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Content Marketing's Definitive Formula [graphic]

Content Marketing's Definitive Formula [graphic] | New Customer & Employee Management | Scoop.it
Content Marketing has been remarkably exposed over marketers’ activities the last couple of years. However, companies seem to struggle upon the development

Via Martin (Marty) Smith
Russ Merz, Ph.D.'s insight:

The tricky part is step #3--"Identifying Topic and Message". The rest is pretty standard tactical planning procedure.

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Martin (Marty) Smith's curator insight, March 22, 2013 10:05 PM

"Struggle upon the development" is a TRUE statement. Nice graphic here that describes what quickly becomes an intuitive process.

Esther L's comment, March 24, 2013 9:15 AM
Step #3 is the tricky one but also the most interesting to marketers. That's were the good marketers knowledge of the product, the customer, analysis and results interpretation comes into place.
Mike Ellsworth's curator insight, March 24, 2013 4:16 PM

I think the most important step in this formula is the one most often ignored: 

Step 2. Determine Objectives.


New Customer & Employee Management
How social and digital technologies are changing the delivery of customer service and the management of employees.
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10 best intranet platforms to help any business get more done

10 best intranet platforms to help any business get more done | New Customer & Employee Management | Scoop.it
Intranet is an internal website to help employees get more done. While associated with large enterprises, cloud-based solutions help any business benefit.
Russ Merz, Ph.D.'s insight:
Looking for an intranet platform? Here are 10 which may help your business get more done.
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5 NPS Myths and How to Overcome Them | CustomerThink

5 NPS Myths and How to Overcome Them | CustomerThink | New Customer & Employee Management | Scoop.it
I rst heard of the Net Promoter Score from Fred Reichheld, one of its co-developers, in a talk he gave at a vendor conference. When he stated that “the NPS is the best predictor of business growth,” my interest was piqued. Why? I have never found evidence in my 20+ years of experience to support that statement. Since his talk and the release of his book on the same topic, I have conducted many studies to examine the merits of the NPS claims. Additionally, other researchers, from both industry and academia, have conducted research on the NPS. Our basic conclusions: the NPS claims are not true and there are a lot of problems with their research claims. My research addressed several issues surrounding the NPS claims, not just the original claim. Based on mine and others’ research, I present my list of 5 NPS myths. Additionally, I present evidence that debunks each myth as well as what you can do to improve how you measure customer loyalty. You’ll see that the NPS is not all that it’s cracked up to be.
Russ Merz, Ph.D.'s insight:
Are you using the Net Promoter Score (NPS) to manage your customer experience programs? Your efforts may be misguided by the weaknesses of the method as revealed in this article.
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9 signs it's time to resign a client

9 signs it's time to resign a client | New Customer & Employee Management | Scoop.it
Letting go of a “problem client” is an emotional experience.How to know when it's time to stay or let go? Here are 9 signs it's time to resign a client.
Russ Merz, Ph.D.'s insight:
How do you know when its time to resign from a client relationship? here are 9 signs.
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Customer Experience Analysis: How to Retain Your Customers [Infographic]

Customer Experience Analysis: How to Retain Your Customers [Infographic] | New Customer & Employee Management | Scoop.it
Customer Behavior - Studying your current customers can help you learn what to do today to retain more revenue tomorrow.
Russ Merz, Ph.D.'s insight:
How is your customer retention program working? If you are not analyzing your customer experiences then it is probably not working well--here's why.
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Top 10 skills you need for success in digital marketing - The Economic Times

Top 10 skills you need for success in digital marketing - The Economic Times | New Customer & Employee Management | Scoop.it
Even if you are not a graduate or have no understanding of technology, you can successfully acquire digital marketing skills as long as you are committed and passionate about digital media.
Russ Merz, Ph.D.'s insight:
Do you have the top 10 skills needed for success in digital marketing? See this article to find out.
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How Retailers Use Welcome Emails to Engage Consumers [Infographic]

How Retailers Use Welcome Emails to Engage Consumers [Infographic] | New Customer & Employee Management | Scoop.it
Email Marketing - Some 62% of e-commerce marketers say they send new email subscribers some sort of welcome message within 24 hours of signing up, according to recent research from Campaigner.
Russ Merz, Ph.D.'s insight:
Are You Making the Best Use of Welcome Emails to Engage Consumers? Here's Why It's Important.
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5 Ways Customer Journey Mapping Can Transform Your Business Right Now | CustomerThink

