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Experiencing Customers To Deliver Customer Experience

December 12, 2017 by Carlos Hidalgo In a newly published study, nearly two-thirds of buyers told Merkle that they are challenged by vendors and sales reps that are more interested in selling their products and services than listening to buyers needs.  While this feedback from prospective customers speaks specifically to their buying process, it does provide a glimpse into the lack …

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Engineering a Voice to Reflect Your Brand

November 30, 2017 by Mitch Duckler In 1962, TV viewers were first introduced to an animated sitcom about a futuristic world of flying cars, cities in the sky, and space tourism. It was The Jetsons: adoring couple George and Jane, their kids Judy and Elroy, Astro their dog, and housekeeper Rosie the robot. The show lasted just one season (24 episodes) …

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Five Customer Experience Challenges That Must Be Overcome

November 28, 2017 by Carlos Hidalgo Customer experience continues to take center stage with high-performing B2B organizations.  According to a Forbes Insights, EY Study on Customer Experience, 69% of CMO’s state customer experience was vital to their organizations growth strategy. While the majority of organizations have their sights set on delivering customer experience, the task of implementing the focus largely falls …

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3 Forces Shaping The Future of B2B Marketing

November 7, 2017 by Tony Zambito Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders …

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You’re in the Business of Truth Not Facts

October 26, 2017 by Carla Johnson Think about your experience with marketing for a minute. Here are some things we know to be true. We know we’re not really going to drag and drop and edit presentations, or work on movies right on our iPhone. The TV commercial showing people doing that on their iPhones makes it seem like it’s …

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How To Write Customer-Focused Content That Converts

October 24, 2017 By Wendy Dressler Customer Experience Is Also PR Public Relations constitutes one of the most important aspects of any business. But PR isn’t just something on which just your marketing and outreach department should focus. How any client or prospect feels about interacting with your business is in an unrecognized example of public relations. This means your …

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B2B Customer Experience Integration…Where’s the Easy Button?

October 10, 2017  By Carla Johnson Businesses have been after a complete and seamless digital experience since the day “digital” came about. This keeps getting more important customers are sick and tired of inefficient interactions that don’t feel personal. We’re better than that and they know it. Companies have to deliver an amazing experience that’s seamless and connected from start …

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The Need to Empower Employees for Customer Experience

October 5, 2017 by Carlos Hidalgo What does it mean to “empower employees” and why is it so important to delivering customer experience? Why should organizations go beyond enabling and equipping their employees, but also take the steps necessary to empower their employees to deliver on the promise of customer experience? It is because our employees are on the front …

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The Biggest Barriers to Brand Consistency and How to Fix Them

October 3, 2017 by Carla Johnson When we think of branding, we think of companies that pull out the big guns. The ones that put money behind Super Bowl ads and have tremendous social influence. That may not be your company. Whether you realize it or not, your company has a brand. And whether you invest in it or not, …

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The One Customer Experience Factor B2B Buyers Want Most

September 26, 2017 by Carla Johnson “We have two ears and one mouth so that we can listen twice as much as we speak.”– Epictetus What bugs B2B buyers most? Feeling like they’re never heard. This goes beyond a vendor’s industry knowledge or even their lack of understanding of the company. You can do a crash course to learn those facts and …

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What Marketers Can Learn from a CIO About Customer Experience

September 21, 2017 by Carla Johnson IT has certainly crept into marketing’s world, but there’s opportunity beyond just ‘martech.’ While marketers use technology to improve efficiency and effectively capture data about audience, some IT counterparts are going well beyond that. At a CIO Perspectives event, Home Depot CIO Matt Carey talked about his “mission to create an interconnected retail experience.” …

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Is Your B2B Organization Ready for Customer Experience?

September 19, 2017 by Carlos Hidalgo A 2015 study by Accenture shows that the overwhelming majority of B2B executives are either increasing their customer experience investment or at the very least maintaining it.  However, the same study shows that despite the investment, fewer than 25% of organizations are actually excelling at achieving their customer experience goals. Clearly, there is a long way …

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What the GRAMMYS Can Teach B2B Marketers About Customer Experience

August 31, 2017 by Carla Johnson Beyoncé. U2. Bruce Springsteen. Tony Bennett. Yo-Yo Ma. Chick Corea. These are just a few of the thousands of music creators recognized by the GRAMMYs since its inception in 1957. And a handful of the 22 top winners in GRAMMY history. The GRAMMYs are the one night a year set aside to honor the …

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3 Reasons You Should be Using VoC to Enhance Customer Experience

August 24, 2017 by Brooke Cade Monitoring customer feedback is more important than ever. In the past, word of mouth was fleeting and temporary. Now, with the Internet, it’s easy for a single review to severely damage or ruin a company’s reputation. Negative reviews can tank a product, or even a whole product line, leaving businesses struggling to move inventory. …

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Why Customer Success May Not be Driving Growth for Your Brand

August 22, 2017 by Carlos Hidalgo It has long been thought that part of delivering a world-class customer experience is ensuring customer success. B2B organizations are making large investments in their customer support while simultaneously building out customer success functions. The prevailing thought is if we can help our customers be successful, this will lead to a good experience, which …

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Equipping Employees for Customer Experience

August 8, 2017 by Carlos Hidalgo B2B customer experience continues to be center stage with a majority of corporate executives listing this is one of their strategic initiatives for 2017. However, fewer than 15% of B2B marketers (those most often charged with customer experience initiatives) state that they feel “customer experience is ingrained in the fabric of their company, according …

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How Purpose Drives Profit & Performance in Uncertain Times

August 3, 2017 by Carla Johnson Ancient mariners learned how to navigate by the stars for one important reason – when there was nothing else to guide their path, the stars provided an unwavering anchor against which they made decisions. Decisions that led them to destinations that took months or even years to reach. For sailors in the Northern hemisphere, …

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How the Internet of Things Will Disrupt Digital Marketing

July 6, 2017 by Beth Kotz The Internet of Things (IoT) is omnipresent and always-on communication, carrying out functions that both impact and reflect our physical world. For marketers, the way in which Internet connectivity has spread to include formerly-analog everyday objects presents an exciting array of new opportunities. Now that almost anything—from your watch or your pacemaker to your …

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7 Steps to Contextually Relevant Customer Experiences

July 4, 2017 by Carla Johnson There’s an unequivocal connection between brand stories and customer experiences. Companies that don’t have a solid narrative in place are the ones guilty of creating ad hoc, schizophrenic experiences. The kinds that leave people hanging, wanting to take the next step, but there’s no path to follow. We’ve seen great companies make the transition …