The CXM Experience

It's June, which means it's pride month, which means we're all being bombarded by rainbow-festooned corporate logos. But does that really help? Or is it just another example of “woke washing,” the brand pandering that occurs when marketing and social movements collide. The amazing Katie Martell is back with some brilliant insights as we look at alternatives to rainbow logos — alternatives that could make a much bigger impact on individuals, corporations, and communities. https://www.katie-martell.com/ https://www.copernicanshift.com/episode-194-how-to-really-celebrate-pride-month/

We've all heard them. Those iconic sounds that tell us our computer is starting, or we're about to start binge watching Netflix. They're sometimes subtle, sometimes more obvious, but always closely associated with a brand experience. Today we explore the power of sonic branding, with real examples and a brief diversion into creating a sonic brand for The Copernican Shift. Visit the Copernican Shift blog post for more links and resources: https://www.copernicanshift.com/episode-193-the-magic-of-sonic-branding/

The challenge with marketing is that we all think we know our products and services better than anyone. But do we? In today's episode we learn why we need to get out of our own heads and think like our customers. The results might surprise you.

We're not always great at seeing or predicting the future, mainly because of our tendency to apply familiar (and often outdated) concepts to new ideas. We're stuck in our well-worn business ruts, too focused on the day-to-day minutia to notice inflection points that create real opportunities for innovation. The streaming services we all know and love are ripe for just this kind of forward thinking.

Your business is too complex. That's because complexity sneaks into all of our workplaces, whether we want it to or not. It's a hidden problem that's hurting productivity and frustrating customers.  Keep it simple (or, at least, simpler) by focusing on the customer, and understanding what they want to buy from you, and why they want to buy it.

Eating cereal can be more than just... eating cereal. For proof, look no further than Obo, makers of a bowl that transforms cereal from a meal to an experience. There's a valuable lesson here — no matter how mundane your product or service, you absolutely must provide the best experience possible. If a cereal bowl can do it, so can you.

Today we learn about marketing from everyone's favorite mentor and football coach, Ted Lasso. That's right, coach Lasso teaches us about brand authenticity, and why it's so important in today's hyper-connected, UGC content-fueled environment. Smells like potential.

We kick things off with energy — specifically energy companies, and how they're using social media and other modern channels to gather information and manage communication during power-disrupting storms. Then we grab our (virtual) VR headsets and make our first foray into the metaverse. We'll cut through the hype and explore exactly what the metaverse means for brands. Is it a fad? Or the future of digital marketing?

That's right. We're now The Copernican Shift podcast (formerly the Unified-CXM Experience). And although we've changed the name, we haven't changed the format. We'll still feature some of the top marketing guests on the planet, and generally continue to challenge your perspectives about marketing, advertising, and digital channels. I've talked about the Copernican Shift before, but in this episode we go a little deeper into exactly what that means, and why it's critical for marketers to understand. The Copernican Shift. Mapping perception to reality since 1543.

Gathering customer insights is so important we're doing a second show about it. In this follow-up podcast to my discussion with Sonia Sahney, I go into more detail about the time I literally went into people's homes and watched them do their laundry. It's taking customer insights to the extreme, and it's a valuable lesson on how our preconceptions can negatively impact our marketing strategies.

The key to being customer centric is understanding your customers. And the best way for you, as a marketer, to understand your customer is to leave the friendly confines of your office or Zoom call and actually engage with the people you're trying to market to. Sonia Sahney of GE Healthcare joins me for a discussion about customer insight, and ways to help your customers better understand their customers. Sonia is the CMO of Molecular Imaging at GE Healthcare. You can find her on LinkedIn.

B2B buyers are overwhelmed. According to Gartner, 77% of B2B buyers said their latest purchase was complex or difficult. And, sadly, we're not doing enough to make the process easier. B2B marketing strategist Ardath Albee joins me with insights on what we can do improve the buying process, close more deals, and make our customers happier. You can follow Ardath on LinkedIn.

