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  • Five Steps to Becoming a More Customer-Centric Company

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Every business collects customer feedback, but an overemphasis on aggregate data can drown out individual customer needs and voices. To achieve true customer-centricity, follow these five steps.

  • Why Customer Experience Matters to Marketing

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your customer's journey is a series of unique interactions with your brand. The touchpoints between you and your customer create their journey. See your business from your customer's point of view.

  • Determine Your Goals

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    A map is all about getting somewhere! In this lesson, you'll determine the goals of both your brand and your customers.

  • Get the Right Data

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Discover how to utilize your marketing and customer experience data, feedback from customers, and input from employees to see things from your customer's perspective.

  • Stages of the Journey

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Each customer's journey is unique, but every customer journey includes certain stages. Learn what typical stages you can use to build your journey map.

  • Customer Goals, Actions & Experiences

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Discover what your customers are actually experiencing as they travel through their journey with your brand.

  • Channels, Touchpoints & Emotions

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Do you know what channels are more important to your customers? Understanding these interactions help define the moments where you can have the biggest impact.

  • Pain Points, Opportunities & Moments of Truth

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    What are the barriers that can stop your customer from progressing at each stage and touchpoint? Areas of friction. Roadblocks. Points where customers get stuck or frustrated.

  • Business Results & KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Customer journey maps should drive results! You'll learn to define these outcomes and assign appropriate KPIs to deliver on them.

  • Leading Actionable Outcomes

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your journey map will show you where improvements are needed. In this lesson, you'll learn how to drive those improvements with cross-functional support, coalition building, and marketing leadership.

  • You Have Your CJM! Now What?

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Customer Experience

    Your Customer Journey Map is a tool. Discover how you can use it now and into the future to drive change, improve your customer communications, and create better customer experiences?

  • Customer Journey Maps for Marketers: Understand and Exceed Expectations

    Master Class

    CONTENT TYPE: Master Class | TOPIC: Customer Experience

    Your customers' expectations are higher than ever. In this Master Class, you'll learn how to map your customer journey so you can understand their motivations and deliver an experience that wows.

  • Customer Experience Management Isn't Enough: Three Steps to Experience Improvement

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Traditional experience management programs focus mostly on measuring customer experiences. But measuring experiences is very different from improving them. Here's how to take the leap to experience improvement.

  • Struggling With Digital Communication? Here Are Five Ways to Nail It

    Article

    CONTENT TYPE: Article | TOPIC: Communications

    Digital communication is more important than ever, but many marketers are still wondering how to effectively handle engagement tactics and customer experiences in the virtual world. While forming your strategy, keep these five tips in mind.

  • Marketing That Saves Lives: Jasmine Gee on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Marketers can truly have a fundamental impact on their audience's quality of life. Jasmine Gee joins us and shares how she's used marketing to help with the Covid-19 vaccine rollout and how she's connected with her audience in a profound way.

  • The Loyalty Loop: How Small Things Add Up to Big Business [B2B Backstage]

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Customer Experience

    In this exhilarating B2B Backstage webinar, best-selling author and marketing guru Andrew Davis will show you how to use the loyalty loop to leverage your existing clients to drive a steady stream of highly valuable, high-margin, new business.

  • Earn Your Customers' Trust: How to Use Personalization and Authenticity to Reach Audiences

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    In 2020, it became clear to marketers that customers who are faced with uncertainty embrace personalized communication. That means it's time to junk marketing-speak and instead opt for a more authentic approach. These four tips can help.

  • What Makes Customer Experience: Jeannie Walters on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    What makes a memorable customer experience? How can brands differentiate themselves via the customer experience they provide? CX wizard Jeannie Walters shares her insights, including how understanding what's in your customers' hearts is key to success.

  • Five Steps to Winning Back Lost Customers by Using Targeted Content

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Losing the occasional customer is an inevitable reality—but it doesn't have to be the end. The right targeted content techniques can both win back people who stopped using your service and ensure they never stray again. Just follow these five steps.

  • How to Win Customers' Trust and Loyalty With Unfiltered Marketing: Stephen Denny on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Marketing Strategy

    How do you earn (and keep) people's trust after a year like 2020? Stephen Denny shares insights from his new book (co-written with Paul Leinberger), Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World.