Posts under ‘Customer Experience’

In a complex purchase decision process for highly engineered products or services, your prospect’s journey from awareness to purchase may not occur with uniform speed. We often assume that this path is a straight line, and we invest our resources uniformly based on this uniform assumption. But greater insight into your customer’s buying experience may yield some […]

Privacy has always been a significant issue for marketers. And with technology allowing us to get better and better at obtaining, processing and storing explicit and implicit information about prospects and customers, the importance of privacy – and our respect (or lack thereof) for it – is set to escalate.

The concept of “customer loyalty” has been a prominent edifice of CRM theory ­and not infrequently it has been the segmentation construct underlying customer databases and marketing programs. This idea needs to be yanked out of the cellar of CRM implementation and aired out in the sunshine of critical reflection. Yes, there is an observable […]

How often do you see your clients face-to-face? Do you have a good sense of their location and geography in relation to their supply chain, to you or to your competitors? Could there be other potential opportunities to grow your business near by?

In a recent posting, we discussed the coming digital revolution in agriculture. Our view is that, as this occurs, a challenge for marketers will be to close the gap between brand strategy and the customer experience — between what tools like Web sites and the Internet can do to enhance the customer experience and how they’re […]

Ask yourself the following questions about your business and your brands. If you answer YES to any of them, we should talk.

Do people use your brand(s) to help them be mobile? Your brands may be inherently “out of home/office” in their consumption and use.
Do people use your brand(s) while on the go? Contexts that favor the […]

If a brand offers you an experience that feels intuitively like it’s made just for you — then that brand tends to get your attention, respect, and in some cases, even your affection. Some of the most storied innovators of the last decade — firms like Apple, Google and Nokia, have demonstrated just how important […]

The last few years have seen significant advances in the general business competency around user experience design and usability. Prodded by industry analysts such as Forrester, and enabled with a growing suite of compelling assessment tools applied both in the laboratory and on the server, executives have begun to understand the strategic business importance of getting customer experience right.

The business adage that “you can’t manage what you can’t measure,” is a signature concept of the industrial economy, a period when measurement and optimization became defining management processes for value-creation. If the adage was true then, does its relevance continue today, in the period that Pine and Gilmore dubbed as the “Experience Economy”?
Certainly, if we […]

Identify the goals of your product. Define the experience you want for your customers by identifying your representative users, their work environment and how your product will impact their lives.
Develop your research plan. Target your established goals by identifying appropriate evaluation methods, relevant testing criteria and key goals for a successful user experience. You’re not just […]