We all say we put the customer first, but what does that really mean? What actions are you actually taking that show the customer how important they really are? In today's episode, Michelle Chiantera, CMO at Corel, talks with me about the stories we tell to our customers, and how those stories can translate into real action. You can follow Michelle on LinkedIn

Do you understand the product or service you're selling? I mean, really understand it? I'm often surprised by the number of marketers who have never actually used the product they're marketing — maybe have never talked with anyone who has.  Annie Wissner, CMO at Whispir, leads by example to make sure the Whispir marketing team knows the product inside and out. This knowledge generates excitement, enables the team to truly add value for their customers, and is a perfect example of transformation in action. You can follow Annie on LinkedIn.

Review sites are probably among the first places your prospects go when researching your product or service, and yet these sites are typically an afterthought in most marketing plans. It doesn't need to be that way. In today's episode, Yoli Chisholm joins me to discuss tips and tricks for getting the most value out of B2B and B2C review sites. Yoli Chisholm is CMO at Venn. You can follow her on LinkedIn.

We're back with our continuing Modern Marketing Plan series. Today it's all about analyst relations, a critical, yet often overlooked, part of your marketing plan. Drew Tambling, director of analyst and influencer relations at Sprinklr, steps through why it's so important, how to get started, and explains why you should probably increase your analyst relations investment. You can follow Drew on LinkedIn.

Ever wonder what's going through the mind of a CMO? The issues they're thinking about, and the problems keeping them up at night? Resident expert Marshall Kirkpatrick wondered too. So he fired up a few of his research tools (including Sprinklr, of course) and spent some time scouring the Internet to learn what CMOs are reading, and what they're posting about. It's an insightful glimpse into the key trends in marketing today.

Jordan Neuhauser, CMO at Trulli Audio, has a passion for music that is matched only by his passion for authentic customer engagement. In today's episode Jordan and I talk about how Trulli Audio is listening to customers, and — most importantly — reacting quickly and authentically, with personal engagement that reinforces the brand, and creates fans for life. If you're looking to improve your customer engagement strategies, this episode will be music to your ears. You can follow Jordan on LinkedIn.

The key to success for a marketer is to always be learning. And the key to learning is to read. In today's episode I review some of my favorite marketing and advertising books — from new releases to timeless classics. Add a few of these to your reading list and your career with thank you. You can find the complete list on my blog.

Continuing our modern marketing plan series, we're looking at the 3rd Moment of Truth — the immediate reaction of a customer actually trying your product or service. It's the moment (or moments, for a complex product) that either keeps your customer coming back for more, or sees them heading for the exits.

In part 2 of my conversation with influencer relations expert, Marshall Kirkpatrick, we answer the pivotal question, “why do I even need an influencer marketing program?” Then we move on to the third — and most important — stage of building your influencer relations program: collaboration. Finally, it's a brief detour to discover what we can all learn from The Marvelous Mrs. Maisel. Marshall Kirkpatrick is a social data innovator, and VP of Market Research at Sprinklr. Follow him on Twitter.

Authentic, genuine relationships between brands and influencers can benefit everyone involved. The brand learns about the market, and the market learns about the brand. Win, win. In today's episode I talk with influencer relations expert Marshall Kirkpatrick about the three stages of building an influencer relations program. Marshall Kirkpatrick is a social data innovator, and VP of Market Research at Sprinklr. Follow him on Twitter at https://twitter.com/marshallk

We're taking a quick break from our Modern Marketing Plan series to talk about a fascinating article I recently read: “The Blandscape of B2B Marketing Content Needs a Bit of Emotion,” written by Ardath Albee. It's an insightful look at ways to address the complexity of B2B selling, and more than worthy of a Unified-CXM episode.  You can take a look at Ardath Albee's article here: https://customerthink.com/the-blandscape-of-b2b-marketing-content-needs-a-bit-of-emotion/

Part 2 of our deep dive into the modern marketing plan where we explore the “First Moment of Truth,” the point in time when a potential customer first encounters your product. In today's episode we'll dig into this classic marketing touch point, and then transmute it from the grocery aisle to modern channels. Plus, a quick detour into the world of SEO and SEM.

We're well into the 20th century, so why are so many marketers stuck in an outdated broadcast marketing mentality? Today we kick off a multi-part series where we'll look at the marketing plan of the future (well, the present, really), and why you need to shift your thinking from a broadcast focus, to a conversation focus. It's all about the “moment of truth” — that point in time when consumers make a choice about your product or service. Welcome to 2022!

