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"
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?"
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?"