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How to: 7 steps to building the ultimate CX dashboard - CMO.com

How to: 7 steps to building the ultimate CX dashboard - CMO.com | The MarTech Digest | Scoop.it
1. Start with a blueprint and know your audience



2. Make the dashboard relevant to your customer journey



3. Show the link to business outcomes  



4. Keep a close eye on performance management and data



5. Don’t turn all metrics into targets



6. Utility before beauty



7. Take accountability
CYDigital's insight:

How to: 7 steps to building the ultimate CX dashboard - CMO.com

 

But what's missing is how to build the dashboard.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Surveying the Customer Experience Technology Landscape - CMSWire

Surveying the Customer Experience Technology Landscape - CMSWire | The MarTech Digest | Scoop.it
CX strategy notwithstanding, a handful of capabilities in the CX technology stack stand out. They include the following:

• Customer profile/master data management: Understanding the customer is the central tenet in CX today and requires tracking of information such as social and sentiment data and relationships, mobile profiles and communication preferences, devices, mobile app usage patterns, and anonymous and logged-in web activity data.
• Customer analytics and AI: Comprehensive analytical capabilities will make or break CX initiatives. Gartner believes that by 2020 more than 40 percent of all analytics projects will relate to an aspect of CX, and Signal Marketing found that 61 percent of CMOs believe that AI will have the biggest impact on CX.
• Voice of the customer: Tools that allow companies to obtain and act on customer feedback, including social media listening posts, surveys and suggestion boxes, will become quite important as customers seek to engage and tune their experiences.
• Multichannel service: Providing consistent and seamless experiences across channels is a critical component of CX. Companies must be able to recognize customer activity across all channels and to deliver personal communications to all channels in real time.
CYDigital's insight:

Surveying the Customer Experience Technology Landscape - CMSWire

 

Be sure there's an attribution path associated with the CS tech.

 

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Customer Experience Governance – Three Models - Sirius Decisions

Customer Experience Governance – Three Models - Sirius Decisions | The MarTech Digest | Scoop.it
  • "The centralized model. The centralized model consists of a customer experience leader with clear direct-line support from an executive or executives where insights gathering, data analysis, root cause analysis and improvement initiatives are all managed in one function – and the work to improve customer experience is assigned and followed up on by the central function, with high visibility from the C-suite. This model works better in small, flat organizational structures, where interactions between groups is a natural part of the culture. There are few, if any, silos in this model. 
  • The decentralized model. The decentralized model takes advantage of customer-oriented thinking and approaches in multiple functions. In a decentralized governance model, the customer experience practitioner acts as a coach and advisor, sharing best practices and bringing initiative enhancing and validating data, insights, measures and best practices insight. The actual work is done in the regions, functions and product teams. 
  • The committee model. The committee model is a version of the decentralized model, which utilizes a customer experience council or board that meets regularly to understand the latest research, share updates or launch new projects, report on projects that are already underway, and work together to clear roadblocks. The committee is made of individuals who are accountable for customer experience in their own areas. The committee model generally has two tiers, the first being executive sponsors."
CYDigital's insight:

And you'll want to click-through for the requirements across all three models.

 

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Identifying the Achilles heel of successful B2B enterprises - Marketing Tech News

Businesses, as a collective whole, are getting too far away from their corporate customers. It is an outcome of our need to streamline production during the Industrial Age – each step has its’ own expert for maximum output.

The only problem with that is that people are not an output. This is the Achilles heel of many successful B2B enterprises today – being so efficient that the customer has been left out of the equation.

To clarify the metaphor, if Achilles had been in B2B enterprise today, it is likely that his strengths – systems, employees, technology, data and more – would make him strong and profitable. His only weakness would be knowing his customer intimately to build relationships and provide greater value. This one vulnerability would have the power to kill his company. 
CYDigital's insight:

Is your customer left out of the equation? Depends on the equation...

