It’s Not Easy Enough: Simplifying the Experience
If you are old like me, you will remember a time when there wasn’t an express checkout line at grocery stores. If you are somewhat younger, you might remember the days before self-checkout lanes were available. This generation of young people will likely tell future generations that they lived in an era when some people…
Nailing the Numbers – Your Future Equals Your Customer Experience
I’ll admit it, as a customer experience consultant I have a tendency to see improving customer experience as a cure for all business ills. As the saying goes, if you have a hammer everything looks like nails. Over time, I have come to concede that product development, finance, and other business disciplines are equally essential…
Legacy Schmegacy – What Will You Be Known For?
Political pundits recently have been opining about the likely legacy of various global political leaders including Fidel Castro and President Barack Obama. Certainly, the word legacy seems fitting for leaders who play on the world stage, but what about the rest of us – ordinary people trying to lead our families, communities, and businesses? Is the…
From Online Search to Conversation and Then From Conversation to Sale: The Importance of Channel Relevance
Writing in Automotive News, Vince Bond, Jr. asks a question that is mission critical for many businesses today, “How do you quickly turn an Internet search into a conversation and turn that conversation into a sale?” In general, I believe all marketing involves disruptively creating interest. Once a prospect demonstrates that interest (for example in…
Not Top Of Mind But Top Of Heart – When Branding Gets REAL
Here are some important terms of art when it comes to understanding the strength of your brand: Brand Awareness – the visibility of your brand and it’s products/services in the eyes of consumers. Branding Campaigns – tactical strategies for driving brand awareness. Impressions – how many customers actually lay eyes on elements of your branding…
Will it Fly? How to Leverage Quantitative and Qualitative Customer Listening
I’ve been doing customer experience design for a long, long time. In the old days, I would have read about some intriguing customer innovation and assumed that the attempted breakthrough was crafted on a firm foundation of customer listening and data analysis. For example, had I read about something like Indian airline, IndiGo’s, recent effort to create a…
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