This week I enjoyed a few hours at a roundtable for marketing folks, organised by Marketing Week, the subject of the discussion was personalisation. As we went around the table, articulating our experience of personalisation, the good, bad and ugly, it seemed when describing the good, everyone was describing what we are looking for in..
Category: Customer Experience Management
Uh huh, the customer would ask for a faster horse
If you’ve ever done any sort of customer research in order to inform a user or customer experience design, or maybe to make a product development decision, I am sure you would have heard some bright spark argue against the voice of the customer and quote some bastardisation of the Henry Ford quote: If I..
Marketers: Engage with the Real People – A Lesson from Brexit and Trump
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 mind of the people seems to have come as huge surprise, evidence of a disconnect between the people that make and..
Keeping Your Promises in The Tale of Two Brands
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 potential customers in your market. However, in this connected consumer world, there is another powerful brand of “you.” This is..
Personalization – The hard bit is the bet
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 today, because that word is 15 years old and no-one wants to hear your 15 year old stories of ”it’s..
Customers don’t care about your industry rules
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 was challenge to his organization from digital disruption. The publishing industry is the poster child for digital disruption; a supply..
3 Steps to Trust not Bust Your Customer Experience Silos
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 the way a business interacts with it’s customers. I described this as “thinking inside the box” and discussed some of..
Customer Experience Management – Thinking Inside The Box
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 by marketing and very specifically as an extension of website and digital marketing efforts, before being joined up to customer..
That 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 the customer to DM their name and details to progress the issue. Sound pretty reasonable, right? Oh no.. the passenger..
Levitt; 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 from HBR: In it, Theodore Levitt, who was then a lecturer in business administration at the Harvard Business School, introduced..