Web Site: http://www.perfectcustomerexperience.com
Bio: This blog is all about freely sharing insights about customer experience and contextual marketing. The ideas are free to you and I hope you find them valuable in helping you lead a marketing transformation at your company. If I have helped make you more successful, then this project has been worthwhile.Google+
Posts by Dale:
- Better ... Read More
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
It surely is important in providing a perfect customer experience.
And it is essential that the technologies we all use to help deliver such customer experiences enable us to ... Read More
Worldwide, up to two-thirds of all customers leave due to poor customer service; a level that fails to meet promises made during sales. On average, most corporations lose half their customers every five years. High defection rates are the clearest sign that customers feel they are receiving less value from their providers, and therefore switch to another provider.... Read More
Have you seen a decrease in customer retention or new customer sales? Or conversely, maybe you’re seeing an increase in customers, but not a proportionate increase in profit? Not knowing your customer needs will not only influence customer retention and new sales, it can cause ... Read More
It is a safe bet that if your internal culture is “what’s good for us” rather than “what’s good for them” then customers will eventually find their way to companies that are riveted on helping to make customers successful. How do you acquire the understanding of customers that is superior to your competitors? As it turns out, it is fairly simple ... Read More
B2B 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
There are plenty of impediments to delivering a great customer experience—most of them happen inside the organization
For 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
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
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
Most online advertising (Google Adwords or similar relevance-based ads on LinkedIn, Twitter, Facebook, etc.) are what many marketers think of when they hear contextual marketing. That is too-limited a definition for such an important concept as contextual or relevance-based ... Read More
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
Sorry to have vacated you all since April.
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
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
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
Content marketing is about one thing: providing a great customer experience that helps grow your business. If the content is about anything else, it is fine art, like a diary or a painting that satisfies the artist but has no retail value.
B2B content producers are sales people who sell with concepts, words, illustrations; crafted together by a graphic designer. It is preparing the way for the salesperson to make his onsite visit with a prepared ... Read More
Joe Chernov, VP of Content Marketing for Eloqua, a revenue performance management company, expresses his dismay with the ‘boy’s club’ culture of content marketing, namely, excluding women thought ... Read More
As marketing content developers we should keep in mind how our content impacts trust and credibility with prospects, clients, employees and suppliers. Words are important. Buyers are absorbing content from all sorts of places. They evaluate emotionally and rationally if our promises sound true or too good to be true. When we accomplish trust and credibility, our marketing content will drive business.
B2B 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
My favorite of Mark’s 10 Insights: What makes consumers fall in love with a brand? Among the top factors are friendly employees and customer reps (73%), ... Read More
Basically, modern manufacturing focuses on six business-critical processes: