Personalized, Streamlined, Agile Customer Experience

I believe that delivering a personalized customer experience is a competitive imperative. The people who might consume your products and services are willing to expend only a limited dose of their time and attention on the tasks of selecting, acquiring, using and maintaining what they consume. If those tasks can be simply and efficiently performed,Continue reading “Personalized, Streamlined, Agile Customer Experience”

SOLUTION REVIEW: PEERIUS

This post is a brief summary of my in-depth analysis of Peerius, published in a Patricia Seybold Group report in June 2012. The evaluation is based on my Recommendation Solution Evaluation Framework, which details 100+ criteria in 7 categories. It is available as a free download here. London-based Peerius was founded in 2007 by RogerContinue reading “SOLUTION REVIEW: PEERIUS”

Agile, Engaging Customer Experience: Who’s Catching the Frisbee?

Is your customer experience agile, or inflexible? Even with constant vigilance, companies create customer experiences that are harder than they need to be. Instead of creating an agile customer experience that leaps and turns in response to customer context, actions and desire, a rigid customer experience demands agility from customers who leap and twist toContinue reading “Agile, Engaging Customer Experience: Who’s Catching the Frisbee?”

AGILITY TRICK #3: TARGETING PLUS PERSONALIZATION

Targeted marketing adapts a company’s messaging to what marketers believe to be the needs of what they imagine to be a group of customers. Typically, the marketing team identifies segments of the population that are important to the company, and sketches personas that represent each segment. Marketing then makes its best guess as to theContinue reading “AGILITY TRICK #3: TARGETING PLUS PERSONALIZATION”

SOLUTION REVIEW: PREDICTIVEINTENT

This post is a brief summary of my in-depth analysis of PredictiveIntent, published in a Patricia Seybold Group report in May 2012. The evaluation is based on my Recommendation Solution Evaluation Framework, which details 100+ criteria in 7 categories. It is available as a free download here. PredictiveIntent was founded in 2009 by Neil HamiltonContinue reading “SOLUTION REVIEW: PREDICTIVEINTENT”

AGILITY TRICK #2: CUSTOMIZATION AND PERSONALIZATION

Customization alters the design, features, or behavior of a product or service to suit a customer. Customization is directed by the customer. The what, how and when of customization is enabled by the business. Customization can occur before a product is manufactured, as a product or service is packaged, as it is delivered, or onceContinue reading “AGILITY TRICK #2: CUSTOMIZATION AND PERSONALIZATION”

SOLUTION REVIEW: ADOBE RECOMMENDATIONS

This post is a brief summary of my in-depth analysis of Adobe Recommendations, published in a Patricia Seybold Group report in August 2012. Adobe is a $4B software company with more than 100 products that it groups into two families: digital marketing and digital media. Adobe’s target markets are marketers and developers in every industry.Continue reading “SOLUTION REVIEW: ADOBE RECOMMENDATIONS”

AGILITY TRICK #1: PERSONALIZATION

When companies adapt their customer experience to best serve the individual customer, using recommendation systems, behavioral targeting or other methods, this is what I call personalization. Face to face with the customer, this may take the form of recognizing the person, acknowledging the type and duration of the relationship, bypassing steps in the business pro-cess,Continue reading “AGILITY TRICK #1: PERSONALIZATION”

CONSUMERS LOVE MARKETING: DONE WELL, THEY DON’T EVEN SEE IT

A recent study by Adobe concludes that digital marketing is not meeting the needs of consumers. Online banner ads do not work. No one wants ads in social media or apps. Online ads are annoying and distracting. If you are a marketer, the study might make you feel kind of bad. But I think itContinue reading “CONSUMERS LOVE MARKETING: DONE WELL, THEY DON’T EVEN SEE IT”