Segmentation 3.0 – disrupting marketing, media and management

Designing advertising, services, products or doing media planning requires us to understand customers and target markets. The more we understand about behavioral preferences, attitudes, lifestyles and multiple other variables, the better we can do our jobs. Combining all sources of data: research, analytics, buyer segments in real time bidding (RTB) targeting engines, qualitative research.. itsContinue reading “Segmentation 3.0 – disrupting marketing, media and management”

CMO´s were hit by Tornado

Marketing departments in many companies are currently losing their importance and budgets. The world of commerce and marketing is truly in great turbulence right now.. Tornado really. The change is like force of nature and it is so fierce, because several megatrends are colliding simultaneously: Customer Experience design and metrics mania (NPS) Corporate Identity asContinue reading “CMO´s were hit by Tornado”

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”

Beyond HBR’s “truth about customer experience”

Harward Business Review just published a great article about Customer Experience and Journey. See here. The main point of the article is, that managing single touchpoint engagements doesn’t provide sufficient customer experience. My advice is: Don’t design just touchpoints – Design chain of events, proactive and reactive. Development and measurement is often done engagement byContinue reading “Beyond HBR’s “truth about customer experience””

From Marketing Automation to Service Automation

I’ve come to the conclusion that the name “marketing automation” for new breed technologies is simply too narrow. In the projects I have been working, it has been evident that the core challenges companies have lie in their business processes. As a customer, you expect to know what is going on and understand what theContinue reading “From Marketing Automation to Service Automation”

Managing Social reputation – Brand is a verb

BRAND IS A VERB AND SOCIAL BY NATURE Brands cannot be “created” one way – it’s the people’s perception of a company or product. Brand is no longer a noun; it has turned in to a verb. You could actually think brand as an agreement between a customer, customer’s peers (society) and company. Customers canContinue reading “Managing Social reputation – Brand is a verb”