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Tim Peter Thinks

Tim Peter

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May 4, 2017

13th Annual Customer Experience Conference

May 4, 2017 | By | No Comments

Tim Peter to Chair the 13th Annual Customer Experience Conference in New York City on May 4th and 5thJoin me and other advanced practitioners in customer experience at The Conference Board’s 13th Annual Customer Experience Conference, taking place at the Marriott Downtown in New York, NY on May 4-5. I’ll be chairing the event and providing opening and closing remarks each day, as well hosting some sessions throughout. The conference will focus on topics including:

  • CX and Organizational Effectiveness
  • Employee Engagement
  • Customer Feedback and Data for Results
  • Customer Journey Power
  • Digital and Social Success
  • Generational and Cultural Nuance

It would be great to see you there!

(If you or one of your colleagues are interested in attending, I can share with you the “friends of speakers” discount of $500. Just mention code FS1 when registering here: http://bit.ly/2eM5zkh).

Tim Peter

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March 23, 2017

The Retail Apocalypse? I Don’t Think So (Thinks Out Loud Episode 189)

March 23, 2017 | By | No Comments

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The Retail Apocalypse? I Don't Think So (Thinks Out Loud Episode 189)

The Retail Apocalypse? I Don’t Think So (Thinks Out Loud Episode 189) – Headlines and Show Notes

Subscribe to Thinks Out Loud

Contact information for the podcast: podcast@timpeter.com

Past Insights from Tim Peter Thinks

You might also want to check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

Technical Details for Thinks Out Loud

Recorded using an Shure SM57 microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 11m 28s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], the Google Play Store, via our dedicated podcast RSS feed )(or sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player at the top of this page.

Tim Peter

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March 3, 2017

9 Insights Into Customer Experience, Content Marketing and More: E-commerce Link Digest

March 3, 2017 | By | No Comments

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9 Insights Into Customer Experience, Content Marketing and More: E-commerce Link Digest

Howdy, Big Thinkers! Hope you’ve had an amazing week. What do you say we close it out with these 9 insights into customer experience, content marketing and more as this week’s entry into the E-commerce Link Digest series? Enjoy:

  1. In an article on Forbes, Lauren Friedman looks at “Millennials And The Digital Experience: Getting Your Digital Act Together.” Really good stuff.
  2. Of course, millennials represent a significant change for your business. But Paul Daugherty, Accenture’s Chief Technology Officer, looks at what might be an even more profound shift: “The Changing Face of Business – and the Part Artificial Intelligence Has to Play.” Fascinating post and well worth your time.
  3. Some changes are painful. Chris Isidore reports on CNN Money that “JCPenney Will Close up to 140 Stores.” But it’s worth noting that this represents more a shift in who’s winning rather than a trends away from retail altogether. For instance, in the article, Chris notes that Amazon “…expects to hire 100,000 US workers this year,” some likely for its new retail outlets like Amazon Go. One thing’s for sure. Retail will continue to see significant changes over the next few years as customers and companies alike navigate this new environment.
  4. For additional insights into how these changes might shape your world, don’t miss these 9 Great Posts Focused on Digital Transformation, Strategy, and AI from the E-commerce Link Digest series.
  5. Another great entry into the E-commerce Link Digest series offers up “13 Key Insights About Mobile Commerce, Payments, and Content Marketing” that you won’t want to miss.
  6. Hey, speaking of content marketing — see what I did there? — Arnie Kuenn has a fantastic piece over on Brand Quarterly that walks you through “Successful Content Marketing In 8 Steps.”
  7. Let’s follow that up with an entry from Thinks Out Loud, our e-commerce and digital strategy podcast, that looks at “Trends for 2017: What Your Content Marketing Strategy Looks Like.”
  8. But, wait, what’s content marketing got to do with the changes we’re seeing in the marketplace? Well, for starters, it needs to adapt, as Jayson DeMers from Forbes explains “How Content Marketing Could Change In A Wearable Technology Era.” Also, as somebody said recently, “Content is King, Customer Experience is Queen” — and both play a critical role in helping you connect with your customers.
  9. And while we’re on the topic of connecting with customers, don’t miss this look at “Improving Customer Experience in 2017: The Conference Board’s 13th Annual CX Conference” for even more insights to improve your business all year long.

If you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

Finally, you might enjoy some of these past posts from Thinks to help you build your e-commerce strategy and your digital success:

Tim Peter

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February 26, 2017

8 Outstanding Hospitality Marketing Posts Focused on Guest Experience: Hospitality Marketing Link Digest

February 26, 2017 | By | No Comments

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8 outstanding hospitality marketing posts focused on guest experience, woman shopping travel on her phone

Hey, Big Thinkers! Hope you’ve had a fantastic week. No big setup this week. Instead, we’re working to provide you a great experience by getting you right into these 8 outstanding hospitality marketing posts focused on guest experience. Enjoy:

  1. Leading off, Skift explains “What Marriott Learned From Starwood’s Loyalty and Digital Expertise.” Key insight:

    “‘Now that people are using mobile at more and more points throughout the travel process, we want to look at those points and figure out which ones we can add value to,’ [senior vice president of digital George] Corbin said. ‘To have relevance, we need to have personalization.’

