Browsing Category
customer engagement
130 posts
Empathy Mapping: The Future of Gamification
Empathy mapping can help organizations shape how they target, engage, and interact with customers.
The 2022 Customer Engagement Technology Buyers Guide
The guide identifies 14 Best-in-Class technologies from across a broad spectrum of categories, verticals and disciplines. It represents the tip of the iceberg in terms of the number of technologies available and what we feel are the cream of the crop in terms of the quality of their offerings.
Customer Engagement: Care from a Unified View
Retailers agreed on a few fundamentals for personalising customer engagement when they discussed the topic at Retail Revival,…
Where Are We with Brand Personalization?
If your brand offends the customer on the privacy front, you will lose that customer. We have seen the legislation.
Passikoff: Brand Engagement is Actually Pretty Straightforward
Defining your category’s Ideal is where it gets tricky.
Are You Developing Real Connections With Your Customers?
With the consumer now firmly in charge, the new brand focus needs to be on customer centricity and brand personalization. With these profound changes what we are seeing is that Relationshipping is overtaking and replacing Marketing.
Passikoff: Chasing Customer Expectations
Real customer expectations – the ones brands want to exceed – move at the speed of the consumer, faster than brands can keep up, no matter how many times brands tell you they want to exceed your expectations.
How to Reduce Your Customer Churn Rate – 12 Strategies
Achieving a lower customer churn rate means understanding what is causing your current rate of turnover, and how you can eliminate the causes.
Customer Success Will Be Everyone’s Game in 2022
One of the great shifts created by the pandemic is that time has become our most important currency.
How to Fix B2B Buyer Personas
A half-hearted or misguided attempt to build buyer personas is not worth doing. Just forego the whole thing if you think there’s an easy button.
Is Customer Care the New Customer Service?
The pandemic has taught us many things, one of them being that customer service runs deeper than simply fielding customer inquiries.
Nudge Theory Needs More Context
Nudge theory techniques “often ignore the context of a problem” and can be too narrowly focused on changing specific behaviours while not taking into account environmental factors, according to speakers at the Festival of Marketing.
How to Build Customer Trust: 4 Things to Start Doing Now
Prioritize an emotional connection over a transactional one to strengthen customer trust, and put your most empathetic foot forward.
Should You Focus on Product Design or Service Design?
When the straightforward application of design thinking techniques lead to unexpected or undesirable outcomes, it may be time to ask yourself: Are youdesigning for a product, or a service?
What’s Changing With Push Notifications in iOS15 (and What to Do About It)
A thoughtful push notification strategy that respects user preferences is at the heart of your preparation, as is an approach that prioritizes quality over quantity.
Does Your Rewards Program Need a Mobile-First Redesign?
Nearly one-third of next-generation consumers interact with rewards programs on their phones – and only on their phones.
Why the Sales Funnel is the Cockroach of Marketing Concepts
The now ubiquitous sales funnel started out as the linear and hierarchical ‘AIDA’ model (Attention, Interest, Desire, Action) which first gained traction in the personal, door-to-door sales era of the late 19th century as a way to teach salespeople how to push buyers towards a sale in a single conversation.
5 Ways Embedded Finance Will Change the Future
One of the most notable examples of digitization is in the fintech sector, and particularly how traditional businesses are engaging finance on an entirely new level by integrating financial mechanisms into their overall business plan.
Product-led Growth Means Changing Your Whole Business
PLG companies can rapidly innovate with their products to better match their customers’ needs and therefore win in the market.
5 Measures to Gauge a Brand’s Loyalty Through RFM
It’s time to revisit one of the simplest, most universal measures to test a company’s customer loyalty. Many…
Solve Cookie Tracking With Loyalty
The data you collect has value well beyond personalization.
What are Customer Acquisition Costs and Why are They So Hard to Calculate?
By considering the customer acquisition costs, marketers have a more comprehensive overview of the financial and human resources required to generate and retain demand instead of distribution costs.
Trends We Like: a Little More Conversation, a Little Less Data
Your conversational marketing audience is much more insightful than your other channels. They'll tell you in their own words how they want to interact with your business.
TheCustomer Interview: Fara Haron, Regional CEO of Majorel
"It's really about how to incorporate those things into getting the best customer experience - not really just trying to automate everything, but to integrate that in a very personal way."
Customer Service Experience Metrics that are Better Than NPS
The broad language used in the NPS metric captures customers’ intent based on their evaluation of more than just customer service.
Forget Competitors, It’s Customers Who Hold the Aces
The report showed that in the past 12 months, almost half (44%) of America’s leading retail and hospitality merchants switched their efforts directly to better understanding the customer.
