Nick Cerise

Still need convincing that AI should be in your marketing strategy? ADWEEK just published an eye-opening article with this vital statistic: 75% of CMOs are witnessing AI's positive impact. From optimizing data segmentation to enhancing personalization, AI is revolutionizing our industry. Despite budget constraints, AI helps us achieve more with less. Combining AI with the expertise of virtual assistants ensures that the data-driven insights have a personal touch, making the approach even more effective and affordable. AI isn't just about efficiency; it's about elevating customer experience. Embrace AI and embrace the future of marketing. Read the full article here: https://lnkd.in/d4YZtaV8 #Marketing #AI #Innovation #CMO #FutureOfMarketing

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The future of CX is here, and it’s talking back to you. NVIDIA’s Digital Humans use cutting-edge AI to create interactive avatars that feel more personal and real than ever. Imagine embedding this tech into your marketing strategy—bringing seamless, human-like interactions to every customer touchpoint. It’s not about replacing your team; it’s about supercharging the experience and boosting brand loyalty. Not ready for primetime but an interesting up-leveling using AI. #AI #newbusiness #growth #soulpurposeadvisory

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Dumping your CMO as a scapegoat for lost sales? Think again. In many cases, they're not responsible. As the shortest tenured executive at most companies, CMOs are an easy target. But cutting them may not be the right answer if other leaders are making all the client-side decisions. Perhaps it's time for more companies to consider a Fractional CMO and reevaluate who really owns sales decisions, sales leadership, and client relationships. Often, it's not the CMO's responsibility at all. #CMO #MarketingExecutive #MarketingLeader #CreativeLeader #CreativeExecutive

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As CX programs are being cut, it’s becoming clear that those focused solely on survey scores are at risk. To truly drive value, B2B CX programs must tie their efforts to financial outcomes—a critical connection many programs miss. One simple but powerful metric to consider is order velocity—the frequency of customer orders, regardless of size or type. By combining the order data with good survey questions, you can track how improved customer experiences lead to faster order velocity. While it’s not the final financial metric, it gives you an early indication of CX impact. Order velocity works especially well in industries with less frequent transactions, like B2B insurance. For example, if brokers typically average six policies yearly, an improved experience should lead to more orders the following year. If not, it could signal that your surveys aren’t targeting the right issues or that other factors, like pricing, are having a larger impact. Remember, there’s often a delay between shifts in customer attitudes and changes in behavior. In industries like health insurance, a boost in CX scores during mid-year could drive more orders by Q4. In manufacturing, the timeline might vary—tactical orders may rise quickly, while long-term sales like turbines could take years to reflect the change. For a more holistic view, pair order velocity with client-specific metrics like margin per client or number of categories ordered. Order velocity is relatively easy to track and is a great entry point for deeper insights. Reporting on this invites questions from leadership—and when the right questions are asked, it paves the way for gathering more valuable data. #CX #CXROI #Customerexperience

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Significant moves in CX/CCaaS this week: ujet.cx secures $76M in Series D funding, while Gladly raises $40M. These substantial rounds come at a moment when CCaaS growth deceleration and the upcoming AI disruption have sparked investor concerns about mid to long-term market potential. #cx #ccaas

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Inside out! While almost everyone is talking about customer facing chatbots and other AI tools, I have long advocated starting off with internally facing AI use cases. In industry jargon: EX before CX The team at T-Mobile has taken this approach, recently launching a suite of AI-powered tools dubbed "Superpowers" to empower their service teams. Among the suite of tools is: GenAI Chat (a chatbot to provide fast and accurate responses to complex queries); Promo Genius (a tool that analyses customer profiles to present the most appealing offers); and Best Action (NBA) a tool that suggests optimal customer offers for sales staff). However, not all is good. A Reddit group formed by staff shared that Superpowers has been criticised by many. Some complained about how specific they have to be with their questions to get a good output. Others say the tools are only useful when customers request direct comparisons between plans and devices. Every organisation will ultimately have to take this journey (and the associated criticism) so watch this space. Want help and guidance with AI implementation? Let's chat!