 

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The US Customer Experience Index For 2017: CX Quality Worsened · Forrester

The US Customer Experience Index For 2017: CX Quality Worsened · Forrester | The MarTech Digest | Scoop.it
This year’s Customer Experience Index report for US brands revealed a CX leadership gap — not a single brand has risen to the top of our rankings and continue to move upward. The report is based on Forrester’s CX Index™ methodology, which measures how well a brand’s CX strengthens the loyalty of its customers. We revealed the …
CYDigital's insight:

With all the emphasis on CX over the past 18-24 months, you'd think there'd be a bump. In B2B, CX should be owned by Sales.

 

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CX Journey™ Musings: The Problem with Journey Maps - FutureLab

CX Journey™ Musings: The Problem with Journey Maps - FutureLab | The MarTech Digest | Scoop.it
There's a time and place for mapping the stages; it's appropriate for your marketing and sales teams, as they work together to understand the buyer funnel and customer lifecycle stages, to help them understand and identify where prospects or customers are in the relationship with the company so that they can better target communications, marketing campaigns, or sales pitches based on wants and needs at each stage.

Mapping stages may also be appropriate as you think about the high-level customer relationship and where to begin journey mapping. But as a customer experience professional, mapping at that level is, well, useless. It's too high level to be able to help the organization understand the customer experience, how employees impact it, or to effect change that is meaningful to the customer experience.

Think of the customer journey not as stages but as steps; by definition, when you are mapping, you are walking in your customer's shoes... shoes take steps, not stages.
CYDigital's insight:

Customer Experience does not equal Buyer's Journey.

 

Not having a fun time with IT? Contact marketingiIO: we can act as your buffer to get the job done. #MarTech #DigitalMarketing

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The CMO’s Dilemma: Focus on the Customer, But at What Cost? - Gartner

The CMO’s Dilemma: Focus on the Customer, But at What Cost? - Gartner | The MarTech Digest | Scoop.it
Keep in mind: there’s a price to pay if the focus is too intense. Like staring at the solar eclipse too long without protective glasses, CMOs could lose their vision. Why? Customer experience investments need to produce returns. Otherwise, CX will be cut in favor of performance marketing programs that produce immediate returns.

There are warning signs that CMOs are not paying sufficient attention to operational excellence, which in turn, will impact marketing’s investments in customer experience. Only slightly more than half of all survey respondents said their marketing organization is effective in handling two staples of today’s marketing organization: acquiring and using marketing technology or using marketing and customer analytics.
CYDigital's insight:

You could lose your pants.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us. #MarTech #DigitalMarketing

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Finding the right digital balance in B2B customer experience | McKinsey & Company

Finding the right digital balance in B2B customer experience | McKinsey & Company | The MarTech Digest | Scoop.it
Growing numbers of B2B companies are focusing on digitization to succeed with customer-centric strategies. Here’s how to get it right.
CYDigital's insight:

Important to you?: Then a click through is imperative. This is one of those seminal articles that provides the approach for B2B CX.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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Finding the right digital balance in B2B customer experience | McKinsey & Company

Growing numbers of B2B companies are focusing on digitization to succeed with customer-centric strategies. Here’s how to get it right.
CYDigital's insight:

Big brain post.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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The 10 Commandments of Customer Experience - CX Journey

The 10 Commandments of Customer Experience - CX Journey | The MarTech Digest | Scoop.it
1. Thou shalt listen to customers and act on their feedback.

2. Thou shalt map the customer journey in order to understand the experience.

3. Thou shalt put employees more first.

4. Thou shalt define and communicate the brand promise.

5. Thou shalt hire for attitude and train for skill.

6. Thou shalt not covet thy neighbor's experience.

7. Thou shalt not proceed without getting executive commitment.

8. Thou shalt empower employees.

9. Thou shalt define a purpose, vision, and strategy.

10. Thou shalt communicate, communicate, communicate.
CYDigital's insight:

Thou shalt have budget.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Over-Engineering The Customer’s Experience - Wim Rampen

Over-Engineering The Customer’s Experience - Wim Rampen | The MarTech Digest | Scoop.it
It all starts with our ambition and practice to measure and report on everything. We measure a plethora of metrics through a ever growing variety of methodologies and frameworks. And we try to create this fine-mazed system of measurements that allows us to pin-point exactly, and preferably in real-time, where what is happening with a Customer and how it effects the Customer’s Experience score, and – last but not least -who’s to blame(!) for it.

