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Connecting the customer experience

Conversionation

Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view

Psychology and marketing: respecting and failing the customer

Conversionation

As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.

Content marketing: a customer-centric manifesto

Conversionation

It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. Creating business value through creating customer value using content marketing – and putting […]. Content marketing Customer experience Integrated marketing

Digital transformation, the customer experience and marketing

Conversionation

Although digital transformation is about much more than customer-facing functions, it’s clear that in many transformation projects, the customer experience is a key driver and catalyst. In more IT-oriented projects, the same goes for the user experience and user adoption. Actual usage and adoption in fact is essential to make such projects succeed. Knowing the […

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

Digital transformation and the CMO: an innovative CIO partnership

Conversionation

In a previous blog post on the changes in (digital) marketing budget allocation, I mentioned how the CMO and other managers and executives will have to learn more about technology and the social and digital tools their customers and employees increasingly use. Digital business Digital transformation Integrated marketing CIO CMO customer experience digital transformation

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Gartner: the Growing Role of the Social Customer Experience

Conversionation

Providing great customer experiences and optimizing touchpoints in a consistent way equals successful marketing. We are shifting to a more customer-centric marketing view. Furthermore, the economic downturn , has woken up many marketers and makes them increasingly focus on optimization and thus the customer. It’s as simple as that. The result of doing so is ROI. Guess why?

Five Customer Empowerment Tips: the Days of Intuition are Over

Conversionation

You don’t really need studies to notice customer empowerment. Customer – and consumer – empowerment is directly related to the end of marketing as we have practiced it. Despite channel fragmentation and changing consumer behavior, we have more ways than ever to offer relevant customer experiences across all touchpoints. The power of the customer isn’t new, it’s just stronger.

Social CRM and Return on Marketing: Customer Life Cycle Value

Conversionation

No customer-centric business process should be isolated. Every business should be working on integrating all data platforms, silos, marketing channels and businesses processes right now in order to have a single customer view and 360 degrees social CRM approach. Getting the customer and data basics right. Do you know the value of the customer life cycle? Integrated.

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Social Business: Four Real-Life Truths about Collaboration

Conversionation

Everyone is your customer and it’s crucial to understand what all stakeholders (internal and external) want YOU to know. Access to content, knowledge and information is also a crucial part of the possibility to speed up processes and keep up with rapidly changing customer and market realities. Some facts and data. Social business is all about people, integration (the silos, remember?)

The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

So, if you care about your budget and your customers read this. And it always killed me to see that businesses and large organizations often spent millions to build heavy websites with the latest state-of-the-art technology while forgetting to take into account what – prospective – customers were looking for and what they wanted to read or find on those websites. Hurray. Do the test.

The Cross-Channel Customer Experience Must and How to Achieve It

Conversionation

If you occasionally read my posts here or elsewhere, you probably know by now that a consistent and valuable user experience, a multichannel approach with a strong dose of social and customer-centricity are my favorite themes. Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. Why is the customer experience so important?

Defining Social Business: a Call for Clarity and Collaboration

Conversionation

Today, by combining social networking tools—internally and externally—with sophisticated analytic capabilities, companies are transforming their business processes, building stronger relationships among their employees, customers and business partners and making better decisions, faster. It’s mainly about customers, listening and employees. Business is business. Social is social.

Why We Still Fight Over Social Media and Content Marketing

Conversionation

Hey, did anyone look at customer service? Social sharing, inbound traffic, branding, the customer experience,… Same thing in content marketing: it’s about storytelling. You need manuals to support customers. But you also need good content to turn visitors into customers. added a list of some below (impossible to be exhaustive). Guess not. Why this confusion?

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Social Business Failure Is a Choice: Speaking a Common Language

Conversionation

In practice, today collaboration and customer-facing processes (with marketing and CRM leading the pack) are prominent, which is already a limitation of what it can be. Gamification, the reversal of processes whereby the “customer” takes center stage, sharing and networking principles and crowd-sourcing are a few of these phenomena. We are warned. Reality check: that’s a myth.

Brian Solis on Digital Darwinism and Customer-Centricity

Conversionation

Blog Connected marketing Customer-centricity Interview Social media marketing Brian Solis customer-centricity Digital Darwinism new consumerism The End of Business As UsualAs you probably know, Brian Solis published a new book a while back, called ‘The End of Business as Usual’. Since it’s an ideal time to catch up with my reading before going underground for the end of the year, I asked Brian some questions that are related to the ideas he develops in it.  [.].

2015: people-centric wishes, predictions and top lists

Conversionation

Content marketing Customer experience Customer service Digital transformation content marketing customer experience customer journey Doug Kessler Forrester Kate Leggett New Year 2015 It’s also a time to look forward and think about the future, the unknown, […].

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Achieving Omnichannel Customer Loyalty: Tips and Infographic

Conversionation

It’s as a I wrote in my previous post about customer empowerment. And the reasons are obvious: the multi-channel and multi-device behavior of customers. However, often we tend to focus on just the promotional dimension and forget the omnichannel customer loyalty side of things. And this is certainly the case from a customer loyalty perspective.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Digitalization and the human element in technological change

Conversionation

One of the key reasons technology implementations, digital transformation efforts, IT projects, customer service or experience optimization plans and digital business projects fail is the lack of attention for the essential human component. It’s a phenomenon we see in virtually all areas of business.

