Strategy

  • Customer Support Channels to Master in 2018

    Customer Support Channels to Master in 2018

    Before moving into new and impressive technologies to improve support and customer experience, brands need to master well-established channels like social, video and web-based support first.

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  • Customer Context Matters0:34

    Customer Context Matters

    You must know your customers and their context more deeply to achieve more human marketing.

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  • What Creepy Retargeting Looks Like0:39

    What Creepy Retargeting Looks Like

    Don't be a creep. You must know your customers and their context more deeply to achieve more human marketing.

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  • Know Your Customers (Like, Actually Know Them)0:41

    Know Your Customers (Like, Actually Know Them)

    You must know your customers and their context more deeply to achieve more human marketing.

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  • It's Their Journey, Not Yours0:41

    It's Their Journey, Not Yours

    You must know your customers and their context more deeply to achieve more human marketing.

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  • Market Segmentation: Find Your Sweet Spots0:44

    Market Segmentation: Find Your Sweet Spots

    Success isn't about how loud you shout or how far you push your message out. Work out your best opportunities for success and engage with those most likely to say "yes, yes, yes!"

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  • Outsourcing Customer Care Myth #5: All Vendors Are The Same

    Outsourcing Customer Care Myth #5: All Vendors Are The Same

    Cost is always a concern when outsourcing, but start your search process by setting cost factors aside. Identify the components of your customer care program that are absolute musts.

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  • Are CMOs "Leaping Tall Buildings" To Be The Brand?

    Are CMOs "Leaping Tall Buildings" To Be The Brand?

    For a brand to succeed, someone needs to take ownership of the customer—and step in and "be the brand." We’re often seeing CMOs put into this role. But are they hindered by too many high expectations?

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  • How to Refine Your Growth Strategy with a 5 Pillars Audit

    How to Refine Your Growth Strategy with a 5 Pillars Audit

    The 5 Pillars of Best-in-Class Marketing help marketers to focus on the capabilities that have the most impact on success. This ebook outlines each Pillar and how we assess your brand against them.

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  • Best Buy Mastered the Omnichannel Journey—Have You?

    Best Buy Mastered the Omnichannel Journey—Have You?

    Best Buy has mastered allowing the customer to dictate how he or she interacts with the brand, providing a seamless, omnichannel experience throughout the buyer’s journey. See how.

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  • Global Pharmaceutical Brand Improves Patient Outcomes with Personalized, Multichannel Experience

    Global Pharmaceutical Brand Improves Patient Outcomes with Personalized, Multichannel Experience

    This pharmaceutical brand sought to provide a personalized, human-based approach to support that could scale to a global level in order to improve patients’ personal outcomes and lives.

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  • Know Your Customers to Bring the Human Back to Marketing2:18

    Know Your Customers to Bring the Human Back to Marketing

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  • Customer Service Myth #4: I Can Only Outsource Simple Processes

    Customer Service Myth #4: I Can Only Outsource Simple Processes

    Work with an outsourcing partner with broad coverage types and deep industry expertise, who will utilize extensive knowledge and best practices around handling all types of customer care challenges.

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  • HHQ Vol 2 Winter 2018

    HHQ Vol 2 Winter 2018

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  • It's Time To Talk About The Current and Future State of Retail

    It's Time To Talk About The Current and Future State of Retail

    Kim Whitler and Frank Grillo discuss how retail needs to focus on the customer, the many possible futures of brick and mortar, and how competitors should (and could) expose the weaknesses of Amazon.

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  • Evolving from Traditional Segmentation to Segments of One

    Evolving from Traditional Segmentation to Segments of One

    It’s not a question of if but when will we be able to create and serve segments of one with our communications—achieving more human marketing. Here's how Harte Hanks is working toward that end.

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  • Why Consumer and Retail Brands Should Collaborate—Not Compete

    Why Consumer and Retail Brands Should Collaborate—Not Compete

    If retail brands were to team up with the consumer brands they sell, they would both be able to better serve their customers. Here's why that's important.

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  • How Retail Brands Should be Creating Customer Experiences

    How Retail Brands Should be Creating Customer Experiences

    Before the 2007 recession, retail was quite adventurous. Retail as theater was explored in everything from Niketown to the Lego Store. Harvard's John Deighton explains it's time to venture out again.

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  • The Top Issues—And Opportunities—Facing Auto Marketers in 2018

    The Top Issues—And Opportunities—Facing Auto Marketers in 2018

    This post outlines three key industry evolutions that may be keeping automakers and their marketers up at night—but actually present the opportunities they need to gain that coveted market share.

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  • LVMH, Burberry, Samsung: How Consumer Brands Are Owning the Experience

    LVMH, Burberry, Samsung: How Consumer Brands Are Owning the Experience

    Despite the challenges, there are numerous consumer brands innovating to deliver excellent customer experiences today. See how LVMH, Burberry and Samsung are doing it.

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