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Sorry…That’s Not What Our System Says…

February 8, 2018 by Carla Johnson I went to my local library yesterday to use their production studio to make a higher-quality voiceover recording than I could do on my laptop. My schedule’s tight so I reserved the room online ahead of time. I checked in with the woman behind the desk when I got to the library. She checked …

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The Multidimensional Customer: Building Experiences from the Outside In

January 25, 2018 by Carla Johnson When, where, why and how do people spend money? The motivations that make up how people make decisions have become incredibly complex in the last few years. And while businesses keep gathering bigger and bigger data, customers feel brutally frustrated with how brands interact with them. The outcome is that companies find that they’re …

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If LEGO Built Your Brand Experience, What Would It Look Like?

March 9, 2017 by Carla Johnson Marketers love massively creative work. We hype Super Bowl ads. We study the most innovative companies. And we follow curious minds. But that’s where much of our inspiration ends and reality sets in. We have bosses who would never go for such wild ideas. Budgets that can’t stretch that far. There’s too much bureaucracy. …

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Creating the Connected Customer Experience

January 3, 2016 by Carla Johnson We live in a world of constant connections – access to anything, anytime, anywhere. Consumers and customers are empowered with more information than ever before. This makes the quality of every connection that much more critical. It’s no longer enough to be simple and fast. We have to think beyond new tactics and strategies …

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97 Customer Experience Stats Marketers Need to Know

December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Are you prepared? While most business leaders admit the importance of customer experience, few understand what it takes to become a leader. For marketers, this is a major area where we can deliver value across the organization. But even …

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Know Your Customers “Job to be Done”

November 15, 2016 by Carla Johnson I was talking to the CMO of a $7 billion technology company this week about his secret to success. In just two short years, he’s been able to build a highly innovative, highly accountable team that delivers customer value. And I don’t mean “value” as in people recognize the logo when they see it. …

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86% of CMOs Say Marketing Will Own the Customer Experience by 2020

November 10, 2016 by Carla Johnson In the midst of buyer complexity marketers are getting the message that it’s time to change their role in the business. A report from The Economist Intelligence Unit, The Path to 2020: Marketers Seize the Customer Experience, explains exactly how much. The report is based on a global survey of 499 CMOs and senior …