30th May 2021
"Journey mapping”, the current approach of customer journey.
It is the "customer managed journey“ and not the "managed customer journey"
1st Mar 2021
Realy great article Amy! However, I focus just on 3 main points. This doesn't mean the one or other direction is wrong or better. It is just another view which overlaps in many points.
Within business we want to connect with clients and customers, connect in way which is based on values. One value is trust which is the foundation for a great experience, an experience containing the elements premium, connected and personalized.
For me, trust is build out of empathy, logic and authenticity
1. Quality of logic. Arguments must be stringent which they are often not enough.
2. Communication of logic.
1. To much attention on what people think about us. This is not conducive and makes that we are not ourselves and interchangeable.
2. Room for being authentic. Authenticity must be save and welcome.
1. Typically people do not to believe that we are mostly in it for them. They believe that we are to self-orientated.
2. We all have much to do, high targets and many things to think about…. we have less time for empathy.
More in my series about trust... https://esser.me/the-series-trust-as-the-foundation-for-interaction
22nd Feb 2021
Sure, a CDP is a must these days. However, we need to be clear what Digital Transformation means. It is often used as a buzzword for many things.
While Digitalization is about digital tools and processes, Digital Transformation focus on the customer, his experience and how to adopt the business model. (See: https://esser.me/why-digitalization-is-not-digital-transformation)
With this in mind, Digital Transformation isn't creating silos from it's core direction. If a Digital Transformation program is creating silos, it's not a true Digital Transformation program... it's more a Digitalizaian and / or Digital Translation program.
8th Feb 2021
Technology improvements and development takes place in high speed... while reorganisation is falling far behind. CX is driving change and is transforming our business (acting with customers in B2B & B2C) by 180 degree. For this, reorganisation is a must have.
4th Feb 2021
A very good artcle with many clear topicss. I would like to pic out just one.
Omnichannel is a very good topic. Channel thinking - doesn't matter if it is with in marketing or overall (marketing, sales, service,...) - is the death of CX. We need to think as a customer.
Omnichannel and Crosschannel are two topics which are often mixed in marketing. I allign here on the wording omni vs. cross if I differentiate. Here is my view: https://esser.me/channel
4th Jan 2021
Great article Colin! I just posted an article who could give an additional answer to what to do when digital transformation goes wrong... https://www.mycustomer.com/community/blogs/svenmuc/care-is-more-than-emp...
9th Jul 2020
You are 100% right. Listening is key, even these days of Corona. In every conversation there is a difference between "listen to answer" (what most people do) and "listen to understand".
During Corona "listen to understand" is most important. It's the base to do the right communication... and communication needs to be doubled or tripled at the moment (while other marketing shouldn't be too much in focus).
If we listen to understand we can simply gain trust. Trust is a key element of CX and with trust we reach loyalty which will last much longer than Corona!
3rd Jul 2020
Companies define the customer journey as “journey maps”, other rename campaign solutions to journey solutions. In truth the customer defines the journey which means that it is the “customer managed journey” and not the “managed customer journey”.
3rd Jul 2020
Times of change are always important. The crisis we have is a very special time of change. A time where we should re-think our marketing.
It is most important now to double communication and do less marketing in direction of sales and brand. Corporate goals are less important these days, the interaction with our clients must be in focus. Listen and be there... offer help. With this we gain trust and loyalty in a very easy wa (much more easy than in normal times).