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Customer Experience News & Analysis

Gabie Boko: Be Bold, Courageous and Creative

Connecting with Bill Sobel

Gabrielle "Gabie" Boko defines leadership as being passionate about an idea that you can change hearts and minds. She thinks almost everyone is an expert in one way or another, and encourages people — especially women — to embrace their inner confidence. 

Boko is the executive vice president of marketing at Irvine, California-based Sage North America, which provides software to small and medium-sized businesses. Before her appointment in July 2013, she held senior marketing roles in a number of major software companies including SAP and Cognos. 

She also has marketing experience in smaller, entrepreneurial start-up businesses in areas such as performance management and business process management.  

News Bites: Predictions, Milestones, Algorithms and Communities

The latest in surveying, partnering, rebranding, collaborating, expanding, shopping and offering from the Golden City, Silicon Valley North, the Watch City, the Emerald City and The Valley of Heart's Delight.

A Look at the Most Important Trend from Fashion Week

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What's on trend this season for the fashion industry? The answer may surprise you.

Try big data. At least that's what a story I recently read suggested.

When I think of Fashion Week in New York, the last thing that likely comes to mind are data scientists sitting in a front row seat on the runway. But maybe I should change my perspective.

The adoption of big data represents a big step toward changing the operating principles of an industry that has for years represented the antithesis of customer-centricity.

What CX Experts Learned This Week #OOW14

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After 300 sessions revolving around the customer experience at Oracle OpenWorld, a panel of senior practitioners today tried to summarize what they learned about social media, marketing and sales.

There were funny moments during the conference, such as when Oracle's social team learned that #OOW is the hashtag for out-of-wedlock -- not to be confused with #OOW14, the show's official handle.

But there were also serious discoveries, such as how quickly companies are shifting to customer-centric thinking and why B2C companies are adopting B2B tactics.

Marketo's Real Time Personalization Buy - 10 months Later

It's been about 10 months since B2B marketing automation provider Marketo bought Insightera's real time personalization platform for $19.5 million.

Personalization is still all the rage, and some think it will be for quite some time.

Are digital marketers ready to take the personalization plunge? A Marketo official told CMSWire the number of converts to the former Insightera brand is surpassing financial expectations. And all was well in the numbers for Q2 for Marketo in general.

But is a real time personalization platform in general an automatic, no-brainer dive for digital marketers? Not quite, according to Lori Wizdo, marketing automation analyst for Forrester Research.

Marketing Challenge: Social Recommendations or Content Marketing?

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Why aren't B2B marketers doing more to generate recommendations for their brands? I mean every B2B marketer (or head of sales, for that matter) understands how important positive word of mouth and referrals are, right?

And these days, it’s easy to leverage social media to amplify favorable comments about your brand, products or content. Yet my experience is that few B2B marketers are making it a priority to generate these “social recommendations” as part of their marketing strategy.

Why is that?

Retargeting and Reengagement in Mobile App Marketing

With millions of mobile options in app stores, competition for attention is higher than ever. That's why it's so critical for marketers to engage key audiences to ensure the longevity and visibility of their apps.

Mobile has moved in leaps and bounds over the past year to make an attempt to catch up with other online marketing techniques.

Mobile app marketing success used to be measured by the number of clicks on an advertising source. Then the focus moved to how many people installed the app. Now the industry is starting to realize that engagement and retaining valuable users is key to marketing success.

Mobile marketers are looking beyond the install to get the best value out of their user base.

The Real Secrets About Content Marketing

Remember the good old days when a CMO could build a roster for his digital marketing team and fill it with search gurus and social media ninjas?

It wasn’t that long ago, but back then marketing was obsessed with channels, and more specifically, how ads could best be inserted into each of those channels.

Today, we operate in a converged media space. What we once thought of as a series of separate channels (paid, earned and owned) are really one big channel, and consumers, who see thousands of brand impressions a day, can’t remember where those impressions occurred.

While that might be troubling for an advertising model, the truth is that we live in a world dominated by content marketing. That means consumers don’t care where they find their content, and you shouldn't either, because what really matters is quality of your content operation — not the channel.

