News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Hammock Inc. / August 23, 2013
Earlier this year, Oracle created the infinity-loop graphic above to illustrate “The Customer Journey.” While customer journey mapping techniques have been around for years, our hats went off immediately to this illustration’s designer. Most customer journey maps we’ve seen in the past looked more complex and confusing than one of those infamously indecipherable Power Point slides created by the Pentagon.
The most important thing the Oracle illustration communicates is something marketers too often forget—the word “customer” can be applied to two distinct groups:Read More
Bruce Case, president, Case Design/Remodeling / REMODELING / August 3, 2013
Marketing and sales are about extending an invitation. It is our job to be clear in the invitation – what we do, what we are asking them do, what’s the personality of our business – and it is up to our potential clients to decide whether they’d like to partake. If we extend enough invitations and enough people accept, business is good. If we don’t extend enough invitations or enough people don’t appreciate what we are offering, business is bad.
Thinking this way about sales and marketing leads to subtle but important evolutions in marketing and sales approaches. Rather than using tips,Read More
Christine Crandell / Forbes / August 3, 2013
Much of today’s discussion on B2B customer experience focuses on interactions. What is the buyer doing? What content are they interacting with and where? How can sales engage with the buyer earlier? While understanding the specific actions and motivations of buyers is important to delivering a valued lifetime customer experience, it is not everything.
An area that most sellers overlook is how buyers go about establishing trust. The belief is that trust between a buyer and seller is based on chemistry, responsiveness, and the relevance and accuracy of content. That explainsRead More
Jason Kosarek / HubSpot / July 31, 2013
Inbound marketing is centered around being helpful. Instead of interrupting, tricking, or bombarding like the majority of traditional marketing avenues, inbound marketing focuses on integrating seamlessly into customers lives, and offering practical solutions.
For most businesses, nearly 25% of the traffic coming to their website is from someone looking at it on a mobile device, according to Smart Insights. This means, as inbound marketers, we need to be helpful there, too.
There is a common misconception around optimizing for mobile readers, though. You actually don’t need a separateRead More
Cynthia Henry / Hanley Wood Marketing / July 23, 2013
We all know what outstanding customer service isn’t:
An experience so bad that you are frustrated, possibly even screaming mad. An experience so bad you lose your temper and say things you didn’t intend to say to the person on the phone or behind the counter. You might even hop onto Facebook to complain to everyone you know about it.
And then what…?
Chances are high that you won’t work with that company or organization again.
Research tells us 86 percent of consumers have quit doing business with a company because of bad customer service. That’s up from 59 percent just four years ago,Read More