Our customers are networked - they connect with people, places and things that matter to them. That concept and understanding what to do about it holds the key to how organizations can improve customer experiences. It's a matter of networking your organization, so making it more agile, more enabled and
As a customer intelligence adviser, my work exposes me to a wide range of organizations with various marketing challenges and available resources. Over time, some common themes have emerged, one of which is omni-channel marketing as a business imperative. Changes in the ways customers engage with brands across an explosion of channels
Collecting and counting points in order to reach a threshold - and ultimately receive some sort of reward - these are the loyalty programs we know of today. Recently I have read a lot about how brands are looking to overhaul their loyalty programs - to reach more customers and
In today’s digital world, even the most dedicated customers can have different needs and preferences at different times and places. And while customers can certainly be fickle, that’s not what always drives the situationally-dependent nature of the customer relationship. It’s life today that makes it so complex. Think of your own customers
Television is a great equalizer – everyone has one or surely knows what it is, making it easy to relate to. For instance, just about anyone could tell you their favorite program. In my case right now, it would have to be a tie between Scandal and Modern Family. So as a devotee
Things haven’t changed as much as you’d think. Some 14 years ago, as a young whippersnapper in customer analytics PR, my interviews often centered on tearing down silos and building a 360-degree customer view. Still do. But while we mulled over the mechanics of understanding the customer through analytics, we
Not so long ago, I started my retail/merchandising career in the juniors division at the corporate office of a retailer. It was so exciting to be in a place where I could wear the clothes that I worked with, and I was sure that picking out cute clothes all day was what I
Think back to the best restaurant experience you’ve ever had - what made it memorable? Location, quality and ambience all matter, but for me, the truly great experiences have always been where the service was exceptional. In a small handful of cases, it was as if the servers anticipated my
Clever words, beautiful imagery and exciting creativity have long been marketing’s domain. But an alternative view of the world has emerged and is creating a divide. With the rise of big data, relentless objectivity and the unceasing quest for measurement we must welcome the data scientist. Surely all true marketers
In every industry, there’s one perennial challenge - how do you consistently delight your customers? How do you show them that you instantly know who they are, no matter when or where they interact with you? How do you turn them from lukewarm acquaintances to passionate brand evangelists? Scotiabank has
