The role of marketing and the Chief Marketing Officer (CMO) have to change in this age of the customer. And this is not just a shift to adding customer experience into the CMO’s remit. It requires a completely new look at the role and how these roles can contribute to the broader leadership team of […]
READ MOREThe right sales techniques for today
Sales techniques that used to work decades ago no longer relevant. Today, our customers are resistant to these old sales techniques. We must treat our customers with respect and articulate value clearly. I was recently asked this question by a business owner and entrepreneur: “Is there not a balance with some products and services still, […]
READ MOREIs Sales Dead?
Is sales dead? Sales is dead – particularly if we see sales as selling to buyers. We need to update our engagement practice with how customers buy today. Most popular job in Australia is, Sales Assistant In the LinkedIn Daily of 29th August, from an article in The Australian, Bernard Salt reported that the most popular job […]
READ MORECustomer Centric Coffee
Most organisations struggle with streamlining their processes particularly in line with delivering a great customer experience. We need to take a customer centric approach to our design. The typical trap is building bureaucracy and risk mitigation into the processes and making people jump through all sorts of procedural hoops to make sure the business is […]
READ MOREMeasuring Outcomes in Government
Measuring outcomes – rather than outputs – is a key focus for agencies across all levels of government. To get greater return on investment for the community, we really need to understand the impact of our efforts. Measuring outcomes will provide evidence of that impact. There are four essential steps in measuring outcomes in government […]
READ MOREProduct Centric vs Customer Centric
Product centric approaches and customer centric approaches to business design and strategy are diametrically opposed. They are two opposites. Product centric vs Customer Centric. A dichotomy that provides a contrast between the business models of the industrial age, and those required for this age. The opposing business models It is a dichotomy because so […]
READ MOREThe Two Types of KPIs
Leaders use KPIs for all types of reasons. This article defines the two types of KPIs, and why it is important to know the difference. Managers and leaders often articulate KPIs without using a specific method. Most tend to allow all types of things to be KPIs – such as, milestones, actions and sometime measures […]
READ MOREThere are no ‘proxy measures’ for performance
Proxy measures do not allow us to understand what performance is doing. To understand what performance is doing in our organisation we need to work out what to measure, then how to measure it. Proxy Measure The classic idea of a ‘proxy measure’ is an indirect measure of an outcome, particularly where the data […]
READ MOREThe Two-way Value Exchange
Background A lesson I learned from financial services is that there are certain types and groups of customers that add or detract value from the business. Some researchers call these various groups value destroyers or enhancers, it can be tricky to identify them. But often we find that the acquisition tactics focus on selling products […]
READ MOREThis top 10 will make your CX and CRM efforts more successful
This top ten list has been fully tested, tried and proven. If you are looking for a checklist on how to ensure greater success for your Customer Experience (CX) and, or Customer Relationship Management (CRM) projects, you need to take these must do’s seriously. The Backstory A few years ago I embarked on a […]
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