5 Ways Customer Journey Mapping Can Transform Your Business Right Now | CustomerThink | New Customer & Employee Management | Scoop.it
Russ Merz, Ph.D.'s insight:
Know how customer journey mapping can transform your business? Here are 5 ways that may work.
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Five Steps to Service Recovery and Complaint-Handling Success [Infographic]

Five Steps to Service Recovery and Complaint-Handling Success [Infographic] | New Customer & Employee Management | Scoop.it
Customer Relationships - No business is perfect, and sometimes, a product or service fails. So, what's the best way to reach out to customers and handle their complaint?
Russ Merz, Ph.D.'s insight:
Are you happy with how customer complaints are handled by your business? Here are 5 steps you can take to improve complaint handling and minimize lost customers.
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The Top 10 Companies LinkedIn Members Want to Work For

The Top 10 Companies LinkedIn Members Want to Work For | New Customer & Employee Management | Scoop.it
Career Management - Google is the most attractive employer on LinkedIn, in that it does the best job of any major US corporation of attracting and retaining professionals, according to recent researc
Russ Merz, Ph.D.'s insight:
Do you know the top 10 most desirable companies for LinkedIn members seeking employment? See the findings of a recent research study in this article.
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A Helpful Model of the Four Stages of Personalization Maturity

A Helpful Model of the Four Stages of Personalization Maturity | New Customer & Employee Management | Scoop.it
Marketing Strategy - This maturity model can help B2B companies understand the initiatives and deliverables in each phase of personalization maturity.
Russ Merz, Ph.D.'s insight:
Are you happy with the performance of your B2B personalization efforts? Here's a maturity model you can use to assess your program and plan your next moves.
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Why Bad Customer Service Is Burning Your Bottom Line [Infographic]

Why Bad Customer Service Is Burning Your Bottom Line [Infographic] | New Customer & Employee Management | Scoop.it
Customer Relationships - Customer experience is quickly overtaking price and product as the key brand differentiator. Make sure you're not sabotaging customer experience.
Russ Merz, Ph.D.'s insight:
Do you know how bad customer service can burn your bottom line? See this article for some of the ways.
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4 Ways to Model the Buyer's Journey

4 Ways to Model the Buyer's Journey | New Customer & Employee Management | Scoop.it
Each buyer is unique, but they usually have similar journeys. Consider four buyer’s journey models to create relevant content – Content Marketing Institute
Russ Merz, Ph.D.'s insight:
Unsure How to Model Your Customer's Journey? Here are 4 Ways That Might Help.
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B2B Executives Focus on the Customer in Marketing Technology Spend - eMarketer

B2B Executives Focus on the Customer in Marketing Technology Spend - eMarketer | New Customer & Employee Management | Scoop.it
Marketing automation and CRM tools enable a new customer-centric approach
Russ Merz, Ph.D.'s insight:
Are you linking your CRM systems with marketing technology? More B2B executives focus on customer centricity in their marketing technology budgets.
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The Year Of The Customer Marketer: The State Of Customer Marketing In 2017 | CustomerThink

The Year Of The Customer Marketer: The State Of Customer Marketing In 2017 | CustomerThink | New Customer & Employee Management | Scoop.it
Russ Merz, Ph.D.'s insight:
New research in "The State Of Customer Marketing In 2017" reports "upsells", "churn" and customer satisfaction (CSAT) as top 3 customer experience (CX) metrics used by marketers. What are you using?
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UK insurers beat US for digital customer experience | Netimperative - latest digital marketing news

UK insurers beat US for digital customer experience | Netimperative - latest digital marketing news | New Customer & Employee Management | Scoop.it
Insurers in the US trail the UK when it comes to digital customer experience, according to research released today by multichannel customer service software company Eptica. US insurers successfully answered just 28% of routine questions asked via the web, social media and email – in the UK the figure was 54%. The US also lagged ... [Read more...]
Russ Merz, Ph.D.'s insight:
Research finds digital customer experience delivered by insurers in US lags UK by a wide margin.
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The RoI of RoRI

