Digital Banking: An Interview with Greg Brown, Vice President, North American Digital Product Management, BMO Financial Group
Release Date: 05/19/2023
Why New Products Fail: An Interview with Tony Ulwick, Founder and CEO, Strategyn
Customer First Thinking
For most companies new product innovation is a game of chance, resulting in many more misses than hits. The reason, according to innovation expert Tony Ulwick, is that they don’t take the time to figure out what customers actually need.
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The Power of Points: An Interview with Richard Schenker, Founder, Loyal Strategy Consulting
Customer First Thinking
Loyalty points programs are more popular than ever. The problem is they lead to transactional relationships where customers are more loyal to the program than the brand. To build true loyalty, advises loyalty expert Richard Schenker, companies must encourage ongoing engagement beyond point collection and redemption.
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Frictionless Growth: An Interview with Ryan Hamilton, Associate Professor of Marketing at Emory University, Goizueta Business School
Customer First Thinking
Rapid brand growth can sometimes lead to incompatibility between new and existing customer segments due to differing needs and expectations. Brand managers can minimize the possibility of segment conflict by anticipating and then carefully managing the relationship between them, according to leading marketing academic Ryan Hamilton.
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Customer Portfolio Management: An Interview with Michael D. Johnson, Marketing Department Chair, Wisconsin School of Business
Customer First Thinking
Marketers tend to overinvest in acquiring new buyers while trying to keep the most valuable customers from leaving. That leaves a lot of customers feeling left out. To correct this imbalance, marketers need a more systematic framework for selective investment in the most promising relationship segments based on growth potential, according to the renowned marketing academic Michael Johnson.
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The New MarTech Landscape: An Interview with Frans Riemersma, Founder, Martech Tribe
Customer First Thinking
The Martech industry is going through a radical new era of technological transformation which is changing the contours of the marketing technology landscape. A burst of AI-driven growth and innovation is not only making marketing automation tools easier to use, says Martech expert Frans Riemersma, but the evolving “marchitecture” will liberate marketers from the onerous challenges of platform integration and workflow management.
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The Future of Customer Data Management: An Interview with Chris O’Hara, Global Product Marketing Lead, SAP Data and Analytics
Customer First Thinking
Businesses today finally recognize the strategic urgency of unifying all customer data in an increasingly AI-driven world of personalized engagement. And now the data technology has matured to the point where that goal is more achievable than ever, according to SAP data expert Chris O’Hara.
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Personalization at Scale: An Interview with Mark Abraham, Global Leader, Boston Consulting Group
Customer First Thinking
Personalization at scale has long been a dream of marketers. But until recently it has been more superficial than helpful, constrained by legacy technology and processes. Today, however, AI makes it easier to do than ever before. Now the only thing holding marketers back, according to personalization expert Mark Abraham, is their campaign mindset.
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Marketing Masterminds
Customer First Thinking
Select excerpts from interviews with some of marketing’s most prominent thought leaders on the state of marketing and the need for transformational change.
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The B2B Journey Map: An Interview with Jim Tincher, President, Heart of the Customer
Customer First Thinking
B2B companies tend to be laggards when it comes to delivering a superior customer experience, focused more on selling than servicing. But as a result of digital disruption, they have finally begun to embrace the need for a better post-sale journey, according to Jim Tincher, a leading expert in B2B experience design.
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Saving Market Research: An Interview with Brett Townsend, SVP of Strategy, Quester
Customer First Thinking
The market research industry is facing an existential crisis. Brand marketers have lost faith in old school methods of research – too slow, cumbersome and costly, in their view. To regain the trust of marketers, the consumer insights industry has to modernize their practices and start delivering insights that make more of a strategic impact, says Brett Townsend, a leading market research authority.
info_outlineThe mainstream banks are facing massive disruption due to the rise of fintechs, forcing them to speed up digital transformation. Leading those efforts at BMO Financial Group is Greg Brown, whose mandate is to change how the bank does business.