    Signs of that personalization include changing the screen of the app depending on whether you have an upcoming stay, allowing guests to make service requests before they even arrive at the hotel, and making sure relevant content appears in the mobile app’s feed for guests, depending on where they are during their stay.”

    These insights align heavily with our past assessments of “Why Hotel Marketing Depends on Personalization” and “Today and Tomorrow: Mobile and The Changing Customer Journey,” which you might also want to check out when you have a moment.

  2. SEO Roundtable highlights a fairly significant user experience change as “Google Launches Hotel Rich Cards In Search Results.” These provide guests additional information about your hotel and likely represent a positive way to differentiate your property to guests — to say nothing about providing an additional revenue opportunity for Google in time.
  3. The fine folks at Fuel Travel and Flip.to —long-time friends of the blog — have new research that shows “How Hotels Can Adapt To A Dramatic 88% Drop In The Number Of Sites A Traveler Visits Before Booking.” We plan to look into these numbers in more detail over time, but it definitely signals a massive shift in what we “know” about guest behavior. And it also suggests your marketing will have to adjust to the new reality.
  4. Speaking of new research, Tnooz takes a look at “The Airbnb Effect on Hotels — Experiences, Tech Provision and Convergence.” It’s slightly disappointing that some hotel operators need Airbnb to remind them the importance of guest experience, but better to learn it there than not at all.
  5. While we’re on the topic of Airbnb, you’ll no doubt want to check out these posts that ask “What Business Is Airbnb In? Hotels? Or Hospitality?” and “How Safe Are Independent Hotels from Airbnb?”. They also uncover what the answers mean for your property.
  6. Building on the Airbnb theme, another great Fuel Travel post about “Travel Trends For 2017: Hotels Respond To OTAs & Sharing Economy” is well-worth your time.
  7. Before closing, how about we by recap some of the most popular Hospitality Marketing Link Digests of the recent past, including:
  8. Our annual recap of the HSMAI Digital Marketing Strategy Conference is coming up in just a few days, but let’s round out this week’s collection of 8 outstanding hospitality marketing posts focused on guest experience with this round-up of “8 Outstanding Lessons from the 2016 HSMAI Digital Marketing Strategy Conference” for you. Great stuff that you can put to work for your business today.

Hope you have a great week ahead, Big Thinkers!

If you’re looking for even more hospitality marketing goodness, you might also want to take a moment to review the slides from Tim’s recent seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your hotel, including:

Tim Peter

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February 3, 2017

8 Amazing AI and Customer Experience Posts For You: E-commerce Link Digest

February 3, 2017 | By | One Comment

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8 Amazing AI and Customer Experience Posts For You: E-commerce Link Digest

Hey, Big Thinkers! No big setup today, folks. Just a quick list of 8 amazing AI and customer experience posts for you. Enjoy:

  1. Kevin J. Ryan at Inc. explains “Why It Matters That Artificial Intelligence Is About to Beat the World’s Best Poker Players.” What does that have to do with your business? Well, a lot as these next few posts demonstrate.
  2. First, Entrepreneur offers an infographic that outlines “The Growth of Artificial Intelligence in E-commerce.” That’s a real business impact isn’t it?
  3. We’ve rounded up a collection of “9 Great Posts Focused on Digital Transformation, Strategy, and AI” as part of our ongoing E-commerce Link Digest series for other examples.
  4. Similarly, a recent episode of Thinks Out Loud, our e-commerce and digital strategy podcast, asks the critical question, “Voice, VR, AR, and AI: Hype or Hope for Marketers?”
  5. eConsultancy looks at “How AI Will Impact Marketing and the Customer Experience” and uncovers exactly how important AI will become.
  6. Shifting gears towards CX more fully, Sprinklr highlights “What Customer Experience Will Look Like in 2017 — and Beyond” that you’ll definitely want to check out.
  7. Meanwhile, CMO.com says, “Digital Trends 2017: Seamless CX Calls For Change.” Very true.
  8. Given all the changes you’re seeing around AI and the rise of customer experience to your success as a marketer, check out “How Can You Succeed at Digital Marketing Next Year? 17 Great Posts Offer Answers”

If you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

Finally, you might enjoy some of these past posts from Thinks to help you build your e-commerce strategy and your digital success:

