Must Read: HBR on shortening sales cycles by using customer journeys
Commentary on recent research with a perspective from a UX consultant and trainer. Mapping customer journeys is crucial in understanding moments of truth. However, only 17% of marketers have the ability to fully analyze a customer journey. That creates challenges if your customers are evolving faster than you can react. Using Customer Journeys to shorten …
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UX and the experiential marketing organization
For: Change Makers, MarketersGoal: Simplify decision making across multiple departments Harvard Business Review in their Jul-Aug issue devotes a full section to the New Basics of Marketing (pp 54-70). The section around creating a common marketing language caught my attention. The best marketing organizations, including those at Coca-Cola, Unilever, and the Japanese beauty company Shiseido, have invested in dedicated internal …
[test] How many interviews do you need for customer alignment
As a behavior driven user experience consultant, I do a lot of user research and user testing Across a wide variety of customer segments and industry categories. So over the last 19 years, I’ve learned a lot. By listening. My goals in user testing are two-fold: Find and correct basic usability issues that prevent the …
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Sketch: How many customer research interviews do you need?
As a behavior driven user experience consultant, I do a lot of user research and user testing. Across a wide variety of customer segments and industry categories. So over the last 19 years, I’ve learned a lot. By listening. My goals in user testing are two-fold: Find and correct basic usability issues that prevent the …
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The 7 customer experience areas where marketers are already using AI – TWO CHARTS show the trend
AI-powered customer experience is here. This industry survey shows that marketers are using it beyond promo offers to optimize the customer journey.
Personas and Marketing effectiveness
Personas are powerful but only when they get used. Most marketers, product managers, and founders I talk to understand the value of personas. But in the same breath, they admit to not knowing how to use them for their intended purpose. The question I get most often: “I know personas are helpful, but how do …
Alexa is changing our behavior – and our love for smartphones
The Smart Audio research report from NPR says that smart speaker owners are a distinct customer segment in terms of behavior and usage characteristics.
Forms & Associated Behavior
I tested a form the first time in 2001. That was before the days of A/B testing and conversion optimization techniques. And every person I showed a form to – had a reaction. Some straightened up, others shrank back. I could sense the change but was too inexperienced to understand it. I would blithely ask …
9 Reasons large companies fail to deliver a great customer experience
As a User Experience consultant for many years, I’ve worked with several large companies. Well-established companies staffed with smart and motivated people. However, in almost all these cases, it has been challenging to deliver great customer experiences without first solving internal issues. Over the years, I’ve observed that there are a few that are always …
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