ClearAction

4 Keys to Solving Marketing Silos

" Turf wars, personal agendas, politicking, and “not invented here” syndrome are common internal pains of Marketing silos. It doesn’t take a genius to recognize them. Customers see them too! And that’s not good. If organizations in your company were more “joined at the hip”, wouldn’t that prevent a lot of rigmarole and costs? If those [...]

  • If It’s Called Customer Experience, Why Is It All About the Brand?

    " While companies clamor to get their share of revenue from new and existing customers, the delta between what brands say they do for customers and what actually happens has never been larger. Perhaps it’s because of stats like: 90% of executives say that customer experience is central to their strategies, but a whopping 86% don’t [...]

  • Valuing Customer Value Management

    " Customer Value Management (CVM) is widely undervalued in the way we practice customer experience management (CEM). Excellent resources on the CVM topic abound, yet few executives — and even few CEM professionals — are aware of them. Sometimes CVM seems too quantitative or difficult to grasp or implement, but the companies that have distilled customer [...]

  • Marketing Metrics, Technology & Customer Experience

    " Sometimes the simple basics can refresh our perspectives and effectiveness. In the recent Marketing Operations & Technology Summit, I presented a wrap-up conversation after we delved into deep, future-oriented best-practices discussions on marketing metrics, technology and customer experience. Marketing Metrics Don’t forget the simple fact that marketing performance is best tracked via combination of leading [...]

  • Customer Value Creation Essentials

    " Value creation is perhaps the single most important aspect of any executive’s job. As such, crystal clarity on what it is and how it’s done should certainly be top of mind. Shareholder value is fueled by customer value; shareholders leave when customers leave, not the other way around. Customer value is an ambiguous term, as [...]

  • Loving Customers for Customer Experience Excellence

    " "Payin' with lovin'" seemed like a clever twist on McDonald's advertising theme, "I'm lovin' it!". In a Superbowl ad, the company announced its random selection of customers to pay for purchases with "random acts of love", from the big game day through Valentine's day. Yet, stories abound about deep embarrassment felt by customers who were [...]

  • Trust & Choice: Essential Customer Experience Ingredients

    " This article describes the 5th of 10 unique characteristics of customer experience relative to more well-known concepts such as customer satisfaction and retention. The characteristic defined in this article is: Choice — Customer experience is built on trust and mutual respect for variety; share of budget is more important than loyalty. So you want a [...]

  • If It’s Called Customer Experience, Why Is It All About the Brand?

    " While companies clamor to get their share of revenue from new and existing customers, the delta between what brands say they do for customers and what actually happens has never been larger. Perhaps it’s because of stats like: 90% of executives say that customer experience is central to their strategies, but a whopping 86% don’t [...]

  • Loving Customers for Customer Experience Excellence

    " "Payin' with lovin'" seemed like a clever twist on McDonald's advertising theme, "I'm lovin' it!". In a Superbowl ad, the company announced its random selection of customers to pay for purchases with "random acts of love", from the big game day through Valentine's day. Yet, stories abound about deep embarrassment felt by customers who were [...]

  • Customer Value Creation Essentials

    " Value creation is perhaps the single most important aspect of any executive’s job. As such, crystal clarity on what it is and how it’s done should certainly be top of mind. Shareholder value is fueled by customer value; shareholders leave when customers leave, not the other way around. Customer value is an ambiguous term, as [...]

  • Marketing Metrics, Technology & Customer Experience

    " Sometimes the simple basics can refresh our perspectives and effectiveness. In the recent Marketing Operations & Technology Summit, I presented a wrap-up conversation after we delved into deep, future-oriented best-practices discussions on marketing metrics, technology and customer experience. Marketing Metrics Don’t forget the simple fact that marketing performance is best tracked via combination of leading [...]

  • Valuing Customer Value Management

    " Customer Value Management (CVM) is widely undervalued in the way we practice customer experience management (CEM). Excellent resources on the CVM topic abound, yet few executives — and even few CEM professionals — are aware of them. Sometimes CVM seems too quantitative or difficult to grasp or implement, but the companies that have distilled customer [...]

  • Trust & Choice: Essential Customer Experience Ingredients

    " This article describes the 5th of 10 unique characteristics of customer experience relative to more well-known concepts such as customer satisfaction and retention. The characteristic defined in this article is: Choice — Customer experience is built on trust and mutual respect for variety; share of budget is more important than loyalty. So you want a [...]

  • Customer Experience Social Media Conversations

    " Social media contains a wealth of information about the customer experience, and savvy managers are paying attention. In my interview with Sean McDonald, former director of Dell’s online community, he points out that the social Web is full of customer comments, and engaging customers in conversations enables opportunities for: Building brand reputation: turn negative sentiment [...]

  • Recognize Employees for Improving Customer Experience

    " Humans, as well as all living things, align their behaviors with the rewards in their environment. For example, only 42% of companies agree that they can do what is right for customers despite the pressure to make current-period financial numbers. Interestingly, the same number of companies are actually using customer metrics to evaluate organizational performance.1 [...]

  • Marketing Wins Strategic Clout by Driving Customer Experience Management

    " Traditionally, Marketing takes the organization’s message to the customer base, but now equally important is Marketing’s potential to take the customer base’s message back to the organization. Marketing sets up the value proposition that the brand represents, but ultimately customers define what brand truly means to them. The way we actually deliver the value proposition [...]