Customer Engagement

This morning, I came across a story about Warby Parker’s new “virtual try-on” capability. It seems the eight-year-old eCommerce company is dipping its toes back into augmented reality (AR). The rub is that the auto-magical feature is only available to people on Warby Parker’s iOS app for iPhone X or later. I guess Android and […]

Customers demand that marketing coordinate with sales, service, and commerce to deliver better experiences. That’s why enterprise marketing technology (martech) is melding with customer experience (CX) to deliver consistency and relevance (see Forrester’s “Predictions 2019: B2C Marketing” report). Martech is a direct line to consumer touchpoints, and marketers should embrace and leverage it to drive […]

• The SiriusStars blog series provides an inside look at how select high-performing clients use SiriusDecisions research and analyst inquiry to increase revenue, meet and exceed goals, and transform their organizations
• In this edition, we feature Kathy English, VP of global marketing at Vocera
• We spoke with Kathy about her background as a nurse and her successful marketing career in the healthcare industry, her research on personas and the buyer’s journey, and her Summit 2018 ROI presentation

• The SiriusStars blog series is a collection designed to share the personal and professional world of your B2B peers. SiriusStars is an exclusive community of high-performing and highly influential clients that have been hand-picked for their exceptional work
• In this edition, we continue our conversation with Cyrille Brisson, EMEA Marketing VP at Eaton Electrical
• We sat down with Cyrille to discuss how working in many different countries has shaped his role as a CMO, what he thinks the future of marketing looks like and how he would summarize the value of SiriusDecisions

• Digital and non-digital interactions have a place in the customer journey just as they do in the buyer’s journey
• Determining appropriate interactions begins with understanding the customer journey
• Organizations should start orchestration of the customer journey with three key steps

• The SiriusStars blog series provides an inside look at how select high-performing clients use SiriusDecisions research and analyst inquiry to increase revenue, meet and exceed goals, and transform their organizations
• In this edition, we continue our conversation with Regan Yeldell, senior marketing director of demand generation at Comcast Business
• We talked with Regan about the culture at Comcast Business, the advice she would give to new SiriusDecisions clients and her dream job

• B2B marketing, product and sales teams need to have the right skills and knowledge to support business goals
• Team members who feel their employer is invested in their success are more likely to stay
• Because SiriusDecisions learning is based on our research, it’s already aligned to business initiatives

• B2B organizations are starting to balance customer acquisition initiatives with post-sale customer engagement efforts
• Customer experience is THE key driver for buying decisions, which should make investment in the post-sale lifecycle a no-brainer
• There are three distinct steps B2B customer engagement leaders can take to get started on a strategy for solid post-sale customer engagement, loyalty and growth

• As new buyers become customers, smooth onboarding should be a top priority to set the stage for value achievement, retention and growth
• B2B organizations should consider what information to transfer from the buying process, how it will be shared and who is responsible for sharing it
• Sales and customer success, in particular, play an important role in building the foundation for effective onboarding

Forrester’s customer experience Forums are in their 10th year — from our first one in 2009 in New York, they’ve grown and spread to San Francisco, London, Singapore, and other cities around the world and have become yearly destinations for CX pros far and wide. CX Europe 2018 is just 12 days from now — Tuesday and Wednesday, […]

• The SiriusStars blog series provides an inside look at how select high-performing clients use SiriusDecisions research and analyst inquiry to increase revenue, meet and exceed goals, and transform their organizations
• In this edition, we feature Dominic Tavassoli, VP of product marketing and product management at HID Global
• We talked with Dominic about how his engineering background has helped him in his current role and how to differentiate product marketing and product management

• Although centralized content teams are becoming more common, many functions are still in their formative stages
  
• Before creating their first annual plan, new content teams need to establish an identity
  
• This identity provides a foundation by outlining a team charter and core set of strategies

It’s frustrating when a customer exhibits purchase intent but doesn’t buy because of friction in the customer journey. It’s worse when a store manager or contact center agent is unaware of a digital promotion. Nearly 40% of CMOs say that a lack of consistent customer experience (CX) prevents greater online sales revenue. Empowered customers now […]

• Global and regional marketing teams can use content marketing to build inbound awareness and seed demand, but they often struggle to craft a strategy to accomplish these goals
• Organizations can use the Content Marketing Strategy Turbine to achieve their content marketing objectives
• At Summit Europe 2018, Christine Polewarczyk and Paul Dolan described how to use a globally consistent – yet locally relevant – content marketing approach

• Organizations must see opportunities and risks in existing customer accounts to drive retention and growth
• A customer health scorecard is a useful tool for providing that insight to customer success and customer marketing
• Organizations should make technology decisions on the basis of their ability to gather the relevant data for a health scorecard

• SiriusDecisions has identified five actionable planning assumptions that will drive the agendas of customer engagement leaders in 2019
• Customer success, customer marketing and customer experience leaders are making significant progress toward adequate visibility and investment in existing customers
• Customer engagement practitioners must continue to improve the customer experience to support retention, loyalty, growth and advocacy

• The need for a customer-centric, data-driven approach continues as the buying process transitions into the post-sale customer experience
• Teams responsible for the post-sale customer experience rely on the transfer of accurate profile and activity data from the buying process
• Sales and customer success teams must be particularly clear on their roles as partners in this transition as the customer relationship progresses

• The SiriusStars blog series provides an inside look at how select high-performing clients use SiriusDecisions research and analyst inquiry to increase revenue, meet and exceed goals, and transform their organizations
• In this edition, we feature Kathleen Pierce, director of content operations at Illumina
• We talked with Kathleen about what it was like sharing her story as an ROI Honor winner at Summit 2018, her favorite dish to cook and her dream job

In the past few months, my colleague James McQuivey has written several blogs about the exciting times we live in. In these posts, he focuses on how technology is fundamentally changing the way we interact with the world around us and how that change is grounded in evolution. His research shows that our uniquely evolved […]