Marketing & Strategy Innovation blog

5 Myths of Journey Mapping

Journey maps are a catalyst for change. But only when done right!

You've heard me say that before, and it's the truth.

Continue Reading

Strategic Agility: What Exactly Does It Mean?

There have been a number of books and whitepapers published about strategic agility, but most of them are purely theoretical or too narrowly focused on things like software development methods. Rarely do people adequately address what strategic agility really means and how it can be made possible.

Continue Reading

10 Questions to Assess Your Brand

Are you building your brand the way great brands do?  Today I’m introducing a series of 10 one-minute videos, each covering a question that you can use to assess whether or not you are getting the full value out of your brand.  Below is the first question, which is about the gap between your brand promise and what you actually deliver.  For the next 9 days, I will release another video with another question.  In a total of just 10 minutes, you will get 10 questions to assess your brand.

Continue Reading

Act on What Your Customers Tell You!

Are you acting on what your customers are telling you?

Companies listen to customers but fail to make improvements to the customer experience as a result of what they hear.

There are a few reasons behind that, including but not limited to: a lack of actionable data, analysis paralysis, and not knowing what to do next or how to execute.

In the presence of actionable data, though, the next step (after analysis and answers) is to take action.

How do we rally the troops around the insights and get them to take and own the action?

Continue Reading

3 Secrets to #VoC Success

Do you know the top three secrets of VoC success?

Strong Voice of the Customer (VoC) programs are a foundational element for any CX transformation. Transformations grounded in customer understanding lead to better outcomes for the business and for the customer.

And so it was on that premise that I compiled the three secrets of VoC success for a recent CMSWire.com webinar, in advance of my keynote at DX Summit in Chicago this November.

Continue Reading

Storytelling Isn’t Enough

Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content.  It makes sense — people are emotional beings, so we respond to stories because they engage us on an emotional level.  And, as Nicholas Ind and Oriol Iglesias write in Brand Desire, “Brands and storytelling come out of the same building blocks:  meaning and emotions.”  But take a closer look at what storytellin

Continue Reading

The Journey to a Great Customer Service Experience

I originally wrote today's post originally for injixo. It appeared on their blog on March 23, 2017.

Working in a call center, whether you're on the phone or on the floor managing operations, means that you're front and center with customers at all times. It also means that you know the importance of delivering a great service experience for your customers. If that's not an area of focus for you, it certainly ought to be!

Continue Reading

CX Journey™ Musings: The Problem with Journey Maps

There's a problem with journey maps?

Well, not with the maps themselves but with how people talk about them.

I love attending webinars and reading articles about journey mapping because I'm always curious about how others talk about them, what their approaches are, what outcomes they've achieved, etc.

As I read or listen, I'm hopeful that the author or presenter will share some great success stories and get the audience excited about what can be done when you map customer journeys and use those maps as the catalyst for change that they are.

Continue Reading

Where Do Your Employees Fall in Order of Importance?

Does your company put employees first? or customer first?

I suppose that there's one more possibility - neither.

Sadly, that's the case for a lot of companies.

But that's not the topic of this post. This post is all about where employees fall in order of importance in your company.

Recently, I was reading an article in Industry Week and came across this paragraph.

Continue Reading

Bet you have never heard of the Local Consumer Commerce (LCC) Index. It is going down and that is worrying.

I have never heard of the Local Consumer Commerce (LCC) index. It is created from over 19 billion  credit and debit card transactions from over 59 million consumers in 15 major metropolitan areas in the US.

The index captures year-over-year growth in everyday spending across a range of consumer and merchant groups. The transaction-level data includes the zip codes of both the consumer and merchant so that it can identify local, place-based spending growth (i.e. how much money people are spending within their city of residence).

Continue Reading