Measuring Community Success: More Than Just ROI

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Social leaders ready to take the next step in their community journey now have access to a new assessment tool to help them evaluate their community’s strengths and weaknesses, and make better decisions to build more successful online sharing spaces for their employees, customers and partners.

The Community Performance Benchmark (CPB), developed by The Community Roundtable and released today, helps leaders understand how effectively their community management efforts are performing against organizational objectives. 

“Community management has evolved to the point where organizations understand the impact of communities and the best have created roadmaps and ways to measure value,” Rachel Happe, co-founder and principal of The Community Roundtable and CMSWire contributing author, noted in a press release. 

“However, goals simply tell you where you want to be, not how to get there. The Community Performance Benchmark gives you an understanding of where you are, your management gaps and your opportunities.”

Retail's Mantra: Data, Cloud and Mobile #shoporg14

Think of one word to describe the 2014 Shop.org Summit in Seattle this week, a 2.5-day event specifically for digital and multichannel retailers.

If you thought of the word "transition," I'd say you were correct. Transition implies two things:

  • A passage from one state, stage, subject or place to another
  • A movement, development or evolution from one form, stage or style to another

Retail is clearly in a transitional state. It is undergoing even more fundamental changes than were driven by the emergence of e-commerce in the mid 1990s and, before that, by big box stores.  With the emergence of omnichannel retailing, technology is becoming a retail imperative, and this is bringing about transformative change. 

While omnichannel is a buzzword, people are looking to create new definitions for to reflect a more customer centric view of the changes, for better or worse its here to stay because it does encompass the structural changes retailers are attempting to make. 

Give Your Customers to Amazon - Or Do These 4 Things Instead

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As the holiday season approaches, online retailers need to step up their efforts to win and keep the online retail market share that Amazon (mostly) and other large e-retailers are quickly gobbling up.

According to Growth Champions, Amazon accounts for one third of US e-commerce, and “is growing twice as fast as online commerce in general.”

CMSWire.com recently spoke with CommerceHub founder and CEO Frank Poore about ways that retailers can succeed in an e-commerce world filled with heightened customer expectations and shrinking market share.

The Trick to Content Marketing? Keep It Simple #OOW14

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Content marketing isn't that complicated. Just create content, attract customers, close sales. Right?

Not really. Most marketers either miss some of the basics or put too much effort into creating the content itself, according to a pair of Oracle customer success consultants who spoke at Oracle OpenWorld yesterday.

In two presentations, Clayton Stobbs explained the fundamental of content marketing and his colleague, Lee Jorgenson, told how to get better results with less effort.

3 Vendors That Help Deliver the Omnichannel Vision #shoporg14

2014-01-September-Endless-Aisle.jpgI found the omnichannel retailing pulse at the Shop.org Summit taking place in Seattle, but it's not as overwhelming as you might have thought given all the noise around this over the last year. Hopefully that's a sign that more retailers are taking the message to heart, but not every vendor would agree. Retailers are being selective about their priorities and the companies they choose to work with to bring their capabilities to market.

Here’s a quick look at three companies at the Summit that are well positioned to really help retailers achieve their omnichannel vision.

Put Away the Pumpkins: It's Holiday Time for E-Commerce Sites

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It’s October ... time for ghosts, goblins and things that go bump in the night, right? Wrong. Think sleigh bells and shiny objects like holiday lights.

The winter holiday season triggers an exponential growth in online shopping volume. “Many e-commerce sites do 40 percent of their annual transactions during these holidays,” said Tom Caporaso, CEO of Clarus Marketing Group.

If you handle this demand correctly, the season can gift you with a heaping helping of new, year-round customers. If you don’t, you may watch future profits disappear right back up the chimney with the guy in the red suit.

The Line Between Creepy and Effective Marketing

2014-01-September-Creepy-Bob.jpgThere's a fine line between effective, personalized marketing and an eerie feeling that “big brother” is watching. Unfortunately, being creepy is one of the most common perils of data-driven marketing. In an online environment, retailers can observe every single nuance of an individual’s shopping experience.

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