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"
I’ve been re-thinking the truth that some of your customers will inevitably be much more valuable to you than others, and your marketing investment would be much more productive if you knew who they were. Sharing my concerns in this post..Read more "A Matter Of Who And What To Value"
I believe that getting the Consumer Decision Journey right will provide you with competitive advantage in your industry or category. That is, if you make it a core competence and stay ahead of competition by doing so. But what does it take to build a key-competence in Driving the Consumer Decision Journey?Read more "Marketing’s New Key Competence: Driving the Consumer’s Decision Journey…"
Today I would like to get back to the omni/multi/cross-channel theme in Customer Experience Management, for I’m seeing some hard to get rid of “myths” that I feel need to be “busted”..Read more "Are You Riding The Customer Experience Hobby Horse Into Wasteland?"
A couple of days ago Joe Pine tweeted on how the new European Union needed ‚my’ (and your) help on the Public Consultation about the „Experience Economy” as an emerging industry. Time to write about the limitations of current Customer Experience thinking & practice.Read more "Experience Economy, Economy Of Experiences, Or.."
In my post “Don’t Take The Customer Decision Journey For Granted” I argued that it is time we start putting our money where our mouth is and really dig into helping Consumers make their purchase decisions. Not an easy task, if only for the myths that surround the theme.Read more "Change – Not Adapt To – The Consumer Decision Journey"
One of the biggest challenges in business is to lead a fundamental change based upon a real shift in mindset or logic. Tom Asacker’s new book “The Business of Belief” gave me plenty of food for thought on my approach towards change and leadership.Read more "What’s Your Belief?"