A customer journey map that is actionable and a current representation of the customer’s experience with your company is too valuable a tool to file away on a disk somewhere. How you make use of it is an indicator of the vitality of your company. Use it as a basis to continuously enhance customer experience.
Customer Satisfaction is complex
As we all saw this past year, things can change and change quickly. Customer Satisfaction metrics can be an early warning system of the health of our business. Before you see it in the other metrics like churn, retention, customer lifetime value.
Holding the short and the long view
A year in review exercise can help align our short term objectives with our long term vision. A worthy goal for business leaders.
Marketing shouldn’t completely delegate digital transformation to IT
A company’s marketing digital transformation project benefits when Marketing is the internal client. As the voice of the customer, Marketers understand why we want to transform what we do and can make sure it is realized.
Why is setting OKRs so hard for marketers?
Setting OKRs is challenging for marketers because our goals often rely on outcomes outside of marketing. We need to collaborate with other teams to create objectives. And isolate marketing attribution in creating our key results.
Marketing portfolio growth sometimes means saying no
For our marketing portfolio, stepping back to grow, is about taking a periodic look at our business with a critical eye to make tough decisions. Growth isn’t only about what you decide to do. It can be about what you decide to let go of or step away from.