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Silo-Busting for Better Customer Experience

December 8, 2016 by Carla Johnson One of the biggest challenges in delivering a seamless, consistent customer experience is organizational silos. Silos hurt the flow of information and fracture employee attention. Groups tend to focus on metrics that address their area of responsibility, which may hurt the overall customer experience if they aren’t tied to the overall experience that’s delivered …

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97 Customer Experience Stats Marketers Need to Know

December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Are you prepared? While most business leaders admit the importance of customer experience, few understand what it takes to become a leader. For marketers, this is a major area where we can deliver value across the organization. But even …

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Know Your Customers “Job to be Done”

November 15, 2016 by Carla Johnson I was talking to the CMO of a $7 billion technology company this week about his secret to success. In just two short years, he’s been able to build a highly innovative, highly accountable team that delivers customer value. And I don’t mean “value” as in people recognize the logo when they see it. …

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86% of CMOs Say Marketing Will Own the Customer Experience by 2020

November 10, 2016 by Carla Johnson In the midst of buyer complexity marketers are getting the message that it’s time to change their role in the business. A report from The Economist Intelligence Unit, The Path to 2020: Marketers Seize the Customer Experience, explains exactly how much. The report is based on a global survey of 499 CMOs and senior …

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CEOs Put CMOs in the Hot Seat to Deliver Disruptive Growth

November 3, 2016 by Carla Johnson In a new report from Accenture Strategy, The C-Level Disruptive Growth Opportunity. Chief Marketing Officers: What your CEO Might Not Be Telling You, authors Kevin Quiring, Rachel Barton and Joanna Levesque bring to light a lurking threat of which CMOs may not be aware – CEO expectations to drive new growth opportunities for the enterprise. …

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Do Experiences Matter for Employees?

November 1, 2016 by Carla Johnson In the conversations that I have with companies about how they can create more delightful experiences for customers, the role of employees often comes up. Brands focus a lot about what happens outside the walls of their organization. But they tend to turn a blind to what’s going on inside. When we give the …

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Design Experiences Not Content

October 27, 2016 by Carla Johnson Early in my career I worked for architecture firms. That phase was one of the most valuable times of learning in my career. One conversation in particular with a designer is still clear as can be to me today, decades later. He was telling me about a children’s burn unit in a hospital he …

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The ROI of Improving Employee Engagement

October 18, 2016 by Michelle Smith Many leaders have spent countless hours hoping for business to return to pre-recession vitality levels. They’ve waited for something to rescue them from the seemingly endless challenges they’re facing on a daily basis, and wondered where the next big breakthrough is that will finally snap the economy out of the doldrums and set their …

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From Stories to Experiences: Marketing’s Evolving Role in Creating Value

September 27, 2016 If ever there were a profession suffering from motion sickness, it’s marketing. Upheaval from a sea of constant change is truly the new norm. Sure footing is a thing of the past. As we look to deliver value within our organizations, we find that our arms need to span greater breadths and depths. First we thought alignment …

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Don’t Be Trapped by Form

August 30, 2016 by Robert Rose When I first came to Los Angeles, one of my screenwriting instructors told me something that I still find invaluable today. He said, “When you have a story, outline it, abstract it, even write it without considering whether it will be a novel, a screenplay or a television show. If you start with the …

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Where Do You Fall on the Customer Experience Maturity Scale?

August 16, 2016 by Carla Johnson Customer experience isn’t a new idea, but the growing attention to it is. Customers are more widely connected than they’ve ever been, easily hopping between a growing number of devices. They’re looking for a rich, consistent experience that delivers value – whether that’s information or entertainment – whenever they want it. Marketing’s ad hoc …

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Drumming Up Business

August 4, 2016 by Mark Robinson Clients of our practices often ask us how we can convert minimally engaged audiences into fully engaged brand enthusiast.  If you are impetuous, the short answer is to use engaging content to create meaningful experiences and then allow your audience to market for you. Oh, and avoid parlor tricks to boost you audience count, …

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Creating Highly Effective Internal Marketing Programs

July 14, 2016 by Michelle Smith Whether called internal marketing (IM), employee engagement or internal communications, the concept is the same – to align, motivate and empower employees to consistently deliver positive customer experiences that are aligned with the firm’s brand and organizational goals. The definition advances the notion that the discipline is more than communication tactics or a way …

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6 Killer Examples of Content-Driven Experiences

July 5, 2016 If ever there were a profession suffering from motion sickness, it’s marketing. Upheaval from a sea of constant change is truly the new norm. Sure footing is a thing of the past. As we look to deliver value within our organizations, we find that our arms need to span greater breadths and depths. First we thought alignment …

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7 Elements of Customer Understanding the C-Suite Must Master

June 16, 2016 by Tony Zambito Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, …

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Why Marketers Should Worry about Corporate Culture

June 9, 2016 by Michelle Smith The challenges facing today’s Marketing executives are daunting. Not only are we charged with doing even more with even less, but doing it faster and more effectively than ever before. Further, we’re faced with unprecedented options for customers consuming advertising, social media and marketing messages, only to find our messages are lost among the …

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Digital Experiences Have No Easy Button

June 7, 2016 by Robert Rose I’m finally finished with a six city tour – teaching content-driven experiences to marketers. It’s a blast to tour around the country and get to meet so many content marketers at these events. Two ideas came together for me during the tour – one from a class attendee in Boston, another from an article …

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Customer Experience by Design

April 19, 2016 “Most people make the mistake of thinking design is what it looks like. People think it’s this veneer – that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”– Steve Jobs Great …

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Why Content Marketing IS Your Customer Experience

March 1, 2016 Is it true that the sum of all parts is greater than the pieces? It certainly is with customer experience. And with content marketing. How a brand creates experiences for audiences is what sets them apart from everyone else in the market. Zappos understood this with how they rethought customer service. American Express got it with OPEN …