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Are Patient Stories Becoming Anecdotal "Evidence" in Pharma Marketing Campaigns?

Are Patient Stories Becoming Anecdotal "Evidence" in Pharma Marketing Campaigns? | CustomerCentered | Scoop.it

Social media and real patient stories are a "match made in heaven." Combine that with a celebrity spokesperson who is also a patient or a caretaker of a patient and you got gold! 

That's how I see campaigns such as Shire's "Keep Momming," which was featured in the September 2014 issue of MM&M. According to the article (find it here), "The unbranded 'Keep Momming' campaign has more of a straightforward educational thrust: It seeks to help mothers better identify the symptoms of ADHD in young girls and to make them more cognizant of the inattentiveness aspects of ADHD (as opposed to the easier-to-spot hyperactivity ones)."

Shire, you may recall, markets Vyvanse, a drug indicated for the treatment of ADHD in children and in adults.

This campaign includes a celebrity spokesperson: actress, singer, and NFL wife, Holly Elizabeth Robinson Peete who says her daughter has ADHD. Her story is featured in a video on Shire's KeepMomming.com Website, the title of which is "Real Stories from Real Moms & Daughters."


Via Pharma Guy
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Keith McGuinness's curator insight, September 19, 2014 2:52 PM

This article is not about mbHealth per se.  But it describes how mbHealth apps are being sold to us.  Most of what glitters is not gold.  But then again, who really knows; all of the evidence is anecdotal.

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Your Salespeople Should Tell Great Customer Stories—Not Just Rattle Off ... - MarketingProfs.com (subscription)

Your Salespeople Should Tell Great Customer Stories—Not Just Rattle Off ... - MarketingProfs.com (subscription) | CustomerCentered | Scoop.it
MarketingProfs.com (subscription)
Your Salespeople Should Tell Great Customer Stories—Not Just Rattle Off ...
MarketingProfs.com (subscription)
The last person that your customers want to speak with is one of your salespeople.
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Accenture's 2014 CMO Insights Survey: Welcome to the Era of the Chief ... - Forbes

Accenture's 2014 CMO Insights Survey: Welcome to the Era of the Chief ... - Forbes | CustomerCentered | Scoop.it
Forbes
Accenture's 2014 CMO Insights Survey: Welcome to the Era of the Chief ...
Forbes
Accenture's 2014 CMO Insights survey results also illustrate just how quickly the era of the Chief Marketing Technologist has arrived.
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Did Forrester Get Its Digital Experience Wave Right?

Did Forrester Get Its Digital Experience Wave Right? | CustomerCentered | Scoop.it
If it hasn't sunk in yet for digital experience providers, let's remind them: Forrester sees no leaders in digital experience delivery platforms.
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Why The Story Of Your Brand Is Important To Your Success

Why The Story Of Your Brand Is Important To Your Success | CustomerCentered | Scoop.it

People remember stories for a lot longer than they remember corporate talk. They often don’t remember the ingredients in your product, or that it now has added fiber or even many of the new bells and whistles added.


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2DiFore Marketing Solutions's curator insight, July 21, 2014 8:42 AM

A child asks "why mommy or daddy" but "why"? No longer can your brand, your store, your website or your product compete on price alone. Why should someone do business with you or your brand? When you can create that compelling story that gets them to your door then you are successful. Be real!!

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Speed of Mobile Feedback from Customers is Increasing | Loyalty360.org

Speed of Mobile Feedback from Customers is Increasing | Loyalty360.org | CustomerCentered | Scoop.it
The speed of mobile feedback from customers is increasing as mobile marketing adoption spreads, according to Medallia’s recent release of its annual Customer Benchmark Research Study.

Michelle de Haaff, vice president of marketing for Medallia, told Loyalty360 that there were many interesting findings in the benchmark study.

“The speed at which end customers are using to provide companies with feedback using their mobile devices (via email, SMS, on websites, etc.) has increased in alignment with the general market adoption of mobile,”
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The Three lenses of innovation, CX & UX

The Three lenses of innovation, CX & UX | CustomerCentered | Scoop.it

What I’m communicating here are the three lenses through we we can see in order to create a new product, service or experience and bring it to market (innovation). I was trying to better understand the difference between the way that user-centered designers or UXers study people and how Marketers study people. There are clear differences but it goes well beyond just the quant/qual gap and so I tried to articulate those here, based not only on my own experience but also on a study I conducted in 2009 about how people understand innovation.

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RDV Weekly's curator insight, February 7, 2014 4:12 PM

CX and UX are cousins: close but not similar

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Why You Need to Know the Difference Between Customer Loyalty and Advocacy

Why You Need to Know the Difference Between Customer Loyalty and Advocacy | CustomerCentered | Scoop.it
Customer Loyalty and Advocacy are Not Interchangeable Concepts - A loyal customer is not necessarily an advocate...

