Customer Experiences

As I discussed in my previous blog, 3 Strategies to Get Through the Next 90 Days, focusing on surviving in the near term is the highest priority for you as a business leader. But the best short-term plans also serve as a stepping stone to larger goals. Take this as an opportunity to take a…

I hope this message finds you well. Health and safety are priority number one. So first and foremost, on behalf of the whole ActionIQ team, we wish you the best in these uncertain times. The crisis continues to evolve every day, requiring business leaders to make significant changes to their strategies and organizations on a…

These can be scary times. Our thoughts first go to our loved ones, our employees and customers and all their families and friends. I have to keep reminding myself that as long as we are healthy, every other problem is secondary to some extent. I went through the 2008 crisis as the founder of my…

Remember those little black books store associates used to keep—and how closely they guarded them? They knew first-hand the value of greeting customers by name, understanding their preferences, having insight into past purchases, etc. Essentially, providing personalized journeys, in person. Of course, it would be impossible to scale the little black book model across thousands…

2019 has been a year of tremendous challenges as well as opportunities for the retail industry. On one hand, there are still questions about the future of physical stores. Barneys and Lord & Taylor—both venerable New York institutions—closed some of their highest profile locations, including flagship stores. On the other hand, we are in the…

“That’s stupid,” my VP of marketing said when, back in 2009, I mentioned the term “customer decision journey,” which I’d just read in a McKinsey article. The VP was known for having strong opinions and he didn’t hold back on this one. He agreed with the spirit of the term but didn’t think it would…

Customer-centricity Is The New “It” Term, But… Customer experience optimization is a frequently stated goal of modern customer-centric organizations. You hear about it across industries: leaders of marketing, technology, product, and operations functions (to name just a few) often consider it as one of their main KPIs. However, is there an agreement about the definition…

Consumer expectations have dramatically shifted in the past few years. Consumers now expect every experience they have with a brand to be tailored and personalized.

When I began working in CRM and analytics, brands segmented audiences in a highly rigid, top-down way. For example, to attract high-value customers (HVCs), they targeted consumers based on a single demographic attribute—for example, a high-income zip codes. Two decades into my career, I still see many brands approach customer data segmentation this way.  …