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Author Archive | Sue Duris

focused-on delighting-customers

Focus First On Meeting Customers’ Needs, Not on Delighting Customers

I heard someone say recently that delighting the customer is the same as meeting a customer’s needs. That is incorrect. By definition, delighting customers means exceeding their expectations. That’s different than meeting customers’ needs. I understand why they would think the two are interchangeable. Being able to delight the customer is the holy grail of the […]

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win-loss-analysis-with-purpose

Conduct Win Loss Analysis With Purpose for CX Success

I’ve written about how the Customer Experience (CX) responsibility does not lie in one group, rather it is an all-encompassing organizational endeavor. The best way to ensure a sound CX program is when companies take a cross-functional team approach. Sales is a key part of that cross-functional team approach. Sales contributes to CX in two very important […]

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growth-marketing-is-all-about-engagement

Growth Marketing is All About Engagement and Relationships

I had the wonderful opportunity to attend the Growth Marketing Conference in San Francisco last week. If you work in growth marketing, attend the conference at least once. I was happy to hear that the conference was going to be all about engagement and relationships. This makes sense because growth marketing is all about engagement and […]

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stronger-influencer-marketing

How Advocacy Helps You Build A Stronger Influencer Marketing Program

By now, you’ve heard about the popularity of Influencer Marketing. It’s so popular that many organizations are including influencer marketing initiatives into their marketing strategies. Linqia, in its The Value of Influencer Content 2017 report, cites that 86% of marketers use influencer marketing to add more power to their content marketing engines. The ROI is […]

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new-marketing

Is Customer Experience the New Marketing in 2017?

I’ve been reading posts about how Customer Experience is the new Marketing. Is it?   The Difference Between Customer Experience and Marketing   The definition of Marketing, per Merriam-Webster, is: “the process or technique of promoting, selling, and distributing a product or service” Dr. Philip Kotler defines Marketing as “the science and art of exploring, […]

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Chief-Customer-Officer-is-vital-to-your-business

The Chief Customer Officer is Vital to Your Business

I cringe when I hear Marketing should own the customer experience. Two recent reports appear to back up this claim though. A report from the Economist Intelligence Unit and Marketo revealed 86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020. Walker Info released a report that says […]

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5-key-customer-experience-trends-for-2017

Five Key B2B Customer Experience Trends for 2017

Each year when I read an annual Customer Experience report, my wish is that Customer Experience finally makes it into the mainstream. I remember reading the findings from Accenture’s 2015 B2B Customer Experience Report. I was encouraged to read that approximately eight in 10 executives believe delivering a differentiated experience links directly to business results […]

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who_owns_the customer_experience

Who Owns The Customer Experience At Your Organization?

I have done my share of reading about who owns the customer experience and who should own it. There are two schools of thought on who should own the customer experience. Some think it should be one functional group that owns the customer experience. Which group should it be? Marketing? Customer Success? Sales? Another customer-facing functional group? […]

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How Content Marketing and Customer Experience Can Drive Retention

Did you know that by 2020, customer experience will overtake price and product as the key brand differentiator, and Bain & Company says it’s 6 to 7 times more costly to acquire a new customer than it is to retain one? So, if it’s really 6 to 7 times costlier to acquire a new customer […]

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Mechanics of Measurement

Understanding The Mechanics of Measurement

For marketers to be successful, they can’t muddle through with blinders or rose-colored glasses on. They must be informed and know which marketing activities work, and which don’t. That means understanding the mechanics of measurement. Marketing and measurement are like lock and key. You need both to be successful and grow. Unfortunately, some marketers still […]

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Great customer experiences_m4comm

Direction Plus Planning Leads To Great Customer Experiences

I consider myself a student of life. I always want to be in learning-mode so that I can improve and can continuously add value to those I help: clients, potential clients, and colleagues, to name a few. As Carol Dweck notes, in her amazing book, Mindset, that’s the growth mindset—changing, growing, and stretching oneself through […]

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m4comm_win/loss analysis

How To Conduct Win/Loss Analysis To Achieve Strategic Growth (Part II)

In Part I of “How To Conduct Win/Loss Analysis To Achieve Strategic Growth”, I discussed the pre-interview and interview phases of Win/Loss Analysis. The post-interview phase is the most important element of the Win/Loss Analysis process. During this phase, you will gain insights on how to actually improve your processes, and as a result, better […]

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m4comm_win/loss analysis

How To Conduct Win/Loss Analysis To Achieve Strategic Growth (Part I)