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A key trend that stands out among many from McKinsey & Company’s canonical annual research titled “Technology Trends Outlook 2024” is the rise of “agents” based on generative AI that use foundational models to execute complex, multistep workflows with independent and dynamic interactions that are not linear. While still nascent, the technology will evolve quickly with the falling incremental cost of computing, with decentralized networks such as io.net making fractionalized GPUs accessible and with open and lighter foundational models like Meta’s Llama 3.1 making customizations less compute-intensive. McKinsey’s most recent “State of AI” survey found that more than 72 percent of companies surveyed are deploying AI solutions, with a growing interest in gen AI. I can see the most obvious use case of agents in performance marketing, wherein a creative marketer works with multiple agents to optimize campaigns and ad spending based on dynamic feedback loops and real-time campaign performance. Exciting times ahead! #AIagents #DePIN #GenAIatwork #AIinmarketing https://lnkd.in/e2cp9vzJ

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AI is revolutionizing the customer experience, and leaders who understand how to harness its potential will set their companies apart. Not only can AI add a human element back into inbound calling (providing a better experience than the dreaded IVR menu system), but it can also enable outreach with natural-sounding empathy and understanding that earns customer loyalty and trust, at scale. I recently had the opportunity to experience two examples of #conversationalai technology: www.gridspace.com and www.nexa.com. To discover more benefits of conversational AI for improved #customerservice, I recommend reading this Forbes article. (Article posted in comments)

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Legacy Thinking and Process Don’t Work for AI-Powered CX A task-oriented approach has many more merits than a human-oriented strategy when it comes to contact center AI and virtual agents. Read more in the all new CX Today article by Charlie Mitchell: https://lnkd.in/grwSkMjp

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Where Complexity Thrives, Opportunity Dies. Every business is complex in its own ways - that complexity is essential to its operation - but here's the thing is, the rub - customers don't care about that complexity, if you do deliver the simplicity, ease, and empowerment that helps them get what they need to do done, feel good/smart, and see that you value them... well, they won't stay. It can be challenging for organizations to identify and pursue projects that enable them to improve their customer experience. Complexity keeps too many of the obstacles to building exceptional experiences invisible, here are 3 steps to transforming them into opportunities that unlock the power and potential of your existing investments: Unveiling the Unseen by Focussing on Outcomes that Matter: Innovating around outcomes using the the jobs-to-be-done method emerges as a key element for clarity in a world where most digital innovation initiatives deliver limited success. By shifting focus from products to the reasons customers "hire" them, this approach illuminates the path forward, transforming partial or fuzzy focus customer experience agendas into action - acceleration to launching products people need and don't want to go without. Transcend Complexity with Data: Integrating jobs-to-be-done with a set of proven CX methods reveals hidden dynamics of customer behavior transforming the success rate of innovation initiatives. This synergy helps identify critical customer jobs & needs and transform guesswork into data-driven decision-making that results in exceptional products and services. Transforming Blindspots in Own-able Opportunities that Propel Teams Forward: Our research documents that every industry has a CX Debt "fingerprint," the common issues that define a sectors shortfalls but what matters is understanding your specific blindspots, the unknowns that paralyze progress, the gaps that burn opportunity and resources. When blindspots are revealed something powerful becomes possible - infusing teams with purpose and focusing direction to innovate efficiently and outperform competitors - to win on relevance, everyday. Again, invisible obstacles and opportunities are everywhere. The goal is to reveal the hidden, imagine better, and create a map to guide to predictable success. As you strive to stay ahead in a rapidly changing market, the ability to reveal hidden insights and chart a clear course becomes invaluable. We've created a assessment tool CX blindspot based on data from our global study, you use it to start the process of revealing your blindspots, its a good way to start building a shared view of relative CX maturity within your team and organization. It takes less than 5 minutes to reflect on the gaps that are likely hiding in plain sight and holding you back: https://lnkd.in/ggEguPv9 #JobsToBeDone #BusinessStrategy #CustomerExperience #Innovation #ProductSuccess #StellarElements

