Topic "Total Customer Relationship Solutions"
Customer experience is the new currency of business competition, and proof of this is easy to find. The companies favored today by your friends, family, and colleagues—and no doubt, yourself—confirm a new truth: Great customer experiences win the market. Uber, a software company, is killing it in the taxi industry because it creates a seamless... more
So here we are. April Fool’s Day! One of those non-official, yet fun, “holidays” that we all enjoyed growing up. Perhaps you were the child that rigged the faucet to spray the next person who used it. Maybe you filled your best friend’s locker with shredded paper. Or possibly, you took the April Fool’s Day... more
If you’re like me, your personal email inbox looks like a twitter feed. As marketers, we should be concerned. It’s a lot of noise. Email inboxes shouldn’t look that way. They should be full of relevant and personal offers that we’re going to act on because they are timed at precisely the point where we need... more
Elbert Hubbart once said, “The line between failure and success is so fine that we are often on the line and do not know it.” Today’s E-commerce Professional constantly walks that line, finding that poorly managed product information sends them to the wrong side. An e-commerce manager for a European wholesaler put it this way:... more
Did you know that there were 3X as many searches for “gifts for boyfriend” than “gifts for girlfriend” in February 2015, due to Google? In the past I blogged about LovEconomics on what people spend for valentine’s day. British shoppers spend in average 119 GBP, while Germans for example only spend 59 GBP. How much are... more
One of the “holy grails” in Enterprise Architecture is to remain flexible and agile in the face of constant change. To do that you need the ability to connect the dots between business strategies and goals, business operations, information, application systems, technologies and network elements. For example, if the COO asks how the architecture is... more
For the past year, we’ve been saying that great customer experiences start with great customer data; and great customer data fuels great customer experiences. But it’s not always easy to know where to begin on this journey from product-centricity or channel-centricity to customer-centricity. That’s the idea behind this workbook, Building a View of Your Total Customer Relationship. Think of it as your comprehensive primer for smarter customer data management. The workbook reviews four lessons to bulletproof your customer initiative, lays out three core components of a total customer relationship, and walks you through the seven steps most companies use to create great customer data. Because once you master the data, you can then begin to master the experiences.
This article was originally posted on cmswire.com A few years ago, I was responsible for global marketing campaigns and was really excited about the power of personalized marketing. My head of marketing operations and I were preparing a highly targeted marketing campaign for a new product. But there was a huge obstacle in our way. If you are... more
Earlier in my career, I was employed to conduct market analysis. My role was to understand market share, identify where we had strengths over the competition, and to document everything. I was a marketing analyst. I studied the data, formulated a plan, acted upon it, and measured against it. This is no different than what... more
Are you making new friends? Christopher Mims of the Wall Street Journal said last week that “the measure of good customer service is straight forward: At the end of it, you want people to like you” (WSJ, November 2, 2015, page B1). Tony Hsieh, CEO of Zappos, says it is their goal that “by the... more