Become a CX Conductor: Breaking Down IT Vendor and Partner Silos

Posted by Brandon Mills on Thu, Mar 03, 2016

Truth or myth: High-tech vendors have little power to influence the customer experience when selling through channel partners?

For high-tech marketing and sales professionals who think that this is a truth, shame on them. High-tech vendors can, and absolutely should, influence their end customers’ experiences when they purchase products or services from a channel partner. I’m not saying that it’s easy, since the partner often “owns” the customer relationship, and in many cases, vendors have limited engagement with the buyers and users of their products or services. However, in today’s hyper-competitive IT market, vendors must protect their brands and deliver on their value propositions regardless of their channel strategy.  


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Three Ways to Jump-Start Your VoC Program

Posted by Will Carter on Tue, Sep 03, 2013

“How can my company accelerate its Voice of Customer program to meet rapidly changing customer needs, constant innovation and diminishing resources?” 

It’s encouraging to see increased attention paid to Voice of Customer (VoC) programs. Asked where marketing and sales collaboration most needed to improve, more attendees at a recent Global BMA Conference selected "customer and competitor insights" than any other issue—including traditional marketing stalwarts such as branding and value proposition.


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Four Ways to Link GTM Strategy and Customer Experience Improvements

Posted by Erik Long on Thu, May 09, 2013

A prospective client recently lamented that his company doesn’t have the capabilities and processes in place to ensure delivery of a consistent, high-quality customer experience across a range of channels. This got me thinking about the best ways to connect customer experience and go-to-market (GTM) strategy. 


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