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Outsider Insights | You Can't Measure AI ROI If You Can't Measure Marketing ROI
Outsider Insights
Across Chief Outsiders, we talk to hundreds of CEOs every month. In this series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.
The Net of Profitability: How to Use the Net Promoter Score Now to Grow Your Business
Tue, May 7, 2019 — Hollywood has long taught us that a crystal ball can be a mystical, wondrous – and completely fictional – way to gaze into the great unknown. For businesses looking to better understand the world in which they exist, it doesn’t take a magical orb or other divine intervention to do so. Enter the Net Promoter Score, or NPS – a simple gauge of consumers’ ongoing satisfaction that can, like the soothsayers of the silver screen, tell the future. The Net Promoter Score methodology is genius in its simplicity. By asking a singular question – usually along the lines of, “How likely is it that you would recommend this company to a friend or colleague” – a brand can actually foretell the future – more to the point, according to Survey Money, “the likelihood of both repurchase and referral.”
Six Questions to Diagnose Customer Service Issues At Your Company
Thu, Jan 31, 2019 — It seems as if it was only yesterday when marketing analysts were declaring 2018 as “The Year of the Customer.” Trends in technology, along with competitive pressures, had finally shifted the balance of transactional power into the hands of the consumer. On that notion, let me share with you a story about someone I know. It’s a story that, in fact, you may have experienced personally. This individual had a wallet filled with credit cards and held multiple bank accounts with a large financial services company. Never giving the relationship much of a second thought, they left their checking, money market, credit cards and other banking products on autopilot. Then one day, for no apparent reason, they suddenly stopped working. All of these products, simultaneously. Suddenly, they couldn’t access balances, and their credit card was declined at the cash register. This person—hopeful that a reasonable explanation defined this issue, and eager to get a quick resolution—called the bank. Three days and six hours later, and after talking with no less than 12 people, their accounts were finally active. The original glitch, it turns out, was entirely the fault of the financial services provider.
How Does Your Brand Positioning Measure Up?
Tue, Jan 15, 2019 — 3 Sales Lessons from Harry Winston vs. Tiffany, Tesla vs. Mercedes Benz The latest issue of Harvard Business Review (Jan.-Feb. 2019) included one of the best Brand Identity methodologies published in the last few years: What Does Your Corporate Brand Stand For? The authors, Stephen Geyser (Professor Emeritus at Harvard Business School) and Mats Urde (Associate Professor at the Lund University School of Economics and Management) contend that developing and enhancing your corporate brand takes a concerted and lengthy effort between the executives and team leaders throughout your company. It is a far more extensive process if your team has international locations. Yet they share a systematic 9-box matrix exercise that your teams can use to examine your core brand identity along four paths: Strategy (Mission & Vision and Position) Communications (Personality and Expression) Competition (Value Propositions and Core Competencies) and Interaction (Relationships and Culture).
![5 Ways Customer Experience can Influence Sales Growth [Infographic]](https://www.chiefoutsiders.com/hs-fs/hubfs/customer-experience-influence-sales-growth.jpg?width=320&name=customer-experience-influence-sales-growth.jpg)
5 Ways Customer Experience can Influence Sales Growth [Infographic]
Fri, Feb 23, 2018 — According to Accenture, the business costs of poor customer experiences can be as much as $1.6 Trillion from U.S. consumers who switch their service to a different brand or service provider. However, CEOs and companies who demonstrate a continuous pursuit of excellence in customer experience reap not only long-term customer loyalty, but also positively impact revenue growth. Tony Hsieh, CEO of Zappos, enjoys sharing the story in his bestselling book [Delivering Happiness: A Path to Profits, Passion and Purpose] about a client of his who wanted pizza late at night even though hotel room service was closed. Hsieh challenged his client to call Zappos customer service for his order even though it’s a fashion retailer – and, thanks to his customer service staff, pizza was delivered at 2AM.
Road Map the Customer Experience to Align Sales and Operations
Wed, May 31, 2017 — So often these days, blogs, posts and articles are written about aligning Sales and Marketing. I agree that doing so is critical. But there is another alignment need that is often overlooked and equally critical to company growth and customer satisfaction. The question is are we selling what we are delivering in terms of the customer experience?
5 Steps to Building Credibility
Fri, Dec 30, 2016 — It’s hard to build a name for yourself when you’re brand new. There’s always the catch-22 of needing a foundation of customers to develop credibility, but needing credibility to attract new customers. You can have the most innovative, honest and necessary product on the market, but if no one knows about it – it’s time to get people talking.
Making It Easy: Three Steps To Creating the Ultimate Customer Experience
Tue, May 24, 2016 — Why a commitment to consistent, small improvements in customer experience will lure customers back and cement customer loyalty over time Your nightmare has come true – someone has fraudulently charged a sheaf of frivolous, online purchases to your trusty Visa card. Luckily, the credit card company’s algorithms caught it and shut the scam down – but of course, nobody told you. You actually found out in a bustling grocery store on a Sunday morning, with a cart full of perishable food, two kids in tow, and a long, impatient line behind you. As a warm, gripping panic begins to squeeze your insides, you hope that a simple call to the card service center will be able to fix everything in a flash.
Customer Councils: Leveraging Your Marketing Through the Power of the Customer
Thu, Mar 31, 2016 — Are you leading your business through a crowded, hyper-competitive space? For one of my clients, iTexico, this is quite true – meaning that, even with a successful track record and measurable, solid, growth, companies like iTexico must constantly find ways to reinforce their relevancy to their market on a daily basis. In order for you to cut through the noise, I’d like for you to consider building a little more “social” into your B2B marketing – and for this, we’re not talking Facebook or Twitter. Or even LinkedIn.
Your Brand Promise RX: The Keys to Delivering an Amazing Customer Experience
Mon, Mar 21, 2016 — In late December, a young mother with a cranky infant in tow boarded a Southwest Airlines flight headed for Islip, New York. It was her son’s first-ever trip, and the plane ride home was the only time he’d been awake on an airplane. As soon as they boarded, a confident, caring flight attendant scooped up the anxious mother and baby, carried their bags, helped them find an aisle with an empty seat, and even cooed the little boy in her arms during the flight.