Month: February 2017

Boardroom Battle for the Customer: Who Owns the Customer Experience in Today’s Business Environment?

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Customer Experience (CX) in many ways has redefined how we view connections with our customers. While many companies focus on customer experience during the pre-sale period, the most successful attend to every touchpoint for the duration of the relationship between customer and company.

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Companies no longer own the customer – it is the customer who now owns the company. Today’s customer is directly in touch with the company and with other customers, and their “experience bar” is constantly rising. With this shifting power dynamic, customer expectations have grown exponentially, and CMOs must now discern how to best integrate these expectations into organizational strategies. This, in turn, brings new accountability and expectations into the boardroom.

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I’m excited for the 12th Annual IDC + IDG Marketing Summit: Boardroom Battle for the Customer, in Palo Alto on March 2nd, where I’ll be co-moderating a panel of top CMOs.

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Recent IDC research shows that as many as 40% of organizations have a designated CX officer. Is there really a need for an “owner”? Shouldn’t a great customer experience be everyone’s job? Ongoing jockeying-for-position in the C-Suite to lead this effort is now prevalent in many organizations. What is the role of the CMO in providing great CX? Is the mandate to facilitate cross-functional buy-in or to lead the effort? ?

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Companies no longer own the customer – it is the customer who now owns the company.

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CMOs are in a unique position carrying the voice of the customer throughout their organization and with the participation of their colleagues, crafting the customer experience. How does marketing affect all of CX and bring in finance, IT, customer service and technical support, so the entire team is, in effect, sharing the same customer-centric vision?

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I look forward to the discussion in Palo Alto, where I expect we’ll come up with some terrific ideas. Please post your comments or email me directly, as I’d love to take your input into consideration before I take the stage on the 2nd! 

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Storytelling with Data: 5 Expert Tips

“Our brains are insanely greedy for stories,” explains Fast Company’s Rachel Gillette. That’s because stories trigger the human biology of cooperation, activating our will to solve problems and collectively survive and thrive.

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What Drives Executives to Adopt Data Driven Decision Making?

Top performing firms operate in a data driven culture. But making data analysis central to business decisions disrupts the traditional practice of basing actions on intuition, opinion or hunches. Adopting data-driven decision practices takes deliberate effort, and can be a simple step-by-step process. Successful adopters have found these processes improve profitability and help them make better strategy decisions.

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The Emotional Drivers of Tech-Involved LOB [Infographic]

It’s impossible to underestimate the importance of emotion in technology purchases
– emotional drivers vary widely between the IT and Tech-Involved Line of Business decision-maker (LOB) audiences. Because marketers must target both IT and Tech-Involved LOB it is crucial for marketers to understand how best to influence the Tech-Involved LOB—the key is creating and delivering content aligned to emotional drivers. Are you considering what types of emotional situations you should avoid or exploit? You’ll find key highlights from IDG’s research in the infographic below, with further insights and ideas with the larger findings at IDG.com/LOBPersona

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