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Had to share this clip from my interview with Jan Rutherford. His approach to questioning underperformance not only highlights common management oversights but also prompts a rethink of our leadership strategies. His method encourages leaders to examine whether they've set clear expectations and communicated potential consequences effectively. This conversation was a real eye-opener, reminding us of the crucial role clarity plays in team dynamics and performance. Are we as leaders doing enough to ensure our team members not only know what's expected of them but also understand their pivotal role within the organization? This discussion has certainly prompted me to revisit how I communicate with my team. #LeadershipLessons #EffectiveManagement #TeamDevelopment #FordifyLive #TheBusinessGrowthShow #podcast #businesspodcast

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The More You Automate, the More You Need to Humanize! Technology is often seen as the ultimate sales multiplier, but what if its true power lies not in replacement, but in augmentation? Perhaps the more we automate, the more we need to lean into the one thing that technology can't replicate: the human touch. 🤔 Reflect on this: 1️⃣ Where are you relying too heavily on tech to close deals? 2️⃣ How can you use automation to free up time for high-touch, high-value interactions? 3️⃣ What's the most human thing you can do today to build a connection with a customer? 💡 Tips for sales & marketing leaders: 👉 Use tech to augment, not replace, human connection: Leverage technology to enhance and support personal interactions, freeing humans to focus on high-value relationships and emotional intelligence. 👉 Focus on empathy and understanding, not just efficiency: Prioritize building genuine connections by actively listening, asking insightful questions, and showing compassion to create a deeper sense of trust and rapport. 👉 Make the most of moments that require a human touch: Capitalize on opportunities that demand emotional intelligence, creativity, and complex decision-making, using human skills to add value and build meaningful relationships. Don't let the pursuit of efficiency erase the power of human connection. #abm #marketingstrategy #saas #thoughtleadership #thethoughtleaderway

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Remember the allure of online-only business banking? Slick apps, futuristic features, and escapes from bank branch drudgery promised a financial management revolution. But for me, diving into this "future of banking" quickly turned into a frustrating reality: Shiny apps couldn't hide the cracks in the foundation. Logging in to Axos Bank for Business felt like playing login roulette with their totally outsourced banking software. Discover Financial Services held my money for inordinate periods of time without explaining it to me. Although they had nice, American-based customer service, they were totally unempowered under the fear-based management of their information security team. Brex unexpectedly informed me and other entrepreneurs that they no longer wanted us as customers, even though the platform was originally advertised for entrepreneurs. Here's the truth: Most B2B banks haven't done their branding homework. And when I say brand, I am not talking about a logo, fonts, and a tagline. According to my book, "Brand Strategy in Three Steps," branding consists of identity (who you are), intention (the promise you make to your audience), and implementation (how you keep your promise).  Let's break it down: 🚫 Identity Crisis: These banks skip step one—understanding who they serve and their core values. They throw everything at the wall, hoping something sticks, leaving businesses with a disjointed experience. 💔 Broken Promises: Step two, the "intention," is all about promises. B2B banks advertise seamless transactions, user-friendly interfaces, and cutting-edge tools. But the reality? Basic, often outsourced, online banking functionalities crumble, leaving you stranded when you need them most. 🔧 Implementation Fiasco: The final step - keeping those promises. Here's where things truly fall apart. Hidden fees become an unwelcome surprise, customer service vanishes when you need them, and the "future of banking" feels more like a bad flashback. The result? A B2B banking landscape littered with frustration and a deep sense of being let down. Businesses deserve better than empty promises and glitchy apps. My latest MarTech article shares how banks and other companies can create a compelling brand identity that aligns with customer expectations and delivers a seamless user experience that fosters loyalty and trust. #BusinessBanking #MarTech #SmallBusiness #Fintech #OnlineBanking

