Members-only Leveraging Voice of Customer (VoC): Transforming market research and boosting customer advocacy VoC is not just a feedback mechanism but a strategic tool that drives meaningful customer engagement and deepens relationships....
Members-only Customer marketing Become a top customer-centric brand by mapping out your customer journey Although often represented in linear form, the reality is that there are often cycles or skipping across the journey. It’s key to mention that each consumer will approach this journey differently - this is why customer personas are at the heart of customer journey work....
Members-only Customer advocacy Jennifer Susinski | Unique customer advocacy tips to perfect your customer experience | Customer Marketing Catch-up "The first thing to understand is that all customers are looking for more than a product..." In this episode, we talk to Jennifer Susinski about her understanding of customer advocacy as a customer advocacy and experience manager for over seven years....
Members-only Customer marketing How storytelling works to perfect customer marketing Constructing a narrative to communicate a message to an audience is one of the backbones of marketing. A gripping story can be used in all sorts of ways, by customer marketers, product marketers, sales, and everyone in between....
Members-only Customer marketing What is customer marketing? So, let’s dive in - what exactly is customer marketing? The truth of the matter is, is that it really looks quite different depending on an organization, and its internal structure and goals....
Members-only Customer marketing Why customer marketers should think more about consumer psychology While marketing science, or consumer psychology as it is sometimes known, is a mammoth subject in and of itself, this article aims to cover some key principles relevant to customer marketing....
Members-only Customer marketing Cross-functional work relationships: The key to customer marketing success Customer marketers and product marketers will often make reference to the cross-functional nature of their role - it’s something that’s critical to ensure that the customer is at the beating heart of an organization....
Members-only Customer marketing The DNA of a customer marketer As customer marketers often fall under different teams or departments depending on an organization, it can be tricky to pin down their ‘typical’ activities. What we can be sure of are the valuable qualities that they possess and the key strategic responsibilities they drive forward....
Members-only Article Cross-selling and upselling: An introduction and best practices You’re at the checkout process on a website, a message comes into view ‘have you forgotten this?’ or ‘customers also purchased x y or z’. This is a tried and tested cross-selling strategy - it encourages customers to buy additional, or ‘’add-on’ purchases....