customer life cycle

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What's At The End Of The B2B Buyer's Journey? Advocacy!

Laura Ramos October 11, 2018

Personas and journey maps have become key tools for the modern marketer. As my colleague Lori Wizdo expertly explains: It is the job of marketing to guide the buyer through the buying journey. Becoming a journey marketer is essential in this digital age. (Lori can help you get there — check out her workshop at our upcoming […]

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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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Marketers, You Don't Understand How Consumers Feel About Advertising

Joanna O'Connell June 5, 2018

Marketers, you don’t know how consumers feel about your advertising, and it may be hurting you in ways you don’t understand. Did you know, for example, that some people are totally cool with personalization in exchange for something useful, relevant, or valuable to them, while others — even when they understand what’s happening with their data […]

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It’s Beginning To Look A Lot Like A Digital Holiday Season

Michelle Beeson October 6, 2017

Around 40% of, UK department store, John Lewis’ annual profits are earned in the six-week run up to December 25. But they are certainly not the only retailer to depend a great deal on holiday spending. For European retailers to take full advantage of the holiday sales surge they must prepare their systems, processes and […]

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New Forrester Waves Assess Customer Journey Analytics Platforms

Joana van den Brink-Quintanilha September 18, 2017

Why is journey analytics such a hot topic? Because it can help firms move the needle on customer obsession. That’s why after months of research — including in-depth briefings, demos, and customer references — we’re excited to announce the release of not one but two Forrester Wave’s focused on customer journey analytics platforms! Customer journey […]

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The Data Digest: Understand Emotion To Drive Technology Engagement

Anjali Lai August 17, 2017

Thanks to the rise of empowered consumers, products and experiences that once seemed improbable, such as (literally) instant delivery, are now integral to our lives. But this era of innovation has also seen its fair share of flops: From Pokémon Go to Google Glass, technologies that looked like promising disrupters stalled quickly or generated more […]

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Make Omnichannel A Cornerstone Of Your Digital Transformation – The Telco Angle

Dan Bieler March 22, 2017

Source: Forrester, "Make Omnichannel A Cornerstone Of Your Telecom Digital Transformation" Poor customer experiences remain the Achilles’ heel of telcos’ digital transformation efforts. We live in the age of the customer, and today’s telco customer has expectations that far exceed the traditional standard of telco customer service. A random search on Trustpilot for customer satisfaction […]

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The Data Digest: For Men And Women's Clothing Purchases, Timing Is Everything

Anjali Lai November 17, 2016

Here in Boston, we are at a precious moment in the year: The early onset of cool, dark evenings sets the stage for the imminent holiday season — but doesn’t eclipse the warmth of the autumn sun quite yet. As the seasons change, we have a few rare days of mild weather that I can’t […]

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Customer Experience Unifies With Brand Management In 2016

Forrester November 3, 2015

2016 marks the year that the CMO will take control of the customer experience — or risk facing significant coordination challenges (and potential headaches) with some other fledgling executive who sees the opportunity to own it. Savvy CMOs will lead the charge to convert superior experiences to growth. This includes driving change above and below […]

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Empowered Customers Are Now In Control. Is Your Marketing Team Ready To Play By The New Rules?

Sheryl Pattek July 20, 2015

In 1860, the year Abraham Lincoln was elected President, Milton Bradley invented his first board game, the Checkered Game of Life. The game simulates a person's travels through his or her life, from infancy to retirement, with jobs, marriage, and possible children along the way. Some squares on the board help you along, with little […]

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The Data Digest: Navigating The Fragmented Path To Purchase

Nicole Dvorak April 16, 2015

The relentless winter in Boston has finally come to an end! Encouraged by the lukewarm temperatures and sight of grass (which we haven’t seen here in months), I set my sights on a new pair of running shoes. Now, where to begin? I can get suggestions from my coworkers, peruse user reviews on my phone […]

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Apply Social Listening To The Entire Organization

Gene Cao January 19, 2015

Chinese organizations started monitoring social media for purposes of PR crisis management. As I noted in an earlier report, Spring Airlines decided to build social listening functions to identify crises and perform basic brand tracking after struggling with a public relations crisis — the backlash from airline staff blacklisting a passenger for complaining about flight […]

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Apply Social Listening To The Entire Organization

Gene Cao January 19, 2015

Chinese organizations started monitoring social media for purposes of PR crisis management. As I noted in an earlier report, Spring Airlines decided to build social listening functions to identify crises and perform basic brand tracking after struggling with a public relations crisis — the backlash from airline staff blacklisting a passenger for complaining about flight […]

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Customer Obsession Differentiated Uber's Hailing Services In China

Gene Cao January 14, 2015

Uber faces fierce competition in China from local taxi hailing service providers Didi and Kuaidi Taxi, which both launched Uber-style e-hailing services in 2014. Both providers use a costly subsidy model to entice taxi users to switch to e-hailing services. Kuaidi Taxi, which recently received $700 million in Series D funding to buy more self-owned […]

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Maturity Requires A Perfect Six Pack

Rusty Warner January 5, 2015

Don’t worry: I’m not here to support your New Year’s resolution with work-out advice. But if you want to review the six requirements for planning a mature enterprise marketing strategy, then keep reading. Real-time, contextually relevant customer experiences require a significant investment in enterprise marketing technologies. However, customer insights (CI) professionals often struggle with defining […]

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Dreaming of Contextual Marketing

Rusty Warner October 17, 2014

At Dreamforce in San Francisco earlier this week, Salesforce Marketing Cloud CEO Scott McCorkle highlighted retailer Eddie Bauer’s strategy to make marketing so good that it feels like customer service and customer service so good that it feels like marketing. He may well have added that when marketing and service are well executed, they both […]

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Analytics Helps Retailers Improve Customer Retention

Gene Cao March 13, 2014

IBM recently kicked off its big data market planning for 2014 and released a white paper that discusses how analytics create new business value for end user organizations. The major differences compared with last year’s event: Organizational change. IBM has assigned a new big data practice leader for China, similar to what it’s done for […]

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The Customer Life Cycle: Single And Ready To Mingle In San Fran And London

Forrester February 26, 2014

About a year ago, I wrote a gentle but firm breakup letter from CMOs to the marketing funnel. They have a more attractive love interest who is in the relationship for the long haul; the perfect partner for the age of the customer. For many, calling it quits with the marketing funnel has been messy […]

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The Customer Life Cycle: Single And Ready To Mingle In San Fran And London

Forrester February 26, 2014

About a year ago, I wrote a gentle but firm breakup letter from CMOs to the marketing funnel. They have a more attractive love interest who is in the relationship for the long haul; the perfect partner for the age of the customer. For many, calling it quits with the marketing funnel has been messy and difficult, leaving […]

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The Data Digest: For Super Bowl Ads, The Games Have Just Begun

Anjali Lai February 7, 2014

Between the tackles and touchdowns of Super Bowl XLVIII, about 35 brands went head to head in a competition for consumer attention by airing highly anticipated commercials at $130,000 per second. Which brands won? It’s hard to tell: Bets were in well before Sunday, play-by-plays have been highlighted, trends analyzed, and commentators are still discussing […]

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