Through our measurements we actually get to understand how the dynamics of internal and external drivers influence the Customer’s experience. As a consequence we build a nuanced view of what should be done and how it will effect our strategic objectives. 

Nothing happens because we have over-engineered the Customer’s experience. The future state journey is so far off the current offering that everything needs to be re-engineered and dependencies of other projects become too complicated too handle. Desired emotional Customer responses are drawn onto a canvas whilst the organization is still trying to get a grip on process fulfillment. Contextual personalization is designed in for 6 to 8 different persona’s that all have been crafted with the exact same rigor and detail.
CYDigital's insight:

So do you have a means to measure the impact on business goals. If not, tread carefully.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Putting customer experience at the heart of next-generation operating models | McKinsey & Company

This article highlights two lessons to help companies capture the greatest value from improving their customer experience.

First, how do you find out what really matters to customers? Companies that excel at this do two things: they streamline their operations and take out cost, and they create new experiences and tap new sources of value. Many organizations simply take a “problem view”—treating internal processes as a cost that needs to be reduced, and looking for customer pain points that need to be eliminated. That’s a good place to start, but if it’s the only view, it misses out on the idea of creating additional customer value.

Once a company has found out what its customers value, it faces the second big question: how do you link customer experience to operational improvements? Most organizations manage operations, track performance, and measure customer satisfaction along functional lines. Yet the best way to tackle customer experience is to follow it from the customer’s point of view, along a journey that cuts across functions and channels. That’s because customers frequently use multiple channels to interact with their service provider, and need multiple interactions to complete a transaction.
CYDigital's insight:

For us mere mortals, it's tough to find the ROI.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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David Laradi's curator insight, March 28, 2017 6:10 PM

For us mere mortals, it's tough to find the ROI.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Customer Experience, Community Building Grab Center Stage Among B2B CMOs - DemandGen Report

Customer Experience, Community Building Grab Center Stage Among B2B CMOs - DemandGen Report | The MarTech Digest | Scoop.it
The role of marketing is changing, moving beyond acquisition and deeper into the funnel to support sales, according to C-level marketers and experts at the B2B Marketing Exchange (B2BMX) in Arizona in February. As part of that, B2B marketing executives are shifting more focus on the overall customer experience (CX) and customer life cycle.

CYDigital's insight:

Nooooo....

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Drive Revenue With Great CX -- And Math - Forbes

Drive Revenue With Great CX  --  And Math - Forbes | The MarTech Digest | Scoop.it
We tested several models to find the “shape” that best describes the data. We found that the relationship between CX and revenue potential tends to follow three main shapes:

  • Linear. CX and revenue move in lockstep. Whether you improve a poor experience, a mediocre experience, or a good experience, the impact on revenue will be the same.
  • Diminishing returns. Revenue potential increases sharply when poor experiences are improved, but it tapers off at higher levels of CX. Fixing poor experiences will have a bigger impact on revenue than optimizing good experiences.
  • Exponential. Revenue potential remains relatively flat when poor experiences are improved, but it begins to increase dramatically at higher levels of CX. Making good experiences great will lead to larger revenue gains than making poor experiences OK.
CYDigital's insight:

Your results may vary...

