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
Continue ReadingHovering Over The Back Button
What is content?
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
Continue ReadingThat Fine Line on Social Media: It’s All About Context
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
Continue ReadingContent marketing – it’s more then just being in the attention business
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
Continue ReadingLevitt; More than Railways, the Father of CX?
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
Continue ReadingRemarketing; Easy, cheap and better results – but should you?
I walked into your store. My task was to look for a product to fulfill my need, to find out what that might cost, how it looks and feels. I picked up a product, thought
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Content Marketing: Did you ask who cares?
You are all excited. The CEO is all excited. You have an announcement. And you, as a judicious execution marketer, with your completer finisher attitude are all set. You have a press release lined up, a
Continue ReadingBacon Content
What’s that content that you can’t resist? I’ve often read content marketing advice that says that if you include numbers and lists in your blog posts and mention them in the title – everyone clicks on
Continue ReadingHave you thought about why I like you on Facebook?
The answer seems simple, I like your product or service, I like you on Facebook as I want to learn more about you, I want to follow you, maybe be in your tribe. I’ve now
Continue ReadingOn CMSWire – Forget the Channels, Focus on the People
Commentators are still referring to a shift in customer experience channels “that is coming”, including this piece by Ted Schadler of Forrester, co-author of “The Mobile Mind Shift.” In it, he writes: Mobile has increasingly become
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Your Customer Experience Needs to be a Fair Exchange, so that you are still around to provide it
It’s now well established that if you rank well in providing a superior customer experience, there is a good chance that your organization is seeing an uptick in the traditional business metrics, such as shareholder
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