Customer experience & digital strategy expert, author, & speaker based in Washington, DC.
Greg Kihlström also the author of the Agile series of books and host of The Agile World podcast.
The Agile Brand is Now Available
Brands have evolved over several centuries from simple tools for recognition to something much more nuanced and sophisticated in the modern age. The Agile Brand follows the story of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to modernize your brand in meaningful ways.
While we live in an increasingly digital world, to truly measure CX, we have to be able to measure both online and offline interactions. While we may use digital tools to do so, we can’t ever forget that customer experience is wherever the customer is, and whatever interaction they may be having. This would be an in-store conversation, a phone call to customer services, or, yes, a website or social media interaction.
Measuring your customer experience takes careful planning, a solid infrastructure, and clearly articulated metrics for success. These metrics are often created by looking at what the business needs, not at how the customer perceives success. We can sometimes get so focused on achieving our business key performance indicators (KPIs) that we lose sight of the central part of CX in the first place: the customer.
While your organization's leadership may all be in agreement that investing in customer experience is important, they may not always understand the far-reaching implications of an optimization effort. After all, unlike other more siloed efforts such as marketing campaigns or IT infrastructure enhancements, customer experience touches nearly everyone in your organization.
In a busy organization with many competing priorities, it can often be difficult to stay focused on even the most important aspects of keeping a business performing exceptionally. Customer experience (CX) platforms often involve many different teams across an organization, and thus it’s critical to ensure a big-picture view is kept. Too often, teams can get too concerned with measurements and performance in their silo within the organization, but truly successful CX platforms are built, measured and optimized holistically.
I’m proud to announce the launch of my new podcast entitled The Agile World. It will provide marketers, branding professionals, digital strategists, and customer experience experts a fresh perspective on the continually evolving dynamic between brands and consumers.
Using both existing and new data strategically and effectively is key to any bank’s success. In this article, we’re going to discuss a few ways that you can do this for your organization.
It’s not enough to simply make a great product, or offer an amazing service. It’s also not enough to simply engage with our audiences on a regular basis. There needs to be something more, and truly successful brands have tapped into this.
We live in a world of big data, where endless amounts of information can be stored in the cloud at an ever-decreasing cost per byte of storage. While this may sound great to data-driven marketers, the blessing of cheap storage and increasingly simple application programming interface (API) connections between data sources can quickly enough turn into a curse of too much information and not enough time to sort through it all.
While there are a lot of great sources of information for the absolute latest and greatest insights on Google’s latest algorithms, there are a few concepts that aren’t changing anytime soon and thus can make this a more evergreen look at search engine optimization. I refer to this as “timeless SEO” because they are concepts that are not going anywhere soon, and fundamentals of a strong search engine marketing strategy.
The value of optimizing your customer experience is clear to most brands and marketers. Increasing loyalty, reducing customer service costs and increasing revenue growth from retained customers are three big reasons, in addition to many others.