by Annette Franz | Oct 1, 2025 | customer experience, customer experience design, customer experience lifecycle, marketing, sales, Uncategorized
Meet the Man in the Chair. He’s not your customer. He may not even know you exist. But he has a need, a problem to solve. And in that moment – before he’s clicked on your ad, visited your site, or called your sales team – his customer lifecycle has already...
by Annette Franz | Jul 31, 2024 | customer engagement, customer experience, data, marketing, Uncategorized
Back in 2020, I wrote an article titled Customer Engagement or Customer Entrapment? In it, I questioned if brands are truly engaging with customers, or if they are “simply” entrapping them. Seems like a weird way to think of what some brands are doing, but...
by Annette Franz | Apr 24, 2024 | benchmarking, culture, customer experience, customer experience lifecycle, customer loyalty, customer-centric culture, loyalty, market research, marketing, Uncategorized
Marketing in the era of customer experience requires a shift in mindset from transactions to relationships. By placing the customer at the center of their strategies, businesses create memorable experiences that foster loyalty, advocacy, and sustainable growth. In an...
by Annette Franz | Apr 17, 2024 | culture, customer experience, customer-centric, customer-centric culture, marketing, Uncategorized
I originally wrote today’s post for GetFeedback. This is an updated version of that article from July 2020. What customers are seeing and experiencing vs. what brands are saying can often be in conflict. The gap between Marketing and Customer Experience (CX) teams is...
by Annette Franz | Feb 28, 2024 | CEO, customer experience, customer understanding, executives, leadership, marketing, Uncategorized
There’s this interesting phenomenon that Bain uncovered, the delivery gap, which I dubbed the CX Perception Gap several years ago: 80% of executives believe that they are delivering a superior customer experience, while only 8% of customer agree. There’s a...
by Annette Franz | May 17, 2023 | customer experience, customer experience lifecycle, customer journey, customer success, journey, journey map, marketing, sales, Uncategorized
This is the first of a two-part series on the various journeys we attribute to different constituents of our businesses. What are they? How do they differ? Why is it important to differentiate? And who needs to be involved and engaged when? That and more can be found...
