Definition for Customer Experience

Customer Experience is so obvious and yet so complex subject that has multitude of perceptions and views to consider. I try to put it very objectively. What do you think about this definition about: “Customers approach their experience subjectively and holistically and they form their view of customer experience based on one or multiple engagementsContinue reading “Definition for Customer Experience”

This is how data makes money

This is a presentation that McKinsey consultant, Tim McGuire, made at the recent Direct Marketing Association conference. It is very thought-provoking and inspiring one, because it is about practical value and applications of data. In direct marketing scoring models and regression analytics have been an approach any seriously result oriented marketing responsible has already tested.Continue reading “This is how data makes money”

Planning 3.0 – combining Creative, Communications, Experience and Business planning = Customer Journey Management

Admap published a writing competition results – best articles about “Planning 3.0”– How will we be planning in 2020? The winner, Nick Hirst said “We need to transcend the often polar disciplines of ‘conceptual’ (creative agency) and ‘practical’ (media agency) planning to deliver, not communications, but great brand experiences.” I couldn’t agree more! Although mr. NickContinue reading “Planning 3.0 – combining Creative, Communications, Experience and Business planning = Customer Journey Management”

How to create an intelligent company and cure Corporate Autism?

Big data is the catch phrase inspiring corporate management right now. I agree that it is the direction many companies should choose to take. However, the reality is that challenges are not in systems and technology. Most important challenges can be found from our own ways of working and thinking. In this presentation I explainContinue reading “How to create an intelligent company and cure Corporate Autism?”