Everyone loves a parade. Including me. Today we talk about my own participation in the venerable Macy's Thanksgiving Day Parade, and why process, organization, and workflow are so valuable when building customer experiences. Because you've got to get the little things right, in order for your customers to enjoy the big things.

We all say we're customer centric, but are we really? Today's episode is all about the customer, specifically the voice of the customer. We'll look at how best to listen and engage, how to manage thousands of pieces of outbound content, and how omni-channel care can provide a unified view of every individual customer.

That's right. A whole year. 167 episodes, and we're still going strong. In fact, we're just getting started. So, with a year under our belt it seemed like it was about time for an episode...about time. Literally. Because time is a precious commodity, and a key ingredient of stellar customer experiences.

It's marketing day on the Unified-CXM Experience as we explore a gem of an advertising campaign. It's packed with beautiful people, beautiful art, and beautiful cinematography. It's a feast for the eyes and ears, and a great example of blending a historic past and a contemporary campaign to create a compelling brand experience.  See the video here: https://youtu.be/ZOXO1Cyu1WY

The average marketing department has 91 martech point solutions. And I have yet to meet anyone who doesn't think that number is too high? So, how did we get here? It's not because we're making bad decisions. But it might be that we're approaching the decision-making process all wrong.  In today's episode we look at employee empowerment, the challenges of disjointed departmental solutions, and how to make better decisions that benefit the entire organization.

We talk a lot about CXM on this podcast, which makes perfect sense — it is the “Unified-CXM Experience” podcast, after all. But it occurred to me recently that we might not be on the same page when it comes to understanding the nuances of CXM. So, in an effort to achieve total CXM harmony, we're going back to basics today.

A hundred years ago, when you walked into a shop, the shopkeeper probably knew you. He knew what you liked, knew what you just purchased, and knew what you might purchase again. It was a relationship built on knowledge and trust, and it benefited both the seller and the consumer. Today, with most brands, we're largely anonymous. Whether it's brick-and-mortar or online, most sellers have no clue who I am. But it doesn't have to be that way… and shouldn't be that way. I call this “marketing amnesia,” and today's episode we're going to talk about the causes, and the cure.

We've entered the conversational era of marketing. Unfortunately, too many marketers are stuck in the broadcast world of mass email blasts and anonymous ads. It's time to change, and we can start by taking a cue from comedians. Yes, comedians. They happen to be brilliant communicators who have mastered the art of conversational marketing (whether they know it or not).

A recent Forrester study found that 82% of firms said CX is a top priority, but only 46% feel they're getting a comprehensive view of their customers. In today's podcast I talk with Maxie Schmidt-Subramanian, VP and Principal Analyst at Forrester, about the journey to great CXM, and how to give your organization a competitive advantage. Watch the webinar, and download the full Forrester study here:https://www.sprinklr.com/resources/boost-experience-success-register/ Maxie Schmidt is a principal analyst serving CX professionals. She leads Forrester's research on CX measurement programs.

Three customer experiences for the price of one. We start with a brilliantly-designed pancake batter container, move on to a customer support story featuring missing bricks, and end with a not-so-great headphone repair.  It's pancakes, pieces, and pods as we explore how small interactions can make a big difference.

The way we communicate has constantly evolved since we first drew on cave walls. It's always changing. So why are we so resistant to these new channels when they first appear? Whether it's TV in the 1940s, the Internet 50 years later, or social media today, too many marketers take too long to embrace new channels (to their detriment, I might add). In today's episode, we explore the history of advertising and mass marketing, The evolution of modern channels, and how looking back can help us to look forward.

Today we go full meta, with a podcast about... podcasts. Justin Shriber, CMO at People.ai, joins me to talk about how their Legends of Sales and Marketing podcast drives lead generation and creates personal connections with industry leaders. From there we explore the most important attributes of a sales leader, and finish up with a life lesson derived from a Steven Spielberg movie quote.    You can find Justin at: www.linkedin.com/in/justinshriber/  www.people.ai www.people.ai/legends

Increasingly, customers are holding us to a higher standard. That's why unified is better than integrated. Unified-CXM breaks down silos and provides a single view of your customers, enabling you to identify customer issues, and take appropriate action.