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Drive Revenue With Great CX — And Math! - Forrester

Drive Revenue With Great CX — And Math! - Forrester | The MarTech Digest | Scoop.it
We tested several models to find the “shape” that best describes the data. We found that the relationship between CX and revenue potential tends to follow three main shapes:

  • Linear. CX and revenue move in lockstep. Whether you improve a poor experience, a mediocre experience, or a good experience, the impact on revenue will be the same.
  • Diminishing returns. Revenue potential increases sharply when poor experiences are improved, but it tapers off at higher levels of CX. Fixing poor experiences will have a bigger impact on revenue than optimizing good experiences.
  • Exponential. Revenue potential remains relatively flat when poor experiences are improved, but it begins to increase dramatically at higher levels of CX. Making good experiences great will lead to larger revenue gains than making poor experiences OK.
Understanding the shape of the relationship between CX and revenue allows brands to prioritize the CX improvements that will most affect revenue.
CYDigital's insight:

This is the first time I've come across a link between revenue and CX. The applicability of the model depends on your business model, and it doesn't cover all variables, e.g., the impact on referrals from positive CX. But it's the best I've seen.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

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Only 49% of marketers are pushed to reinvent customer service due to technology - ComputerWeekly

Only 49% of marketers are pushed to reinvent customer service due to technology - ComputerWeekly | The MarTech Digest | Scoop.it
Only 49% of marketers have said they are under pressure to reinvent their customer service strategy as a result of technology disruption, according to recent research.

A study by the Chartered Institute of Marketing found 28% of marketers feel they do not have the finances to invest in customer experience changes needed in the wake of disruptive tech.

Customer experience is becoming increasingly important for consumer-focused firms, with 20% of businesses saying customer experience would be their main focus in 2017.

Tech is playing a role in delivering the services businesses use to deliver a good customer experience, with 42% of marketers saying personalization will be a priority over the next year and 37% looking to focus on data-driven marketing.
CYDigital's insight:

If you're in this position, you'll want to use this initiative as a trojan horse to bring MarTech into the company.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Which Emerging Technology Will Have the Biggest Impact on the Customer Experience? - MarketingCharts

Which Emerging Technology Will Have the Biggest Impact on the Customer Experience? - MarketingCharts | The MarTech Digest | Scoop.it
CYDigital's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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Forrester: Account Based Marketing Will Drive Customer Experience (via AdAge)

Forrester: Account Based Marketing Will Drive Customer Experience (via AdAge) | The MarTech Digest | Scoop.it

"Will 2017 be the year that business-to-business marketers finally get serious about so-called account-based marketing? That's what Forrester Research predicts in its b-to-b marketing forecast for next year.


The resurgence of account-based marketing means b-to-b marketers will become more customer-focused and put less emphasis on products and solutions, said Laura Ramos, Forrester analyst and author of the report..


While the concept of account-based marketing has been around for more than a decade, it resurfaced this year as a real business goal, she said. Forrester's research found that 37% of marketing decision makers said improving customer experience is a critical priority, second only to growing revenue."

CYDigital's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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David Laradi's curator insight, March 28, 2017 6:13 PM

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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B2B prioritizes targeting over customer experience | FierceCMO

B2B prioritizes targeting over customer experience | FierceCMO | The MarTech Digest | Scoop.it
B2B marketers are striving to target customers and create more compelling content, versus focusing on the customer experience, according to new research from advisory firm Econsultancy.

Although B2B marketers lag retailers in their effectiveness to personalize marketing, the group still stated that "optimizing the customer experience" is their most exciting opportunity in 2016, according to the report. B2B marketers hope to achieve this more personalized experience through more compelling and targeted content in campaigns.
CYDigital's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. 

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Does Your Marketing Technology Support Cross-Channel CX? - CMSwire

Does Your Marketing Technology Support Cross-Channel CX? - CMSwire | The MarTech Digest | Scoop.it
A well-structured Marketing Technology stack enables a CX program — and it takes rigorous planning.

Your goal with a MarTech stack may not be to “buy it all now” and make it fit together, but rather plan a natural progression of solutions or puzzle pieces based upon the maturity of a business and its forecasted growth. 

