Marketing

The Magic That Makes Customer Experiences Stick

  • Research Feature
  • Read Time: 20 min 

Research has shown that memorable experiences can drive customer decisions as much as price and functionality. Yet there have been few meaningful improvements in customer experience over time. The missing ingredient? Emotion. Customers want their choices to align as much with their feelings and senses as with their values and ethics. The rational approaches taught at most business schools — offer more value for money, add features, make service more efficient — are not enough.

Why Personalization Matters for Consumer Privacy

Many different factors determine how consumers balance data privacy against a desire for personalized products and services — age, geography, and education among them. Companies can help their customers feel more comfortable with the data collection needed for personalized service by understanding customer values and maintaining transparency and good communication when it comes to data collection.

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Customer Centricity in the Digital Age

  • Blog
  • Read Time: 4 min 

As AI moves from the hype stage to implementation within organizations, retailers and marketers have new competitive opportunities with customer centricity. AI enables companies to apply data about their customers’ wants, needs, and preferences to customize their offerings, create personalized shopping experiences, and make the purchase process simpler and more convenient.

The False Choice Between Business and Ethics

  • Column

  • Column
  • Read Time: 6 min 

Should there be an imperative — moral or otherwise — to consider what’s fair when making a business transaction? Many say that it’s perfectly ethical to profit from an asymmetry of information, where, for instance, one party is paying much more for an item or service than others would say it’s worth. But other people are working to integrate the business case with the ethics case. They reject a narrow, transactional view of business in favor of a more relationship-oriented approach.

10 Principles of Modern Marketing

  • Research Highlight
  • Read Time: 19 min 

Mastering technology is not the only criteria for success in the modern marketing era — the right people and processes must also be put in place to properly develop, manage, and nurture the benefits of emerging tools. To be successful in the digital era, marketers should adopt the best new modern practices as well as rethink and refine classic approaches.

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Five AI Solutions Transforming B2B Marketing

  • Blog
  • Read Time: 8 min 

B2B Marketing departments never have enough time, manpower, or money. AI solutions such as automated emails and predictive analytics can help companies push back against these constraints. AI marketing products can act as a force multiplier. Imagine filling your headquarters with thousands of brilliant marketers, expertly analyzing data and providing actionable insights that increase the productivity of your existing marketing team.

How Customer Obsession Creates Accountability for Change

  • Column

  • Column
  • Read Time: 7 min 

Organizational change is difficult. Some 70% of change efforts fail, and awareness hasn’t improved the odds of success. But there are exceptional companies, making strides with everything from digital transformation to employee engagement to diversity and inclusion. And they have one thing in common: They are customer-obsessed. When customers are truly at the center of your business, change proceeds from one organizing principle: What’s best for them?

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The Public Sector Can Teach Us a Lot About Digitizing Customer Service

Digital customer service agents (known as virtual assistants, chatbots, or softbots) are typically used to sift through and process only the most straightforward customer inquiries, such as requests for basic information. At most companies, complex issues get passed along to human agents. In that regard, public sector agencies in Australia are ahead of the curve: They are using digital agents to handle complex inquiries from citizens, and businesses stand to learn much from these applications.

Trapped in the Data-Sharing Dilemma

There are clear benefits for companies allowing website users to login with social media platforms such as Facebook, Twitter, Amazon, and Google. But the ease of user access that social logins make possible comes at a price: The platforms learn a great deal more about users’ buying and searching behavior via these agreements — information that could wind up helping the company’s competitors (including the platform itself) down the line.

Machine Learning in the Travel Industry: The Data-Driven Marketer’s Ticket to Success

Leading marketers in the travel sector are using machine learning not only to measurably improve business outcomes but to fundamentally redefine what those outcomes should be. Travel marketers who take advantage of the large volumes of data their organizations collect will continue to pull ahead of their rivals.

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