The Hidden Silver Linings to GDPR Compliance

The GDPR is coming fast. The General Data Protection Regulation, which harmonizes data privacy laws across Europe, takes effect on May 25, 2018, bringing with it a heightened level of scrutiny to the rules of customer engagement for brands on both sides of the Atlantic. But it’s important not to panic, according to Blane Sims, Signal’s …

4 Strategies to End ‘Remarkably Awful’ CX in the Post-GDPR Era

Brands operate in a marketplace where a consumer’s last best experience sets the bar for the next. Just minor improvements in customer experience can add tens of millions of dollars of revenue by reducing churn and increasing share of wallet. Easier said than done. According to Forrester’s latest U.S. Customer Index Report, 2017 marked the first time not one single industry …

Winning with CX, Part 1: How Top Brands Improve Convenience

There’s no such thing as “convenient enough.” As fast as we learn to swipe instead of type, or tap to pay, we’re already looking for a faster, shinier option — or complaining about why it doesn’t exist yet. Who could possibly can keep up with this unending demand for faster, more hassle-free customer experiences? Guess …

Intimacy Issues Are Tearing the Heart Out of Your Customer Relationship

Note: A version of this post originally appeared on The Future CMO Club website. Want to think less like a marketer and more like your customers? Put yourself in their shoes. One terrific way to know someone better is playing the Never Have I Ever Game. You’ll quickly find there are experiences that most all of …

How US Retailers Fought Back — and Captured Traffic — on Amazon Prime Day 2017

Note: This post originally appeared on MediaPost. While Amazon is counting its money from its third annual Amazon Prime Day — the e-commerce giant’s midsummer event generated an estimated $1 billion in sales, its biggest single day ever — other U.S. retailers didn’t simply watch from the sidelines. Some counter-attacked, and built momentum that will carry …

How to Build Brand Infatuation with Your Customers

Everyone has a favorite brand — those go-to companies that we rely on again and again to find what we want and buy the things we need. We can’t even imagine living without them. Of course, we do business with many brands, not just our favorite ones. Sometimes we’re attracted by an ad or special …

How to Lose a Customer in 3 Ways

Something about her caught your eye. She was a keeper. So you wooed her (ever so cleverly, of course, lest she get creeped out). You sent her a few messages, revealing your interest. You showed up in times of need, even offered suggestions she may have never considered. Eventually, you invited her to your place, …

Why the Focus on Customer Acquisition Has Left CMOs — and Customers — Unsatisfied

Marketers could learn a lesson from eHarmony when it comes to (customer) relationships: new relationships are important, but what really matters is lasting relationships. New research by The CMO Club, in partnership with Signal, drives this point home. The survey, “Why Customer Identity Matters for Great Customer Experiences,” queried U.S. CMOs and senior marketers at …

Why CMOs Ignore Their Most Valuable Asset – And 3 Things They Should Do About It

As a B2C marketer, what would you say is your brand’s most valuable asset? Patented IP? Your beautifully designed and perfectly located physical facilities? Well-trained and highly-motivated employees? How about your customer relationships? Customer relationships can be a brand’s most valuable asset, yet often remain a neglected and underutilized asset. Ecommerce statistics prove the value …