Most VoC programs start by sending out a survey and end exactly there, survey, charts, no change. That works in the short term and fails long term. Here's the five-step launch that builds VoC as a process rather than a survey project: executive sponsorship, journey mapping, close-the-loop design, quick wins, and the bigger bets to follow.
Customer Effort Score was sold as the metric that finally dethroned NPS. New independent research from Groningen, no consulting axe to grind, runs the numbers properly. The result is more interesting than either camp wants to admit.
Most leaders think of the contact centre as a cost line, not a retention engine. That's a mistake, every call is a chance to keep a customer or quietly lose one. Here are nine practical things contact centre teams can do today to stop churn at the source.
Interactive (trigger-based) marketing produces conversion rates of 45% and direct-marketing cost reductions of 35%, numbers traditional campaigns can't get near. The catch is it's much harder to set up properly. Here are the seven critical success factors that decide whether interactive marketing delivers those numbers or quietly fails, starting with the technology that makes it possible at all.
Most B2B marketing blogs are SEO bait dressed as advice. A small handful are genuinely useful, they ship tactics that work and back them with data. Here are the best of the B2B marketing blogs we actually read in 2023 (MarketingProfs, Ahrefs, Albacross, HubSpot, Backlinko and a few others), with what each one is good for and where the catches are.
HubSpot and Zoho both have free CRM tiers, and at first glance they're hard to tell apart. After running both as a real user, Zoho for years, then HubSpot, the differences sharpen up. Zoho's Leads-vs-Contacts split is genuinely confusing; HubSpot's data layout has irritations of its own. Here's the side-by-side from inside daily use.