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snappstare's curator insight, July 13, 2013 7:12 AM

fairly obvious, but always good to remind ourselves of the factors between loyalists and advocates of a brand

Topmostviral's curator insight, July 16, 2013 3:59 AM

Loyalty or advocacy

Cruise Line Class's comment, August 23, 2013 9:33 AM
Thank you for your insights! Donna, whether we are talking about a library or any other business. I think that it all depends on who my customers are. Who are they, what is important to them, and how can I add value. How can we as a business adapt, evolve, and respond to what our customer need from us. The art of story telling helps us to communicate in a way that we not only reach the minds of our audience...we also connect emotionally.
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Enterprise Wearables will Avoid BYOD Pitfalls

Enterprise Wearables will Avoid BYOD Pitfalls | CustomerCentered | Scoop.it
Wearable devices made for the enterprise will offer more immediate value than BYOD programs. Here's why.

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Farid Mheir's curator insight, September 10, 2014 9:06 AM

Finally the media seems to have shifted their attention from personal wearables to business-led applications of those wearables - except for yesterday's coverage of Apple iWatch. 


This article raises a good question : will you bring you wearable to work - your NFC smartphone can replace you company badge (or badges in case of consultant like me) - or will corporation issue you a company approved Google Glass or some other device? Anyone considering the introduction of wearable technology should consider this point carefully.


Say you want to introduce Google Glasses for all your field service employees so that they have access to the repair manuals and seamless hands-free communication to head-office experts for on-site support. Or you want to introduce an in-store order picking Glass solution to improve your eCommerce efficiency. Or maybe you have a use case for employee heart rate monitoring that drives a business case to reduce your insurance premiums. Short-term benefits will require you provide company issued devices - no one will buy a 1500$ Google glass today.


But in the mid-term, 2 or 3 years down the road, similar or competing devices may start to appear on the consumer market. Will you design your original solution to support BYOD or mandate the use of company devices, at the risk of alienating your employees with sub-par devices or multiple devices that are incompatible with one another?


Think about it, define a strategy and set a clear path towards it.

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Five Contextual Marketing Design Principles

Five Contextual Marketing Design Principles | CustomerCentered | Scoop.it
in this post I will elaborate on what I believe are the five key design principles to deliver on the key-capability to design & provide company (branded) touch-points. Touch-points that enable ...
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Reimagining the customer experience for the digital marketplace

The Hangout On Air will explore the how Tory Burch leveraged Google Enterprise to collaborate globally, open new stores, empower tech-savvy workers, and create a connected customer experience....
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Social Media Won't Fix Your Broken Customer Service - Forbes

Social Media Won't Fix Your Broken Customer Service - Forbes | CustomerCentered | Scoop.it
Social Media Won't Fix Your Broken Customer Service
Forbes
I've spent a lot of time working with globally recognized organizations to strengthen and refocus their customer service offerings.
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B2B fails on customer experience: News from warc.com

B2B fails on customer experience: News from warc.com | CustomerCentered | Scoop.it
The largest source of intelligence on marketing, advertising, media and research.
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Why the Secret of Customer Loyalty Is Customer Experience [Infographic] - B2B Infographic

Why the Secret of Customer Loyalty Is Customer Experience [Infographic] - B2B Infographic | CustomerCentered | Scoop.it

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How does Service Design relate to CX and UX?

How does Service Design relate to CX and UX? | CustomerCentered | Scoop.it

The field of UX will be subsumed by the field of service design as more UX practitioners take a broader view of how digital touchpoints fit into the overall customer journey. 

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5 Quick Tips For Improving Customer Service

5 Quick Tips For Improving Customer Service | CustomerCentered | Scoop.it

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Marshall Van Fleet's curator insight, March 19, 2014 8:46 AM
 

Local Community-based Small Businesses across North America, do not leverage  the true value that consistent great customer service, provides to  bottom line profitability.

 

The Big Box Stores Customers are constantly complaining about the poor customer service they receive virtually everywhere they go, this offers the independent local small business owner an advantage to capitalize on.  This is an excellent article, use the tips in your business and watch your profit margins improve...

 

Make it a great day!

 

Marshall Van Fleet

Kimberley Vico's curator insight, March 19, 2014 2:12 PM

A fine approach to your guests in business...

Marlon Saville, CAP's curator insight, August 18, 2014 12:10 PM

We ALL provide customer service.  Whether you are a mail clerk, admin, manager, or CEO your success depends on another.

 

Here are some tips you should know and if you don't - learn NOW!