Dev

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 …

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[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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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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