According to Greg Chapman, Founder and CEO of The Pocket CMO, ‘customer segmentation provides a comprehensive understanding of your current and potential consumers that produces a variety of rich data including identifying the financially-optimal targets for your brand.’ Greg shares that: “Profiles are built from data. Personas are built from insights. You don’t market to … Read more
As more organizations move towards a more customer-centric way of doing business, customer journey maps remain an important tool to help companies better understand what’s happening today, and what customers want tomorrow. In an ‘outside-in, customer-centric’ way, customer journey maps serve to discover, codify and share relevant information across the customer lifecycle and help to … Read more
How do you know you’re making the right bets with your ideas? Which bets do your ideas hinge on? These are our riskiest assumptions. They need to be tested before you spend your valuable time and money. With the ‘problem’ in mind, map out the customer journey to identify the riskiest assumption. Armed with a … Read more
“There is a flaw at the heart of the term Minimum Viable Product: it’s not a product. It’s a way of testing whether you’ve found a problem worth solving. A way to reduce risk and quickly test your biggest assumption. Instead of building an MVP identify your Riskiest Assumption and Test it.” – Rik Higham, … Read more
Customer journey maps are a visualization of the journey that your customers go through to understand and engage with your organization. They tell a story from when a prospective customer first heard about you, through first contact and into a (hopefully) long-term relationship. Customer journey maps are a tool for your organization to measure customer … Read more
Mental models are psychological representations of real, hypothetical, or imaginary situations. They were first postulated in the late 1800’s by the American philosopher Charles Sanders Peirce but it was the Scottish psychologist, Kenneth Craik, in 1943, who describes mental models as the mind constructs “small-scale models” of reality that it uses to anticipate events, to … Read more
Humans are irrational. We think we make rational decisions but science tells us we are incapable of making rational decisions. We cannot make a decision without emotions. It is the emotional part of our brain that informs our rational part to make a decision. And if the feeling is strong enough, we will justify our decisions to … Read more
My wife called from the garden to my daughter asking for the time. My daughter replied three fifty (3:50). I immediately thought “why didn’t she say ten to four?” Then I realized that she rarely looks at an analog clock – she probably doesn’t even know what “ten to four” means. Or how about “half … Read more
Empathy is the tool that we use to gain understanding. Understanding leads to insights. Insight is what informs experiments. Experimentation results in innovation. Empathy is the experience of understanding another person’s thoughts, feelings, and condition from their point of view, rather than from your own. You try to imagine yourself in their place in order to understand what … Read more
How do you win the attention of your audience and create content they actually care about? It happens when you take the time to understand and take on their thoughts, feelings and motivations as your own; it happens through empathy. Empathy mapping is an effective way to tap into the head and heart of your … Read more
Today’s consumers are overwhelmed by a constant deluge of advertisements and promotions. They are tired of the noise and fatigued by all the product options. They increasingly desire the personalized attention they get from Amazon, Netflix and other brands they interact with. We are living in an experience economy where mere goods and services are … Read more
In The Continuum of Data-Driven Success, dear friend and colleague, Annette Franz, Founder and CEO of CX Journey, Inc. shares these five phases of customer data-driven success: Phase 1: Feedback This is where we see companies in the primitive stages of understanding the importance of data (i.e., they know they need to listen to their … Read more