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...
by Annette Franz | Apr 26, 2023 | customer experience, customer experience design, customer experience journey, customer journey, journey orchestration, marketing, Uncategorized
I originally wrote today’s post for Concentrix. It recently appeared on their site. The customer experience never sits still. Just as customer tastes and preferences change, CX is always evolving. According to Adobe’s 2023 Digital Trends Experience Index,...
by Annette Franz | Jan 26, 2022 | acquisition, customer experience, customer retention, marketing, Uncategorized
In last week’s post, I wrote about the acquisition versus retention “dilemma” from the marketer’s perspective. Obviously, there are two sides to every story, and the customer’s version is the most important side of this story. How this...
by Annette Franz | Jan 19, 2022 | acquisition, customer experience, customer retention, marketing, Uncategorized
Should acquisition vs. retention really be a dilemma? Can’t there just be a balance between the two? Must one outweigh the other? Companies have long been pouring disproportionate resources – human, time, effort, capital – into the top of the funnel, on...
by Annette Franz | Jul 28, 2021 | customer experience, marketing, personas, Uncategorized
Simon Sinek popularized the concept of finding your Why, which he defines as the purpose, cause, or belief that drives you. He states that the concept is “grounded in the tenets of the biology of human decision making.” Once you find your Why, you can live...
by Annette Franz | Mar 17, 2021 | customer experience, customer experience design, marketing, Uncategorized
I originally wrote today’s post for GetFeedback. It appeared on their site on July 25, 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 largely...
