As we have discussed in previous issues of the OnMessage Minute, the customer experience is “the product of the interactions between an organization and a customer over the duration of their relationship.” So, it’s not only critical that you understand what customers expect from specific interactions they have with your company throughout their journey, you [...]
Discover how Leading CMOs are demystifying and simplifying the customer journey. Developing a customer experience strategy can be daunting if you let complexity creep in. It can turn into a never-ending data gathering process. Stop searching for data. Download this paper to gain access to the answers you need to materially impact the [...]
Without a picture of where, when, how and why customers engage with your company, you will never be able to positively impact their journey. This is a picture you need. And, it is a picture you — the CMO — must paint. It’s your roadmap. Not your strategy. So keep it simple. Your painting will take [...]
The customer experience, by its very definition, is complex. Forrester Research defines it as: “The product of the interactions between an organization and a customer over the duration of their relationship. This includes all of a customer's interactions with your company from awareness to discovery, purchase, use of products / services, loyalty and advocacy.” However, Forrester [...]
The “customer experience” — as a strategic initiative — is fairly new. There are still a lot of unknowns. There is ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and using customer data to activate a customer experience strategy have not yet been fully defined. With no clear path [...]