Planning goes a long way when it comes to marketing when time permits, but don't limit opportunities as a result of technology constraints nor limit growth as a result of perceived budget availability.
CYDigital's insight:

Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How to Add Real-Time Communication to Your Existing Marketing Stack - Kissmetrics

How to Add Real-Time Communication to Your Existing Marketing Stack - Kissmetrics | The MarTech Digest | Scoop.it

"How to Get Started With Real-Time Communication

  • Live Chat on your Site
  • Messaging support
  • Chatbots


How to Get Started

  • Make a comprehensive communication plan.
  • Set up a dedicated service team.
  • Empower frontline employees.
  • Set up communication guidelines. 
  • Play together with your other channels.
  • Track key metrics."
CYDigital's insight:

Stunning chart. Messaging is the first line of offense for Customer Experience.

 

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Customer Experience: Marketing's Pull to Balance Its Push - Gartner

Customer Experience: Marketing's Pull to Balance Its Push - Gartner | The MarTech Digest | Scoop.it
To do so, marketing leaders must consider how they prioritize:

Goals:

Push:  Short-term increases in financial outcomes or acquisition.
Pull: Long-term improvements in customer satisfaction, loyalty, and brand advocacy.
Measures:

Push: Concurrent indicators such as attributable leads, conversions, and sales.
Pull: Leading indicators such as overall satisfaction, net promoter score, customer sentiment, retention rates, positive online ratings, share of positive voice and advocacy behaviors.
CYDigital's insight:

Validates the cliche "when push comes to shove..."

 

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5 Ways Marketing Automation Builds True Customer Loyalty - Marketing Insider Group

5 Ways Marketing Automation Builds True Customer Loyalty - Marketing Insider Group | The MarTech Digest | Scoop.it
Here are the top five ways you can use marketing automation tools to strengthen your relationships with existing customers and build true customer loyalty:

  1. Measure Loyalty: Marketing Automation is an easy way to setup regular touch points to measure true customer loyalty. You can segment customers and create separate nurture streams to ask your customers how they feel about the relationship with your company.
  2. Build Brand Advocates: Use Marketing Automation to determine which customers are likely advocating for you and create special programs and incentives for these valuable lead sources.
  3. Personalizes Experiences: Marketing Automation allows you to identify the right content that should be delivered to each customer at the right time. 
  4. Keep Scoring Leads After Purchase: Lead scoring AFTER purchase is a great way to utilize the power of marketing automation to determine which customers are engaging with your content and who might be ready for a cross-sell, up-sell, or even a re-sell.
  5. Create End-to-End Customer experiences: Using the data from marketing automation you can identify the pain points, content, messaging and approaches that attracted your customers, the ones who converted, in the first place. 
CYDigital's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x   

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Do Companies Understand the Customer Journey? - eMarketer

Do Companies Understand the Customer Journey? - eMarketer | The MarTech Digest | Scoop.it
Many aren’t confident of their company’s understanding of big data either
CYDigital's insight:

I'd say the answer is no.

 

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Understanding the Customer Technology Stack 2.0 - Prof

Understanding the Customer Technology Stack 2.0 - Prof | The MarTech Digest | Scoop.it
Six broad categories have emerged over the last decade in response to specific needs.

  • The broadest category in the customer technology stack is Customer Relationship Management (CRM). 
  • Customer Communication solutions simplify conversations between vendors and customers, and make it easier to communicate. 
  • Customer Satisfaction solutions enable companies to get answers to specific questions. 
  • Customer Experience solutions are a more focused variant of the previous category. They take the pulse of customers and objectively capture their experience with a product or service. They are typically embedded within the product and emphasize simplicity and ease of use over detail.
  • Customer Loyalty solutions make it easier for companies to reward their customers for specific actions that they perform. 
  • The newest category on the block, Customer Success, has significant new investments and has been featured in Mary Meeker's 2015 Internet Trends Report as one of the disruptive new enterprise technologies to watch. 
CYDigital's insight:

I buy into this far more than just CX, as these tools come with built-in analytics. I just don't know how to reconcile with the marketing stack.

 

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