A couple of years ago, Gartner predicted that by 2019, more than 50% of organizations will redirect their investments to customer experience (CX) innovation. But even if you prioritize CX innovation, you might not know how to actually do it. You might try to innovate in CX by developing new digital capabilities or testing new technologies. […]
Shopping has become a means of self expression. As the retail industry continues to fragment and retail brands continue to proliferate, people now make statements to others — and to themselves — by where, when, and how they choose to shop. I was surprised to discover, though, that the shopping-as-self-expression phenomenon originated back in the […]
A brand touchpoint is any way a person in the marketplace interacts with your brand — so practically every brand has hundreds of touchpoints and each plays a role in shaping brand perceptions. So we must consider brand touchpoint design and management critical to building a strong, valuable brand. This month’s roundup of content I’ve read covers […]
A few weeks ago I had the opportunity to do a joint webinar with Dom Goodrum, VP Design and Employee Experience, at Percolate. The topic was “Beyond Branding: Designing Brilliant Customer Experiences.” I ended up learning quite a bit from Dom as we prepared for and delivered the webinar and wanted to highlight a few […]
It seems obvious: employee engagement drives customer engagement. If you treat your employees well, they’re more likely to create great customer experiences. But while this truth may be obvious, how to achieve it may not be. How do you engage your employees? What does excellent employee engagement look like? I found a lot of helpful […]
Companies like Airbnb and Uber seem to have less control over customer experience and seem to be managing multiple stakeholders whose interests are sometimes at odds. How does that impact the way you design customer experience? This question was posed to Dom Goodrum, VP of Design and Employee Experience at Percolate, a marketing software firm, […]
What happened while you were out on vacation? Here’s my top content from August: Brand Experience Brief: Shophouse Kitchen — video audit and analysis of Shophouse, the Asian fast-casual restaurant concept from the company behind Chipotle Mexican Grill Donald Trump Shows Brands How to De-Position Competitors — my latest Forbes column […]
In Case You Missed It — Here’s a round-up of my most popular content from this month, February 2015: HBR column: 7 Steps to Deliver Better Customer Experiences — Most companies are using an incomplete definition of customer experience, and have incomplete tools and approaches to design and manage it. brand […]
From What Great Brands Do: All the little things you do — or fail to do — for your customers in person will out-communicate the big things you clam through mass media. This is a good reminder in this season of big budget advertising campaigns. According to a recent study from Nielsen, last year’s fourth-quarter represented […]
It’s been nearly 3 years since I wrote “Lessons from Lady Gaga” and I’m still learning about marketing and brand-building from the Lady of Pop. Lady Gaga has already taught marketers how to attract attention through well-designed appearances (e.g., emerging from an egg at the 2011 Grammy Awards show) and how to develop brand communities like […]