As has been claimed for decades, there are differences between B2C marketing strategies and those of business-to-business (B2B). However, as companies continue to evolve in an increasingly digital landscape, these disparities, while significant, share the underlying goal of establishing meaningful connections with the people who buy their products and services.  As companies strive to navigate the complexities of their respective markets, the learnings one can gain from examining the nuances of both B2B and B2C marketing become self-evident. This is why I decided this week to examine not ..read more

It is a well-known fact that when budgets get tight, marketing is usually one of the first departments to suffer cuts, and market research in particular! Why is this? I believe it is because their ROI is longer-term and often difficult to prove. They therefore make the perfect target for sweeping reductions. What they all need is a strategic growth blueprint. A few years ago, I was asked to talk on this topic at the Planung&Analyse conference in Frankfurt. Despite rave reviews of the talk itself, many commented that they would have liked me to propose some sort of formula to help them to b ..read more

What is the cornerstone of sustainable growth and competitive advantage today? The answer is that a business can benefit from technology in this digital age to attract high-quality traffic and engage customers effectively. This guide is for all executives who recognize the critical role that strategic, data-driven customer engagement plays in their company’s success.   Understanding the Challenge of Getting High-Quality Traffic The explosion of systems and platforms means that the digital landscape is crowded and noisy. With millions of websites vying for our customers’ attention, driving ..read more

Organizations must be agile and adaptable to thrive in today’s rapidly evolving business landscape. This is why atomic change is more effective than quantum disruption. The traditional approach to turbulent times has always been a monumental, top-down transformation. But this is no longer the only path to success and is certainly not the most effective. Today, many companies are turning to a more nuanced strategy: atomic change. Atomic change is the father of agility and clarifies what is needed to meet our ever-changing world.   The Nature of Atomic Change Atomic changes, also known as i ..read more

Last week I spoke about the importance of actioning customer feedback. I want to continue this topic now by focusing on using the information for continuous improvement of the brands and services you offer.   The Customer’s Need for Continuous Improvement The only constant in business today is change! And customers expect businesses to be constantly adapting and preparing for their future needs. A survey by Salesforce reported that 76% of consumers expect companies to understand their needs and expectations. Thriving in this dynamic environment requires a commitment to continuous improvem ..read more

The World Has Changed. Everyone is talking about the importance of customer centricity. But they should be actioning quantum customer centricity! Let me explain. Many people think that customer centricity is the same as customer experience. They’re wrong! At least if they are thinking about the traditional CX model. As we start a new year, I am celebrating the official launch of the New CX Model Quantum Customer Centricity™ (QC²) … Beyond CX. After decades of learning and experimentation, I created QC2 so that every business can successfully adopt a customer-first strategy, and become more agi ..read more

Artificial Intelligence (AI) has become an integral part of our daily lives and has revolutionized how we interact with technology and businesses. This post discusses how to use AI to enhance customer experience with another AI, authentic interactions. Over the past year, the AI landscape has witnessed a significant shift from AI versus AI competitions to AI working in collaboration with AI. Although AI-driven interactions have made significant progress, it is time to take them to the next level by integrating authentic interactions with AI to deliver exceptional customer experiences. Let’s ex ..read more

Do you always need the market research studies you run? You might have seen a recent post of mine on LinkedIn where I said how frustrated I am with marketers who start with a survey when they have a question, rather than ending with one. If you too have this habit, then I want to share how you can do fewer surveys and yet still know much more about your customers.  Let me start by saying that I am not suggesting that companies don’t run market research. Rather, I am proposing that they don’t conduct a survey before having reviewed their current situation in detail. And in particular, the ..read more

How important is innovation in your organisation? If it is not one of your top three objectives, you’re missing out on revenue […] The post The Power of Creativity: How to Foster Innovation in Your Organization first appeared on c3centricity ..read more

A ..read more