The Agile Brand™ Blog
Writing by Greg Kihlström on Marketing Technology, Customer Experience, and Digital Transformation
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Return on customer experience: how to meaningfully measure and improve CX, Part 3
In this 3-part series, I’m going to discuss what we mean by return on experience, the link between customer and employee experience, and how to operationalize great experience in a way that is repeatable and adaptive to change. In this final part of the series, I’m going to discuss how to get started with measuring and operationalizing return on experience.
Return on customer experience: how to meaningfully measure and improve CX, Part 2
In this 3-part series, I’m going to discuss what we mean by return on experience, the link between customer and employee experience, and how to operationalize great experience in a way that is repeatable and adaptive to change. In this second part of the series, I’m going to discuss how customer and employee experience are related, as well as how to measure return on experience.
Return on customer experience: how to meaningfully measure and improve CX, Part 1
In this 3-part series, I’m going to discuss what we mean by return on experience, the link between customer and employee experience, and how to operationalize great experience in a way that is repeatable and adaptive to change. These concepts are taken from my book, The Center of Experience, available in print and digital versions.
Instead of a "good" experience, start creating delight
There are a plethora of materials already on the subject of the value of customer and employee experience. In my work, I’ve helped clients with customer experience, employee experience, even student experience. This work is a natural outcome of several other disciplines.
Company Culture and the Center of Experience
The importance of both employee experience (EX) and customer experience (CX) is now well-known, with a majority of companies competing based on both factors for both top talent, and customers. Because of this, a comprehensive brand experience, or customer and employee experience combined, must be achieved by companies. I refer to this combination of EX and CX within the enterprise as a Center of Experience.
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.
2020 Will be the Year of Identity
Is it too soon to make a prediction for 2020? We generally only think about the year immediately ahead, but while I was making my 2019 predictions for marketers, I realized that the next year was becoming clearer and clearer. 2020 will be the year of identity.
2019 is the Year of Experience
It’s once again the end of one year and the beginning of another. And with it, a chance to reflect on the previous 12 months as well as an opportunity to look forward into the next. Inevitably, this leads to recaps, predictions, and many other ways to make sense of time passing.
Forbes: 5 Steps To Building A CX Measurement Platform
Customer experience doesn’t just affect a single marketing channel or department within a company. Thus, unlike many other types of measurement and analytics efforts, building a customer experience measurement plan takes the efforts of many different parts of an organization. I should know; my agency works with clients to create custom customer experience measurement strategies and plans. This process can be divided into five steps.
ScaleFast Blog: Driving eCommerce Revenue, Part 1: Focus on UX
I am quoted in this article by ScaleFast regarding my expertise in personalization:
No matter which approach you go with, digital strategist Greg Kihlstrom recommends maintaining realistic expectations, testing your efforts and optimizing along the way. “While you may want every touchpoint in your customer experience to have some method of personalization, the only way to truly understand the effectiveness of what you are doing is to make sure there is a good test for each,” Kihlstrom says.
Forbes: How Customer Loyalty Programs Can Enhance The Customer Experience
Loyalty programs are effective at retaining customers by preventing them from turning to the competition. These programs can also maximize the lifetime value of a customer by offering incentives to spend more and buy more often.
Forbes: Descriptive Versus Prescriptive Analytics And The Customer Journey
Measurement insights are a key part of optimizing your customer experience. At every step in the journey, it is critical that you understand what consumers are doing and how your channels and touch points are performing. It's also important that you not only have the ability to see what has happened in the past, but you also have actionable insights to help you make the best decisions moving forward.