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
John Caulfield / BUILDER / August 14, 2013
Marketplace Homes plans to experiment with a way to have a salesperson show new homes remotely.
Mike Kalis can’t figure out why builders don’t act more like retailers.
Kalis, the managing partner of Michigan-based Marketplace Homes, thinks builders, like dealers, need to extend the hours and days they make their models—which are their “stores”—available for viewing. And he believes he’s figured out a way to help builders do just that.
The 10-year-old Marketplace has made a name for itself by offering to list prospective buyers’ existing homes for 1% or lease those homesRead 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
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
Robert Minskoff, founder and President of Minskoff Growth Strategies Inc. /
I have sold to and solicited thousands of businesses in my almost two decade long sales career. Have things changed? Absolutely! Has the the buying process changed? Of course! Has social media changed the landscape? Yes! Does your buyer at that major manufacturer or mid sized accounting firm care about what you tweeted yesterday? More then likely not. Do they care if you have a blog? Probably not. Do they care what you post on your Facebook page. Not really.
The cold hard truth in today’s B2B environment is that buyers and prospective buyers want more for less to continually improve their bottomRead More