The Evolution of Relationship Marketing

By Stephen Shaw Thirty years ago, the term relationship marketing quietly slipped into the business lexicon. At the time marketers were grappling with the early stages of market “demassification”, forcing them to work much harder to reach a mass audience. Meanwhile the introduction of marketing automation systems promised to make …

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National Bank of Canada’s customer-first digital transactions

By Paige Pace Digital reach enables businesses to connect with customers anywhere. Developing a strong online presence was essential for the National Bank of Canada to engage customers and encourage growth across the country, particularly in areas with low numbers of bricks-and-mortar branches. National Bank deployed Adobe Experience Cloud to …

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The marketing time bomb

Interactive digital customer engagement lit the fuse By Derek Lackey There’s a massive problem brewing, and we marketers had better wake up because, like it or not: marketing is broken. Last year the Harvard Business Review published a piece titled Why CMOs Never Last1 citing an all-time low trust score …

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The changing landscape of consumer insights

Moving to tapping customer relationships also may help market legalized cannabis By Matt Chong We live in an era where consumer data and insights are among the most valuable commodities possessed by ourselves as modern marketers. As technology has evolved we now have far more access to customer intelligence than …

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Customer service has evolved – is your business experiencing the benefits?

By Terry Rybolt Your customer service department is essential. So even though it’s a major cost you need a path that allows customers to get in touch after they purchased your products. But have you ever considered just how much the interaction between brands and customers have changed in recent …

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4 ways AI helps improve the customer experience

By Christian Barckhahn Customer experience continues to be a key initiative for businesses to keep their competitive edge. But to deliver the best experience they need to thoroughly know their customers. While there’s no shortage of customer data the problem lies in analyzing it in an augmented fashion to gain …

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The true value of customer journey mapping

By Stephen Shaw The growing number of channels and devices has made it hard for companies to deliver a unified customer experience across touchpoints. Journey mapping gives companies a fighting chance to tame the complexity and catch up to the rising expectations of customers. The practice of customer journey mapping …

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Why CRM matters more than ever

The growing importance of CRM in the age of AI and IoT By Martin Schneider We are seeing the Internet of Things (IoT) change the way we interact with the items we use every day and with the companies that deliver to and through these devices. This disruption and transformation …

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Loblaw Companies, Imperial team up on points

BRAMPTON–Loblaw Companies Limited and Imperial are teaming up to allow PC Optimum members to earn points at more than 1,800 Esso stations on eligible fuel purchases, convenience store products and car wash services. The PC Optimum program is already available at Mobil stations. “We introduced the PC Optimum program to …

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Five Traits of Customer-Obsessed Companies

by Mandeep Singh Kwatra, VP of Solutions and Capabilities and CX Strategy Services Leader, HGS Today’s customers evaluate a company on the experience that they receive. The entire sales cycle (pre-sales, purchase, and post-purchase) experience is as important to them as the actual product or service. Today’s multi-tasking customers are …

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