Be the [Customer] Champion! 4 Challenges to Overcome to Get Closer to Customers

Be the [Customer] Champion! 4 Challenges to Overcome to Get Closer to Customers

Customer centricity
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I’ve always felt it was natural for marketing professionals to be the champion of “customer centricity” (or customer experience) inside an organization. We all know that marketing is focused squarely on customers and their needs. I was excited to find this Incite™ whitepaper because it shows a nice marriage of marketing and customer centricity strategies. […]

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Top 3 reasons why CRM fails to earn my loyalty (and Social CRM won’t, either)

3
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Here’s a guest blog from Bob Thompson, of CustomerThink.com. At a recent conference I had an interesting discussion with an executive for a large non-profit organization, originally hired to lead the organization’s “CRM” activities. Shortly after starting, she changed her job title to include “customer experience.” Why? Because with a “CRM” title, her boss expected […]

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My #3 Website Rule: No Dead Ends

Example
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This is one of my favorite guidelines for a successful website. A site should allow a journey of exploration, learning, and discovery. Your site visitors need a clear and well-curated path that includes options to continue their exploration on every page. There should be no pages that feel like a dead end. What’s a dead […]

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My #2 Website Rule: Sip, Cup, Bath

Example of cup website clickstream best practice
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“Sip, cup, bath” is my favorite advice for those who want to create a top performing website. Picture taking a sip from a cup, then picture drinking the whole cup, then imagine soaking in a bathtub. “Sip, cup, bath” informs the clickstream path and the order in which content should be displayed. SIP Picture this: […]

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My #1 Website Rule: Know Your Audience

Know Your Customer
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Knowing your audience – I mean really understanding what their life is like, what their needs are, how they search for things – will make your business more successful. Perhaps I’m the millionth person to have said that. However, it is so fundamental and too often overlooked. Are you skeptical that you really need to […]

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There’s nothing like a cold glass of milk!

Califia Farms almond milk
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Picture this: I poured an ice cold glass of almond milk from the fridge. I raised the glass of creamy liquid to my mouth. Ugh! This almond milk tasted odd. I checked the expiry date on the bottle. It wasn’t even close to its sell-by date. I was perplexed. My husband and I love Califia […]

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Intuitive customer empathy

At Intuit office
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When a company truly cares for its customers … customers know it. They can feel it. You can’t fake it. You can’t collect surveys and never take action or never thank customers for their input. That isn’t genuine. Let me tell you about one company with sincere customer empathy. I recently visited an office of […]

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Amazon has ruined me for life

Amazon Prime Ruined Me
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To clarify that headline, it is mostly Amazon Prime that has ruined me for life. I love buying online: it saves time, gas, and money. And I love it when online orders are delivered quickly. That’s what Amazon Prime offers – every order arrives in 2 days (sometimes in even less time!). How did this […]

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Don’t Trojan Horse your customer!

Trojan Horse
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Today, my laptop prompted me to install a new version of Java. I usually go ahead and just do it – you need Java. I was starting my day and going through email when I saw the prompt to install the downloaded Java update. Problem is, they wanted me to install the Ask.com toolbar on […]

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Know thy customer – part 2

Customer loyalty from American Express
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(You can read part 1 on knowing your customer here.) I recently called the 1-800 number on my American Express card to inform them I’d be traveling out of the country. I wanted to be sure that overseas charges wouldn’t be flagged as suspicious. I depend on this credit card and didn’t want the company […]

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