The Power of a Free Popsicle

A new book shows the value of memorable defining moments on customer and employee experiences.

Driving Business Growth by Zeroing in on the Consumer Decision Journey

A big part of driving marketing-led growth is getting into, and remaining part of, consumers’ initial consideration set of brands to shop. Companies can give themselves a leg up by making that a priority.

How Customer Service Can Turn Angry Customers into Loyal Ones

Good customer service seems like common sense for businesses. But how valuable is it really?

Until now, this has not been rigorously quantified across different companies. Businesses are understandably reluctant to share their CRM and sales data, and most research in this field has been based on surveys. But as more Americans seek customer service online, social media offers a better platform for analyzing interactions between … [ Read more ]

It’s All Cass Sunstein’s Default

The law professor who brought behavioral science into public policy believes that with a little intervention, we can all have the freedom to choose wisely.

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 ]

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.

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.

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.

Customer Success: The Definitive Guide

Whether you have a subscription business or you sell one-off products or services and simply want to do business with your customer more than once, Customer Success should be your driving purpose. If you aren’t familiar with exactly how Customer Success is transformative, I’ll lay that out for you below in great detail in this guide.

Fan Favorites

In order to build engagement and loyalty in a climate of intense competition and distraction, companies have to understand their customers, viewers, and readers as fans.

The Dangerous Seduction of the Lifetime Value (LTV) Formula

Many consumer Internet business executives are loyalists of the Lifetime Value model, often referred to as the LTV model or formula. Lifetime value is the net present value of the profit stream of a customer. This concept, which appears on the surface to be quite benign, is typically used to compare the costs of acquiring a customer (often referred to as SAC, which stands for … [ Read more ]

How To Track Customer Acquisitions: Customer Lifecycle, Sales Funnel, and Content Strategy

This article will walk you through the customer acquisition funnel. The primary goal is to help you design, analyze, and optimize your customer acquisition process. The secondary goal is to present different perspectives on moving customers through the lifecycle stages and to show how marketing, sales, and customer success teams should collaborate and where each team’s responsibilities lay. Hopefully, everyone will find at least one … [ Read more ]

How Customer Behavior Can Be Used to Value Your Company

When a business has a steady customer base, it’s easy for it to make estimations and projections. But that task is very difficult for companies that are non-contractual, meaning they have customers with inconsistent buying patterns. Wharton marketing professor Peter Fader and Wharton doctoral student Dan McCarthy are looking to close the data gap in their new research paper titled, “Valuing Non-Contractual Firms Using Common … [ Read more ]

Are You Really Listening to What Your Customers Are Saying?

Too many companies squander the treasure that is customer feedback. The solution is systematically measuring the customer’s voice and integrating it into a culture of continuous feedback.

Putting Behavioral Psychology to Work to Improve the Customer Experience

Applying the principles of behavioral psychology can improve the quality of customer interactions and build brand recognition as a customer-centric organization.

From Touchpoints to Journeys: Seeing the World as Customers Do

To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can divert attention from the more important issue: the customer’s end-to-end journey.

The Case for Data Ethics

At the core of all stakeholder relationships involving personal data is an extraordinary degree of trust. To win that trust, companies must go beyond privacy laws and existing data control measures to embrace practices and behaviors based on the highest ethical standards.