Last week a steamy New York City hosted the Forrester Research Customer Experience Forum, Outside In: The Power Of Putting Customers At The Center Of Your Business. The forum content was carefully designed to support and provide real world examples connected to the upcoming book Outside In by Kerry Bodine and Harley Manning. I was stunned […]
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The Role of the Persona is Shifting
April 10, 2012 
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I have been a proponent of using Personas to assist in the design of digital interfaces since 2003. I still believe in them, but I think their role has shifted and has perhaps become a bit diminished. Personas are user archetypes, models of groups of users that help define features, requirements and messaging choices. They are […]
Continue readingA Good Customer Experience is a Positive Company Outcome
June 27, 2011 0 Comments
Customer experience can have numerous meanings, mostly likely driven by where you work in a company. I have been polling people for a while now about what Good Customer Experience means, the other kind doesn’t much matter, and have distilled those replies into the following definition. Good Customer Experience: An engaging, differentiating, experience with the […]
Continue readingSay Goodbye to the Call Center
May 13, 2011 0 Comments
Earlier this week I attended the Customer Response Summit in Hollywood, Florida. It’s an In The Know event, a company that stays on the forefront of how corporations are dealing with customer care and customer experience in this rapidly evolving digital landscape. We used to call it Web 2.0, but that doesn’t capture what’s happening […]
Continue readingFacebook is a Tough Place for Brands to Call Home
April 9, 2011 2 Comments
There’s no denying that Facebook is becoming a major channel for brands on the planet. I spend quite a bit of time there and likely you do as well. Brands are investing significant amounts of thought, human capital and money in hopes of garnering customer engagement and eventually revenue. But Facebook doesn’t make it easy. […]
Continue readingCan Customer Experience Drive Business Decisions?
February 10, 2011 3 Comments
Companies are getting more serious about delivering a better customer experience. Thanks to research firms, passionate consultants and champions inside company walls, senior executives are more aware of CX and willing to support staff and programs to improve it. So how far will they go? Right now it’s about making business decisions and then trying […]
Continue readingThe Soul of a Brand
October 18, 2010 0 Comments
What’s your soul worth? Bart Simpson sold his to Milhouse for $5.00. I would say he may have left some money on the table. Not to worry, this post is not about any particular spiritual compass, but it is the longest post I’ve ever written, 1,486 words. Let’s say that a soul, for the sake […]
Continue readingAdaptive Marketing: Coping with Real Time Customers
May 14, 2010 0 Comments
The theme of the recent Forrester Marketing Forum held in Los Angeles this past April was Adaptive Marketing: How to Design a Flexible Organization to Thrive on Change. As usual there were Forrester speakers and presentations by big brands who have been working to either adapt their own marketing efforts to the fast-changing consumer, or providing […]
Continue readingCreate a Social Network Inside your Company to Succeed
November 27, 2009 0 Comments
Large corporations are beginning to give Social Media more face time, but it’s still well down the food chain for resources and attention in most C-Suites. There are good reasons for this; no reliable ROI, potential risk, medium not fully understood, don’t see how it can scale. It’s popular to say, “They just don’t get […]
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