Tim Peter

By

March 18, 2016

7 Super Posts About Mobile Commerce and Customer Experience: E-commerce Link Digest

March 18, 2016 | By | No Comments

7 Super Posts About Mobile Commerce and Customer Experience: E-commerce Link DigestHey Big Thinkers. Hope you’re looking forward to a fabulous weekend. To help carry you through, be sure to check out these 7 super posts about mobile commerce and customer experience. Enjoy:

  1. CMO.com says that despite the hype, marketers still are mostly fumbling around with data.
  2. There’s a ton of top-notch mobile messaging out there this week. First, Marketing Charts rounds up which digital marketing tactics are perceived to be the most effective — and difficult while Mobile Marketing Watch claims that retail marketers are set to put more money into mobile marketing in 2016. And finally, Mobile Commerce Daily lists 10 mobile metrics to measure engagement. Good stuff all around, and great evidence for why mobile may be bigger than you can think and how mobile won’t just change marketing; mobile will change the world.
  3. Marketing Insider Group asks “is content marketing more effective than native advertising?” Um… yeah it is. Don’t forget, content is still the king for a reason.
  4. CNet shows off Alexa’s new skill: voice-powered payments, just another sign as to why mobile payments will rule.
  5. Marketing Land offers a great set of 4 tips to break into the C-suite and become a chief marketing technology officer that you’ll want to review when you get a moment.
  6. Of course, when you take that leadership role, it’s critical you look after your customers. To help you do that, Mobile Commerce Daily looks at how to use app data to improve the customer experience, while Forrester’s Harley Manning recommends you don’t let volatile markets scare you away from customer experience investments. On a related note, Forbes explains why retailers must put mobile technology at heart of customer service strategy or lose out. Collectively, these articles illustrate why driving seamless experiences in 2016 remains so important.
  7. Finally, don’t miss this recent podcast episode that looks at how and why digital drives disruption as well as this round-up of 7 special digital strategy insights: the top posts of February, 2016.

If you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

Tim Peter

By

January 28, 2013

Finding and Following Your Customer’s Digital Footprint [Updated: June, 2017]

January 28, 2013 | By | 3 Comments

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4 ps of marketing for learning about your customer's digital footprintYour customer’s digital footprint represents a huge component in building an effective customer profile. I had the great privilege to guest host @IBMBigData’s weekly CXO Chat on Twitter focused on Customer Experience Optimization and how to use this footprint to build your business. The session was called Finding & Tracking Your Customer’s Digital Footprint and looked at your customers’ digital footprint and how you can leverage consumer behavior in your marketing and customer service efforts. It was an incredibly lively discussion and I learned as much as I shared.

Since we held this discussion on Twitter, my responses were limited to 140 characters or fewer. But I think that focused the discussion on the best things you can do to improve your customers’ experience using the data available to you. In the sections below, I’ve tried to capture the spirit of the session while adding some context (e.g., tweets/questions/etc. from other participants) where appropriate.

Anyway, check out the Q&A for yourself:

Can you follow your customers’ digital footprint?

  • It is possible. But first, think about what you’re collecting and why.
  • Customer relationships depend on trust. Make sure you have treated your customer data with care.
  • Have a clear sense of what’s your data (aggregate usage information, opens, clicks, shares, retweets, etc). vs. customers’. [Editor’s note: You may want to check out Why Data Matters for Marketers (Thinks Out Loud Episode 194) too.]
  • All personally identifiable information (PII) belongs to customers, always. Handle with care.
  • If you’re uncomfortable telling customers how you plan to use their data, ask yourself whether you should collect it at all.
  • RT @IBMbigdata @Marco_Saito “Capture” probably wrong verb. “Access” better. Footprint doesn’t need to be in your database…
  • Finally, remember you don’t need to know everything to know enough to help customers achieve their goals.

How can businesses track the digital footprints to profile their customer base?

  • Don’t be afraid to start small. Gather the data that will help you help your customer. [Editor: And, don’t forget, with AI For Marketers: AI Makes Big Data Little (Thinks Out Loud Episode 196)
  • Exactly: RT @DnBUS: Businesses need to rethink marketing segmentation. It’s more dynamic & individualized than trad. demos.
  • Focus on your customers’ behaviors first. They’re a better predictor of future behavior than anything else.
  • Great point. RT @Marcio_Saito Most times, more important to know which venues customer are (context) than what they said (data).
  • Ask customers permission and to volunteer additional information in exchange for content, services, utility.
  • Then (where appropriate) join those disparate data together to create a clearer picture of customers wants, needs, dreams
  • RT @ValaAfshar: Mature service orgs are using prior contact history and predictive analytics to deliver proactive services.
  • One participant on Twitter (@marksalke) asked: “But do customers/consumers care to be ‘analyzed’?”
  • My reply: @marksalke It’s an important question. Depends on how you’re going to use it. Customers want help. If if helps, then yes. If not…
  • But don’t ask customers for the things you should already know (past contact, repeated discussions, etc.)

