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 →
Most firms get the importance of marquee customers (sometimes called "rockstars," "customer champions," "MVPs" and the like). But there's a lot of misconceptions and confusion about them. In this issue of... read more →
Yes, we're talking about the airline industry. Again. I'll let the emails do the talking: August 6, 2016 Dear William: As hard as we try to ensure that our flights... read more →
Executive suites at many of my clients are increasingly looking to use data to glean valuable customer insights--an important trend! But when I ask how often the CEO is actually... 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 →
Running an effective customer reference, advocacy or related engagement program requires collaboration with a lot of stakeholders. And the most important of them--like sales, field marketing, account managers, social media... read more →
I’m a big fan of Jerry Dankin, who strikes me as a non-ideological, data and evidence driven marketer, especially when it comes to digital marketing. But I think he’s missing a... 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 →
3rd of a 3-part series on Mobilizing Your Promoters In Parts 1 and 2, we looked at why Net Promoter programs can fall short of expectations, and how to set... read more →
HI Bill, "Don't just fly in and out with a reference request. Or a media request. Offer me the full range of opportunities to engage with you. Give me the... read more →