There’s plenty more data to support the importance of the whole customer experience in obtaining and retaining customers. Forrester Research notes that 45% of US customers will abandon an online transaction if their questions or concerns are not addressed quickly. Oracle found [PDF] that 89% of consumers have stopped doing business with a company after experiencing poor customer service. You get the idea. … [Read more...] about To Grow Your Career, See The Whole Customer Experience
Forrester research customer experience
One of the things I like to say in my presentations is, yes, Google dominates search, but should it dominate your marketing? I guess if you have to fish where the fish are then that might be true. But instead of optimizing for a search engine, why not optimize for customers and experiences and outcomes? Because when you optimize for those things, it transcends search engines; it transcends social networks; it transcends content; it even transcends marketing. When you’re focused on those things, you’re always going to be a step ahead. You’re always focused on “why” and not so much just on “how” (although the how is still important.) So I hope to affect the conversation, so to speak, because I think there’s a lot of really interesting things that can happen. … [Read more...] about Optimize This! 10 Q&As on Customer-Centric Marketing with Lee Odden
It is through this concept of “use” that we can dramatically expand what was typically known to SEOs as a “technical analysis.” For years, SEOs have been hesitant to make recommendations beyond technical elements like 404 errors on a site or duplicate content, not wanting to step on the toes of the usability analyst or the user experience professional. So, I propose that we throw out the old “technical analysis” and look instead at a “usability analysis” of sorts — which would have three parts: … [Read more...] about Should Subject Experience Optimization Be The New Definition Of SEO?
The first step is to thoroughly understand the ways in which your customers arrive at the decision to go to the market, and how they go about finding a solution to their needs. Most B2B customers’ begin the process with the identification of a challenge or issue that needs resolved. … [Read more...] about 5 Steps To Improve Your Customer Driven B2B Lead Generation
In recent years, there has been a shift in B2B marketing from looking at customer marketing as an activity to leverage customers to supporting lead generation activity through case studies, reference calls and so forth. And while that is necessary, today’s modern marketer is recognizing the importance of ensuring their customers’ success so that they are more likely to renew with you, more likely to speak at your event and more likely to tell their peers about you. … [Read more...] about What is customer marketing?