Category Archives: Customer Experience Research

Personas Backwards and Forwards

Posted on April 7, 2017 by

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 →

Posted in B2B Marketing, Customer Experience Research, Customer Segmentation | Tagged , , | Leave a comment

Distracted By Bright Shiny Objects

Posted on April 7, 2017 by

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 →

Posted in B2B Marketing, Customer Experience Research, Digital Marketing, Marketing Automation, Uncategorized | Tagged , , , | Leave a comment

Content Marketing at Convergys 2007-2010

Posted on November 11, 2014 by

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 →

Posted in B2B Marketing, Content Marketing, Customer Behavior, Customer Experience, Customer Experience Research, Digital Marketing, Thought Leadership, Uncategorized | Tagged , , , , , , | Leave a comment

Create a Robust Content Marketing Program

Posted on September 29, 2013 by

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

Posted on February 24, 2013 by

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

Posted on August 19, 2012 by

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 →

Posted in B2B Marketing, Content Marketing, Customer Experience Research, Financial Services, Thought Leadership | Tagged , , , , | 1 Comment

One Bad Experience

Posted on March 18, 2012 by

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

Posted on October 2, 2011 by

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 →

Posted in Customer Experience, Customer Experience Research, Customer Loyalty, Customer Service, Financial Services, Uncategorized | Tagged , , , , | Leave a comment

Customer Experience in Financial Services – Part 1: Banks

Posted on September 25, 2011 by

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 →

Posted in Customer Experience, Customer Experience Research, Customer Loyalty, Customer Service, Financial Services | Tagged , , , , | 1 Comment

Plotting Your Way To Super Loyalty

Posted on August 15, 2011 by

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 →

Posted in B2B Marketing, Customer Experience Research, Customer Loyalty, Customer Segmentation | Tagged , , , | 3 Comments