How far back should we trace the digital footprint? Why?

  • Only go back as far as necessary to help your customers accomplish their goals. Remember trust matters more than anything.
  • Exactly right: RT @stevemassi: customer will ID themselves when theres value in it for them
  • Whenever you’re gathering customer information, ask “how does my having this help my customer?”
  • It’s very easy to slip past “helpful” and towards “creepy.” Don’t go looking for data you can’t use to help your customer.
  • @SJAbbott Seeing those trends is fine. Data in the aggregate is cool if you exclude PII. Just don’t try to mine individuals that way.

How do you use the digital footprint to personalize the customer experience?

  • Focus on behaviors first. What do your customers do? How can you enhance the experience based on what you already know. [Editor: Recommend checking out Content is King, Customer Experience is Queen (Thinks Out Loud Episode 188) and Customer Experience is Queen? What Does That Mean? (Thinks Out Loud Episode 190) for more on this topic.]
  • Tough to give examples in 140 chars, but consider the following scenarios…
  • We already know so much that we could use better. On website, what browser, referrer, geolocation, search query, etc.
  • How can you use that data to offer more relevant responses, content, experiences?
  • On social channels, activity, friends, followers, fans, etc. What do these tell us about customer wants, needs, dreams?
  • @tmustacchio It’s one approach. Though instead of “all available” data, focus on most meaningful data first.
  • Definitely. RT @IBMbigdata Use digital insight to fill in gaps in customer story to then personalize the exp
  • Great! RT @adamtoporek Blend internal data with social/public footprint for total picture. Then take WIIFM approach to cust

How do you bridge the gap between digital and physical footprints?

  • Carefully. 😉 Again easy to slip into “creepy” territory. Instead ask, “How do my customers use these channels together?”
  • Pay attention to transitions. Are customers shifting between physical/digital based on choice or frustration?
  • For many businesses mobile will be key. RT @DnBUS A5: One way to integrate physical & digital footprints: mobile.
  • Keep messages consistent across channels as people move. Help keep them from getting lost.
  • 60% of consumers between 18-34 sleep with their phone due to FOMO (fear of missing out). Offline no longer exists.
  • @SMSJOE That’s right. Customers don’t think “channel.” They think “company.” If you do it bad in one channel, it can follow you.
  • Mobile will drive much of the transition between offline and online. See here: http://ow.ly/hch4Q
  • RT DnBUS @stevemassi Good point. We must also get permission to observe mobile use & offer guidance. Understand context of use 1st
  • @marksalke @stevemassi Many already are today. Mobile doesn’t just mean your app. It’s a truly “personal” computer now.

How can businesses take advantage of digital footprints to innovate, differentiate and grow?

  • Again, think first about how it helps your customer. Use data to improve service.
  • With the rise of consumer review, photo and social sharing sites, your brand is what your customer says it is.
  • Exactly! RT DnBUS A6: Digital footprints can fuel innovation by revealing what customers need & want & what they expect from you.
  • Customers who have great experiences tell their friends. Customers with bad experience tell everyone they know.
  • Listening to what your customers’ real needs then applying those lessons will help you improve products and quality of service.
  • Yep. RT @ValaAfshar The art of building trust is to use the information *not* to manipulate, but rather to personalize and inspire.

What best practices should companies employ in leveraging and cross pollinating digital footprints?

  • Protect your customers’ private data first, last, and always. You don’t own it but it’s entrusted to your care.
  • @OBI_Creative I basically agree. But remember you have to listen deeply for what they really want, not just what they say they want.
  • @OBI_Creative Think Henry Ford’s (apocryphal) “faster horse” quote: http://ow.ly/hciUm
  • Establish and maintain cross-functional teams representing different aspects of customer journey. Avoid silos at all costs.
  • Each member of team needs to reflect context as well as content of digital footprint. How/why it matters to customer interaction.
  • @thecxguy asked: “but the question remains. What is “private”?”
  • I responded: Tricky question. Consumers will differ on where the line is, but I still believe PII is (mostly) private.
  • RT @DnBUS: Remember that each “touch”/interaction–regardless of communicating team–is a brand experience.

Should customers disguise their digital prints from businesses? Why or why not?

  • Whether they should or not, they will. Especially from companies that haven’t earned their trust.
  • Customers will increasingly protect their footprint when companies misstep. Don’t misuse what isn’t yours.
  • Customers should share their footprint but only if they receive value in exchange. Data is currency.
  • RT @thecxguy exactly. progressive biz will show their cust what data they collect, what they use it for and give option 2 opt out

It was a great session and I look forward to continuing the dialogue with this group. You should check them out, too.

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You might also want to check out these slides I had the pleasure of presenting recently about the key trends shaping marketing in the next year. Here are the slides for your reference:

Finally, you might enjoy some of these past posts from Thinks to help you build your e-commerce strategy and your digital success: