tjeerdtraats: marketing*

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  1. Having the right tools in your toolbelt is a fundamental part of being a successful digital marketer. In fact, it’s almost impossible for digital marketers nowadays to perform their daily tasks without the assistance of these tools; tools that help automate processes and save precious time and money, ensuring a good return on marketing investment. From email marketing and CRM tools to analytics and project management, there are quite a few tools to choose from when forming your own martech stack this year.
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  2. There’s a reason why Yelp’s influence can make or break a restaurant in a matter of just a few reviews -- customer service is the be-all and end-all of good business. Customers are the backbone of every business and while acquiring them is difficult, retaining them can be even trickier.

    If a business is having to constantly find new customers, it’s going to struggle to create any long-lasting growth. Meanwhile, if another business can keep its customers happy, those customers will refer the business to new customers.
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  3. It’s their service, the experience you go through and how they treat you. Customer experience is more officially known as the sentiment associated with a company’s ability to provide positive experiences to their customers. Services range from one-on-one interactions where a support agent resolves a customer issue, to exchanges with the brand on a more public scale.

    You can think of it as the product of an interaction between an organization and a customer over the duration of their relationship. And it’s a critical component of today’s marketing mix.
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  4. For new business owners, establishing brand awareness, launching new products and standing apart from competition is no easy task. Marketers at emerging brands are inherently time poor and often operate on shoestring budgets, so breaking into crowded markets and reaching consumers is a considerable challenge. Hiring marketing staff or third-party advertising agencies is an expensive investment and a luxury for most SMBs, so how can new brands make a big splash given their limited bandwidth and resources?
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  5. The chief marketing officer has become one of the most important, and indeed, influential, executives in the C-suite.

    CMOs uniquely represent the voice of the customer, the deep understanding of whom is critical to business success today. Meanwhile, the CMO role’s scope and complexity is much broader than it has ever been.
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  6. According to the latest Customer Experience in Marketing Survey 2017: Greater Expectations, Greater Challenges, in two years 82 per cent of B2B CMOs expect to mostly or completely compete on the basis of CX, compared with 76 per cent for B2C marketers.

    Meaning that competing on price and product or a combination of both is becoming much less important. This is big, really big, because creating great customer experiences will require tenacity, dedication, long term thinking, integration of data, collaboration and a cross company approach where everyone is involved. No. Mean. Feat.
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  7. The buzz of promoting your day-to-day business activities on Snapchat may now be nothing more than a quiet hum — but Instagram stories (an Instagram feature which was brazenly stolen from Snapchat) is gaining traction by the day.

    But you don’t have to take our word for it, because the numbers, along with the insights gathered from inside company’s using Instagram Stories regularly, paint a vivid picture.
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  8. Last week, I shared how early on in my career I managed a technical support and customer service center and service was considered a cost center and a necessary evil. How times have changed, and how far most companies have come in changing that perception!

    Continuing in that vein, this week I will share our different approach to measuring customer service at that time, and how there are better means of gauging various aspects of service today. (Note: I’m limiting this to live interactions because my time running a service center only saw the beginnings of self-service.)

    I’m going to organize this around points in the typical customer service process:
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  9. In parallel, over the last year, we have witnessed the convergence of content and search engine optimization (SEO).

    Intelligent marketers are utilizing these trends and building integrated marketing frameworks to provide marketing benefits far beyond the organic channel. Early adopters of these smart SEO and content frameworks are successfully implementing optimized content in paid search, email and social media campaigns and utilizing SEO insights to drive cross-channel performance.
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  10. Are you still guessing or assuming that your customers are pleased with your service or that you are meeting the expectations of the relationship?


    Here’s a quick review of the basic requirements to build, deliver and align yourself with your customers' expectations:
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