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Customer Centricity and Success: Engagement, Experience and Journeys

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How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term

You’ve heard it, you’ve used it, the catchy, trendy term “Customer Success.” Type it into Google and you’ll receive about a billion hits. We’re also seeing customer-facing job titles specific to Customer Success. However, we believe that every company needs to be focused on customer success, whether there is a designated person in this role […]

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Engage More Customers With the Best Parts of ABM and Journey Mapping

In a recent planning session with a B2B customer, we were discussing how to create more customer engagement with a very specific set of customer prospects. Here’s a quick overview of the scenario: The company is familiar with these customers but not currently doing business with them. The customers are aware of the company and […]

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How to Navigate the Winding Road of Accountability

The Marketing budget accounts for more than 10% of revenue in many companies today. As a result, CMOs are often under tremendous pressure to demonstrate their contribution and impact to the business. One proof point is the findings in our MPM Benchmark study Cook Up Your Best Marketing Performance, where 64% of the participants indicated that “the […]

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How to Eliminate Breakpoints to Improve Customer Experience

“Customer experience (CX) is the new Marketing battlefront,” declared Gartner in their Customer Experience study. More than two-thirds of the respondents said their companies compete mostly on the basis of CX, and 81% say in two years’ time they expect to be competing mostly or completely on the basis of CX. It’s no wonder then […]

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Make and Build a Business That Solves a Problem

The purpose of a business is to create a customer, declared Peter Drucker.  How do you create a customer? You provide something – a service, a product, a solution – (referred to as the Product in the Marketing Mix) they need AND want. In the B2B world, this want and/or need is typically to solve […]

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How to Use Customer Insights to Spur Growth

After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies. In a survey of 1,600 senior executives by KPMG, 96% indicated that their companies are “are in the midst of business transformation planning or execution.” Business transformations are challenging.  A McKinsey study found that just 26% […]

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How Your Customers Can Help You Drive Growth

In his well-regarded December 2003 HBR article, “The One Number You Need to Grow,” Fred Reichheld once suggested that the value of any one customer resides both in what that person buys and what they are prepared to tell others. The full value of your customer needs to include a measure of his or her ability to serve as […]

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How to Utilize Data and Analytics to Improve Results

Results. The relentless focus on results is what JT McCormick, CEO of Scribe Media and a guest on the Ready, Set, Grow! radio program claims is the number one principle behind achieving growth. A study by Deloitte found that companies embracing and employing analytics make better decisions and are more likely to achieve key strategic initiatives. […]

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The Marketing Ops Audit: Why It Matters and How to Do It Well

Marketing Operations (Marketing Ops) is a well-established function. Whether performed by one person in a small company or a large team in a billion-dollar business, it is present in 70% of Marketing organizations overall and in 82% of Best-in-Class (BIC) Marketing organizations. Best-in-Class Marketing organizations are those that earn 90 or greater out of 100 […]

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Be Fanatical About Service Quality (And Why It Matters)

I have been fortunate in my career to benefit from a number of remarkable mentors. My first professional job was in a financial services organization working for Dwight Prade. It was Dwight who bestowed upon me the title “Customer Relationship Manager.” This was long before the era of CRM systems. Because switching providers in our […]

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