Content Marketing = Content plus Strategy

Educating your customers about your industry, and then positioning yourself as a thought leader within it, is the goal of a good content marketing program. It’s an effective tactic, especially as traditional advertising is losing ground in the battle for consumer attention. To help ensure you connect with your target audience, you’ll need to offer [...]

Leveraging social media complaints to improve customer experience

Today’s strategic business agenda needs to center on customer experience. A core part of that is paying close attention to customer needs and resolving problems quickly – and social media can play a key role. By leveraging vast amounts of customer feedback on social networks such as Twitter and Facebook, companies can gain insight on [...]

3 key strategies for transforming negative sentiment into positive customer experience

To compete effectively in the Age of the Customer —a 20-year business cycle in which consumers have unprecedented real-time access to information and social sharing— it’s time for a new playbook. By using effective strategies to identify sources of dissatisfaction early on, and communicating how and when it matters most, your company can turn disgruntled [...]

Lenders, know thy customer

Consumer complaints about financial institutions are never all that surprising. When it comes to money—purchasing, saving and borrowing—many people are sensitive, protective, and cautious, especially in tough economic times. Consumer confidence has waned in the past decade, and the reputations of banks (mortgage lenders, in particular) has suffered. Yet with the right priorities and tools, [...]

Capturing social intelligence to increase marketing ROI

Co-author: Corrine Evanoff

Social media isn’t just a tool for engaging with customers and building your brand, it can be a powerful resource to generate actionable insights. Providing a wealth of uncensored feedback about your company and your competitors, social data can help you better understand how to deliver the customer experience, products, and [...]

Be where the customer is going…

Highlights from WGL Radio Podcast with Beyond the Arc CEO, Steven Ramirez

With increasing competition in the financial services industry, social media can do more than help businesses hear what customers are saying about their products and services in order to respond to issues and promote new offers. Social media is a crucial tool [...]

Embrace Mobile and Social to Enhance Customer Experience

Mobile technologies are rapidly growing in popularity, giving customers 24/7 access to products and services, and allowing them greater control over their choices. But customers aren’t the only ones who benefit; mobile technologies provide one of the greatest opportunities for banks to boost revenues and improve customer service.

According to a 2013 report, Forrester [...]

Guest post: Proactive customer service - Why you need it & how you can do it

When most companies think about the customer journey, they speak in terms of the sales funnel – a combination of awareness, interest, evaluation, and ending with conversion. They might have a process for sending marketing emails meant to inspire a return purchase, but beyond that, most companies make no effort to communicate with customers after [...]

5 Strategies for designing the optimal customer experience

In highly competitive markets, consumers demand real value and exceptional experiences in return for brand loyalty. Businesses need to continuously raise the bar on how well they understand the customer and meet their needs. This becomes more challenging as technology and social business are evolving rapidly, which means organizations need to adapt quickly as [...]

Guest post: Understanding how customers really want help

On the same day I published a post on the Clientific blog about the sometimes disappointing allure of technology (Technology is Not a Silver Bullet), the always insightful Discerning Technologist Brad Leimer shared a post from The Financial Brand on LinkedIn (Big Study Examines Retail Channel Preferences).

The study, sponsored by Cisco, showed strong consumer [...]