The Perfect Customer Experience

Turning Satisfied Customers into Customer Advocates – Dale Wolf, Editor

The Perfect Customer Experience - Turning Satisfied Customers into Customer Advocates – Dale Wolf, Editor

Credibility, Trust and Risk — Customer Experience is Up to YOU

fist pushing thru wallB2B buyers realize that they are making decisions that carry a risk to their companies, and to their careers.  Everyone in your organization needs to stay aware of this buyer attitude and work diligently to build both credibility and trust in you as manufacturers of these products that, on one hand, hold such promise and potential for your clients and, on the other hand, ... Read More

B2B Buyers Kick Your Tires INVISIBLE to you … What you can do about it!

ID-10097640 (2)B2B buyers are great at kicking the tire well before they are ready to talk to your sales team. We’re all familiar with the new fact that B2B buyers are often 60% of the way into their buying process before bringing your sales team into the process. But all along the way of getting half way to a buying decision, they are online checking you out. It’s their way of kicking the tire to see who they want to ... Read More

Aspirations and Understanding Customers

serving othersB2B executives all have aspirations for success; many do not realize that achieving aspirations cannot be a one-sided track. It cannot be all about profit. If it were, then running a company would be relatively simple.

This would be a great business, we all joke, if it were not for those pesky customers. But as Peter Drucker once wrote, “the business of a business is to acquire customers. So we have to run our businesses to please customers while still making ... Read More

The Power of Good or Evil

There are plenty of impediments to delivering a great customer experience—most of them happen inside the organization

good and evil ID-10018327For most organizations, delivering a great customer experience means changing how things get done inside the business.  That’s because most companies are still corporate-centric instead of customer-centric.  It becomes a march through the garden of good or evil and impediments will pop up in every ... Read More

The Role Executives Play in Creating Successful Brands

By Juliana Davies, Contributing Author

ID-10017513Laying the foundation for a recognizable brand is often overlooked by inexperienced entrepreneurs. This despite the fact that branding is crucial to building a successful company as it has a significant impact on customer experience. Making this mistake early in the branding process can create problems that are difficult to fix, at times even leading to a businesses’ untimely demise. However, ... Read More

How to do Social Selling that also Improves the Customer Experience

Here’s the problem with B2B selling today.  Eighty percent of buyers journey through their buying process without contacting a salesperson. They know more about you than you know about them. They only need you to do a final trust check and negotiate the price alongside your competitors. There was no selling cycle. The buyer also cut herself short. By not taking the time to get to know you she has ... Read More

Content has Always been King of Marketing. It’s just Different Today.

The power of unique, quality content used to support B2B marketing strategies has been self-evident as a way of capturing audiences for over a century. But since the Internet put the customer in charge, it is now mandatory that corporate marketing departments and their agencies think more like publishers than traditional marketers. (Scene from P&G’s Guiding Lightsoap opera at ... Read More

Things I have Learned While Not Blogging for Nearly 70 days

Life can crowd out things of great importance. I miss writing with frequency. Blogging sharpens my listening and writing skills. But writing when your body hurts is not so easy.

Writing for politicians must be soul-draining. The negativity they spew out provides the worst possible customer experience for the citizens of this country. Sleep at night must come hard.

I have had more time to watch the PBS ... Read More

My Incredible Disappearing Act

Sorry to have vacated you all since April.

Unfortunately, I had a serious fall that cracked (ouch!) a vertebrae. That was not so bad but then was rear-ended on the expressway and elevated the pain level to new heights.

Just did not leave me with enough excess energy to stay on top of the news about customer experience.

Thankfully, Alexis Thompson got the ball rolling again with her insightful article about competition in the workplace. ... Read More

Pros and Cons of Competition in the Workplace

Article by Alexis Thompson

Competition1. Higher Level of Productivity

Tough competition among employees breeds productivity in the workplace. The presence of competitors aiming for similar goals (i.e. promotion, salary increase, etc.) will naturally push one to be work-oriented, diligent, and focused on achieving the goals at hand in the most excellent manner to impress the boss and finish on top of everyone else. This kind of healthy competition helps ease management’s concerns over wasted ... Read More

Nothing is More Important to Marketing than Customer Context

By Dale Wolf

Context is the connector to the customer. It establishes relevance to what the customer needs or is interested in. If we deliver a marvelous experience at every touchpoint, our chances of being listened to go up rapidly. The customer experience is often both emotional and realistic. It takes research about customer needs to make sure you are capable of delivering a better experience than ... Read More

Cause and Effect of Marketing Activities

By Dale Wolf

What brings a prospect into a buying cycle? The choices a prospect makes to satisfy aspirations or challenges. To understand the effect of a campaign, we need first to understand the cause. Usually, there is a combination of offline and online interactions across various touchpoints, many of which go unrecognized or recorded. Downloading an eBook is best understood by observing the prospect’s next action. The next action might be to contact the company or to answer the phone when the supplier calls. Or the next touch might be to continue a process of research about the supplier by visiting more deeply into the supplier’s website and that of similar suppliers. It is a series of actions and reactions.

In all cases, when a prospect takes an action, there are ... Read More