversation live, I think that’s powerful and important – but the audience also has a voice as well, which signifies the first time that...

Lessons You Should Learn from the Keurig Kold Failure

Not only was the price point too high, but, ...it was an attempt to create a market for at-home single-serve soda consumption at a time when retail, packaged soda consumption is in serious decline. ...

Basic Mobile Won’t Win. Here’s What Innovators are Doing Right

Target CEO, Brian Cornell commented during their annual investment community meeting,” Every time we don’t deliver, we’re leaving sales on the table. By getting the fundamentals right in … technology, we ... unlock tremendous...

Post-purchase Engagement is Essential… and Overlooked

Imagine my wife’s surprise when she received this email after a purchase: Thank you for your recent Apple purchase. We can help you get the most out of your new device right in the comfort of your...

Beware Expansion Strategies that Undermine Your Brand

"We are in a time where we have to transform how we connect with and engage consumers," Seth Kaufman chief marketing officer for PepsiCo beverages in North America, recently said. "If brands don't do that today, they will...

What GoPro Can Teach You About Creating an Engaged Community

Bringing a human dimension to your brand requires a tremendous amount of trust in your product and your customers. Do this well and you will build an incredibly loyal community. In The Power Of...

3 Ways to Get Consumers to Emotionally Engage with Your Brand

Meaningful engagement is key to determining whether shoppers will buy from you once or come back for more. According to Forrester Predictions 2016, "2016 will prove to be the most consequential year for companies adapting to digitally savvy,...

Smash Every Silo to Build Great CX

Too often customers feel a great urge to introduce a company’s right hand to its left. Interdepartmental and inter-system disconnects are the prime points cited for CX breakage and are the key issues CMOs need to fix...

The Customer is Wrong and Cannot Be Trusted

Haven't we all had those beyond awful customer service experiences? I recently had one of “those” experiences and was stunned that every interaction and communication with this major brand assumed that the customer was wrong and could...

Customer-driven Innovations Deliver 8 Times the Revenue as Employee Ideas

Once upon a time, brands made products and consumers bought them. But not anymore. Today, it’s all about what people want to buy -- not what companies want to sell. Consumers have very smart and specific ideas...

Tips for Innovating with Integrated Messaging and Experiences to Engage Customers

Michaels and Sally's are taking omnichannel to new levels through interconnected campaigns that blend and blur the lines between media boundaries to achieve a united 360-degree presentation of messages and experiences to consumers. ...

How Disney Influences Small Customer Segments for Major Impact

The art and science of engaging customers segments via influencer marketing or blogger outreach has emerged as a necessity for marketers. The success of this strategy depends on focusing on specific customer segments rather than broad blasts. ...

Marketers: Use These 2 Strategies to Engage with Consumers, Win BIG

Your marketing messages go through a virtually instantaneous evaluation by consumers. They either identify with your communication and say, “Yes, that’s me!” or, disconnect, feeling that you have no idea who they are or what they want....

3 Companies Redefining Personalization and What This Means for You

Findings from VoC Research our firm has conducted among BtoC and BtoB marketers such as MassMutual, Gilt, IBM and QVC indicate that buyers now expect unprecedented levels of personalization. Key to these findings is that personalization has been...

How to Use VoC Insights from Employees & Customers to Improve Experiences

We are often asked what sources of VoC insights should be used to improve the company’s customer experience. And often, these insights are right in front of you--from your own customers and employees. Gain Insights From Your Customers Your...

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