“Delight the customer” is meaningless drivel, not a “strategic objective”
“Delight” is not really a quantifiable idea, and you know what? That’s exactly how the top dogs want it. Continue Reading
Customer Experience
The experience needs to matter
“Moment of connection” is a buzzword. Continue Reading
The “customer strategy” era is going to skyrocket turnover
The yin and yang of chasing the newest shiny penny. Continue Reading
Engagement marketing gets destroyed by growth KPIs
The Shrine of Big Numbers mostly destroys effective marketing. Continue Reading
Customer insight? That requires thinking, yes.
What if I told you … it’s possible to view customers as more than simply wallets with fingers? Continue Reading
User personas are mostly worthless
If you’re still using “user personas” or “marketing personas” but claiming data is massively important, well, you’re lying to yourself somewhere in the process. Continue Reading
A hidden key to 2016 strategy planning
Hopefully you’ve already done some 2016 strategy planning for whatever size business you work at or run — because, you know, we’re halfway through Month II of the year at this point — but even if you have, you can… Continue Reading
Growth and innovation come from the customer
Here’s an interview with a marketing professor (Tim Calkins) at Kellogg/Northwestern where he’s discussing innovation and products and revenue growth and all that good stuff. Here’s a money quote: It’s not enough just to look for opportunities and innovations and new… Continue Reading