How to Uncover Customers’ Problems

When optimizing your website, product, email program, or retail experience—think beyond A/B testing by continuously seeking new customer problems to solve. Gartner has proven that eliminating or reducing customer effort is the best way to improve customer loyalty. Here are 16 ways to find customer problems and incrementally improve the user experience: 1. Contextual inquiry … Continue reading “How to Uncover Customers’ Problems”

How to Persuade Your Leaders to Invest in UX

What can you do when your boss or your organization’s leaders say “no” to design? An ongoing challenge shared by many UX professionals is getting the green light to move forward on a solution to improve the user experience. Believing UX is the right thing to do isn’t enough. As UX strategists, we must categorically … Continue reading “How to Persuade Your Leaders to Invest in UX”

24 Best Practices for Optimizing a Customer Lifecycle Communication Program

Your organization is supported by talented and passionate people who want to deliver the best possible customer communication. There’s a lot to say. You want customers to renew their subscription or buy more stuff. You’re responding to customer service and tech support questions. There are statuses, receipts, and acknowledgments to send. Satisfaction survey results to … Continue reading “24 Best Practices for Optimizing a Customer Lifecycle Communication Program”

Rethinking Retailer Customer Loyalty Programs

Do coupons and points create real customer loyalty? Or do they just teach customers to wait for discounts? Rather than building loyalty programs based on frequency or spend, more retailers should leverage the mountains of data they already have about their customers to create personalized in-store and online experiences. How might a clothing retailer orchestrate … Continue reading “Rethinking Retailer Customer Loyalty Programs”

Customer Journey Mapping in 5 Steps

A customer journey map (CJM) is a powerful communication tool. Like a user flow on steroids — a journey map visualizes the path a customer takes to get from point A to point B, their obstacles, thought process, emotions, and how or where they completed each activity. Here is my 5-step process for creating a research-based customer … Continue reading “Customer Journey Mapping in 5 Steps”

Building a Buyer Persona: Behind-the-Scenes

As a start-up or as an organization that is new to customer research, where is the best place to begin to develop a well-constructed, evidence-based persona? The Building Blocks of a Persona To find out how a start-up might create a buyer persona, I chatted with ThePatchery.com founder, Amber Gunn Thomas. Amber launched her professional sewing … Continue reading “Building a Buyer Persona: Behind-the-Scenes”

Transform Your Current Marketing into Relationship Marketing

Social media is sometimes referred to as relationship marketing. That’s correct, but social is only part of the relationship marketing equation. To do relationship marketing well, think about it as a platform or system where all (or most) of your marketing tactics work together in harmony. Strike a balance between helping and selling. It’s actually … Continue reading “Transform Your Current Marketing into Relationship Marketing”

Digitizing the Output of a Customer Journey Map Workshop

There is a customer journey mapping detail that no one seems to freely share… How in the world do you get the data from hundreds of sticky notes into an editable, digital document? Here’s how I did it. For the past 3 hours, you’ve been successfully orchestrating a customer journey mapping workshop with a collection of … Continue reading “Digitizing the Output of a Customer Journey Map Workshop”

The 5-Minute Website Strategy Blueprint

If you’ve traditionally mapped out your website strategy in an Excel spreadsheet, PowerPoint deck, or oops, you haven’t ever formally done that before – then I’ve got a blueprint to share with you that I think will intrigue you. What you’ll get: Big Picture – See your entire web eco-system in a single view. I don’t know … Continue reading “The 5-Minute Website Strategy Blueprint”

What to Learn from Lowe’s Relationship Marketing Mistakes

Today, Lowe’s drew the short straw for my latest relationship marketing case study. I chose Lowe’s because it is a retailer that I spend a lot of time in — second only to the grocery store. Plus, I noticed some areas of opportunity. Even if your business isn’t in the home improvement industry, I’ve included relationship … Continue reading “What to Learn from Lowe’s Relationship Marketing Mistakes”