3 Popular “Customer-Centric Ideas” that Totally Miss the Point
Words matter. And in a time when we abuse the heck out of them, they actually matter more. Literally. Imagine how often I hear words being used with the best of intentions, but not tied to anything remotely related to the actual customer experience. Allow me to share a few examples. 1. “The Year of […]
Are Your FAQ’s Driving Customers Mad?
FAQ is another one of those terms we didn’t even know before the dawn of the internet age. Most of us were blissfully unaware of this acronym for “Frequently Asked Questions” now living on many web sites. When we ask our clients a question like “What are your touchpoints?” we get a lengthy list of the […]
Exclusive Chicago Auto Show Interview: Consumer-Driven Innovations
The Chicago Auto Show, now in its 107th year(!), is a showcase of what’s new and what’s next in auto design and development. This means more than just amazing new vehicles, this means learning about how storied industries like this one continue to use the voice of the customer in their product development. Customers have […]
Can We Have Innovation Without Leveraging Customer Feedback?
I had the opportunity to check out all the shiny new cars at the Chicago Auto Show on the media preview day last week. We’ll have more to share from this later this week, but for now, we wanted to share an observation about innovation. Is innovation so forward-looking you can’t rely on customer feedback? Or should […]
Future Marketing: 3 Ways to Speak to Tomorrow’s Customer
Besides the predictable onslaught of product announcements and amazing trade show booths, many discussions around the needs of future customers took place recently at the Consumer Electronics Show, the behemoth of tech conferences, in Las Vegas, Nevada. Many of the trends emerging, though not terribly surprising, call for a unique kind of marketing strategy. Marketers need to position products and the behavior […]
Challenges of Improving the SaaS Experience
Software-as-a-Service, commonly referred to as SaaS, continues to grow in both size and scale. We use SaaS products for everything from payroll management to paying our taxes to publishing our newsletters to writing our books. SaaS is a great business model. Set up a service that is updated, integrated and easy for customers to use to get […]
The Frustrating but Successful Content Marketing Path
About a year ago, we began dedicating ourselves to a more intentional and dedicated content marketing strategy. We’re a small business that serves a larger market, so having our potential clients find us became critical. Our goals were simple, but difficult to track. We wanted more qualified prospects to find us and then convert into clients. […]
Becoming Customer-Centric: 5 Ways to Walk the Talk
As more leaders discuss becoming customer-centric, I wonder how many actually walk the talk and put actions into their plans. What if customer-centric ideas and tactics were included in all strategy plans? A strategy that is truly customer customer-focused needs to include ideas like these: 1. Mention customers in your KPI’s. Profit and revenue and new customer growth are important […]