Category Archives: Customer Experience Research

Personas Backwards and Forwards

Published on LinkedIn October 30, 2016 The longer I navigate large B2B companies, the more I observe the same marketing projects being kicked-off over and over again. New people come in looking for something to champion within that magical first ninety … Continue reading

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Distracted By Bright Shiny Objects

Published on LinkedIn April 15, 2016 This Adobe 2016 Digital Trends Infographic poses some interesting questions. Consider a few key data points from it: 90% of the 7k executives surveyed say Data-Driven Marketing is the top strategic priority for 2016 46% think Strategic Thinking … Continue reading

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Content Marketing at Convergys 2007-2010

Content Marketing has been an area of significant focus in my roles since 2005. At ADP, Convergys, and Vantiv I developed successful thought leadership campaigns centered around primary research on customer experience within each industry.  A thought leadership program positions … Continue reading

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Create a Robust Content Marketing Program

Step Three of Ten Steps To Marketing Relevance Don’t Underestimate the Value of Content Marketing In my last post, Be a Thought Leader, we discussed why thought leadership sits at the pinnacle of content marketing.  Now let’s back up and look … Continue reading

Posted in B2B Marketing, Content Marketing, Customer Experience, Customer Experience Research, Thought Leadership, Uncategorized | Tagged , , , | 2 Comments

Ten Steps To Marketing Relevance

How to move your marketing organization from “arts and crafts” to “a seat at the table”. Structure For Success – Build a strong team with modern marketing capabilities; find good vendor partners Be a Thought Leader – Research, incorporate and … Continue reading

Posted in B2B Marketing, Content Marketing, Customer Experience, Customer Experience Research, Digital Marketing, Social Media CRM, Thought Leadership | Tagged , , , , | 1 Comment

More Thoughts on Thought Leadership

Whether you call it “thought leadership” or “content marketing”, such a program has three main goals for a B2B services company: Improve brand awareness Position the company as an industry thought leader Generate qualified leads and start client conversations that … Continue reading

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One Bad Experience

This time my husband wrote the blog entry for me.  Actually he wrote the following account of a bad experience to place on a restaurant’s Facebook page.  You’ve probably all written one like it – or intended to after a … Continue reading

Posted in Customer Experience, Customer Experience Research, Customer Loyalty, Customer Service, Social Media CRM, Uncategorized | Tagged , , , , | Leave a comment

Customer Experience in Financial Services – Part 2: Credit Card Issuers

Even with all the publicity surrounding last year’s Dodd-Frank financial-reform legislation and the pending Durbin Amendment fee controls, the public doesn’t generally differentiate between the major card networks (Visa, MasterCard), bank-issued cards, or the processing networks behind these. But the … Continue reading

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Customer Experience in Financial Services – Part 1: Banks

What’s different about customer experience in the banking and credit card industries? Glad you asked. The customer experience research I directed last year (http://bit.ly/oDzXg8) showed that, in general, consumers place greater emphasis on “customer service” than on price when evaluating … Continue reading

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Plotting Your Way To Super Loyalty

Anyone who has ever taken a business or economics course will attest to the fondness of academics for a 2×2 matrix. Put one variable on the X axis, another on the Y, and presto – all manner of phenomenon can … Continue reading

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