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7 Focus Areas for Customer Experience Management

For those familiar with Michael Porter’s work, strategy is about differentiation. In the digital era, there is a growing consensus that differentiation will depend on how service providers manage their customers’ experience. Strategy then will need to increasingly focus on Customer Experience Management initiatives. Here are seven that I think would be important. This is by no means an exhaustive list, and I would welcome your inputs on additional ones. more

Location Services, Mobile Apps and Personalization: Digital Transformation of the Customer Experience

According to the KPCB Internet Trends Report 2015, the number of mobile phone users in the world over is 5.2 billion, with around 40 percent being smartphone users. With tablet computers also commonplace and wearable devices along with the Internet of Things revolution just around the corner, it’s only a matter of time before the number of mobile devices far outnumbers the number of human beings on the planet.Mobile devices provide three key triggers for transformation and disruption of the status quo: Location Services, Mobile Apps and Personalization. Each of these triggers has resulted in a huge improvement in the customer experience. more

Digital Enterprise: Brand Sentiment through Consumer Engagement

While ‘Brand Strength’ may not figure on traditional balance sheets, not a single enterprise will deny how important it is for long-term organizational success. Measuring ‘brand sentiment’ therefore has always been a key objective, especially for the CMO. Traditional market research approaches often relied on questionnaires being circulated (physically or electronically), data being collected, and analysis being done with the entire process being cumbersome, expensive and time consuming.
Digital Enterprise - Brand Settlement through Consumer Engagement more

Digital Marketing Disrupted: It’s now about Consumer Engagement

As enterprises the world over go digital, one area that has already been ‘digitized’, at least partially, for some years now is that of marketing. Digital Marketing using channels such as e-mail, social media, and the web is fairly widespread and growing rapidly. more