CMA: B2B Experts Discuss Challenges, Solutions
By Janine Allen For business-to-business (B2B) marketers challenged with leading their organizations through the advancements of modern marketing, it can be overwhelming to connect the dots between technological possibilities and strategic and actionable ideas. To help navigate through these complexities, the Canadian Marketing Association (CMA) hosted a highly anticipated CMAb2b …
Research That Doesn’t Sit On The Shelf
Using consumer insights to market shopping centres By Emily Anderson Think back to the shopping centres you experienced as a kid. Chances are those centres look much different today. Storefronts have changed, the video arcades have vanished, and clean, bright modern walkways have replaced the dark earth-tone hallways. Today, stores …
Interview: Experience Thinking
Experience thinking: Interview with Tedde van Gelderen, Akendi By Stephen Shaw Over the past decade, design thinking has steadily grown in popularity as a catalyst for innovation. Before people started living digital lives, design was largely a back-office function, answering to product management, engineering or marketing. But with the pressure on …
Overcoming The 5 Big B2B CX Challenges
By Scott Armstrong It seems like everyone is buzzing about the customer experience (CX) in the business-to-business (B2B) space right now. And just so we’re all on the same page, by CX I mean having a true understanding of what customers need, want or are looking for and delivering it …
The Importance Of Convenience
Auto financing provides a case in point By Kevin Deveau Convenience plays a large role in how people make day-to-day decisions. The simpler the process the more likely consumers are to choose one product or service over another as it generally improves their overall customer experience, or CX. The decision …
In Conversation: Why Excellent UX is Required
By Brendan Read Traditional marketing will tell you that when developing a strategy for a product you should consider the product’s attributes on which it differs compared to competitors, e.g. market share, brand perception and price. However, for companies selling software, mobile applications, web sites or any other digital asset, …
How To Improve the Customer Experience
By Charles Ingram Take a moment to think back to the shops frequented by your parents and maybe even your grandparents. Back in the pre-Internet days, those shops were likely small businesses owned by people who knew your family members by name, asked about their kids and worked to create …
Trends That Are Reshaping the CX
By David Yee Digital transformation has irrevocably changed marketing and retail industries for the better. Not only have brands embraced digital, they’ve completely reshaped their business models bridging the digital and bricks-and-mortar experiences to empower and engage customers wherever they are. Future success in marketing and retail will lie in …
Service So Good…I’m Glad They Know My Data
By Max Ball My airline gets it. Whenever I call, I am warmly greeted with something along the lines of: “Hello J, are you calling about your flight scheduled to leave on Monday?” They know who I am, and they even call me by my name (or at least they …
The Direct Blur
By Carl Boutet As the lines of physical and digital commerce increasingly blur, does our ability to directly connect with consumers also fall out of focus? Can even the faintest line of differentiation be discerned? Are those differences still relevant? There are so many questions as the channels with which …