When was the last time you went somewhere new without a map? How lost did you get? Since the advent of smartphone GPS navigation, it’s become startlingly clear how much easier maps make our lives.

Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds. A growing recognition of a gap ...

Process mapping is a vital technique for visualizing and understanding business processes. It allows you to outline each step involved in a workflow, effectively transforming the invisible into the ...

In the 2022 Digital-First Customer Experience Report, NICE asked consumers and senior decision-makers what they believe is working in digital-first customer journeys. Unsurprisingly, the report ...

Customer value mapping is an established concept and has various definitions. Unfortunately, many companies get lost with customer value mapping. Too often, the exercise becomes entirely focused on a ...

Recently, the discussion of customer experience and experience design has been omnipresent, with marketers hyper-focused on creating the best experience for customers, thus competing not only within ...

In my last article, I discussed why a dedicated Customer Success (CS) department is essential for B2B service organizations, especially those in technology and SaaS. We covered the strategic role of ...

Today’s business environment is tough — as such, customer success has become a crucial aspect of generating revenue. It’s no longer enough to simply acquire new customers; retaining and expanding ...

DR: Each year, B2B Marketing runs something called the Trend Tracker. Basically, this is a survey that seeks to understand what specific areas B2B marketers will be focused on in the year ahead. In ...