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What Customer Experience Should You Try to Deliver?

What Customer Experience Should You Try to Deliver?

Business people can’t go wrong by throwing the term “customer experience” into conversation. “This year, the focus is on the customer experience.” “We’re going to re-focus our processes around the customer experience.” “What differentiates us from our competitors is the customer experience.” That all sounds good. But in most cases, business leaders have a hard time with the follow-up question: “So, what customer experience are you trying to create?” In many cases, they resort to the term “delight:” “We want to delight our customers.” But do your customers really want to be delighted?

By Chris Bucholtz | June 28th, 2016

The Three F’s That Can Re-align You Around Your B2B Customer

The Three F’s That Can Re-align You Around Your B2B Customer

Remember the old days, when the seller controlled the buyer-seller relationship? Sales and marketing could still focus on simple things, like stuffing customers through the funnel like cattle through a chute. Marketing collected leads, sales worked to close them, and if the numbers at the end of the process beat quotas and goals, then everyone was happy.

By Chris Bucholtz | October 28th, 2015

Are You Building Bridges or Roadblocks Along Your Customer Journeys?

Are You Building Bridges or Roadblocks Along Your Customer Journeys?

At C3 2015, the topic of the customer journey came up a lot. Actually, “the customer journey” came up as something of a myth in several of the thought leader sessions; the idea that there’s a single route people take from vague interest to engaged customer is silly on its face, and as Brian Vellmure said, “customer journeys are fuzzy and messy.” Brian used a statistic of a study of 2000 customers one company had conducted that revealed that every one of them took a different path to purchase.

By Chris Bucholtz | June 4th, 2015

Analytics are great, but they’ll never be as useful as asking customers

Analytics are great, but they’ll never be as useful as asking customers

In his autobiography, Mark Twain said "There are three kinds of lies: lies, damned lies and statistics.” If commenting on business life today, Twain may well have said, “There are lies, damned lies, statistics and analytics!” Analytics, particularly the predictive variety, is oft presented as the new panacea: the cure-all for companies as they seek to understand their customers and improve sales. There is no doubt that 2015 will see the analytics and big data train continue to roar down the track at an increasing rate.

By Dave Jackson | January 15th, 2015

Churn and Customer Experience: Keeping Customers – and Employees – Loyal

Churn and Customer Experience: Keeping Customers – and Employees – Loyal

You’re probably well aware of the concept of the customer experience, at least in the context of its value in generating revenue for your company. If the buyer’s experience with your company is good, he’s more likely to become a customer; if the customer’s experience is good, he’s more likely to be a customer for a longer time and spend more money with you.

By Chris Bucholtz | November 4th, 2014

The Most Elusive Metric: Measuring the Customer Experience in B2B

The Most Elusive Metric: Measuring the Customer Experience in B2B

When people hear the term “customer experience,” their thoughts most often turn to B2C relationships. Perhaps the epitome of this is American Girl, a doll line produced by Mattell that focused intensely on the customer experience (described in depth by Paul Greenberg here). American Girl immerses the customers (to be more accurate, the customers’ children) in a series of experiential activities that make the dolls much more than a mere product.

By Giles House | September 17th, 2014
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