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Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

In an interview, Lee outlines some key takeaways of his book, that is yet another appeal for a more customer-centric and holistic (digital) marketing approach. The consumer is one Marketing optimization encompasses every interaction/channel the individual consumer prefers, whereby the customer experience is the total of all touchpoints. That’s optimization.

Content Marketing: What Content People Share And Why They Do It

Conversionation

It has a lot to do with the increasing attention for the informative needs of the customer in a two-way world where he/she searches the content that he/she needs at that time. Online presentations, customer cases, referrals and testimonials and the gazillion of other content formats and elements? Blog Content marketing Chadwick Martin Bailey Chief Content Officer content marketing content sharing customer-centric iModerate Research TechnologiesWhy do people share content? Content is an enormously broad concept that we use every day without really defining it. Thus context.

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

The alienation between organizations and consumers Different reasons stand in the way of solving the continuing disconnect – social media or not – between organizations and customers /consumers. Businesses  that can’t let go of this self-centred approach cannot  be customer-centric optimization organizations. 2. However, most companies do not involve the customer at all.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

In marketing these media and channels all have their place, depending on your goals and customers, in a smart mix that revolves around the different touchpoints and stages in the customer life cycle. Customer-centric marketers know the only approach that works is an integrated one that of course is about a dynamic customer journey. Just two considerations.

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Is Touchpoint Marketing the Only Marketing Left?

Conversionation

Obviously, content deserves the proper focus since it serves both business and – prospective – customer goals, across all touchpoints, channels and stages in the customer life cycle. The so-called ‘empowered’ customer is what makes marketing work. What matters most is the context, both from a business perspective as from the customer intent viewpoint. It has always been.

The Rise of Digital Influence: From Persuasion and Passion to Action

Conversionation

You should also look beyond existing influencers: your job is to provide great customer experiences. Many marketers tend to focus on ‘the big influencers’ and forget their existing brand advocates and the untapped potential of – potentially – passionate influencers, such as their own employees and their happiest customers. Furthermore, look at influencers as customers.

Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Conversionation

Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. No matter how you look at it: no business can succeed if it doesn’t make sure that its customers can make their customers succeed. Your people and teams are my customers too. And customer service etc.

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Content marketing: addressing customer pain points and questions

Conversionation

How addressing customer questions and pain points is a winning content marketing approach. One of the most direct and effective ways of using content marketing is catering to the questions, pain points and needs of (potential) customers. It’s a very obvious and well-known fact. It’s also relatively achievable, with some guidance and the necessary resources […

Content Marketing As A Process: Three Rules Before Starting

Conversionation

Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROIContent marketing is defined as a marketing technique. However, it’s also  a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. To succeed, [.].

Context Marketing in Context: Beyond Inbound and Content

Conversionation

Unfortunately, we often forget that the essence never changes: it’s about goals, customers, touchpoints and context. The multiple contextual dimensions of an integrated and customer-centric marketing view are so essential you will read more and more about context marketing in coming months. One of the ways we try to attract new customers is by using content (marketing).

The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others

Conversionation

Last week George Orwell’s famous “All animals are equal but some are more equal than others” line from “Animal Farm”, his anti-totalitarianism novella, came to mind in an unusual context: customer service in a “social media world”. Businesses used to look at the top 20%, generating 80% of the revenue, customers first? The long tail and the socialization of customer service.

Listen to the Voice of the Customer or Stop Doing Business

Conversionation

In a recent study by MarketTools 34% of executives surveyed stated that they were aware of customers using social media to comment on or complain about their company and/or its products. It seems some executives realize that the voice of the customer is channel-agnostic and consumers use [.]. Blog Connected marketing Customer engagement Customer relationships Customer service Research Social media marketing customer experience customer feedback social media sentiment analysis voice of the customerThat’s about one-third of respondents.

The Key Question Marketers Forget to Ask

Conversionation

Blog Customer-centricity customer-centric Kristin Zhivago touch points“What do we want?”. It is the question marketers (and managers) ask each time they consider launching a new project or solving a business question. Answering it is a must if you want to develop a proper strategy. Define the goals, analyze the best ways to achieve them, determine how to measure success, launch, [.].

The contact center and customer service – road to business success

Conversionation

The contact center and customer service department as key value creators in a changing economy. The role of contact centers (for service) and customer service departments is shifting towards the center of the organization and value creation. Customer engagement, the customer experience, frictionless interactions and case handling, service quality overall and the changing expectations of […

Recruitment and Social: the Shift in Control Employers Forget

Conversionation

The future of a business is not only about regaining trust of – prospective – customers in the strict sense. Your business has many customers, everyone in its ecosystem and beyond. They are not only disconnected from their customers in the strictest sense but also from their future – maybe most brilliant – employees. And it impacts recruitment. Just watch.

The First Two P’s of Broken Marketing

Conversionation

We are disconnected from our customers and other departments. However, I’m a marketer and that’s what concerns me most: what do marketers need in order to reconnect with customers and are not looked upon as liars and, within the organization, as excess luggage? Your customer is in control. What processes do you have to serve your customers in a consistent way?