Articles

Tag: christine crandell

  • Want to Improve Customer Experience? Ask Your Customers for Help

    Want to Improve Customer Experience? Ask Your Customers for Help

    Customer co-creation is a powerful technique through which customers and vendors can jointly work together to create value. I define this as “the purposeful action of partnering with strategic customers and employees to ideate, problem solve, improve performance and/or create a new product, service or business.

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  • It Takes a Network for CMOs to Stay on Top

    It Takes a Network for CMOs to Stay on Top

    Combine velocity and volatility with the 24/7 global business cycles and it becomes virtually impossible for any leader to stay on top of his or her game. For Chief Marketing Officers (CMOs), staying on top can spell the difference between success and failure, for them as well as their companies.

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  • Why the CX Discussion Keeps Returning to Culture

    Why the CX Discussion Keeps Returning to Culture

    It's been interesting to watch customer experience mature. The customer experience concept was born out of work consultants did across disciplines, including marketing, operations and customer service/support. They recognized that by understanding the lifecycle expectations customers had around value, trust, engagement and products, businesses could improve their performance.

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  • Journey Mapping the Customer Experience

    Journey Mapping the Customer Experience

    “‘We’re going to solve the customer experience problem’ is a hard sell to the C-suite,” said Miguel Quiroga, executive director of customer experience at Verizon. He went on to advise the audience at the Clarabridge C3 Conference on how to overcome that resistance.

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  • Addressing the Gap Between Marketing Automation and CRM

    Addressing the Gap Between Marketing Automation and CRM

    In this era of economic growth, the Sales Enablement Trends 2015 Report (registration required) by Qvidian was sobering. While B2B companies continue to grow at any cost, sales teams still struggle with quota attainment and can’t ramp up fast enough.

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  • The State of B2B Customer-Alignment Maturity

    “If you don't know where you're going, you'll end up someplace else.” -- Yogi Berra This pretty much sums up the customer-alignment journey of most companies. Companies know their survival depends on aligning strategy, culture, partners and processes to their customers’ lifecycle expectations, but the end state is often fuzzy.

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  • One-Size Fits All Selling Backfires with Small Businesses

    One-Size Fits All Selling Backfires with Small Businesses

    While some small business purchase behavior is similar to their larger brethren, most B2B sales people don’t recognize they differentiations between how the “S” of SMBs purchase.

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  • 'Death by PowerPoint' and Other Sales Training Fails [Infographic]

    'Death by PowerPoint' and Other Sales Training Fails [Infographic]

    Earlier this year I was at an annual two-day sales training event for a global software company. The venue, meals and entertainment had been painstakingly planned to ensure everyone had a memorable time. Unfortunately the actual training portion of the event was not so memorable.

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  • The Customer Intent Wake Up Call

    The Customer Intent Wake Up Call

    Companies aspiring to be customer-aligned add a few more dials to the conversation -- what should the chief customer officer be measured on, beef up the customer success team, invest in employee engagement / culture initiatives, innovate their customer engagement strategy, and/or shift from a product-feature-pushing sales model to a 

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  • Omnichannel Experience is a Matter of Perspective

    Omnichannel Experience is a Matter of Perspective

    Omnichannel is rapidly taking over the customer engagement conversation, but it's more than just a new label. Omnichannel, according to the Winterberry Group, is defined as “seeking to promote a long term, channel agnostic approach to managing and optimizing (customer) relationships.

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  • Are You Playing Whac-A-Mole With Customer Experience?

    Are You Playing Whac-A-Mole With Customer Experience?

    CEOs and management teams agree on these points on an intellectual level, but emotionally, the new reality is a hard one to swallow. In the good old days Sales was the key to customer’s success. Having that level of influence is hard to let go of.

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  • The Problem with Lead Scoring

    Marketing automation helped marketers gain a deeper understanding of their target buyer and develop the right messaging, calls to actions and campaigns. But the real big win to come from marketing automation was supposed to be lead scoring.

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  • If You Want Real Time Marketing ROI, Know Your Buyer

    Everyone -- especially technology vendors -- agrees that personalized, contextually relevant marketing is the most effective way to attract, engage and convert buyers. Do it right and you’ll break through the noise and spur your buyer into action. Excel and you’ll build a positive, persistent relationship with your customers.

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  • A CEO's Guide to Navigating Customer Expectations

    B2B companies are waking up to the fact that success demands consistently delivering on customer expectations over the relationship’s lifetime. A recent IBM study  found that CEOs are worried that their management teams don’t fully understand the expectations of prospects and customers, or how to operationalize their customer experience strategy

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