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”

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”

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”

RETAIL BEST PRACTICE: ALIGN CUSTOMER AND BUSINESS GOALS

For retailers, the chief business goals for your web sites are likely revenue, margin, and acquiring and retaining customers. Customers’ goals vary from visit to visit. The most common goals are as follows: • Research what’s on offer to satisfy my need • Compare and consider alternatives • Buy • Realize the benefits of theContinue reading “RETAIL BEST PRACTICE: ALIGN CUSTOMER AND BUSINESS GOALS”

3 AGILITY SECRETS YOUR COMPETITORS KNOW ABOUT PERSONALIZED BUSINESS

I see trends in three broad categories of agile customer experience tricks companies use to be responsive to customers’ desires: • Personalization, which adapts the relationship to the customer, adjusting the dialog between the business and the customer to streamline the customer experience • Customization, which adapts the product or service to the customer’s specificContinue reading “3 AGILITY SECRETS YOUR COMPETITORS KNOW ABOUT PERSONALIZED BUSINESS”

Retail Best Practices for Targeted Merchandising and Personalization

Targeted Merchandising Benefits Merchandising is the practice of maximizing sales by leveraging product design, packaging, pricing, display, and most importantly, selection. Targeted merchandising selects content (including products and offers) for consumers based on traits such as consumer context or behavior, or based on rules set by merchandisers. Targeted merchandising improves the customer experience and merchantContinue reading “Retail Best Practices for Targeted Merchandising and Personalization”

Best Practice: Establish Merchandising Strategy to Meet Business and Customers’ Goals

In an earlier post, we listed three best practices for Targeted Merchandising. This post presents the three principles you will use to apply the Merchandising Strategy best practice. Your business goals should be reflected in every decision you make about your site. Your customers’ goals should be considered in every decision you make. These aren’tContinue reading “Best Practice: Establish Merchandising Strategy to Meet Business and Customers’ Goals”