Erin Reilly

We all start out as audience members. But sometimes, when the combination of factors aligns in just the right way, we become engaged as fans. For businesses, the key to building this engagement and solidifying the relationship is understanding the different types of fan motivations in different contexts, and learning how to turn the data gathered about them into actionable insights. […] Although traditional demographics … [ Read more ]

Namit Kapoor, Lavanya Manohar

Sales leaders need to consider two critical but often overlooked factors when assessing their current and future customers: need and behavior. When combined with value, these indicators will reveal the customers whose strategic direction and operating model come together in a way that could make them huge sources of revenue. Sales teams should then tailor their deployment strategies toward these customers.

Victoria Bough, Ralph Breuer, Harald Fanderl, Kevin Neher

The heart of effective customer-experience measurement is the organizing principle of measuring experience at the journey level, as opposed to looking only at transactional touchpoints or overall satisfaction. […] A more holistic measurement strategy starts with an integrated measurement model in which all customer-experience metrics along touchpoints and journeys flow up to a top-line metric (Exhibit 1). It matters less which top-line metric a business … [ Read more ]

Shital Chheda, Ewan Duncan, Stefan Roggenhofer

Digital innovation and user feedback provide a catalyst to simplify products and customer experience, but to capture economic value, you need to take a further step: link the new experience to underlying operational processes. That requires an understanding of two things: what creates value across a given journey from the customer’s point of view (faster cycle time, personalization, cross-channel functionality, and so on) and what … [ Read more ]

Nicolas Maechler, Kevin Neher, Robert Park

Companies need to recognize and address the fact that—at least, in most cases—they are simply not wired to naturally think about the journeys their customers take. They are wired to maximize productivity and scale economies through functional units. They are wired for transactions, not journeys.

Sunil Gupta

Do likes lead to loyal consumers or do loyal consumers tend to like a brand on Facebook? Do these likes lead to anything? What we found with our research was that likes lead to nothing.

What People Really Want from Customer Service

A look at 7 types of customer service representatives and which are preferred by organizations hiring reps vs which are preferred by customers.

Jason Cohen

These are the components of the correct alternative to the MVP [minimum viable product]: Simple, Lovable and Complete (SLC). A SLC product does not require ongoing development in order to add value. It’s possible that v1 should evolve for years into a v4, but you also have the option of not investing further in the product, yet it still adds value. An MVP that never … [ Read more ]

Gina Gotthilf

The simplest way to implement an idea effectively may not be the simplest way to implement that idea. “Minimum” comes first in “MVP,” but “viable” is at its core.

Sarah Guo

Some entrepreneurs validate customer need through years of having lived the problem. Others go native with users — survey and interview them, show mocks and prototypes, do demand testing by “selling” or advertising a product they haven’t built yet, even get customers to partner and co-develop with them. There’s no replacement for shipping a product and getting adoption, engagement and revenue data. But that is … [ Read more ]

Four Ways to Shape Customer-Experience Measurement for Impact

Too many companies are themselves unhappy customers when it comes to building measurement systems. Here’s how to make better investments.

The Secret to Successful Customer Onboarding

Customer onboarding has come up a lot lately, which is great since having a poor onboarding experience for your customers can pretty much kill your growth… if not your business.

Scaling Customer Service as Your Startup Grows

As your startup grows, what your customers expect from you will change and the volume of their requests will change. You’ll shift from the reactive mode of supporting requests as they happen to the proactive mode of fixing issues before they ever become a problem.

I’ve spent the last seven years building the customer success function at HubSpot. I grew with the team, and played a … [ Read more ]

Robert B. Miller, Stephen E. Heiman

Anytime you’re asking someone to buy something, you’re asking them to make a change.

The Art of Customer Delight

The service sector needs to break away from old manufacturing-oriented habits and build great consumer experiences into every facet of its business model.

John Hagel III

Scalable efficiency doesn’t just demand conformity among the individuals within the institution. It also seeks conformity among those it serves – that’s the path to scalable efficiency. Scalable learning on the other hand is driven by the desire to learn more about those who are being served by the institutions and then to provide ever more value to those constituencies by tailoring products and services … [ Read more ]

10 Principles of Customer Strategy

Ten principles are at the heart of any effective customer strategy. These principles are universally applicable, regardless of what industry a company operates in, whether it focuses on a business or consumer clientele, where it does business, or what products and services it offers.

Marc Andreessen

On a micro level, everybody likes a new product, a new TV show, new software, a new smartphone. At that micro level, people love change. At the macro level, we hate change. Big, new ideas that challenge preconceptions make people really angry.

Pizza Over Privacy? A Paradox of the Digital Age

People say they want to protect their personal information, but new research shows privacy tends to take a backseat to convenience and can easily get tossed out the window for a reward as simple as free pizza.