Whether you're selling B2B, or B2C, you're selling to people. Often the same people. And these people appreciate rewarding experiences and responsive brands. In today's episode we look at the intersection of B2B and B2C, and how a truly unified customer experience can make your customers happier.

Collecting, managing, and applying feedback is a critical piece of the CX process. In today's summer flashback episode I go back to my P&G days to regale you with a story about marketing recommendations, and the gift of honest, unfiltered feedback.

It's an exciting time to be in marketing. Organizations are finally waking up to the fact that their brand isn't what they say it is. Their brand is a reflection of the experiences they land with their customers. In this Adweek webinar, Danny Wright and I talk about the three fundamental shifts that are transforming customer expectations, and the steps you can take to make your customers happier. Danny Wright is the Chief Brand Officer at Adweek. Find him on LinkedIn at:https://www.linkedin.com/in/dannywright/

I've said this before (and I'll probably say it again), but there has never been a better time to be a marketer. In this MarketingProfs webinar, Valerie Witt and I explore the merging of mass reach with 1:1 engagement — a sea change that gives brands unprecedented marketing potential. You'll hear examples of how leading brands have implemented mass 1:1 marketing, and learn the steps you can take to copy their success.   Or, watch the webinar here: How the World's Greatest Brands to Mass 1:1 Marketing

Your brand is not what you say it is. Your brand is what your customers think it is. And that's built on experiences, including purchasing, support, and customer care. In part 2 of my discussion with Rob Harles we talk about our unhealthy obsession with scale, and why we need to spend more time listening, engaging, and communicating with our brand communities. Rob Harles is the Global Lead for Modern & Emerging Channels for Accenture Interactive. You can find him on LinkedIn https://www.linkedin.com/in/robharles/ or Twitter https://twitter.com/robharles

Have we lost sight of why we're focused on the customer experience in the first place? In today's episode, Rob Harles and I take a walk in our customers' shoes to discover how to make the customer experience human again.  Rob Harles is the Global Lead for Modern & Emerging Channels for Accenture Interactive. You can find him on LinkedIn https://www.linkedin.com/in/robharles/ or Twitter https://twitter.com/robharles

Customer communication preferences have changed. And the pace of change has only accelerated during the past year. In this CX Network Live webinar, Georgina Wilczek and I talk about how to have meaningful conversations with your customers, and why great customer service must integrate all communication channels. CX Network Live: https://www.cxnetwork.com/events-cxn-live-contact-centers/agenda/day-one

In today's episode we imagine a richer, more satisfying retail shopping experience. An experience where we're known, valued, and appreciated. Is that too much to ask? (spoiler alert: no).  Today we're talking about the Apple Store.

Feeling overwhelmed? You're not alone. Today Neha and I tackle stress, provide some thoughts on how to manage a jam-packed schedule, and explain why multitasking isn't really a thing. All of this, and a couple of breathing exercises to keep you on track.

Selling has always been about relationships. But on social media, this concept is generally ignored. Twitter, LinkedIn, and Facebook become the equivalent of the non-stick pan guy at the state fair, making as much noise as possible to get attention. On today's episode, Dennis Mathew and I talk about how to create genuine, authentic social selling relationships that will benefit your customers — and you. Dennis Mathew is a social media and marketing consultant. Find him at:  https://theclassicpartnership.com

We talk a lot about experiences, but today is where the rubber meets the road. Literally. Continuing on our “Imagine” series, I look at a product that really hasn't changed much in the last 70 years  — tires. They're among the most important safety features of our cars, and they're ripe for CX transformation. Because so much is riding on your tires.

We're finally getting around to an episode on… procrastination. Neha and I explore why we put off those things we know we should be doing. And we start it all with an invigorating breathing exercise that will give you the energy to tackle those tasks you've been ignoring for far too long.

A recent Forrester study found that 82% of decision makers say that CX is a top priority. But that same study found that most brands are struggling to know where to start. To help kickstart this process, we're introducing a multi-part series I'm calling “Imagine” — a creative look at how brands could fully embrace CX. We start the series with a look at hotels, and some imaginative ways they could completely transform the customer experience.