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Only 38% of Executives Think Their Company Delivers Great CX 😳 A new Harvard Business Review/Tata Communications study revealed a shocking disconnect between what companies think and what customers actually experience. So what's going wrong? The main issues seem to be: 🤖 Customers are frustrated by chatbots that lack nuance and personalization 💼 There's a disconnect between employee experience and customer experience But there's a silver lining - almost all companies (97%) say they're focused on improving CX in the next 12 months. Their top priorities: ✨ Making interactions more seamless across channels 🧠 Enhancing personalization 📈 Delivering more consistency The moral of the story? Companies still have a lot of work to do to truly modernize the customer experience. What do you think needs to be done?

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How KPMG’s CMO is promoting Generative AI within the consulting giant by Drew Neisser 𝗧𝗵𝗶𝘀 𝗾𝘂𝗼𝘁𝗲 𝘀𝘁𝗮𝗻𝗱𝘀 𝗼𝘂𝘁: "We’ve realized that AI won’t replace humans—but humans using AI will replace those who aren’t." I applaud Lauren Wagner Boyman’s commitment to upskilling the marketing team's AI acumen. This is the necessary step to transform business as usual in an AI world. I'm curious how your company prepares its workforce to incorporate AI into your team members' everyday work.  Comment below ⤵️

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Ready to leverage the power of AI for social good? The PRISM Framework is your roadmap to ethical and effective AI adoption. This comprehensive guide, developed by the Schwab Foundation, Microsoft, and EY, offers practical steps for CMOs. Learn how to align AI with your organization's impact goals, choose the right adoption pathway, and address ethical considerations. Start small, prove the value of AI, and scale up as your team gains confidence. Don't miss this opportunity to drive profits and make a positive impact. Read the full article to discover how the PRISM Framework can revolutionize your marketing. 🔗 https://lnkd.in/guMi-uUP #AI #Marketing #Ethics #Innovation #SocialImpact Read more on the AI Marketing HUB.

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Simple and easy to understand way to help teams and leaders make decisions.

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“The Growth Fairy” - new cartoon and post https://lnkd.in/ga_AK7EW I was struck by an observation from J. Walker Smith, Chief Knowledge Officer at Kantar: “The foundational prerequisite of growth is the courage to grow. Impediments to growth sit within a company itself. Growth is rarely hostage to the marketplace.” I like the idea that a brand is not “hostage to the marketplace” — that marketers can take agency for brand results separate from what’s happening in the outside world. There has always been myth-making and wish-casting in what it actually takes for a brand to grow. Thanks to the work of Kantar and others, we have more data-driven resources to help guide our approach. A few months ago, Kantar released the results of a giant research study into what they believe drives brand growth — an analysis of 6.5 billion global attitudinal and shopper data points from the last 10 years. Kantar’s big takeaway is that “brands that are ‘meaningfully different’ to ‘more people’ command 5X penetration today and real advantage in penetration growth over the next two years.” They expand this into three simple rules for growth: 1) predispose more people, 2) be more present, and 3) find new space. It’s been 14 years since Byron Sharp of Ehrenberg-Bass wrote “How Brands Grow” and famously challenged the idea of “meaningful differentiation”: “Rather than striving for meaningful, perceived differentiation, marketers should seek meaningless distinctiveness. Branding lasts, differentiation doesn’t.” I find it interesting that Kantar reaches a different conclusion than Ehrenberg-Bass on the importance of differentiation. In marketing, like other areas of business, reasonable people can disagree. It’s a reminder that ultimately there’s no one-size-fits-all strategy for growth. But it’s all better than placing our hopes on the Growth Fairy. For related cartoons and all the links in this post, click here: https://lnkd.in/ga_AK7EW To sign up for my weekly marketoon email newsletter, click here: https://lnkd.in/gteDRRTd #marketing #cartoon #marketoon

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