Aug 30
By Barton Goldenberg When customers buy your product or service, the relationship is only beginning At a recent tech conference in Silicon Valley, an overheard remark from a participant captured the uncertainty around the concept of customer success: “Not sure I know many companies trying to achieve ‘customer failure’!” It...
read more → Aug 21
by Barton Goldenberg The concept of Customer Success originated with companies actively targeting ‘at-risk’ accounts with teams designed to increase retention by helping customers derive more value from their products and services. These companies soon discovered that their efforts, initially targeted at “stopping the bleeding,” could be extended to their...
read more → Jul 19
By Barton Goldenberg The key, as always, is data—and how you use it I attended an alumni course at my alma mater, the Wharton School, titled “Customer Centricity.” We played a simulation game where each group implemented a variety of sales, marketing, and service activities with the goal of maximizing...
read more → May 31
By Barton Goldenberg Customer experience management needs to be at the vanguard of your strategy In this space over the past year or so, I’ve focused on the necessity of having an integrated customer-centric strategy to survive in the digital age. Such a strategy is built upon various pillars of...
read more → Mar 09
Choose channels, gather data, create profiles, analyze, deliver right message at right time. Repeat. By Barton Goldenberg, published in October 2017 CRM Magazine Success in today’s digitally driven, hyperconnected marketplace largely hinges on customer engagement. This means engaging effectively with customers today and learning from each interaction, with the goal...
read more → Feb 28
Your company can either navigate the digital deluge, or be swamped by it. Having a sturdy data foundation now is critical to successful customer engagement in the future. Properly collected and analyzed, customer data can deliver increased business revenue, bigger wallet share, and happier and more loyal customers willing to...
read more → Aug 29
Effective Engagement Requires Contextual Relevance Closed-Loop Customer Engagement begins and ends with channels. It starts by fully-exploiting whatever online or off-line channels your company now uses to sell its products and communicate with customers. It requires a structured approach to gathering relevant data from each of these channels, effective analytics...
read more → Aug 29
Data is useless unless it leads to actionable insights Most companies are awash in customer data, whether they know it or not. Like a flood, it flows through, around and past the organization. This data can come from both online (digital) and off-line (non-digital) sources. Usually, only some of it...
read more → Aug 29
It's all about staying engaged Success in today’s digitally-driven, hyper-connected marketplace is all about effective customer engagement. This means engaging effectively with customers today and learning from each interaction, to help you improve their experience of doing business with you and thereby engage with them more productively in the future....
read more → Aug 29
Closed-Loop Customer Engagement Engaged customers are more likely to buy from you today, and to be loyal advocates for your brand tomorrow. Developing a strategy to maximize customer engagement is essential in today’s digital marketplace, where customers can interact with brands through almost limitless technologies and touchpoints. Yet strategy is...
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