Customer marketers are ideally positioned to accelerate value delivery to customers and efficiency gains to their organizations in 2021. Marketing leaders must begin to see customer marketers and demand marketers as peers to maximize this opportunity. Th…

Brands face three pertinent questions about augmented reality (AR) and virtual reality (VR): What is the technology capable of? Where is it going? And how fast will it spread? Consumers already recognize its potential: worldwide consumer spending on AR a…

Forrester found that emotion has a bigger impact on customer loyalty than both effectiveness and ease. As a result, they dubbed 2015 the year that companies should jump on the “emotional bandwagon” to differentiate their customer experience. Indeed, we h…

Hotel customer experience has never been more important. Connected and empowered like never before, customers’ expectations have skyrocketed. As a result, businesses have begun to realize that personalized interactions are now all but required – consider…

Intimidating: that was the reputation of the “Ice Man.” At software powerhouse PTC in 1995, where John McMahon ran worldwide sales, both his nickname and reputation preceded him. Outwardly, he looked tough and played the part. What was easily missed unde…

When planning a trip, finding the right place to stay can be as crucial a decision as choosing the destination itself. So many factors go into hotel selection: price, location, amenities, room size, food and beverage offerings, etc. No matter the purpose…

What is your company’s purpose? Is it strictly profit, or is there more? Some companies say their purpose is focused on the environment, feeding the poor or some other important cause. I think the word cause may be more appropriate than the word purpose …

Culture is the differentiator between the extraordinary and the good companies. Most of us totally get that. The question I’m most often asked is, “Creating a great culture feels complex; how do you make it simple?” Having had the privilege of working wi…

Most of us spend the beginning of a new year – and much of our lives – thinking about what’s next. Wanting to get into college. Then a job. Then a family. And many will realize it’s a continuous cycle. Set a goal, achieve that goal, then create another. …

For centuries, the relationship between companies and people was purely transactional. Companies would produce and promote a product that customers would purchase and consume. Under this arrangement, brands had complete control of every aspect of the con…

When you’re a software vendor, you have to be able to demonstrate that you can help your customers achieve their stated business outcomes and provide the metrics to prove their money was well spent. Some companies do this reactively; they answer their cu…

If the pandemic has made one thing clear, it’s that the only constant is transformation. Consumer behavioral shifts are perpetual and brands that develop the right blueprint to conform to these changes in real-time, will be the victors. Because of this, …