A couple of times a year I guest-lecture for several Masters in Marketing/Customer Management programs in The Netherlands. Almost every time students approach me with a question regarding their master-thesis or other assignment. The most frequently asked question is to help them with the problem definition of their paper that addresses the issue of drafting/implementing/selling internally […]Read more "I Need a Problem to Solve With My Omni-Channel Customer Experience Strategy"
Marketing is far from dead, despite the call-outs we hear from (high-end) Consultants. But marketing needs to change its act. I think there are 7 new jobs for marketeers to drive that..Read more "What Really Replaces Marketing (Madness).."
Improving the Customer’s Experience is not easy. If your lucky it’s a “two step forward, one step back”-experience. But I know many Customer Experience professionals who get frustrated by the constant struggle to move the needle. They sense that they are seen as a nuisance standing in the way of managers and directors trying to meet […]Read more "5 Reasons Your Customer Experience Efforts Fail"
I wrote about 5 things to remember when mapping the Customer’s Journey last week. Here’s my 5-step approach to actually mapping “the thing”. Have questions? Need help? Have a different/better approach? Please let me know in the comments, or reach out to me on Twitter.Read more "Understanding the Customer’s Journey in five steps"
With little time to write these days I thought I’d try this new format of short insights in a format that you can easily download and share. This is the 2nd. You can find the first on Customer Journey mapping here. I hope you enjoy it. If you do, or don’t, please share your feedback. […]Read more "The answer to these questions might actually provide you with actionable insight"
Five Things To Remember When Mapping The Customer’s JourneyRead more "Five Things To Remember When Mapping The Customer’s Journey"
I’ve been involved in Customer Experience (Management) since the beginning of my career. And for as long as I can remember we (me included) have been measuring success of our efforts through metrics like Customer Satisfaction, Customer Retention, Intention to (re-)purchase, intention to recommend. Touch-Point Success And for as long as I can remember we’ve […]Read more "Measuring Customer Value in Experience?"
It’s not that long ago. An ordinary evening on my couch at home surfing my streams as they flow through Twitter, LinkedIn, Gmail, Feedly etcetera. I was reading a post shared by @roosvanvugt: “5 things digital CMO’s do better“. Push or Pull? The 5-thing-list starts with “Shift from finding customers to getting found” which is […]Read more "Thinking in Paradoxes"