In any industry, selling to a C-level executive buyer is often a cause for celebration. Senior executive customers tend to have larger budgets, are less price sensitive and more... read more →
Many firms assume that customers can do just one thing of real significance: buy their products and services. It’s time to seriously challenge that assumption, as many companies are... read more →
For especially complex initiatives that require substantial organization changes—such as this one—an excellent option is to consider a beachhead approach. One indication of its effectiveness comes from a surprising source:... read more →
The Summit on Customer Engagement is the longest running, most respected conference in the world on customer advocacy and engagement. For professionals who run customer advocacy, customer reference, customer communities,... read more →
I’ve worked with more than a few firms who are bold about winning marquee customers, yet remarkably bashful about engaging them in advocacy. On the other hand, many firms regard... read more →
In my last post, we saw that many firms badly misconstrue what marquee customers are, and miss out on the tremendous leverage they can exert on the growth of their business.... read more →
About a decade ago, former McKinsey consultant David G. Thompson conducted important research on how the fastest growth businesses are built. That is businesses that get to $1B in revenue faster... read more →
In my last article, we saw how a Total Customer Experience (TCE) approach to business operations is critical if you want to get serious about delivering a successful customer experience.... read more →
In my last post, we looked at where legacy business operations go wrong. The very names—marketing, sales, product management, professional services, support services, and even “business operations” itself—suggest an inward... read more →
In reimagining how a business should operate to win today’s “empowered customer,” my last blog post posed a thought experiment: suppose the organization was run by your most desirable customers.... read more →