Kyle Burnam is the CEO of Infosurv and the leader of its sister company, Intengo, where he oversees all client research and R&D projects. Having been in the industry since 2005, Kyle brings a wealth of experience to the table and an innovative eye to every project.
Peter Fader, Wharton Professor and author of Customer Centricity: Focus on the Right Customers for Strategic Advantage, is fond of saying: “There is no average customer.” He argues that marketing strategies and measurement systems that focus on pleasing the average customer can lead to disastrous results. Instead, marketers – and indeed corporate valuation systems – […]
As Gartner reported in 2016: 89% of companies expect to compete mostly on customer experience, versus 36% in 2012, Fewer than half of companies currently believe their customer experience capabilities are superior to their peers, but two-thirds expect CX skills and processes to be industry-leading or much more successful than their peers within five years, […]
There are a lot of X’s flying around these days, and we’re not talking about superheroes. We’re talking about customer experience (CX) and user experience (UX), two of the most popular topics for marketers these days. Confused? Let Forbes clear it up: “User experience deals with customers’ interaction with a product, website, or app. It […]
In many companies, CX is the focus of marketing, customer service, and operations managers. That is necessary, and certainly a great start, but it is insufficient. The C-suite traditionally pays scant attention to CX, being focused on higher level issues like strategy, profitability, and stakeholder management. What if CX impacted strategy, profitability, and stakeholder management? […]
“What gets measured, gets done.” How often have you heard that? And while that is true, turning measurements into CX improvements is not always easy. In our recent blog, CX: More than the Latest Buzzword!, we identified three elements to focus on when evaluating CX: success, effort, and emotion. For each of these, there are […]
CX (customer experience) is everywhere you look these days for marketing information and trends. But isn’t CX just the 2017 version of customer satisfaction? No! CX goes way beyond customer satisfaction. And here’s why you should care: The customer satisfaction measurement, although widely used in many industries, is not sufficient to describe the best possible […]
If you’ve read our previous blog on using your Customer Experience as the foundation for your marketing plan, you know that not all customer journeys are equal. Not only do they differ by customer segment, but they differ regarding their impact on your marketing goals. Understanding the strengths and weaknesses of your most impactful, high […]
Remember AIDA? No, we’re not talking opera, we’re talking about the marketing mnemonic AIDA – awareness, interest, decision, action. AIDA described the typical decision purchase path that consumers used for most products and services. First, they became aware of your product or brand, then they became interested, then they decided to buy, and finally, they […]
The role of defining your target market is to focus and refine your marketing efforts. As the old saying goes, if you try to be everything to everyone, you will end up being nothing to everyone. But some target market definitions are more effective than others. In the Mad Men years, it used to be […]
