Articles

Tag: gerry mcgovern

  • Evidence, Not Ego, Must Drive Digital Transformation

    Evidence, Not Ego, Must Drive Digital Transformation

    On a hot and dusty day in Afghanistan, a group of men sat admiring patterns.  “Don’t like that one,” said the defense minister. Those around him nodded in agreement. “Don’t like that one, nor that one, nor that one either.”  The defense minister was hard to please.

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  • When to Hide and Show Navigation

    When to Hide and Show Navigation

    Hide navigation when it is disruptive to the journey the customer is on. Show navigation when it is supportive to the journey the customer is on. The hamburger menu has become notorious as an ill-advised and poorly implemented form of navigation.

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  • It Pays to Pay Attention to Current Customers

    It Pays to Pay Attention to Current Customers

    Time spent (minutes per month) on websites was down across all industries in the US in 2016, according to an Adobe report.  “Despite time spent being down, visit rates are up 4 percent year-over-year (YoY) across all industries,” Giselle Abramovich, senior and strategic editor at Adobe's CMO wrote. This

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  • Customer Service Is the New Customer Acquisition

    Customer Service Is the New Customer Acquisition

    LONDON — Traditionally, brands have controlled the narrative between themselves and their customers, mainly because they had near-exclusive access to the required technology. But with the introduction of social media, customers gained a voice in the narrative and the balance of power shifted in their favor.

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  • Managing in a Post-Trust World

    Managing in a Post-Trust World

    For many humans, there is no greater fear than the fear of the unknown.  Throughout human history, we have always tried to predict the unpredictable, to manage the unmanageable, to control the uncontrollable.

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  • New Opportunities for Internal Communicators

    New Opportunities for Internal Communicators

    Much of traditional internal communications has been about the delivery of fake news. Staff have not been fooled. Over the years, it really struck me how the output of most internal communications departments was disconnected from the real needs of the staff in their organizations.

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  • Your Digital Interface Is Your Brand

    Your Digital Interface Is Your Brand

    Do you remember the first impressions you had of a bank? Probably it has something to do with an impressive physical building.

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  • Optimizing Internal Efficiency Versus Customer Experience

    Optimizing Internal Efficiency Versus Customer Experience

    There was once a company whose packaging was notoriously difficult to open. In fact, a TV program had a competition where it offered a prize for anybody who could open the package without spilling the contents. Nobody won the prize. Why would an organization do that? Internal efficiency.

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  • The Customer Is Now the Advertiser

    The Customer Is Now the Advertiser

    When I was young, driving down a lonesome country road, seeing a billboard was a nice diversion from the black and white boredom of daily life. Being interrupted from the monotony was a welcome surprise in a world where there was lots of time to kill.

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  • Customer Journeys Need to Be Defined by Customers

    Customer Journeys Need to Be Defined by Customers

    The journey the organization would prefer the customer to go on is not usually the journey the customer wants to go on. When you get through security, the airport sends you on a ‘customer journey’ through duty free shopping whether you want to go shopping or not.

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  • Customer Obsession Defines Amazon and Digital

    Customer Obsession Defines Amazon and Digital

    To stay relevant in the digital landscape, organizations must develop an obsessive customer focus. In the US, more stores are likely to close in 2017 than during the height of the great recession in 2008. Those retailers who have committed to digital are not finding it easy either.

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  • High Traffic Does Not Equal Good Customer Experience

    High Traffic Does Not Equal Good Customer Experience

    Just because a webpage is popular doesn’t mean that it’s useful. In fact, it could be getting in the way of a more useful page.

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  • Who's the Center of the Digital CX Universe: You or Your Customer?

    Who's the Center of the Digital CX Universe: You or Your Customer?

    Gerry McGovern has a simple message for customer experience professionals out there: Stop thinking. It’s ruining your business. Despite having access to incredible data mining capabilities and customer targeting tools, most companies are still making customer-facing decisions based on presumptions and internal data.

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  • What the Pepsi Ad Tells Us About Millennials

    What the Pepsi Ad Tells Us About Millennials

    The plot for the Kendall Jenner ad was the standard industry fare that has been peddled for 50 or more years. What was surprising was the reaction to it. Pepsi makes a product that, when drunk in sufficient quantities, makes you more likely to become obese and diabetic.

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