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Hey, Marketers: I am a Person, Not a Persona
One of the most misused marketing tools is the persona—the archetype of a particular kind of customer. Here's why we need to think differently about personas.
Getting the Buyer's Journey Right
Understand your customers' buyer's journeys to add value every step of the way.
Marks & Spencer Stores are Getting Customer Centricity Right—See How
Marks & Spencer CEO Steve Rowe recently explained in Marketing Week that the British multinational retailer is looking to use data to "make M&S great again." He's got the approach exactly right.
GE: Winning with Disruption and Return on Attention
GE, a 124-year-old brand, is managing to stay relevant and make locomotives, jet engines, appliances and wind turbines both interesting and accessible to its customers. Here's how.
Decoding Customer Needs with the Buyer's Journey Framework
The best buyer’s journey maps are founded on precise, quantifiable definitions of customer needs at every step along the way. Here's how to uncover those needs using the Jobs-to-be-Done methodology.
New Target Stores Focus on Customer Needs, Improve Experience
It’s immediately apparent that Target is focused on exactly the right things with its “next-generation” stores: customers and their needs. Here's what they look like.
Renewal Model Businesses: Pay Close Attention to Cadillac, Amazon, #Insurtech
The average heavy smartphone user checks their phone 150 times/day. Their need to continuously experience micro-euphoric moments is creating new expectations in the way businesses interact with them.
Assessing Direct Mail through the Omnichannel Lens
3 Ways Your Bank Needs to be Personalizing Its Marketing
Customers are looking for a more personalized banking experience. Providing that experience will increase your ability to retain your current, profitable customers. Here are three places to start.
The Path to Virtual Advisors Begins with Getting to Know Your Customers
Consumers are demanding a more personalized, on-demand banking experience. But many But many banks don’t have the resources to build a personalized, automated system. So what can be done today?
Generating True Customer Loyalty? TJX Cares for Community
True brand loyalty cannot be earned by dolling out rewards or tier status alone. It takes more than that. Here's how TJX (and all retail brands) should move forward.
How Retail Can Thrive in Kotler’s 4th Industrial Revolution
Philip Kotler explains that there are several efforts retail brands can make to improve the likelihood of their brick and mortar success. Here's how to implement Kotler's suggestions.
How We Use Live Chat for More Human Marketing
We were inspired to pursue live chat because we want to engage our clients and prospective clients through personal, human interactions. Here's what that looks like so far.
Meet Erica, Bank of America's Promising New Bot
Financial services need to think about how to transform their business via technological innovations, like chatbots, that will improve customer experience and drive revenue.
The Role of Jobs-to-be-Done in the Bank Branch Customer Experience
To keep physical locations relevant, banks need to look at delivering value through their branch experiences—based on customers' jobs to be done.
Are We Pushing Content...or Facilitating Conversation?
The digital interface is laced with temptations to forget we are dealing with human beings. Content IS our digital conversation, and we must follow digital clues to provide the right content.
Technology Company Optimizes Onboarding for 10K Customers/Day with Customer Engagement Hub
By implementing the Customer Engagement Hub, this technology company sought to connect data and systems to deliver successful onboarding at scale.
How to Make Mail Part of Your One-to-Moment Marketing
There’s still an important place—and perhaps a great opportunity—for mail in a more contextual, more timely and more human approach to marketing. Here's the why and how.
Toys R Us Failure is from Customer Experience—Not Amazon
While many attribute Toys R Us' bankruptcy to the continued decline of brick and mortar retail, this failure is not a matter of online vs. offline. It's a matter or failing to understand the customer.
Blast from the Past: What Has Changed In Marketing from 5 Years Ago?