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 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 →
Today’s customers have an increasingly wide range of options. Some firms and pundits are referring to them as “empowered” customers, but that suggests organizations should “grant” power or offer... read more →
Having trouble attracting enough passionate customer advocates? It's a huge issue--a perennial top 2 or 3 challenge in our surveys of customer reference, advocacy and engagement programs. As a result... read more →
I'm really excited to share a heads up on our just completed, groundbreaking research on Advanced Practices in Customer Advocacy and Engagement. We uncovered seven critical imperatives that Advanced Practices... read more →
So you've got a new CMO. It's time to present your program to him, which you start doing in the usual way, running through your program PPT deck. You show... read more →
The evidence is overwhelming that prospects want to hear from their peers before deciding to buy. That's equally true for business buyers as well as consumers. In its 2015 survey... read more →
Customer communities represent the future of marketing, sales and customer engagement. Especially when you integrate your community with your customer advocacy program. It's in a community that your customer advocates can... read more →
Wisconsin made a valiant charge at the just concluded NCAA championship. Having beaten mighty, undefeated Kentucky, the Badgers were fiercely competitive against Duke, at one point taking a nine point... read more →
I hope you're set to enjoy the holiday season (if you're stressed out, here's a quick tip--take the 2 things you're most stressed about and resolve to stop worrying about... read more →