The sky may just be the limit when it comes to customer experience. Just two weeks after United Airlines set an all-time low for customer service when it violently dragged a ticketed passenger off an overbooked flight, American Airlines suffered its own PR debacle when tempers flared between a flight attendant and a passenger. For …
Why the Focus on Customer Acquisition Has Left CMOs — and Customers — Unsatisfied Marketers could learn a lesson from eHarmony when it comes to (customer) relationships: new relationships are important, but what really matters is lasting relationships. New research by The CMO Club, in partnership with Signal, drives this point home. The survey, “Why …
As a B2C marketer, what would you say is your brand’s most valuable asset? Patented IP? Your beautifully designed and perfectly located physical facilities? Well-trained and highly-motivated employees? How about your customer relationships? Customer relationships can be a brand’s most valuable asset, yet often remain a neglected and underutilized asset. Ecommerce statistics prove the value …
Do you work for a brand that encourages customers to regularly log in to the brand website or app? Or that uses a credit card or loyalty program to track individual customer purchasing behavior online and offline? If so, then you have a powerful source of competitive advantage just waiting to be tapped: first-party customer …
The phrase “a seamless, highly-engaging customer experience” is both a dream and a nightmare for today’s B2C marketers. It’s a dream because highly engaged, loyal customers are the high-octane fuel needed to power brand growth. In fact, fully engaged customers are, on average, 52% more valuable than those who are just highly satisfied. To achieve …
Do you want your customers to feel emotionally engaged with your brand? Of course you do. Neuroscientists have proven, through fMRI brain-imaging studies, that emotions have a very strong impact on brand choice. Whether you’re in retail, travel, automotive or some other consumer-facing industry, emotional engagement also plays a critical role in customer retention. But …
No one is closer to a customer’s path to purchase than the data-driven CMO. And that, in turn, has set the chief marketer on the path to the CEO’s office. It would be hard to find an industry that has not felt the disruption of digital. Consumers and business customers alike expect more immediate, relevant …
If there is one key take-away for marketers from this year’s big Election Day Surprise, it’s this: It’s about the data, stupid. As Americans stood in line to cast their votes on Tuesday, pollsters, data scientists, and journalists around the country were betting on a Hillary Clinton win – because state and national polls indicated …
Thanksgiving is just around the corner. Which means so, too, is one of the busiest travel periods of the year. While AAA hasn’t yet released its annual Thanksgiving travel forecast for 2016, last year nearly 42 million Americans hit the road and over 3.6 million took flight as they journeyed 50 miles or more away …
In today’s consumer-driven, always-on world, marketing and technology go together like peanut butter and jelly. Mastering the modern “technology stack,” however, is anything but child’s play. Not only does technology enable marketers to reach and engage connected audiences, it provides a strategic toolset for understanding customers, providing great user experiences, and driving revenue and ROI. …