I have been involved with Win/Loss Analysis from the product and sales sides since the mid–1990’s and have written about the subject since 2009. To this day, I do not understand why more companies aren’t conducting win/loss interviews, analyzing results and implementing lessons learned. When I speak with companies, many think they know the answers […]

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Why Customer Experience Requires a Mindset Shift

Why Adopting A Customer Experience Mindset Is Key

On October 7, Customer Experience (CX) professionals celebrated #CXDay for the second year in a row. The event, put on by The Customer Experience Professionals Association (CXPA), is an all day celebration of Customer Experience around the globe. It brings together companies and people that are creating great experiences for customers. Where Does Customer Experience Fit? CX […]

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Content Marketers: Are You the Utility Player of Your Team?

To many people, Labor Day signifies the end of summer. To me, the changing season, such as the weather cooling down or leaves changing color, football and baseball playoffs signify the end of summer. Baseball playoffs start on September 30th this year. In baseball, the “utility” player, by definition, is one who can play many […]

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Why Marketers Must Think Different About Content Gating

There are many opinions about content gating these days. There have been LinkedIn Group discussions about it as well as blog posts debating or trying to visualize it. I recently asked marketers on a LinkedIn Group discussion about content gating. I posed three questions – (1) Are you gating content? (2) What content types do you […]

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The 3 Types of Metrics You Should Be Focusing On

This month, eMarketer published a post citing results from an April 2014 study conducted by VisionEdge Marketing and ITSMA. eMarketer noted that 85% of marketers worldwide said the pressure to measure marketing’s business value and contribution had increased. eMarketer cited another study in the post, one conducted by ifbyphone in May 2014, which indicated that much of […]

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Have You Been Thinking About Dipping Your Toe in the Content Marketing Water?

You’ve read about the benefits of content marketing. You’ve even read case studies of companies who have achieved amazing success using content marketing in their overall marketing strategy. But, are you convinced content marketing will help your small business? Did you know that Content Marketing is the number #1 strategy used by marketers? It’s not […]

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Why It’s Time To Reverse Your Funnel to Turn Customers into Advocates

Retention marketing efforts don’t receive nearly the attention that customer acquisition efforts do. For many companies, that’s a big mistake that results in a lot of missed opportunities. Why? For starters, here are a few stats: According to Bain & Company, it costs 6-7 times more to acquire a new customer than retain an existing […]

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Is Content Marketing the Missing Link Between Sales and Marketing?

One thing I like about engaging with my social networks is being able to ask questions and get people’s thoughts on issues, problems, and trends. Recently, I asked on Twitter, “Do marketing and sales still have trouble working together?” The answer was particularly telling: “No. They just do it badly.” In many organizations, the challenge […]

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The Importance of Social Media In Branding

Creating and implementing an effective social media strategy is the key to global brand awareness and support for nonprofits and causes was the theme of Social Media on Purpose 2014 (#SMoP14) at Stanford last month. The mission of Social Media on Purpose is to help executives at nonprofits and other mission-driven organizations who are responsible […]

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How To Get Great Testimonials

Seven Ways to Get Great Customer Testimonials

I recently asked a marketing director about customer testimonials on his company website. He openly said, “The testimonials aren’t real, I made them up. Everybody else does it, so why can’t we?” My second thought, after “Two wrongs don’t make a right,” was “Aren’t you in the business of building trust? What does that say […]

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Simplicity

Simplicity is not simple. That statement comes off as being trite. But, it’s true. One definition states simplicity is “clarity of expression”. Apple Head of Design, Jonathan Ive, speaks of simplicity as not lack of clutter but rather bringing order and clarity to something. Looking deeper, simplicity for Buddhists focuses on only the essentials and […]

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marketers-ABC

A Marketer’s ABC

In a sales person’s mind, ABC stands for “Always Be Closing”. We all remember Alec Baldwin’s famous words in Glengarry Glen Ross… We say ABC stands for Always. Be. Curious. Staying curious keeps us present to life, keeps our creative juices flowing, opens us to new opportunities. And, as Steve Jobs notes, his stumbling into […]

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Online Submission Forms

No More Online Submission Forms

If Joan Crawford was alive today, her “no more wire hangers!” might be transformed to “no more online submission forms!” Online submission forms serve their purpose…sometimes. The goal typically is to generate leads. However, a company should strongly consider the implications of having that form. Is it overkill? Is it not enough? This is something […]

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