SlideShare ist ein Scribd-Unternehmen logo
1 von 27
Downloaden Sie, um offline zu lesen
DARE TO BE
DIFFERENT
PAUL LANG
& ALISTAIR NORMAN
The age old problem
Standing out of the crowd you have to be different & consistent
The 2 biggest issues facing B2B marketers today
TP & CMI research 2017
DIFFERENTIATION IS AN
AGE OLD PROBLEM
GLOBALIZATION IS DRIVING COMMODITIZATION
Beautiful accounting software
204M
Emails sent
48k
Apple app
downloads
+416k
Tinder swipes
+61k
Hours of music
on Pandora
8,333
Vine videos
4M
Google search
queries
227k
Tweets
+347k
Whats app photos
2.46M
Shared content on
Facebook
3,472
Pinterest images
pinned
1400
New blog posts
$83k
Amazon sales
216k
Instagram photos
+23k
Hours of Skype
72
Hours of new video
/100/1007
AVOID BEING ONE OF THE 70%
CONTENT MARKETING USUAL SUSPECTS
WHO DON'T HAVE A PLAN.
Either A Brand Is Different Or It Is Dead
In today’s world, everyone is searching for the same best practice. Everyone benchmarks against each other. And everyone optimizes
their communications plans. Everyone is copying each other. And so their brands are becoming clones.
EITHER A BRAND IS DIFFERENT
OR IT IS DEAD
. Sameness Strategy Threatens Brands
Our gut instinct as marketers is to go with what is working, because everything in the corporate rewards system is geared towards that:
lack of risk appetite; the quest for short term results; even performance incentives. The irony for brands of course is that the more you
embrace what works for others, the less likely those ideas are going to work for you.
SAMENESS STRATEGY
THREATENS BRANDS
The End Of The Unique Selling Proposition
Brands need to fashion their products round their viewpoints rather than looking to drive preference around their features. And that’s
led me to wonder whether, as strategists, our goal is no longer to position brands in relation to function but rather to platform brands as
promoters of a worldview, even a world change. In essence, to ditch the Unique Selling Proposition in favor of the Unique Brand
Perspective – an outlook on the world, and a hope for the future, that drives everything the brand does.
THE END OF THE UNIQUE
SELLING PROPOSITION
Is Brand Differentiation Still Possible?
There’s a shift of focus: from big picture, broad brush disruptive market plays to a new era of personalized, specific, individualized small
plays. In the new world of the quantified self and the emerging Internet Of Everything, brand differentiation today is really about what a
brand does for “me” not how it revolutionizes whole swathes of a sector.
IS CONTENT DIFFERENTIATION
STILL POSSIBLE?
➔ Nearly half (40%) of marketers think
their content is about the same as that
of their competition in the industry.
➔ 32% of marketers don’t have a
strategy in place to differentiate
themselves from the competition
➔ 69% of marketers think that the main
barrier to differentiation is planning.
SO WHAT'S OUR EXCUSE?
WE DON’T HAVE
A PLAN!
➔ 78% measure their differentiation
success through lead generation
results. Compare that to 35% of
customer retention.
➔ 31% of marketers don’t use audience
data as a tool to differentiate and 34%
of those marketers believe it’s difficult
to even access that data.
WE DON’T HAVE THE
RIGHT DATA!
WE NEED TO USE THE RIGHT
DATA TO TAKE ACTION
