We have all seen the video of the bleeding man being dragged from his United Airlines flight. We’ve seen all the social media rage. We’ve endured debates over whether it was the fault of employees, poor corporate policies, an unruly passenger or bad judgment on the part of a police
“You’re thinking like a marketer.” Do you see that as a compliment? Or a caution? Marketers, like all humans, can get in the rut of thinking about their own problems and goals, and it causes them to lose sight of what matters: the customer. In so doing, they also neglect
This week, Sears reported that it has “substantial doubt” about its ability to stay in business unless it can borrow more and tap cash from more of its assets. The retailer has been a bricks-and-mortar cautionary tale for so many years, you can be excused if you thought this was old news.
Being an early adopter has its drawbacks, but it provides one an interesting lens through which to view the customer experience challenges of truly revolutionary products. Consumers’ rapid and eager embrace of Facebook, Instagram and Snapchat have lured marketers and other business leaders into expecting swift adoption curves for each
Ten simple truths about customer experience (with links to relevant blog posts and subscription research reports from me and my peers on the Gartner for Marketing Leaders team): Whether or not you plan for it, your brand provides a customer experience to your customers. Customers collect experiences throughout their journeys
Santa Claus, in the lexicon of marketers, has an extraordinarily strong brand. The Santa® brand we know today evolved over a century ago thanks to Clemente Clark Moore’s poem, Thomas Nast’s illustrations, and The New York Sun’s famous editorial to Virginia, and it was later cemented in our culture thanks to Coca-Cola advertising.
There is no doubt that brands have to adjust to an increasingly digital, mobile and automated world. But for all the focus on “digital transformation” in recent years, many brands still miss the mark, investing in technology and strategies that see slow adoption, fail to drive business outcomes and do
The key to building a healthy brand is to balance marketing’s push with its pull. Push strategies drive immediate financial benefit by pressing messages, offers, and products at customers. Customer experience pull strategies build satisfaction, loyalty and word of mouth that draw customers to the brand. Wells Fargo’s recent headlines offer
Marketing has a marketing problem. In 2012, an Adobe study found that advertising/marketing was one of the least valuable professions to society — just 13 per cent of survey respondents ranked it as valuable. In 2015, a 4As study found that only four per cent of Americans think the marketing industry behaves with integrity,
Marketers trying to improve their brands’ customer experience can make the mistake of attempting to manufacture emotion rather than evoke it. Emotion is vitally important to build strong customer relationships, but the secret is to evoke positive emotions within your customers, not manufacture them for customers. Nowhere has this difference been more evident to me