Posts tagged as:

customer engagement

Driving the Brand Bus with the Customer Behind the Wheel.

A recently released study by Prophet, a strategic brand and marketing consultancy, exposes how apprehensive senior marketers are about their ability to build brand in the “complex new ecosystem of influence.”

The survey of more than 150 executives, half in marketing and the remainder in non-marketing roles, revealed that the C-Suite believes their organizations are not well-equipped with the skills that are needed to build brands in the near future.”

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Customer Experience Management – Avoiding the “In-market” Trap

A recent discussion with a senior level marketer at a company that traditionally ranks as one of the largest marketers in the world again reinforced my belief in the power and importance of customer intelligence and engagement. According to my contact at this global marketing powerhouse, his organization needs to be better at building and nurturing customer relationships before they are “in-market” and ready to buy. He referred to these “in-market” customers as the industry “jump balls” that every marketer is fighting over and working hard to “intercept” every day.

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The 3 Fundamentals of Multichannel Marketing. Part 3: 21 Customer Engagement Strategies

ustomer engagement is the the all-encompassing term that refers to when customers engage with one another or with a company. Marketing has changed; it’s not always company to customer (traditional “push” marketing). With the advent of new media (i.e. social), marketing is becoming more “pull” where customers seek us out usually as a result of information they’ve gleaned from one another.

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Understanding the Five Customer Relationship Stages to Full Engagement With Your Brand

As our clients juggle new channels, new technology and new media, we realize that their relationships with their customers and prospects have to be 24/7 and “always on”. How we help them with Analytics, strategy and marketing technology today really goes beyond just the marketing process, but helps them deliver a consistent and relevant brand experience across the entire consumer relationship.

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Winning With Customers – B2B Playbook Review

Before we can understand how to win with customers, we need to first understand why we lose. Appropriately Chapter 2 of the book is titled “Why we lose” and delves into the six reasons why companies lose. Reason #1, in my view, is the most powerful—We lose because we don’t understand the customer’s perspective. (You’ll need to read the book for the other 5 reasons!)

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Customer Engagement: A New Spin on Customer Intimacy

A while ago, one of my advisors challenged me to read an old business book, The Discipline of Market Leaders, by Treacy and Wiersma. It was first published in 1995, and I didn’t think it had much relevance to today’s fast-changing world of marketing strategy. So it wasn’t until recently, when I was stuck on a 10 ½ hour flight, that I opened the book. The book detailed three dimensions of competitive strategy: value leadership, product leadership and customer intimacy. And it was in the latter section that I was astounded by something written 15 years ago and what I perceived as a foreshadowing of today’s enthusiasm for customer engagement.

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What Does Engagement Really Mean?

Social Media as a category is certainly a communications enabler–a series of channels really–but it’s only one of many ways to engage with your customers and prospects. What’s important is understanding how your customer wants to be communicated with and choosing the communications medium that’s appropriate to the customer/prospect and to the particular message being delivered.

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