Insider Blog
While a long-term topic of discussion in the marketing research world, there does seem to be general agreement that it’s not a question of which is better, but rather that both are valuable for different kinds of information. The challenge […]
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 […]
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 […]
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 […]
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 […]
“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 […]
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 […]
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 […]
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 […]