Insights Newsletter

In your funnel optimization you may seek to flatten out cycles of hurry and wait. Still, I believe it is important to recognize the need for the customer to take time to make decisions and build wait into your customer journeys.

Languishing is good word to use for what can happen in the customer journey. Where a customer hasn’t fully left us, but customer engagement has really dropped off. The customer relationship can languish.

People find direct why questions a challenge. For a lot of people, a direct why question comes across as aggressive. It doesn’t invoke a good answer. So don’t start your surveys with “Why did you buy from us rather than a competitor?”

For me, the answer to overcoming Tech overwhelm is to change our approach to Tech. To embrace an experimental approach and try things out. Compare and test drive different apps. That will lead you to learning what Tech can do for you. Rather than getting bogged down in how it does it.

I propose we change “stop, start, and continue” to “stop, start, and double down”. Use your customer satisfaction measurements to hear where you are doing well. then throw your focus and energy into that.

Privacy is moving towards being a first-party responsibility. There is great power in being able to use our customer’s privatedata for our business purposes. But we need to use that power in efficient and effective means. And be responsible for it.

By reframing marketing testing to be observing what is working rather than seeking what might work, you may have better long-term results. As well, you learn to respond to future changes quicker. For when A or B no longer works.

Its important to meet the moment that is now. We know that customer centricity is about meeting the customer where they are. It’s time to change our messaging. To recognize the world is at a moment of endurance.