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 you pick it up of the shelf, you can try it, maybe even test-drive it and if you don’t like..
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..
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..
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..
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 I can apply what I knew then to what I do now. In the article I contrast the process of..
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 of the discussion around Customer Experience Management (CXM) was currently too skewed toward marketing. Yet, of course, (and the clue’s..
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 with IT/technology, maybe the changing way that consumers are engaging with brands or is it the ability to tap into..
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 was fortunate enough to be talking to Marisa Kopec of Sirius Decisions over lunch. She shared a great analogy with me..
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 this modest restaurant for lunch and watches as the customers trickle in. Recently it’s been more than a trickle and..
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 – that uneasy feeling that big brother Google is indexing a big data catalogue of all of our lives. Yes, yes..