Customer First Thinking

<p> Too many companies today still think that improving CX is all about fixing what's broken. But for CX to make a meaningful difference in the health and success of a business, management should strive to make the...

<p> Despite a massive body of loyalty research over the years, there are still many unsolved puzzles, according to top researcher Dr. Yuping Liu-Thompkins, whose Loyalty Science Lab is dedicated to helping marketers...

<p> Most companies today still give lip service to the idea of putting customers first. They resist making the transformational changes required to truly improve CX quality. Until they are willing to become more...

<p> Brands still operate today as though media coverage and reach are all that matter, even as customers make every effort to evade their messaging. A new playbook is needed, according to CX expert Christina Garnett...

<p> Suffering from social fatigue, people are increasingly turning to private spaces online where they are free to be more themselves. Community marketing expert Sara Wilson calls them "digital campfires" where brands...

<p> For most companies new product innovation is a game of chance, resulting in many more misses than hits. The reason, according to innovation expert Tony Ulwick, is that they don't take the time to figure out what...

<p> Loyalty points programs are more popular than ever. The problem is they lead to transactional relationships where customers are more loyal to the program than the brand. To build true loyalty, advises loyalty expert...

<p> Rapid brand growth can sometimes lead to incompatibility between new and existing customer segments due to differing needs and expectations. Brand managers can minimize the possibility of segment conflict by...

<p> Marketers tend to overinvest in acquiring new buyers while trying to keep the most valuable customers from leaving. That leaves a lot of customers feeling left out. To correct this imbalance, marketers need a more...

<p > The Martech industry is going through a radical new era of technological transformation which is changing the contours of the marketing technology landscape. A burst of AI-driven growth and innovation is not only...

<p> Businesses today finally recognize the strategic urgency of unifying all customer data in an increasingly AI-driven world of personalized engagement. And now the data technology has matured to the point where that...

<p> Personalization at scale has long been a dream of marketers. But until recently it has been more superficial than helpful, constrained by legacy technology and processes. Today, however, AI makes it easier to do...

<p> Select excerpts from interviews with some of marketing's most prominent thought leaders on the state of marketing and the need for transformational change.</p>

<p> B2B companies tend to be laggards when it comes to delivering a superior customer experience, focused more on selling than servicing. But as a result of digital disruption, they have finally begun to embrace the...

<p> The market research industry is facing an existential crisis. Brand marketers have lost faith in old school methods of research – too slow, cumbersome and costly, in their view. To regain the trust of marketers, the...