Brand Management

  • Malaysia Airlines

    Can Digital Transformation Help the Turnaround?

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    Malaysia Airlines embraced digital marketing from 2012 to 2014 by migrating to a unified marketing platform and partnering with experts. When twin disasters struck in 2014, marketing was able to communicate to customers in real time via social media.
    May. 12, 2015
    All Members
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  • IBM Watson Engagement Advisor

    Addressing Customer Support Using Cognitive Technology

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    Through its use of cognitive technology, IBM Watson Engagement Advisor is an innovative and visionary virtual assisted-service offering, an offering that can (almost) think and learn.
    Jul. 10, 2014
    Technologies
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  • Clarabridge 6.1

    Social Customer Service with Powerful Monitoring and Filtering, Deep Analysis, and Alert-Driven Customer Interaction

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    Clarabridge Analyze and Clarabridge Act monitor and analyze customer conversations on internal and social channels and provide mechanisms to interact with customers. Filtering, analysis, and classification are the strengths. Read our in-depth evaluation.
    May. 9, 2014
    Technologies
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  • My 2013 Holiday Customer Experience Heroes

    Lessons to be Learned from Customer Support at Small Companies: Standing Stone Farms and Geoff & Drew’s

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    Small businesses often provide the best customer experience because they offer a personal experience. What can your organization learn from these small companies?
    Dec. 19, 2013
    Strategies
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  • CX Audit: JCP.com

    Is Jcp.com Strong Enough to Help Save JC Penney?

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    JC Penney is in crisis. Can the 15 year-old etailing site, jcp.com, help turn around this failing American brand?
    Apr. 18, 2013
    Strategies
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  • Speakerfile’s Expert Visibility Platform

    A “Speakers’ Bureau in a Box”

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    Speakerfile software platform increases the visibility of subject matter experts and helps marketers capitalize on speaking opportunities as a component of a thought leadership or content marketing strategy.
    Jan. 10, 2013
    Strategies
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  • Facebook’s Timeline: Seductive and Dangerous?

    Applications Integrated into Timeline Track Everything that You and Your Friends Do

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    Facebook’s new Timeline is much more than a new user interface. It’s a seductive forced march designed to lead us all into a marketers’ nirvana in which our activities and life events are tracked.
    Mar. 22, 2012
    Strategies
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  • Unintended Risks of Using Facebook

    Pay Attention to What Information, and Whose Information, You Are Sharing with Whom!

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    Be a good steward of your privacy and the privacy of your friends and family members on Facebook. Learn how applications are mining and analyzing your and your friends’ Facebook behavior and what you should know about those practices.
    Mar. 8, 2012
    Strategies
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  • Groupon's New Consumer Programs

    How Do They Benefit Consumers? And What Do They Offer Merchants?

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    Groupon is trying new programs to win the loyalty and wallets of existing and new customers. But do the programs offer enough to attract customers to join? And what’s in it for the merchants?
    Mar. 1, 2012
    Strategies
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  • How Does Google’s Privacy Policy Affect You?

    It’s Time to Pay Attention to How Google Is Tracking Your Online Behavior

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    When Google announced a new unified Privacy Policy to go into effect on March 1, 2012, it caused people to stop and think about how much privacy they’re willing to trade for free search, email, YouTube, and other nifty services.
    Feb. 23, 2012
    All Members
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  • What's Your Customer Cloud Strategy?

    Twelve Customer Requirements to Include as Your Firm Migrates to Cloud Computing

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    A “customer cloud” is the virtual project space where your customers can securely access, keep track of, and manage the assets they’ve bought from you as well as any related projects in which they’re engaged.
    Feb. 9, 2012
    All Members
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  • Is Sears.com Strong Enough to Help Save Sears?

    Customer Experience Audit of Sears.com’s Capabilities to Let Customers Find and Buy What They Want and Manage Their Relationships

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    Customer Experience Audit of Sears.com’s Capabilities to Let Customers Find and Buy What They Want and Manage Their Relationships
    Jan. 19, 2012
    All Members
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  • The Next Big Thing: Customer Ecosystems

    Six Secrets for Designing Business Networks Aligned To Help Customers Get Things Done

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    Customer ecosystems are business networks that are aligned to help customers get things done—both the things they want to accomplish and the things they want to manage. We’ve found six keys to designing successful customer ecosystems.
    Jan. 12, 2012
    Strategies
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  • Brand Loyalty

    The Direct Path to Customer Satisfaction, Referrals, and Revenue

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    The combination of great products and a great customer experience will keep customers loyal to your brand.
    Oct. 6, 2011
    All Members
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  • Engage Them Early, and They'll Be Customers for Life

    Targeting College Students for Free or Discounted Products and Services Can Be a Great Customer Relationship Strategy

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    Students are an excellent audience when prospecting for loyal customers. Engage them early with great products, great deals, and a great customer experience so that they turn to your company when they graduate and are ready to become loyal to a brand.
    Sep. 22, 2011
    All Members
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  • Content Curation Evaluation Framework, Version 3

    What to Consider When Evaluating Content Curation Platforms for Marketing

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    Content curation enables marketers to associate a brand with the best thinking on an issue, monitor competitor activity, facilitate social media engagement, and foster community.
    Sep. 8, 2011
    All Members
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  • Apple Sacrifices Customer Experience for Revenue

    Lowering Customer Satisfaction by Adding Friction to a Seamless Experience

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    Apple is exacting a higher commission on digital media purchased from within publishers’ own iPhone apps, forcing them to modify the seamless customer experience. The result is angry customers and a potential hit to the Apple brand.
    Aug. 4, 2011
    All Members
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  • Key Role: SVP of Cross-Channel Customer Experience (or Equivalent)

    Patty's Dream Team: Roles and Responsibilities You'll Need for Your Customer-Centric Organization

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    What’s the one role that makes the most difference in a company’s ability to “make it easy for your customers to do business with you”? An SVP of customer experience (or equivalent).
    Jul. 28, 2011
    Strategies
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  • HiveFire's Curata Platform for B2B Content Curation

    Streamlining Multi-Channel Content Curation for B2B Marketers

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    Review of Hivefire's Curata, content curation SaaS platform for B2B marketers against Patricia Seybold Group’s evaluation framework for content curation platforms.
    May. 5, 2011
    Strategies
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  • LOUD3R Content Curation Platform

    Content Curation for Publishing Moves into Marketing with an Emphasis on Quality Content

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    Marketers developing content curation strategies can capitalize on LOUD3R’s experience in delivering high quality curated content in the publishing industry. Gain insight into LOUD3R’s product offering and how it fits marketers’ needs.
    Apr. 7, 2011
    Strategies
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