➔ 70% of the audience say they improve the customer experience by
differentiating their content and brand. Only 45% said is was to
differentiate from the competition.
➔ 68% of B2B companies have no idea of how good or bad their customer
experience actually is.
➔ Only 7% of marketers believes their brand’s consistency across audiences
and channels is “excellent”.
WE NEED TO DELIVER A
CONSISTENT EXPERIENCE.
HOW CAN WE ANCHOR OUR
DIFFERENCES? HOW DO WE
GET BUY-IN TO DARE TO BE
DIFFERENT?
1) Plan to be different?
2) Make your brand story aspiring & linked to your values.
3) Make your story engaging & full of conflict
4) Innovate to make small differences.
5) Commit to consistency across the whole customer experience?
1
2
3
4
5
HOW DO WE PLAN TO BE DIFFERENT?
AN EDITORIAL METHODOLOGY
HOW CAN WE INTERPRET
THE WORLD AROUND?
HOW CAN WE CREATE A
PURPOSE FOR OUR IDEAS?
HOW CAN WE CREATE A
SENSE OF CONTROL?
HOW CAN WE BE
REMEMBERED?
HOW CAN WE GET
PERSONAL?
1
2
3
/100/100
HOW DO WE INNOVATE TO BE DIFFERENT?
4
DATA INNOVATION
LEADERBOARD
4
HOW DO WE
INNOVATE TO BE DIFFERENT?
Add a Chatbot
to the website
Change
landing
pages to new
templates
25
5
Dare to be different USA Webinar Slide Deck
/100/10022
● No definition of success
● No documented strategy
● Campaign driven
● Less than 20% of budget
● Have no or basic personas
● Focus on quantity
● Opinion driven improvement
● Focus on content production
● Owned by 1 or 2 individuals
● 1 or 2 channel promotion
● Limited resource
● No Automation
● Clearly defined success measures
● Documented strategy
● Managed as a continuous business process
● More than 50% of Budget
● Deep continuous updated persona
intelligence
● Focus on the experience
● Data driven improvement
● Full organizational buying
● Multi-channel promotion
● Multi-skilled team (internal & external)
● Use automation tools
LOWER MID UPPER MID UPPER
STRATEGYTACTICS
TOE IN WATER ALL IN
HOW DO WE EXECUTE CONSISTENTLY?
LOW
5
/100/100
Customers come for
content but stay for
community.
THE LANGUAGE OF.
LEADERSHIP...
➔ Anchor your brand with content
that reinforces your purpose.
➔ Plan to be different with a
strong creative editorial
process.
➔ Ensure innovation is not just a
“big idea” but many “small
ones” driven by data.
DON’T BE A ONE HIT WONDER
➔ Commit to a business process
of delivery to achieve
consistency.
➔ Know that the whole is
experience is greater than the
individual parts.
CTA on a customer experience audit &
dare to be different conversion asset
Tomorrow People’s CX audit.
Do you have differentiated content and a stand-out
customer experience? Dive into our CX audit to find out.
A few short questions could be the difference between
grand or bland. Give it a shot…
On a scale of 0-10, we’ll ask you to rate your capability
against some key statements that will ascertain whether
or not you’re equipped to deliver a great CX.
● 0-4: Low capability and poor CX, with no strategic
drivers
● 5-7: Moderate capability, with some strategic CX
intent
● 8-10: Full capability, with a clear CX strategy in
place
We’ll then send you a personalized report with our
assessment, along pointers for improvement and
recommendations to smash your CX targets.
Dare to be different USA Webinar Slide Deck
What really counts is not how unique you are but how unique people think you are.

