ClearAction

Customer Complaints: Love Those Lemons to Improve Customer Experience

" Negative customer feedback is a lot like biting into a lemon — the bitterness is hard to love — unless you give the lemon a good squeeze and some sugar, and transform it into refreshing and healthy lemonade. You’re only as strong as your weakest link, so those lemons — complaints and low survey ratings [...]

  • Business-to-Business Customer Experience Strategy

    " Before you get carried away with patterning your business-to-business customer experience strategy on the latest shiny objects, here’s a way to help you invest wisely. It’s simple: Step 1 is to sketch out the phases of “What are our customers’ processes for selecting, getting, and using the type of solution that we sell?” Step 2 [...]

  • Do Customer Experience Policies Empower Growth?

    " If you love someone, set them free. Do your policies set free your customers and your employees? Policies are designed to protect, but sometimes they disintegrate — rather than protect — customer relationships. And customers’ mistrust of companies propels regulations, protests and negative word-of-mouth. It’s a two-way street, so if you want your customers to trust [...]

  • 52 Reasons to Embrace Marketing Operations

    " What is a Marketing Operations mindset?  I made a commitment to share 50 reasons, over Twitter,  to embrace Marketing Operations; one tweet per day over the next 50 days.  This shaped my thinking for what I now call Marketing Operations 2.0, and led to the development of the course I now teach for UC Extension and [...]

  • 8 Customer Experience Metric Silos Mask Momentum

    " Metrics selection can be the most pivotal decision you make in your customer experience management strategy. That’s because what gets measured gets managed. There’s a science to it. The trick to successful metrics selection is to connect the dots between cause-and-effect. That’s why customer experience metric silos mask momentum as either an understatement or an [...]

  • Marketing Operations for SMBs: 4 Keys to Success

    " In the world of marketing operations (MO), words like “enterprise” and “scale” are common, but we rarely hear the phrase “small business” enter the conversation. Ironically, small and midsize businesses (SMBs) need MO the most if they are to grow into the company they want to be. Startups and growing businesses that fail to address [...]

  • What is Customer Experience Ecosystem?

    " When J.C. Penney hired the wiz behind Apple retail stores’ success as its CEO, there were expectations that “what worked well there will do so here”. Pesky promotional discounts (600 per year) were discontinued in favor of coupon-free, discount-absent everyday-value pricing, along with a new “fair and square” logo and ads pitched by Ellen DeGeneres. [...]

  • Business-to-Business Customer Experience Strategy

    " Before you get carried away with patterning your business-to-business customer experience strategy on the latest shiny objects, here’s a way to help you invest wisely. It’s simple: Step 1 is to sketch out the phases of “What are our customers’ processes for selecting, getting, and using the type of solution that we sell?” Step 2 [...]

  • Marketing Operations for SMBs: 4 Keys to Success

    " In the world of marketing operations (MO), words like “enterprise” and “scale” are common, but we rarely hear the phrase “small business” enter the conversation. Ironically, small and midsize businesses (SMBs) need MO the most if they are to grow into the company they want to be. Startups and growing businesses that fail to address [...]

  • 8 Customer Experience Metric Silos Mask Momentum

    " Metrics selection can be the most pivotal decision you make in your customer experience management strategy. That’s because what gets measured gets managed. There’s a science to it. The trick to successful metrics selection is to connect the dots between cause-and-effect. That’s why customer experience metric silos mask momentum as either an understatement or an [...]

  • 52 Reasons to Embrace Marketing Operations

    " What is a Marketing Operations mindset?  I made a commitment to share 50 reasons, over Twitter,  to embrace Marketing Operations; one tweet per day over the next 50 days.  This shaped my thinking for what I now call Marketing Operations 2.0, and led to the development of the course I now teach for UC Extension and [...]

  • Do Customer Experience Policies Empower Growth?

    " If you love someone, set them free. Do your policies set free your customers and your employees? Policies are designed to protect, but sometimes they disintegrate — rather than protect — customer relationships. And customers’ mistrust of companies propels regulations, protests and negative word-of-mouth. It’s a two-way street, so if you want your customers to trust [...]

  • What is Customer Experience Ecosystem?

    " When J.C. Penney hired the wiz behind Apple retail stores’ success as its CEO, there were expectations that “what worked well there will do so here”. Pesky promotional discounts (600 per year) were discontinued in favor of coupon-free, discount-absent everyday-value pricing, along with a new “fair and square” logo and ads pitched by Ellen DeGeneres. [...]

  • Customer Experience ROI Opportunities on B2B Touchpoints

    " Are you accelerating repurchases through your customer experience touch-points with industrial customers? What’s unique in business-to-business customer experience is the extensive interactions between the customer and supplier companies for a long time after the initial purchase. Like the touch-points we typically think about — online user experience, marketing content, sales, and service — these industrial [...]

  • What is ‘Walking the Talk’ for Customer Experience?

    " What does it really mean to “walk the customer experience talk”? Executive sponsorship is certainly essential, yet there’s so much more to it. An ironic byproduct of any customer engagement effort is that it intrinsically sets up expectations — externally and internally. Walking the customer experience talk means you are following through on expectations you’re [...]

  • B2B Voice-of-the-Customer: Integrating Decision Influencers’ Views

    " Picture this: in deciding whether to rebuy from your company, the customer’s general manager and purchasing agent are neutral, the end-users are supportive, the safety department gives their approval, but the facilities manager rejects it. Your company loses the sale. Because your team was focused on the end-users and general manager, everything looked like it [...]