systems of engagement

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These Aren’t The Droids You’re Looking For: B2C Marketers And CDPs

Joe Stanhope October 26, 2018

Six months ago, we started a conversation about customer data platforms (CDPs). The timing was right; CDPs were driving attention toward a historically sleepy corner of the martech universe centered around data management, gaining traction among vendors, and racking up mentions in the marketing trade press. Questions, hope, and more than a little confusion ensued. […]

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SAP’s Customers’ CIOs Face Some Urgent Crucial Decisions

Duncan Jones April 10, 2018

The CIOs of SAP customers need to pay close attention to the vendor’s announcement earlier today with details on how it intends to modernize its software licensing model. Please don’t think that “software licensing” is an esoteric topic that you can delegate to someone a level or two down in your organization. It isn’t. There […]

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A New Age For Smart Cities: Q&A

Jennifer Belissent, Ph.D. October 6, 2017

Last week I presented a webinar “A New Age for Smart Cities” as part of Philips’ Lighting University. Many cities have invested in new lighting initiatives replacing traditional lights with LED solutions including remote management capabilities.  But the talk last week stressed the need for these initiatives to be part of a broader strategy.  It […]

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The Top Emerging Technologies For Digital Predators

Nigel Fenwick March 16, 2017

If you’ve been following my research, you know I like to divide the business world into three categories of company: Digital Predators successfully use emerging digital technologies to gain market share and/or displace traditional incumbent companies (e.g., Amazon, Lyft, Priceline, Airbnb, Netflix). Digital Transformers evolve a traditional business to take advantage of emerging technologies, creating […]

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How British Gas Transformed Customer Engagement And Won Our 2015 EA Award

Charlie Dai August 19, 2016

Customers’ perception of a company depends on their experiences with the organization at every point of contact. Companies can try to change how customers view a brand in a number of ways, such as a new mobile app or an improved complaint-handling process. However, to really improve customer perception, every interaction at every touchpoint must […]

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Let’s Put Enterprise Marketing Technology Into Context

Rusty Warner April 20, 2016

Context – noun –  con·text – ˈkän-ˌtekst What is context? According to Merriam-Webster, context is “the situation in which something happens or the group of conditions that exist where and when something happens.” We’ve been using it since late Middle English speakers adapted the Latin contextus, from con (together) and texere (to weave). For marketers, […]

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Beyond The Beacon Proximity-Marketing Hype, Fuel Contextual Marketing With Location Data

Thomas Husson November 25, 2015

When it comes to location-based marketing and proximity-marketing, more often than not, marketers seem fascinated by the beacon technology. With 82% of shoppers making their actual purchasing decision in-aisle, it’s no wonder that vendors are betting on beacons and indoor positioning systems to help marketers interact with consumers in real time. A year ago, Forrester […]

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Coming Of Age, Not Mid-Life Crisis: Cities Are Ready...

Jennifer Belissent, Ph.D. August 4, 2015

Smart cities are a myth.  But cities are now finally ready to invest in new technology.  No, I don’t find those two sentences contradictory. Yes, I do finally feel like the hype of smart cities is fading.  And, yes, I do think the promise still holds much potential for cities. But boy have I tired […]

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To Be Customer-Obsessed, Firms Must Also Be Technology-Obsessed

Ted Schadler July 15, 2015

There is much talk about being customer-obsessed. What does it take to be customer-obsessed? Recently, in The New Yorker, Mary Powell, CEO of Green Mountain Power, a small energy company in Vermont, told a story of customer-obsession. Her customer-obsession starts simply: Help customers reduce their energy footprint at no net cost. Green Mountain accomplishes this by […]

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Beyond Light: Smart Lighting Illuminates More Than Streets

Jennifer Belissent, Ph.D. July 3, 2015

Gone are the days when the only signal a streetlight sent out was that it was time to go home on a summer evening.  Many kids grew up with that rule.  My mom had a cowbell, which was infinitely more embarrassing but likely more effective in calling us home. But times have changed. We now […]

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Decisions, decisions...

Rusty Warner February 24, 2015

We all know that empowered customers expect brands to deliver contextually relevant experiences based on their individual preferences for content, timing, location, and channel(s). How do customer insights (CI) professionals decide the appropriate course of action – not just for a single customer, but for all customers? How do they then execute on those decisions […]

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4 Must-Dos For Continuous Business Innovation

Diego Lo Giudice October 25, 2014

The modern business world echoes with the sound of time-tested business models being shattered by digital upstarts, while the rate of disruption is accelerating. Organizations that will win in this world must hone their ability to deliver high-value experiences, based on high quality software with very short refresh cycles. Customers are driving this shift; every […]

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Beacon Marketing: Be Wary Of The Hype

Thomas Husson August 21, 2014

Beacons have a great deal of disruptive potential as they bridge the digital and physical worlds. I quite like this quote from Steve Cheney, SVP at Estimote: “Beacons as a platform are really a wedge into ‘appifying’ the physical world. They give context to a physical space. They are a way of actually extending the […]

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It Takes Two To Tango: Mobile Engagement Needs User Experience And Context

katyayan_gupta June 11, 2014

The growing affordability of smartphones and increasing ubiquity of high-speed wireless broadband are driving customers toward a mobile mind shift: the expectation that any desired information is available, on any device, in context, in a person’s moment of need. Firms in Asia Pacific in general and India in particular have become cognizant of this fact; […]

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Retailers Have Beacon Fever

Forrester April 2, 2014

There is no hotter topic in retail today than beacons. These small objects which transmit location information to smartphones based on Bluetooth Low Energy have transformed our retail imagination, conjuring up visions of continuous offers being showered onto customers as they walk the aisles of their favorite grocery store.  The reality is more subdued.  We […]

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If Your Business Looks Digital, What Should Your App Delivery Look Like?

Diego Lo Giudice March 13, 2014

When computers were invented 60 years ago, nobody would have thought that gazillions of 0 and 1s would soon rule the world. After all, that’s all there is in any computer memory, be it a laptop, a mobile phone, or a supercomputer like Watson;  if you could open memory up and visualize the smallest elementary […]

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SingTel Should Appeal To OTT Players, Not Regulators

Forrester March 6, 2014

At Mobile World Congress 2014 in Barcelona, SingTel CEO Chua Sock Koong was reported as “call[ing] on Australian regulators to give carriers like Optus the right to charge rivals WhatsApp and Skype for use of their networks or risk a major decline in network investment.” With the telecommunications industry unable to monetize over-the-top (OTT) traffic, telcos […]

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Build Mobile Systems Of Engagement To Thrive In The Age Of The Customer

katyayan_gupta February 13, 2014

Organizations in Asia Pacific (AP) have become cognizant of the fact that they have entered the age of the customer — an era in which they must systematically understand and serve increasingly powerful customers. In the past two years, most AP firms have primarily focused on using mobile apps to connect their organizations with internal […]

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Level-Up Your Mobile Engagement With Proactive Experiences

Michael Yamnitsky February 5, 2014

Last year, we saw mobile apps getting smarter, tapping a wider range of personal data to anticipate and deliver in-the-moment needs before a customer takes action. Google is in the lead with Google Now, but Apple and Microsoft also signal interest in this space. Much like the VIP concierge services of major credit cards and airlines, these apps have […]

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Three Proactive Assistance Startups Worth Watching

Michael Yamnitsky December 19, 2013

I’ve been experimenting for the past year or so with several proactive assistant apps to guide my day — they remind me to get on conference calls with clients, offer to text participants if I'm running late to an in-person lunch, and keep me in touch with friends and colleagues. Some of these apps also […]

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