The RoI of RoRI | New Customer & Employee Management | Scoop.it
When a research department measures return on investment, satisfaction with that department goes way up.
Russ Merz, Ph.D.'s insight:
Need some reasons for calculating the return on research investment from customer insights through marketing research? See this article.
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Report: Digital marketing skill levels are declining

Report: Digital marketing skill levels are declining | New Customer & Employee Management | Scoop.it
Marketing news, voices and jobs for industry professionals. Optimized for your mobile phone.
Russ Merz, Ph.D.'s insight:
A recent research report by the Digital Marketing Institute finds digital marketing skills declining. Download the report and see how you compare.
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25 most irritating business buzzwords [INFOGRAPHIC] | Netimperative - latest digital marketing news

25 most irritating business buzzwords [INFOGRAPHIC] | Netimperative - latest digital marketing news | New Customer & Employee Management | Scoop.it
Buzzwords can help create a common language in the workplace and save time explaining concepts- but they often get overused to the point of becoming meaningless. This infographic lists some of the worst offenders to avoid. If you work in an office, you’re sure to hear countless buzzwords every day. They’ve been so engrained i
Russ Merz, Ph.D.'s insight:
Commit to memory--the 25 most annoying business buzzwords and phrases to avoid at all costs!
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Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic]

Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic] | New Customer & Employee Management | Scoop.it
Web Sites - Marketers are increasingly turning to Web personalization to engage audiences on their websites. Are you? If not, check out these reasons to consider personalization.
Russ Merz, Ph.D.'s insight:
Are you using web personalization to attract and engage your target markets? Here are some reasons why you should.
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How Twitter bios can help you find your audience

How Twitter bios can help you find your audience | New Customer & Employee Management | Scoop.it
Columnist Chris Kerns takes a deep dive into the profile descriptions for millions of Twitter users to bring you insight into why you need to look beyond just tweets to target your audience.
Russ Merz, Ph.D.'s insight:
Can Twitter profiles help you find your audience? Here's some research that suggests they can--see any problems?
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Social Media Failed To Predict #Brexit

Social Media Failed To Predict #Brexit | New Customer & Employee Management | Scoop.it
Social Media Failed To Predict #Brexit - 06/24/2016
Russ Merz, Ph.D.'s insight:
The inability of social media chatter to predict the #Brexit outcome is a clear indication of the sampling errors that plague the use of social media as a research tool. With error levels as large as those seen in this example, should brand managers feel comfortable making multi-million dollar decisions based on this type of analysis?
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The Executive’s Guide to Employee Attrition - Predictive Analytics Times - predictive analytics & big data news

The Executive’s Guide to Employee Attrition - Predictive Analytics Times - predictive analytics & big data news | New Customer & Employee Management | Scoop.it
Employee churn can be extraordinarily expensive, and incremental improvements will give big results.
Russ Merz, Ph.D.'s insight:
Want to Better Understand and Measure Employee Churn? See The Executive’s Guide to Employee Attrition.
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Best CRM Software 2016

Best CRM Software 2016 | New Customer & Employee Management | Scoop.it
Here are the best CRM software solutions for small businesses, including free options and solutions for startups and very small businesses.
Russ Merz, Ph.D.'s insight:
Are you a small business looking for the best CRM software to meet your client support needs? See this recent review article. your insight
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How to Keep Client Projects on Track [Infographic]

How to Keep Client Projects on Track [Infographic] | New Customer & Employee Management | Scoop.it
Customer Relationships - Overwhelmed by all the client projects you have to manage? Having a solid process can help you keep track of them.
Russ Merz, Ph.D.'s insight:
Looking for some ways to keep client projects on track? See this project management flow chart.
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CEOs and Social Media: What the Public Expects of Leaders [Infographic]

CEOs and Social Media: What the Public Expects of Leaders [Infographic] | New Customer & Employee Management | Scoop.it
Social Media - Nearly two-thirds of Americans say senior business leaders should have public-facing social media accounts, according to recent research from G&S Business Communications and Harris Poll.
Russ Merz, Ph.D.'s insight:
Do you think CEOs and top business leaders should have public-facing social media accounts? Here's what most Americans believe.
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Friilance's curator insight, April 28, 2016 5:53 PM

CEOs and Social Media: What the Public Expects of Leaders [Infographic]