Business – Ian Truscott

The Minimum Valuable Sales Pitch Conundrum, The Tease and The Work

August 17, 2016August 17, 2016MusingsBusiness, Informed consumer, knowledge worker, Marketing, Sales

Selling in the knowledge economy is tricky. You are not selling a product, a thing you can see, touch, compare features and easily value against other things that are like it. With a physical product

Uh huh, the customer would ask for a faster horse

August 15, 2016February 11, 2019Content Marketing, Content Strategy, Customer Experience ManagementBusiness, Customer, Customer experience, Customer experience management, Henry Ford, Innovation, New product development, Sales, Technology_Internet, transportation, ubiquitous transportation

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

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

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

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

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

Content marketing: move from the selfie and put your customer in the picture

January 1, 2014January 1, 2014Content MarketingBusiness, content marketing, Customer, Engaging Times, Harry Langdon, HubSpot, Ivy Lee, Marisa Kopec, Marketing, Sales

As has been widely reported, Oxford Dictionaries’ word of the year for 2013 is “Selfie” – the act of taking a photograph of yourself. As this news buzzed around the wires of the Interwebs, I

Your customer experience is global — just ask your local chippy

October 4, 2013October 4, 2013Observationsadvocate, Business, China, Customer, Customer engagement, Customer experience, Customer experience management, food, Google;, Marketing, Renren, Roberto Savvides, savvy web developer, Seth Godin;, Social Media, social networking site, United Kingdom;

Roberto Savvides manages The Regency, a “chippy” (a fish and chip shop) in Brighton (a seaside town in the UK). Roberto rolls up the sleeves of his crisp white shirt and opens the doors of

Social Media; The new “it’s not what you know”?

November 23, 2012November 23, 2012ObservationsAT&T, Business, Facebook;, Google;, Internet memes, Klout, Marketing, Social Media, social media activity, social media presence, Twitter;, United States;, Viral marketing, YouTube

A lot is written about the risks your social media presence can have on your current or future career, the ill advised Facebook photo, a slightly ranty tweet or a staring role on YouTube –

Has CRM Finally Decided it Owns the Customers Digital Voice?

March 30, 2011March 30, 2011ObservationsAlterian;, Business, Cloud applications, Customer engagement, Customer experience management, Information technology management, Marcel LeBru, Marketing, Radian6 CEO, Saleforce.com, Salesforce.com, Scott Liewehr, SM2, Social Media, Twitter;, web content;, Web Engagement

So, today Salesforce.com has moved to acquire Radian6, a respected and possibly ‘leading’ vendor in the relatively new space of Social Media Monitoring (SMM), a rival to products like Alterian’s SM2 product that I knew