Ian Truscott

On CMSWire – Forget the Channels, Focus on the People

July 18, 2014July 18, 2014Customer Experience Management

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

Your Customer Experience Needs to be a Fair Exchange, so that you are still around to provide it

June 9, 2014June 9, 2014Customer Experience Management, Uncategorized

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

9 Content Strategy Readiness Metrics

June 1, 2014June 1, 2014Content Strategycontent strategy, LinkedIn, measurement, web analytics;

I am pretty fortunate to be engaged with some super customers on their content strategy programs. When we start the process, during the discovery process, I inevitably get asked “How do we compare?”. Sometimes it’s a loaded question referring

Resurrecting Persuasive Content

April 5, 2014April 5, 2014Content StrategyBlog, Internet culture, software;, Technology

Recently I’ve undertaken a career move that has taken me from working for a software vendor, taking our products to market, back to the world of consulting, sharing my experience and advising clients on how

On LinkedIn Today: Content Strategy: Managing the Content Supply Chain

March 30, 2014March 30, 2014Content StrategyBusiness, content strategy, LinkedIn, Management, Supply chain, Supply chain management, Technology

I got the invite to write for LinkedIn Today last week and for my first article it seemed appropriate that I should look to my career for inspiration, to take a glance back and see if

Customer Experience – More Than a Pretty App

March 8, 2014May 24, 2021Customer Experience ManagementAmazon, Brand, Business, Customer experience, Customer experience management, Digital Clarity Group, Marketing, Scott Liewehr

This post has been brewing for a few months, seeded by a bar conversation I had with Scott Liewehr from Digital Clarity Group a few months ago, as it seemed to us that the focus

Blog Tip #1 – The Why? Measurement, motivation and me

February 19, 2014February 19, 2014Bloggingblogs, content/product marketer, Google;, Information society, Internet, Internet culture, LinkedIn, Robert Rose, search engine;, Technology, the New York Times, Twitter;, writer

It may surprise you to learn that as a ‘more occasionally than I would like’ blogger and lets face it ‘occasionally lapsed’ blogger (according to my chum Robert Rose) I am asked for advice about

Klout; your score is 100 MILLION

February 13, 2014February 13, 2014ObservationsContent Management Systems;, Facebook;, Klout, Social Media, social media professionals, Twitter;, web analytics;

Like just about anyone and everyone who writes about social media, I am going to jump in with a point of view on the reports that Klout will be acquired for $100m by Lithium. I’ve

Marketing Measurement; Now the CMO can look the CEO in the eye

February 8, 2014February 8, 2014ObservationsBusiness, Business marketing, business to business, CEO, Chief marketing officer, CRM;, iPad, Kim Feil, Marketing, Marketing operations, measurement systems, OfficeMax

Recently I was asked what is the biggest change for the CMO today. There is plenty written on this subject and trends that you can point at in a response; the CMO’s role and relationship