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"
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"
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"