Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences (including digital environment) during their experience.
ere’s the deal: CRM software has evolved from a simple contact management system into a complex tool. It does more than simply recording your customers’ contact information – it can now also track the details of every interaction and the customer’s position in the sales funnel and provide valuable reporting on the customer experience; the propensity to purchase the next purchases the value of the current purchasers and who is likely to purchase again.
Marketing Leaders, ‘Are You Driving Performance, Or Telling Your Boss Where You’ve Been?’ Leading vs Lagging Indicators as KPIs
As performance based marketers our role is to bring clarity to the situation, then advise, plan and execute to shift the needle on the business.
Marketing and Sales Leaders are familiar with KPIs (Key Performance Indicators) but not every leader understands how to design KPIs to drive performance, not just report on what happened.
This article is a quick introduction to Leading and Lagging Indicators and gives you some actions to get started on so you can start building better data measures.
The statistics tell us that only 1 in 12 entrepreneurs and their organisations make it through to the start up process and find a sustainable path.
That’s less than 9% making it. It’s not a good rate.
What can you do to learn from other’s mistakes or success? The Start Up Genome tracked over 3,000 organisations over many years and there are lessons for all in this study.
The purpose of Brand Architecture is to enable scale within the organisation’s business model whilst retaining clarity to the customer.
This is really important to understand. The purpose of Brand Architecture is allowing the business to grow at the right pace (ideally as quickly as possible) whilst being crystal clear in offering to the customer.
Many Brand Architecture models have been developed over the years. All come down to understanding how far or close the brand is in relationship to another brand. The last thing you want is a collection of brands within an organisation with purpose, clarity or order.
What are the four simple frameworks to understanding Brand Architecture?
A cohesive customer journey is now critically important to any business engaging a customer within the digital environment. Well, I guess that means almost all of us.
Why is it so critical? As the majority of the buyers journey moves into the digital realm, linking your online customer journey together is now more important than your offline customer journey.
Find out which technologies are most critical in building a cohesive customer journey.
A buyer profile is a descriptive outline of the person you are seeking to attract. It is used in marketing automation platforms, such as Salesforce’s Pardot, to ensure the right information is going to the right person at the right time.
Buyer profiles help you understand who you are targeting to secure as customer.
A profile makes it easier for you to share the types of people the business is seeking to attract and to therefore tailor content, products, services and behaviours to meeting this group.
What stats should you be tracking across your sales funnel?
What are the most important things you need to now so that you can be proactive with lead generation and pipeline delivery?
At a strategic level you should be focussing on at least the groups of key statistics out of the Sales Funnel (Buyer’s Journey).
At Blirt, we talk about these three groups as the ‘Three Vs’.
At Blirt, we see the customer journey like a series of cogs – strategic, moving parts put together to create a dynamic process where value is created and exchanged between you and your customer. The customer journey is a customer focussed cycle that creates value, increases customer satisfaction and reduces the chance of your customers looking anywhere else to meet their needs.