In any industry, selling to a C-level executive buyer is often a cause for celebration. Senior executive customers tend... read more →
Many firms assume that customers can do just one thing of real significance: buy their products and services. It’s... read more →
For especially complex initiatives that require substantial organization changes—such as this one—an excellent option is to consider a beachhead approach. ... read more →
The Summit on Customer Engagement is the longest running, most respected conference in the world on customer advocacy and engagement.... read more →
I’ve worked with more than a few firms who are bold about winning marquee customers, yet remarkably bashful about engaging... read more →
In my last post, we saw that many firms badly misconstrue what marquee customers are, and miss out on the... read more →
About a decade ago, former McKinsey consultant David G. Thompson conducted important research on how the fastest growth businesses are... read more →
In my last article, we saw how a Total Customer Experience (TCE) approach to business operations is critical if you... read more →
In my last post, we looked at where legacy business operations go wrong. The very names—marketing, sales, product management, professional... read more →
In reimagining how a business should operate to win today’s “empowered customer,” my last blog post posed a thought experiment:... read more →