This is a brief discussion of what I view to be important. Read More
Category: Customer Experience
Significance of Brand Positioning. Yes, it still matters
Brand positioning is strategic. Positioning helps you to distinguish and differentiate your brand from others. Positioning is what allows you to communicate your offer to the right audience. In essence, positioning should be the starting point for any brand or offering. Personally, I take the stance that positioning still matters a great deal. Without understanding Read More
Building a brand with Influencers
The brand has been in trouble for a while now, and with brand influencers, it has become even more so. But there also is an upside. Read More
“Brand Perception is More Important than Brand Awareness”
The other day I was sitting on yet another Zoom meeting when someone used the phrase above. It struck me immediately because I also happen to believe this is true. How your brand is perceived will matter a great deal more than how aware people are of your brand. A brand (today) Read More
The Customer Journey – Segmentation, Cohorts and Behavior Flow
There is no doubt that creating segmentation and building cohorts matter a great deal when we are exploring the customer journey. These are needed to build the trends over time that we are looking for. We certainly want to know who we are looking at, and also what may have brought them to us or Read More
The Adobe Summit 2020
A brief introduction to Adobe Summit 2020. Better tracking and attribution of the customer journey. Read More
Building segments: From a customer perspective. Market Research – Article 2
Market research can be big help to creating sustainable and profitable growth and adding depth to our offerings in the marketplace. As I stated in the initial article in this market research series, the digital world makes this easier to accomplish than ever before. The key is to not overreact (not act on false positives Read More
Market Research: The case for it and some basic terminology
First in a series around the need for market research in our digital age. Here we discuss initial importance and some basic definitions for those just starting out in this journey. Read More
Social – Good for Referrals and Inspiration, not so much for Shopping
Here is a short and sweet article I found on eMarketer (December 19, 2017). The article indicates that consumers still not flocking to social media to buy, but early stage influence of social media in the purchase cycle is crucial: https://retail.emarketer.com/article/state-of-social-commerce/5a396a6aebd40008a852a251?ecid=NL1016 I think this is right. We all look to others for ideas and inspirations, Read More
The Difference between the User Experience and the Customer Experience
A brief discussion of the difference between CX and UX Read More