Two weeks ago, I attended the Forrester Customer Experience forum in New York City. The forum focused on leveraging Forrester’s recent research to help customer experience (CX) professionals deliver better CX. What does CX have to do with communities, you may ask? Quite a lot, as I suspected and then confirmed while at the show.
Forrester conducts an annual survey measuring CX across various industries. While you would expect to see CX scores gradually increasing, they are actually stagnant year over year: the worst are getting better, but the best are actually getting worse.
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Topics:
Customer Communities,
Customer Experience,
Online Community
Disclaimer: A real human wrote this post.
Before you start backing away nervously, I know – these two concepts on their own can create stirrings of inner panic. And in a post together? That’s even worse. But, taking a few minutes to sit down and truly understand each one can benefit the marketer. They’re friendlier than they seem, and you’re likely going to be hearing a lot more about them in the marketing world.
This post discusses three common questions about the relationship between marketing automation and artificial intelligence (AI).
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Topics:
Engagement,
Marketing,
Customer Experience,
Member Experience,
Marketing Automation
Traditional business models focus on products and services. Companies build up their products, advertise them, then make sales.
That strategy no longer works.
Sales are becoming less and less dependent on products and services. Instead, consumers are turning their attention to the buying experience and how they feel about your company after they become customers.
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Topics:
Customer Experience,
Marketing Automation,
Online Community
I may be biased, but I don’t consider most marketers to be inherently “shady.” There’s a difference between educating someone on your products and services and bombarding them with thoughtless advertising. The downfall of advertising might be part of marketing evolution, but let’s not make it the underlying narrative. Let’s refocus on marketing for people, not at them. Why haven’t we embraced marketing automation as a true opportunity to market with a conscience?
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Topics:
Marketing,
Customer Experience,
Customer Success,
Email Deliverability,
Marketing Automation
Modern marketing is complicated. But when you break down the components of a strong marketing program, it suddenly feels familiar and approachable. The best tools out there are easy to set up, easy to use, and get results.
Still, there is an overwhelming amount of technology and techniques marketing teams need to sift through. What do you really need and which tools are key for getting results?
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Topics:
Engagement,
Social Media,
Customer Experience,
Email Marketing,
Marketing Automation
In 2016, businesses lost $63 billion dollars due to bad customer service. That’s up from 2013 by a whopping $20 billion.
To make matters worse, almost half of customers will stop doing business with a company because of bad service – a percentage that will likely increase as younger generations (who are more likely to switch companies) become more prominent and influential.
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Topics:
B2B Communities,
User Group Communities,
Customer Experience,
Customer Support,
Online Community
A five percent increase in customer retention can increase business profits by 25 percent. That’s substantial, but according to the Harvard Business Review, it may be on the low side. That same five percent retention increase may be able to increase revenue by up to 95 percent.
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Topics:
Customer Communities,
Customer Experience,
Customer Retention,
Customer Support,
Online Community
Historically, organizations have struggled to integrate community into their infrastructure and customer-facing offerings. Community is often looked at as a standalone application or service that’s tacked onto a company’s overall suite of platforms, such as their corporate website, their marketing automation platform, their email engine, and their CRM.
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Topics:
Online Community Management,
Customer Communities,
Customer Experience,
Online Community
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