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)...

If you read my last post, you understand the importance of supplementing quantitative customer data with insights gleaned through interviews and observational research. But as shocking as this might sound, deep customer insights aren’t the...

Journey maps are one of the best tools I’ve seen for helping companies understand their end-to-end customer experience from the customer perspective. But I’ve found that many prospective journey mappers embark on this activity without...

Companies that want to improve their customer experience often struggle with where to start. The answer, often, is at the beginning. I don’t mean to be flip. I’m talking about the beginning of the customer lifecycle, that critical time when...

Your brand is more than a logo and a set of visual design guidelines. It’s a beacon that should set the tone for every internal decision and every external interaction. But systemic disconnects between your marketing department and the rest of...