Customer Experience

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• What You Can Do About AttritionJames Chapman
  Whether your company has an ongoing customer relationship, such as a bank or magazine publisher does, or your sales effort is based on single-unit sales and repeat purchasers, attrition affects ...
  Customer Experience, Customer Retention, Writing
• How to Develop Client and Customer TrustPaul McCord
  Selling is not so much about the features of our products or services—or even the benefits the customer receives. Rather, it is about our relationship with the customer. People do ...
  Customer Engagement, Customer Experience, Customer Relationships, Sales
• Six Steps to Give a Boring Product Some BuzzJerry Bader
  There is no reason why every company can't deliver an exciting image to its audience; one that generates the kind of buzz and excitement usually associated with companies like Apple, ...
  Advertising, Brand Awareness, Customer Experience, Marketing Inspiration, Marketing Tips, Product Marketing, Public Speaking, Videos
• Ethical Search Engine Optimization Meets the Consistent Value PropositionBrian Ortiz
  We all know the basics of the consistent value proposition: When involved in providing a service or selling a product, every aspect of the customer experience must be consistent within ...
  Customer Experience, Google, Search Engines, SEO, Web Copy, Websites
• How to Deal With Crisis—and Defend the BrandDavid Lemley
  How companies deal with negative experiences is just as important as creating positive experiences. In light of the recent pet-food poisoning cases, several companies have taken the lead in reassuring pet ...
  Branding, Customer Experience, Customer Service, Email Campaigns, Writing
• Starbucks at the Crossroads: Disruption JunctionPaul Paetz
  Most marketers have heard by now of the kerfuffle about an internal memo, leaked through a popular Starbucks fan blogsite, penned by Starbucks Chairman Howard Schultz. The blogosphere is abuzz ...
  Creativity, Customer Experience, Pricing, Social Media, Word-of-Mouth
• Keeping the Brand Healthy: The Annual Brand CheckupMark Shipley
  An annual review of your brand can take several forms. The full-blown brand audit, in many cases, is complete overkill. Unless there are obvious signs that your brand is under ...
  Branding, Collaboration, Customer Experience
• 'Text Mining': Shortening the Distance Between You and Your CustomersSid Banerjee
  "Text mining" enables a company to harvest and analyze the array of unstructured textual information available to it. Early-adopter organizations in industries such as consumer goods, healthcare/pharmaceutical, retail, hospitality, and ...
  Customer Experience, Online Marketing, Word-of-Mouth
• Business Intelligence Is Not an AlgorithmRon Halverson
  Marketers can no longer rely on only quantitative data to address an issue. Qualitative tools, such as advanced video analytics and "day-in-the-life" sketches, are needed to unearth the deeper insights—the ...
  Customer Experience, Market Research, Marketing Smarter, Measurement, Videos
• First National Bank of Cappuccino? The Experience Economy Gathers SteamMartin Thoma
  Jim Carville popularized the phrase "It's the economy, stupid" in the first Clinton presidential campaign. For the savviest brand managers and customer service organizations, now "It's the experience, stupid."
  Creativity, Customer Experience, Marketing Inspiration
• The Problem of Defining Professional Services Marketing ExpertiseSuzanne Lowe
  It appears that these differing expectations, and the evolution of the role of professional services marketer, have begun to fall into two distinct camps, both of which are grounded in ...
  Creativity, Customer Experience, Customer Satisfaction, Services Marketing, Thought Leadership
• Squeeze the Lemons for Loyalty GrowthLynn Hunsaker
  Lemonade is refreshing, particularly on a hot day. With a little sugar and a lot of squeezing, sour lemons are transformed into a nice, healthy source of sustenance. Similarly, profitable customer ...
  Customer Experience, Customer Retention, Measurement, Value Propositions, Voice of the Customer
• A Mickey Mouse Approach to Customer ServicePaige Booth
  What does Mickey Mouse have to do with higher education? Several administrators from St. Edward's University found themselves pondering that unusual question several years ago as they filed into a classroom ...
  Brand Ambassadors, Customer Experience, Customer Service, Marketing Inspiration
• Using Personas as a Sales-Enablement ToolLaura Patterson
  Think of personas—customer archetypes—as "stand-ins" representing the needs, goals, and personal characteristics of various groups of your customers. They are invaluable for giving salespeople insight into the behaviors, expectations, and motivations ...
  Customer Engagement, Customer Experience, Personas, Sales, Targeting
• Marketing-Led Organization—or BustJeffrey Mucci
  What does it mean to truly be marketing-led organization? And what does it take to understand the consequences in implementing this dramatic shift in strategy and culture?
  Benchmarking, Branding, Customer Engagement, Customer Experience, Voice of the Customer
• How to Promote Your Book to the Top of the NY Times Best Sellers ListEric Gruber
  Brand Ambassadors, Collaboration, Customer Experience, Customer Relationships
• Four Critical Keys to Writing a Web Site HomepageNick Usborne
  Writers face specific challenges when writing a home page. In fact, home pages can be tricky, simply because your page not only has its own job to do but also ...
  Customer Experience, Value Propositions, Web Copy
• Bad Things Happen to Brands When Companies Run out of IdeasTom Asacker
  Make no mistake about it: When companies run out of ideas, bad things happen to brands. Instead of differentiating their offerings with meaningful value-added features, like healthier and more flavorful ...
  Branding, Customer Experience, Pricing
• High Tech Marketing/Business Model Boot Camp: Stepping up to the Microphone (Part 6 of 6)Nilofer Merchant
  Can you imagine what it would be like to charge 20-200% more than your competitor and own market category dominance? This final part of the Boot Camp series focuses on ...
  Customer Experience, High-Tech Marketing, Product Marketing, Taglines
• Satisfying the 10 Cravings of a New Generation of Consumers (Part 1 of 2)Lisa Johnson, Cheri Hanson
  Baby Boomers may still hold the purse strings, but a new generation of savvy 18- to 40-year-olds are changing the way all of us do business. It doesn't matter whether ...
  Customer Experience, Segmentation, Social Networking, Targeting