Tagged 'customer experience'

Courting Your Customer: Signing Up is Just the Beginning

Posted by Ann Breckenkamp on March 11th, 2014 at 12:43 pm

According to ExactTarget’s “2014 State of Marketing” report, only about 40% of marketers are currently using some type of Welcome Series to introduce new customers to their product or service. Given how expensive it can be to acquire new customers and how fleeting most customer relationships tend to be in this day and age, not having any type of onboarding flow is a lost opportunity that most marketers cannot afford.
Whether you already have some type of onboarding campaign and you’re exploring ways to improve your existing flow, or you’re part of the majority looking to create an onboarding flow for the first time, this post offers a few best practices on how to execute a welcome strategy that will drive real results. Below we’ll provide tips for not only keeping your newest customers around for the long haul, but for turning them into loyal advocates who can help drive your business success.
1) Welcome new customers immediately with a clear call-to-action.
Thank your new customers right away for signing up and introduce them to the best aspects of your product or service. You can adapt the content of your first welcome message depending on your end goals, but the important part is that... Read more

The CMO's Guide to "Her"

Posted by Ann Breckenkamp on February 27th, 2014 at 10:08 am

As marketers, we should all take lessons from Spike Jonze's "Best Picture" nominee, "Her," when crafting the strategy for our next campaign. This futuristic film features Joaquin Phoenix as Theo, a lonely soul who falls in love with his intelligent computer operating system (OS) named Samantha. Samantha is the embodiment of artificial intelligence—although she is just a piece of software, she adapts and evolves her behavior by synthesizing personal experiences and knowledge, building humanlike relationships along the way.
From the very beginning of the film, Samantha tries to learn Theo’s preferences, needs and desires so she can tailor her communication with him accordingly. She collects data from a variety of sources to inform her interactions: she reads his emails and other computer files, views the world around him through the lens of his mobile phone, and even converses with him about his feelings. Because Samantha is a sophisticated technology, she can quickly process these loads of data and immediately apply them to create very personalized and meaningful interactions with Theo.
Based on Theo’s past behavior, Samantha learns to anticipate his needs in her role as his personal assistant, friend and confidant. She knows when and how to most effectively offer encouragement, tell... Read more

3 Ways Your Design Derails The Customer Journey

Posted by Jeannie Walters on October 3rd, 2013 at 9:53 am

How can any experience be effortless if there is so much effort in just finding what we need? Here are 3 common ways your design may be derailing the customer journey.

Living In a Digital World and I Am a Digital Girl

Posted by Ragini Bhalla on August 19th, 2013 at 6:21 am

Everywhere I look these days, I see people sitting in trains, standing in retail store lines and crossing the street with their heads down, eyes fixed hard on screens of all sizes and operating platforms. And I’m no exception this rule. In the words of 80s pop culture icon Madonna, I am living in a digital world and I am a digital girl.
As consumers, we are perpetually distracted, hyper connected, multi-tasking, impatient and more demanding. And when it comes to brands – be they in our staple of favorites or newcomers – the idea of selling isn’t as simple or fast as it used to be. It can sometimes take days, weeks or even months to get one consumer to stop what they’re doing and pay attention (for longer than 2 seconds) and feel as if what the brand is saying, doing and selling are useful, affordable, authentic and tuned in personally to what we, as consumers, want, where we go, and what we do everyday. This was one of the underlying themes I saw at the annual eTail East Conference in Philadelphia last week. Because digital isn’t just “what I do” for a living and is embedded into my... Read more

3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes

Posted by Tony Zambito on June 28th, 2013 at 6:08 am

Sherlock Holmes is the most famous fictional detective of all time.  Introduced to world in 1897 by Sir Arthur Conan Doyle.  Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes.
Given the complex nature of B2B Marketing and Sales today, finding profound buyer insights takes the same level of investigation.  However, the upside can result in a significant competitive advantage yet unforeseen.  Being a fictional character, Sherlock Holmes had the fantastical ability to see what the common person could not.
1. Where to Begin
I am often asked – “Tony, where do we begin finding insights that will make a difference?”  It is a place I like to help with and provide assistance.  Where you begin is incredibly important to the end result.  The end result is finding profound buyer insights.  Buyer personas play a role by helping to communicate the found buyer insights, which lead to newly informed growth strategies.  This has been their founding purpose since their origin.
A good place to start is with an event usually related to either a consequence or a growth opportunity.  Like a good detective story, you are looking for who is... Read more