Ian Truscott

Marketers: Engage with the Real People – A Lesson from Brexit and Trump

July 4, 2016July 4, 2016Content Marketing, Content Strategy, Customer Experience ManagementAmerica, business to business, Economic bubble, Europe, Henry Ford, Jeremy Corbyn, Kodak, Marketing, Persona, Target audience, UK Labour party, Usability, Zoe Harris

Regardless of your politics, it seems to me that there is a common thread flowing through the momentous stories of today (Brexit, Trump or Corbyn); the turmoil of uncertainty created by surprise. What’s on the

Keeping Your Promises in The Tale of Two Brands

May 26, 2016May 26, 2016Customer Experience Management

The brand you define through your marketing is a promise. It represents who you aspire to be as an organisation, why you do what you do and how you are going to it for the

Personalization – The hard bit is the bet

February 24, 2016February 24, 2016Content Marketing, Customer Experience ManagementAmazon, artificial intelligence, Engagement marketing, Facebook;, Marketing, Personalization, Technology_Internet

Almost every day I ask myself why, after 15 years in this industry we are aiming toward the same goal with our clients that still seems unreachable – personalization. No, we don’t call it personalization

Hello MRM (and Hello Acquia)

February 19, 2016February 19, 2016UncategorizedAcquia, Adobe, Business_Finance, CEO, Content Management, Content Management Systems;, content management technologies, content marketer, digital marketers, Drupal, enterprise solution, General Motors, Interpublic Group, London;, McCann WorldGroup, MRM Meteorite, P&O, Platform as a service, SMART, technology line, Technology_Internet, Universal McCann

Last week I joined London based, customer experience marketing agency MRM Meteorite – (who are part of MRM//McCann/ McCann WorldGroup and Interpublic Group) – to help drive their technology line of business, content management specifically

Customers don’t care about your industry rules

January 29, 2016January 29, 2016Customer Experience ManagementAmazon.com, Customer experience, Customer experience management, Supply chain, technologist, Technology_Internet

I had a very pleasant lunch this week with an old chum, who’s an IT leader in a venerable publishing institution. We chatted about a number of things, but the thing that inspired this post

3 Steps to Trust not Bust Your Customer Experience Silos

January 15, 2016January 15, 2016Customer Experience ManagementBusiness, Business process, Business process management, Business_Finance, Customer experience, Customer experience management, Enterprise modelling, Information technology management, Process management, Technology_Internet, YouTube

In my last post, I talked about the importance of taking a customer-centric view of business systems. Not meaning the software applications that organisations run, but the people, policies, processes and organisations that makes up

Customer Experience Management – Thinking Inside The Box

December 15, 2015December 15, 2015Customer Experience Management

When we as an industry discuss the customer experience, an awful lot of work goes into the outward-facing part of the discipline. Particularly, as in some organizations, CX initiatives seem to have been adopted first

What is content?

November 15, 2015November 15, 2015Content Marketing, Content StrategyAdvertising, author, Branded content, Business_Finance, Content creation, content marketing, Content Marketing Institute, Dave Trott, director for Bartle Bogle Hegarty, Interruption marketing, Marketing, Richard Cable, Robert Rose, Technology_Internet, United Kingdom;

Recently in the UK marketing publication Campaign, author, serial agency founder and regular columnist Dave Trott wrote about what he thought about the future of content in Content, Content, Content. In the article he rather glumly

That Fine Line on Social Media: It’s All About Context

November 13, 2015November 13, 2015Customer Experience Management, Observationsairline, British Airways, cricketer, Customer experience, Customer experience management, Customer service, Sachin Tendulkar, Sashin Tendalker, social media customer care, Twitter;

Oh crikey, an airline is setting the Twitter stream alight again and this time its British Airways. They seemed to have been very responsive and when trying to solve a customer issue they asked for

Content marketing – it’s more then just being in the attention business

November 5, 2015November 5, 2015Content Marketing, Content StrategyBlog, Engagement marketing, Facebook;, Market research, Marketing, owned media, Theodore Levitt

I’m working on a post for our company blog, thinking about how companies need to engage their employees when they are rolling out customer experience or digital transformation projects. The post is about “breaking down

Levitt; More than Railways, the Father of CX?

March 8, 2015March 8, 2015Customer Experience ManagementBusiness, CEO, Customer, Customer experience, Harvard Business Review, Harvard Business School, Levitt, Marketing, Marketing myopia, technologist, Theodore Levitt

Years ago, as my career transitioned from being a technologist to content marketing I was recommended to read “Marketing Myopia” by Theodore Levitt, an essay written for Harvard Business Review back in 1960. Here’s the description