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Cynthia Clark | February 28, 2013
Larger organizations sometimes appear detached from their customers, especially when they lack a business strategy that gives clients a look inside the organization, allowing them to get to know more about the brand they're doing business with. Instead, by giving customers a backstage pass that gives them a view of what's happening within the company, organizations can engage their clients, helping to create a stronger bond that should contribute to a long-lasting relationship. Read more »
Anna Papachristos | February 27, 2013
Relationships often begin with a spark. For some, the fire burns bright, withstanding the test of time, but for others, the flame quickly fizzles into a puff of smoke. But, just as person-to-person relationships take much time and effort to maintain and grow, business-to-customer relationships require work to keep the attraction alive. Here at 1to1 Media, we spoke with Keith Pearce, head of market dynamics at Genesys, to explore why customers become "disenchanted" by their brand relationships, how companies can Read more »
Tom Hoffman | February 26, 2013
Last week, Safeway Inc. announced that its customer loyalty program helped its fourth quarter net income rise 13 percent. Wall St. responded favorably to the news, pushing the company's shares up 14 percent on the New York Stock Exchange the day of the announcement. Meanwhile, the company is tracking toward having its same-store sales gain 2 percent for the first eight weeks of 2013, according to chairman and CEO Steve Burd. The company's recent financial performance is encouraging given that Read more »
Mila D'Antonio | February 25, 2013
Unlike when airlines use flight simulation to train pilots, corporations tend to shy away from creating meaningful opportunities for employees to help them practice their job responsibilities as they fit into a new company strategy or organizational transformation, often causing initiatives to fail. Read more »
Cynthia Clark | February 21, 2013
Every person wants to be treated as an individual. We are all unique, each with our own quirks and we want every interaction we have to respect our individuality rather than treat us as a number. But even though most organizations want to come across as ones that treat customers and prospects as individuals, many times they fail by over-scripting their agents' conversations. While, as I wrote in an article earlier this week, scripts can be necessary, sometimes they do Read more »
Anna Papachristos | February 20, 2013
When you tell someone you remember card catalogs in a time before online databases, they immediately assume you have three grown children and a mortgage. But, once people discover you're really a 25-year-old woman with the countenance of a teenager, you suddenly become the enemy--a lobotomized creature that cannot function without the support of their smartphone. To most companies, I am not an individual, but one of many. I am just another piece in a puzzle they cannot seem to Read more »
Tom Hoffman | February 19, 2013
Customer data that's streaming in from numerous sources - social, mobile, email, chat, CRM, recorded contact center interactions, etc. - are providing companies with a wealth of information about their customers that can be used to fine-tune customer experiences and develop highly-personalized offers and messaging. Yet despite all the buzz about the promise that Big Data holds, organizational leaders and front-line employees continue to be hindered by dirty customer data that can hamper decision-making and potentially damage customer relationships. Read more »
Mila D'Antonio | February 18, 2013
To quote Craig Newmark, founder of Craigslist, "'Trust is the new black." But in these days where making the bond between brands and their customers is essential to economic prosperity, it seems like some companies are still donning yesterday's trends of relying on deceptive practices by not proactively reaching out to customers to help them make informed decisions. Read more »
Guest Blogger: Adele Sage | February 15, 2013
I was flipping through the 2012 Forrester Voice of the Customer Award nomination forms the other day, and I realized that I've been unwittingly holding on to a valuable resource -- all the advice that we asked nominees to impart on other voice of the customer programs. The very last of the six questions on our nomination form is, "What advice would you give to other organizations to make their programs successful?" We got some great answers from the 40 Read more »
Cynthia Clark | February 14, 2013
You cannot avoid it even if you wanted. Today is Valentine's Day and several marketers and retailers have been working hard for the past weeks to hype up the annual holiday and tempt customers to spend some money on a gift for their loved ones. Read more »
Anna Papachristos | February 13, 2013
Gone are the days when the average tourist wandered around with a paper map in one hand and a camera around their neck. Thanks to smartphones, these travelers can carry a world of maps and their trusty camera right in their back pocket. But for those popular attractions and tourist destinations that recognize this change in behavior, mobile devices have the ability to engage visitors in an entirely new way. Read more »
Tom Hoffman | February 12, 2013
I live in New York's Hudson Valley region. While we were in the path of the recent blizzard that dumped more than 3 feet of snow across Long Island and parts of New England, our area was relatively spared with just a foot of snow that accumulated. We also lost power and our landline phone, cable, and Internet service, all of which are provided in a bundled service from Cablevision Corp.'s Optimum division. The outages brought a dismal reminder of Read more »
Mila D'Antonio | February 11, 2013
Last October, Barnes & Noble announced a data breach at 63 of its stores, reporting that one PIN pad device used by customers to swipe credit and debit cards had been compromised in each affected store. The bookseller didn't report the breach for at least one month in order not to impede an ongoing federal investigation. Read more »
Guest Blogger: Paul Hagan | February 8, 2013
To deliver great customer experiences, firms must first design them and then orchestrate the complex system of interdependent people, processes, and technology that Forrester calls the customer experience ecosystem to deliver them. Customer experience (CX) pros often know a lot about the design part and uncovering customer needs, but often struggle with changing the operational underpinnings required to deliver on the vision. Conversely, business process management (BPM) pros have the chops to re-engineer business processes, but when focusing on the Read more »
Cynthia Clark | February 7, 2013
Emotions play an important role in customers' purchasing decisions. We don't always buy a product or service because it's the best value for money, but sometimes our choice is governed by an emotional attachment. Read more »
Anna Papachristos | February 6, 2013
If you peruse the shelves of your favorite store, what you see isn't necessarily all you can get. Through, creators have an opportunity to share their concepts and products--those that have yet to enter the mainstream retail world--with consumers through the website's product launch platform. provides individuals with the chance to share their innovative, unique creations with their robust, "citizen commerce" community. But, while users were once limited to phone, email, or Web submissions, creators and consumers now Read more »
Tom Hoffman | February 5, 2013
Last week, I took my son skiing at one of our favorite mountains in the Catskills. Brian made the honor roll at school for the first time and I wanted to give him a special reward for his efforts. We had planned the ski trip a few weeks in advance and my schedule was such that I only had the one day available. Unfortunately, Mother Nature threw us a curve. Read more »
Mila D'Antonio | February 4, 2013
Ever since the emergence of digital, much has been written and discussed about bridging the social/mobile and traditional marketing divide by getting a handle on Big Data and ultimately having the ability to understand and respond to consumers' ever-changing needs and behaviors. Read more »
Guest Blogger: Kerry Bodine | February 1, 2013
Despite professed customer centricity, many firms don't think to involve customers, employees, or key partners in the experience design process. That's unfortunate, because this activity - called co-creation - can help companies understand what types of interactions will best meet people's needs, and then figure out how to implement those interactions the right way. Read more »