Digital delight and the art of customer experience

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.

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Greg Kihlstrom
Forbes: Consumer-Centric Measurement Of Your Customer Experience

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.

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Greg Kihlstrom
Forbes: Preparing Your Organization For Customer Experience Optimization

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.

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Greg Kihlstrom
Forbes: How to Create an Agile Customer Experience

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.

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Greg Kihlstrom
Announcing The Agile World Podcast

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.

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Greg Kihlstrom
Forbes: Four Types Of Metrics That Support Great Customer Experience Measurement

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.

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Greg Kihlstrom
Timeless Search Engine Optimization

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.

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Greg Kihlstrom
Understanding How Search Engines Work

It is important for marketers to know and understand how search affects consumers and how they learn about your products, research before purchasing, and behave before and during their intent to acquire or buy your goods or services. This article is based on a chapter from my ebook Ever Seeking: a History and Future of Search.

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3 Predictions About the Future of Search

We are moments away from the answer to any question we might have. Who starred in that movie? Where should I eat for dinner? How soon can I get a product delivered to my house? With over 6,586,013,574 searches a day worldwide[i] and growing steadily as it expands across channels and methods such as voice-activate, search has become the way we find information or remember key facts.

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Forbes: How to Start Measuring Your Customer Experience

Measuring the customer experience is definitely not as simple as measuring the results of a single tactic such as a website, email marketing campaign or in-store sales. The big challenge with measuring customer experience is that it needs to take into account all of your touch points. The opportunity is worth it, though, as it can show you how small improvements in specific points in the journey can make a huge difference.

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