Never confuse movement with action. – Ernest Hemingway Customers are yearning for better experiences. But what are you doing to design a better experience? How do you know what your customers’ expectations are? What are they trying to achieve? And how well is that going for them? Are you listening to customers? Are you mapping …

We live in a technologically driven world. There’s no doubt about it – it follows us everywhere (literally, if we’re talking about GPS, location services, remarketing…). Those companies that continue to use new tech solutions now will be the ones that survive the future, and we’ve seen what happens to those that deny it. Where …

Delivering exceptional customer experiences is a narrative that has prevailed over the last few years. Adherence to this standard is mostly driven by two fears, losing your list of existing customers, particularly when switching costs are low, and lastly the comparably higher cost of recruiting new customers. As a business, you obviously want to avoid …

Brand awareness has given way to goal accomplishment over the past 20 years. We’ve learned as consumers to find ways to complete objectives and lean less on brand names as signals of quality. When we search, we search for the job to be done and not necessarily a brand name. As of today, Alexa is …

As a former hockey player and salesperson, I know a lot about goals – whether in the context of a hockey game or in a sales environment. If you can’t get goals in hockey, your team will never win. In sales, if you don’t achieve your sales goal/s you’ll soon find yourself on the outside …

Since the publishing of the pioneering analyses about the relevance of the Experience Economy made by Joseph Pine and James Gilmore 20 years ago, the number of studies about the influence of experiences continuously shared by people on marketing and brand strategies has multiplied. We bring two statistics to support this statement: The number of …

The day marketers start to understand people’s relationships with rituals is the day they apprehend the notion and impact of meaningful customer journeys with impactful touch-points. Or in other words, what a holistic brand experience really means. One thing is clear: experimentalism is already the new existentialism. Experimentalist philosophy of life answers the fundamental existentialist …

So, you work for a business-to-consumer (B2C) company – and you think you can skip this article, huh? Sorry, I’ve got news for you. While business-to-business (B2B) interactions may not be as sexy as selling brightly colored running shoes, caffeinated beverages, or rollercoaster rides, nearly everyone who’s interested in customer experience needs to consider B2B …

Your customers are irrational. They may like to think they are logical, but they are not. This applies in both the consumer and business to business environments. For years people have fought against this irrationality and assumed customers make rational decisions, but they don’t. You have a choice; you can either stick your head in …

Questions about artificial intelligence, automation, neuroscience, and technology enhancements dominate the conversations in boardrooms and team meetings across the world. How do we incorporate Alexa? What’s our Siri strategy? Is there a way to use Google Home in our business? Analog, personal touches are being forgotten when they are actually more effective today than at …