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"
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"
Big Data holds a big promise. For companies and for Customers. Only If we choose so though. If not, Customers will refuse to be the product and the return of trust will too remain a promise.Read more "Big Data, Trust and ‘You as The Product’"
in this post I will elaborate on what I believe are the five key design principles to deliver on the key-capability to design & provide company (branded) touch-points. Touch-points that enable Customers to perform their jobs-to-be-done and achieve key-outcomes in each phase of their path towards them.Read more "Five Contextual Marketing Design Principles"
Content is definitely the new hype on the marketing block. What are the driving forces behind it, what are its limitations and will it drive engagement? Is it robust enough to live up to its promise? I doubt it will. What do you think all the Content Marketing fuss is about?Read more "What Is All The Content Marketing Fuss About?"
Here’s my take on why most Big-Data marketing programs will suffer from diminishing returns and how an alternative approach can help you start increasing the pie, not eat it.Read more "Big-Data’s Diminishing Returns"