To mark the publication of a new Digital Clarity Group Insight Paper, “The New Role for Documentation in the Era of Customer Experience Management,” consider this historical tale. Although we now date the early 15th-century as the dawn of the Renaissance, Europe at the time was still more medieval than modern… read more >
Fifteen years ago, world-renowned marketing professor Philip Kotler published Kotler on Marketing. He concluded the book with a section called “Transformational Marketing,” in which he discussed how the “new age of electronic marketing” would change the field. He predicted a fundamental rethinking of the ways that marketers identify, communicate, and deliver value to customers. As Robert Rose points out in… read more >
Virtually overnight, consumers empowered by mobile devices, social platforms, and ubiquitous connectivity have forced organizations of all types to come to terms with customer experience management (CEM). Customer experiences are usually multi-event and multichannel, and they typically involve multiple departments or teams. Successful CEM, therefore, requires organizations to abandon the traditional “touchpoint” approach to managing and measuring customer… read more >
Getting the customer experience right for crossborder e-commerce is the next challenge for retailers. How the customers engage with the retailer — if they can do it via an elegant and user-friendly web interface, conduct transactions in their own language, pay the way they want to, and get the goods they want in compliance with… read more >
As I write this I’m on the way to the Global Drucker Forum in Vienna. In honor of Peter Drucker, this fifth annual gathering brings together the bigs and the wigs of management consulting and practice, including Clayton Christensen, Gary Hamel, Rita McGrath, and John Hagel III. Can management manage its own Great Transformation? The… read more >
In the customer-centric era, success will come to those who can truly put the customer — not tools or technologies — at the center of everything they do. Organizations should carefully evaluate how they can help marketers optimize the core web channel and remove barriers to success, such as time-consuming implementations, long delays to launch… read more >
Content is an essential element to today’s marketer. A study by the CMO Council on B2B Content Marketing reports that the most important characteristics of valuable content are the breadth and depth of the information (47%), ease of access, understanding and readability (44%) and originality of thinking and ideas (39%). CMI research shows that 86% of B2C… read more >
Not too long ago, my son and I went for a drive. Boom! We were suddenly rear-ended by a runaway Mini that plowed into my SUV. Dumb move for the Mini, but no one was hurt and there was minimal damage. Dealing with the other guy’s insurer after a crash? Don’t get your hopes up… read more >
After a two-year hiatus from the world of work I’m back at it again, having just joined Digital Clarity Group as senior vice president, research. (Here’s the bio.) You may be wondering, why now? And why DCG? Good questions. Why now? The “why now” is easy. I left the workforce in January 2013 because of a… read more >
With $115 billion in revenue, over 170,000 employees, and 76 million customers, Allianz SE is the largest insurance company in the world and the 11th largest financial services firm. Founded in 1890 and now operating in over 70 countries, this enormous enterprise has survived world wars, the San Francisco earthquake, the Great Depression, and Cats‘… read more >
