Your Customer Service Sucks, But I’m Still A Customer

Last week, my commute home was interrupted. I was frustrated when my train was behind schedule, and then taken out of service.

Not in Service Yellow Line trainMy reaction was similar to the reaction of those around me. “We are all late because your trains are running behind schedule, and your response is to kick us off the train and tell us to wait for the next one? Seriously, TriMet?”

The next day, it happened again. This time we were told there were too many trains. However, our train was nearly shoulder to shoulder. Saying there were too many trains, to those of us on the train, didn’t ring true. And it underlined that TriMet didn’t care about us, a train full of riders.

Over two days, we had an awful customer experience. The first time, we felt disregarded. The second time, we felt lied to.

But today, I am drafting this post on the train, living proof not every aspect of the customer experience matters. Read more of this post

Three Ways to Break Down Barriers to Strategic Planning in B2B Marketing

BarricadesB2B marketers often face internal obstacles to strategic planning. Common barriers I outlined in Removing the Barriers to Strategic Planning in B2B Marketing are not valuing strategic planning, not having sufficient time and resources, lacking alignment around a strategy and a lack of internal expertise.

Strategic planning has to begin by addressing these barriers. As long as these issues are not addressed, your company is not ready for strategic planning.

Breaking down the barriers will likely be a bigger challenge than planning. Below are three steps you can take to begin breaking down these barriers in your organization. Read more of this post

Remove the Barriers to Strategic Planning in B2B Marketing

As B2B marketers enter the 2012 strategic planning season and begin shaping executional plans, it is important that we get it right. The goal is to create a strategy that survives the full year (and beyond) and gives you a framework for more tactical planning, execution and optimization.

Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. Read more of this post

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