Brands that deliver powerful experiences do so with purpose. They build personas to understand their customers. They map customer journeys to visualize and consider all touch points, channels and moments in which a customer interacts with the brand. They create principles to guide and inform the experience they deliver. And they build the best team, combining the skills, influence and knowledge to get customer experience done right. In a recent Forbes article, Howard Breindel offered tips for assembling a stellar roster to bring in a CX grand slam.
In 2012, a Gartner analyst famously predicted that by 2017 marketing technology budgets would be bigger than IT technology budgets. In most organizations, budget means power, so Gartner’s prediction spurred speculation that the CMO-CIO relationship might become a testy one. Within a year, we saw headlines like this one in the Harvard Business…
Customer experience. The phrase has become ubiquitous in branding and marketing circles. In the B2C world, its relevance is obvious: delight your customers at every “touchpoint,” whether on your website, in a retail environment, on the phone, or when they’re using your product or service.
But what does customer experience mean in the B2B…
B2B customer experiences are more disjointed than ever. In a poll of brand leaders who participated in our recent webinar about experience design, 72% reported that their customer experience is inconsistent or fragmented across platforms and channels. McKinsey data shows that B2B customer experience index ratings significantly lag behind B2C experiences. And customer expectations continue…