Insights Newsletter

Everyone says to identify customer problems. I look deeper for the jobs to be done. It opens up solution spaces. And we focus forward on outcomes.

I am a big believer in just showing up. On a consistent basis. It builds customer expectation. It creates a relationship. And builds trust.

Certainly, you want to focus on the stretch. Your growth in terms of number of customers and revenue. Yet, we sometimes forget about the business foundations that get us there. Brand. Your understanding of your customer segments. The use of marketing technologies that result in efficiencies and scale.

Indifferent customers is a term for the bulk of users that answer our surveys with mid-range scores. Maybe it’s that I’m an optimist. I believe indifferent customers are a segment with a lot of opportunity. Opportunity to capitalize on or opportunity to lose.

When creating a customer journey map we need representation from the various people inside the company with knowledge of individual touchpoints. And finally, have it confirmed by customer input as well.

I strongly believe that making use of your customer journey map to continuously enhance customer experience is an indicator of the vitality of your company. A company with a thriving engaged customer base.

Know the intentions behind measurement. Then, deciding what to measure flows from there. Something marketing teams can learn from Agile.

You may be trying to predict how much business will remain online post-pandemic. In truth, it will likely be a few business cycles before you probably fully know the mix of what returns offline and what remains online.