INBOUND19: "A new species of disruptor"

In early September, I attended the event INBOUND19 together with my two colleagues, Elin and Stellan. Along with the other 26,000+ marketers, we took part in new insights, lessons and best practices. Here are some of my reflections from our journey to Boston.

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How to succeed online? Be a butcher!

It's Friday afternoon, and I stand in the queue to my local butcher. As I approach the counter, I notice that the customer in front of me is greeted with a polite smile and the question "Should it be the usual?". "Yes please, and also some cold cuts since I have friends visiting this weekend". When it is my turn, I am greeted with a happy "Hi Anders!",  followed by a chat about my favourite football team.

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Stop asking your customers about satisfaction and expectations!

Are you tired of being asked questions from companies regarding your satisfaction and expectations? I know I am.

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Tips for creating buyer personas

The importance of the buyer persona is evident but where do you start with building one?

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Reflection on how it is to be a human being today

All companies know that business success correlates with how well a company satisfies its customers' needs. The success of Amazon, Apple and Tesla are often described as the organisation's ability to understand peoples' motivation, goals and desires. However, even though everyone is aware of the relationship between customer insights and long-term prosperity, a surprising number of companies don't know their customers.

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Is it disruptive to have satisfied customers?

In 1995, the Harvard Business Professor Clayton Christensen introduced the theory of disruptive innovation. Ever since then the term has gained popularity, and today the expression has turned into a wide term for describing innovative companies. The desire to disrupt is strong among entrepreneurs who constantly launch "the new Uber for an industry", but only a handful understand the true meaning of the concept.

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Do you understand why you should only look from the outside?

For the last couple of years, it has become common to use the expressions "outside-in" vs "inside-out" perspective. I believe it is much easier only to think outside. That way you will get the full view first, and then you can apply the implications of the outside perspective to the inside. 

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Is your company customer-centric?

What is your company’s primary focus? What is your honest reply? Many sincerely believe that they are customer-centric or focused on the customers they serve—when, in fact, they aren’t at all.

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What are B2B buyers’ biggest turnoffs?

A recent survey of some 250 buyers from a mixed range of industries and company sizes revealed what the biggest turnoffs are during the B2B buying experience. If you think for half a minute about your own buying experiences, you might be able to guess a few of them. They are unfortunately not that unusual.

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Are you aware of your customers’ micro-moments?

The use of smartphones and devices has changed our typical purchase journeys and decision making completely in the last decade. Everything from how we research brands, whom we trust, to how we compare to and purchase, has changed. So have the expectations we generally have on potential suppliers (which they very seldom fulfil), and how quickly we change allegiance if another vendor provides more effortless simplicity to us.

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How many promoters do you have?

Most brands talk about focusing on the customer and being customer centric. How true is that in your company? If you strive for getting people to recommend and promote you and your brand, you’d better make sure that your customers are delighted and satisfied.

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5 learnings from Pokémon GO on how to increase Customer Experience!

What’s the secret to launching an overnight worldwide success? 20 years of practising! Pokémon GO has done a lot of things right, and we thought it would be interesting to look into some of those things and see how we can apply them to Customer Experience and Inbound.

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Make business customer experience a human-to-human matter!

Are there humans behind the numbers or just random John Does in a procurement department? I believe they are humans, and that gives us the chance to interact with them from a Human-to-Human (H2H) perspective. I want to give you 4 critical parts in how to succeed with Inbound thinking and how to apply it to your Business Customer Experience.

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