Activating Culture is Key to Making Customer-Centricity Stick
Companies often achieve customer-centricity on specific projects here and there, but fail to make it a long-lasting priority across the entire organization.
Behavioral Economics is dead – Long Live Behavioral Economics!
At this moment, behavioral economics is in market correction – we have passed the ‘peak of inflated expectation’, suffered through the ‘trough of disillusionment’ and are firmly on the ‘slope of enlightenment’ – now is the time we find the true value of behavioral economics.
How Can Brands Embrace the New LGBTQ+ness?
It's worth asking: what are, truly, the queerest places on the internet? And because Pride is becoming increasingly corporate, how can brands foster safe spaces for the LGBTQ+ community?
Look Beyond MarTech and Rediscover Emotional Connection
Yes, great MarTech tools solve problems; they eradicate swathes of tedious manual effort. But technology doesn’t remove the need to understand how the business can differentiate itself ...
Practicing Digital Empathy at Scale
Until now, 'digital empathy' has been a design approach - informing the ways the user experience and processes are designed (the core of human-centric design) but it is still at heart 'empathy as a process'.
Consumers Want Brands to be More Human
Given the permanence of changes in customer behavior, identifying and adjusting to the new consumer psychology is a priority.
When Consumer Psychology Meets Marketing
Experiments and observations all point to the same general conclusion: Our consumer psychology suggests we’re remarkably bad at understanding why we do the things we do.
Passikoff: The Winning Strategies of the Streaming Wars
Almost two-thirds (63%) of American households have an Netflix account. And probably a lot more watch if you factor in ones using someone else’s login.
Inside Amazon’s Strategy to Launch New Products
“It’s a methodology that helps you define the value of your product to customers and crystallize what you’re building and why you’re building it."
Consumer Anxiety, Hope and Your Products
If market research reveals that consumers already have strong anxiety about outcomes from new product adoption, it would behoove marketers to develop communications that evoke strong hope rather than trying to downplay anxiety
The NFT Gold Rush: What It Means for Marketers and Brands
Christie’s famously just sold a digital collage by Beeple for $69.3 million, marking the first solely-digital artwork sold at auction and the third highest price fetched for a work by a living artist.
Best of: TheCustomer Roundtable Roundup
What happens when you put 5 (or 6) Customer Engagement Pros together in the same room? We call…
5 Loyalty Lessons From the GameStop Stock Surge
Companies that want to invest in loyalty should never lose sight of what their business means to their customers. And they should revisit that meaning, regularly.
The Psychology of Faces and the Future of Personalized Marketing
Recent research suggests that we don’t just have a special kind of attention for our own names, but for our faces as well. In other words, the visual cocktail party effect.
Customer Churn: How Many of Your Customers Walked Away Last Year?
It’s rare that you will see customer churn reduction as a core objective on a marketing plan.
TheCustomer News – Episode 6
In TheCustomer News Episode 6, Rafer Weigel and his guests (Chris McGreal, Co-Founder at Cordial and Carl Doty,…
Passikoff – What Does Customer Loyalty Look Like in 2021?
Loyalty has changed but it has not vanished. It has been transmuted through changes by consumers born hotwired to the internet.
What Hipsters Can Teach Us About Consumer Behavior
..what makes a brand a bland is duality: claiming simultaneously to be unique in product, groundbreaking in purpose, and singular in delivery, while slavishly obeying an identikit formula of business model, look and feel, and tone of voice.”
Top Reads
The biggest takeaways from the past year have less to do with KPIs and more to do with values and distilling the important from the unimportant. And from the looks of our list of last year's top reads, that notion seems to have resonated with our readers as well.
Ushering In The Age Of Dynamic Personalization
Through dynamic personalization, the guest experience when interacting with your property, will become one that not only recognizes their attributes, behaviors, and identity, but one that picks up on the nuances of intent, motivation, and sentiment.
Customer Engagement and Return on Loyalty
Customer engagement is seen as a better predictor of loyalty related behaviors than other conventional quality ratings or satisfaction scores, which fail to capture the depth of relationships consumers form with some brands.
How to Navigate Consumers’ Love/Hate Relationship with Email
Consumers have a love/hate relationship with email. If they love the brand, they love the email. And that’s where data-driven comes in.
Value, not Volume is a Better Bar for Good Marketing
The next wave of marketing stems from a huge increase in the fidelity and accuracy of customer signals from across the business.
Passikoff: The Brand Engagement Silver Bullet
Everybody remembers the Lone Ranger. But when it comes to brand engagement, not so much - virtually nobody remembers that it was General Mills who sponsored the show.