Attention Marketers: Your Campaign Workflow Is NOT A Customer Journey
The concept of the “journey” has permeated organizations over the past several years. While this might seem like good news to someone like me who champions the journey framework, I’ve noticed a disturbing trend — and it reminds me of one of my favorite movies. In The Princess Bride, the character Vizzini repeatedly exclaims, “Inconceivable!” […]
Marketing Through Valuable Experiences
I first read Gilmore & Pine’s The Experience Is the Marketing on a cross-country flight sometime around the year 2007. Their article was already several years old at that point, but their ideas made me want to jump out of my seat with joyful cheers: “To be clear, we’re not talking about ‘experiential marketing’ — […]
3 CX Lessons To (Re)Learn From The 2017 Super Bowl Ads
In 2017, brands shouldn’t be fumbling around to pull off a successful Super Bowl ad. And yet, errors and missed opportunities abounded in last night’s game. Here are three lessons that marketers and customer experience professionals (and the advertising agencies they turn to for advice) still need to learn: Stress test your friggin website! 84 […]
Can We Please Put An End To One-Size-Fits-All Emails?
Have you heard of CrossFit? It’s a style of workouts “comprised of constantly varied functional movements (like pushing, pulling, squatting, lifting, running) executed at high intensity.” People that do CrossFit don’t just go to the gym. They become certifiable CrossFit fanatics. I wanted to find out what all of the fuss was about, so last […]
Q&A About Brand, Marketing, & Customer Experience
Last week I did a webinar with the fine folks at the Society of Digital Agencies about the disconnect among brand, marketing, and customer experience (CX) that exists in many organizations. My advice to the attendees, who were (unsurprisingly) mostly from digital agencies, was to strive to connect the marketing promises that they create with […]
