Attention is a currency. We spend it. We earn it. And, sometimes we waste it. Experience is something special. It’s all the rage at the moment, yet, we often talk about it as is if it’s a thing. But, as we know, deep down, the best things in life aren’t things, they’re experiences. One of things that makes it so hard to make experience a strategic and actionable part of our work is that the word “experience” means so many…
Customer Experience is the Sum of Emotional Reactions
As 2015 drew to a close, I flew to Düsseldorf from London to close out NEOCOM, an annual event for multichannel retail and commerce. There I spoke about “retail re-imagined,” redesigning the online and offline shopping experience based on the incredible technology and behavioral trends playing out now and over the next few years. Following the event, I met with the NEOCOM team to shoot a short three-minute video that I would love for you to see. Video Topics/Questions: –…
Here’s a Marketing Prediction That Serves More as a Clarion Call
Each year, my good friend Bryan Kramer assembles an incredible group of experts across several sectors to share their marketing predictions for the next year. The diversity of forecasts and observations is really worth exploring. I’ll share mine with you here… Quite honestly, we’ll see more of the same patterns we’ve seen in previous predictions…new platforms, new ways to engage, new data sources and tools to improve accuracy, metrics, frequency and reach. My prediction is more of a clarion call…
True Customer Centricity Requires the Merging of Marketing and IT
Guest post by Robert Tas (@TasRobert), SVP and CMO of Pegasystems. You see the headlines everywhere – 2016 will be the year of customer experience; marketers need to make customer experience count; millennials demand an authentic customer experience. The bottom line is the stakes have never been higher in today’s modern, connected world. Every second of the business-to-customer interaction represents a key moment of opportunity and truth, each step carrying the potential to make or break that relationship, and…
Marketing to Marketing to Reimagine Marketing
Guest post by Fred Studer (@fredstuder), Chief Marketing Officer at NetSuite Sometimes, in fact oftentimes, the most important audience for your message are the people who are already working for you. In an age of online surveys and instant feedback across social channels, articulating your message to the people who work in your company can often be neglected. In fact, if you haven’t convinced and energized your own people, you’re going to be hard pressed to convince the market. My…
Why Customer Experience is The Catalyst for Digital Transformation
As a digital analyst, I spend a lot of his time thinking about the future of customer experience. So much so that my next book attempts to rethink the term “experience,” X:The Experience of Business Meets Design. “X” explores experience architecture the various ways companies can design meaningful and shareable experiences in every moment of truth. I recently spent time with the team at VisionCritical as part of the prep for its their upcoming conference in Chicago, 2015 Vision Critical…
It’s About the Customer Experience; So, Why Is Your Brand Ignoring Customers?
Humans are emotional creatures and they want experiences that engage them as humans. They’re not eyeballs, impressions, views, likes, shares, clickthroughs, or conversions. A few weeks ago, I visited New York on a beautiful summer day to participate in an event that I would love to repeat everywhere around the world. Prophet, a global brand strategy firm that recently acquired Altimeter Group, hosted an intimate event to explore the new horizons of digital customer experience (DCX). I was invited…
When You Share Experiences You Help Strangers Make Decisions
Whether you realize it or not, when you share an experience you have, whether it’s through a post, review, video, image, rant, praise, etc., it helps a stranger make a decision about what to do next. Customers aren’t following the customer journey you designed because they’re too busy hacking it. No matter how much journey work you do, no matter how creative your marketing, no matter how responsive your website is, no matter how much technology you invest in, customers…
Digital Transformation Starts with Reimagining the Customer Experience
All customers are not created equal. This is also true for relationships. No business has the same relationship with their customers as you intend to have with yours. The thing is though, you must first define what a relationship with your customer looks and feels like and in turn, how they would describe it to their friends and colleagues. This is where the future of customer experience begins. At a time when technology is affecting how people go through life,…
Customer Experience is Becoming More Important Than the Product Itself
Customer experience is the sum of all engagements and interactions a customer has with your business in every step of their journey and lifecycle. It’s what your customer feels, thinks, says (to you and others) and more so, what they do now and in the time to come that counts for everything. CX is measured not by NPS (Net Promoter Score) but instead by the sentiment and outcomes in every moment of truth throughout the relationship. That.is.the.experience. And, it’s yours…