Weitere ähnliche Inhalte

Mehr von Tomorrow People

The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014Tomorrow People
 
OMG ROI! How Social Media Can Improve Your Marketing ROI
OMG ROI! How Social Media Can Improve Your Marketing ROIOMG ROI! How Social Media Can Improve Your Marketing ROI
OMG ROI! How Social Media Can Improve Your Marketing ROITomorrow People
 
The 3 Biggest PR Disasters Of 2013
The 3 Biggest PR Disasters Of 2013The 3 Biggest PR Disasters Of 2013
The 3 Biggest PR Disasters Of 2013Tomorrow People
 
Creating a Unified PR Strategy
Creating a Unified PR StrategyCreating a Unified PR Strategy
Creating a Unified PR StrategyTomorrow People
 
5 tops tips for improving customer retention
5 tops tips for improving customer retention5 tops tips for improving customer retention
5 tops tips for improving customer retentionTomorrow People
 
The Emerging Role of the Content Strategist
The Emerging Role of the Content StrategistThe Emerging Role of the Content Strategist
The Emerging Role of the Content StrategistTomorrow People
 

Mehr von Tomorrow People (7)

The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014The B2B Marketing Advent Calendar 2014
The B2B Marketing Advent Calendar 2014
 
OMG ROI! How Social Media Can Improve Your Marketing ROI
OMG ROI! How Social Media Can Improve Your Marketing ROIOMG ROI! How Social Media Can Improve Your Marketing ROI
OMG ROI! How Social Media Can Improve Your Marketing ROI
 
The 3 Biggest PR Disasters Of 2013
The 3 Biggest PR Disasters Of 2013The 3 Biggest PR Disasters Of 2013
The 3 Biggest PR Disasters Of 2013
 
Creating a Unified PR Strategy
Creating a Unified PR StrategyCreating a Unified PR Strategy
Creating a Unified PR Strategy
 
5 tops tips for improving customer retention
5 tops tips for improving customer retention5 tops tips for improving customer retention
5 tops tips for improving customer retention
 
The Emerging Role of the Content Strategist
The Emerging Role of the Content StrategistThe Emerging Role of the Content Strategist
The Emerging Role of the Content Strategist
 
Marketing Has Changed
Marketing Has ChangedMarketing Has Changed
Marketing Has Changed
 

Kürzlich hochgeladen

Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 

Kürzlich hochgeladen (20)

Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 

Dare to be different USA Webinar Slide Deck

  • 3. The age old problem Standing out of the crowd you have to be different & consistent The 2 biggest issues facing B2B marketers today TP & CMI research 2017 DIFFERENTIATION IS AN AGE OLD PROBLEM
  • 4. GLOBALIZATION IS DRIVING COMMODITIZATION
  • 6. 204M Emails sent 48k Apple app downloads +416k Tinder swipes +61k Hours of music on Pandora 8,333 Vine videos 4M Google search queries 227k Tweets +347k Whats app photos 2.46M Shared content on Facebook 3,472 Pinterest images pinned 1400 New blog posts $83k Amazon sales 216k Instagram photos +23k Hours of Skype 72 Hours of new video
  • 7. /100/1007 AVOID BEING ONE OF THE 70% CONTENT MARKETING USUAL SUSPECTS WHO DON'T HAVE A PLAN.
  • 8. Either A Brand Is Different Or It Is Dead In today’s world, everyone is searching for the same best practice. Everyone benchmarks against each other. And everyone optimizes their communications plans. Everyone is copying each other. And so their brands are becoming clones. EITHER A BRAND IS DIFFERENT OR IT IS DEAD
  • 9. . Sameness Strategy Threatens Brands Our gut instinct as marketers is to go with what is working, because everything in the corporate rewards system is geared towards that: lack of risk appetite; the quest for short term results; even performance incentives. The irony for brands of course is that the more you embrace what works for others, the less likely those ideas are going to work for you. SAMENESS STRATEGY THREATENS BRANDS
  • 10. The End Of The Unique Selling Proposition Brands need to fashion their products round their viewpoints rather than looking to drive preference around their features. And that’s led me to wonder whether, as strategists, our goal is no longer to position brands in relation to function but rather to platform brands as promoters of a worldview, even a world change. In essence, to ditch the Unique Selling Proposition in favor of the Unique Brand Perspective – an outlook on the world, and a hope for the future, that drives everything the brand does. THE END OF THE UNIQUE SELLING PROPOSITION
  • 11. Is Brand Differentiation Still Possible? There’s a shift of focus: from big picture, broad brush disruptive market plays to a new era of personalized, specific, individualized small plays. In the new world of the quantified self and the emerging Internet Of Everything, brand differentiation today is really about what a brand does for “me” not how it revolutionizes whole swathes of a sector. IS CONTENT DIFFERENTIATION STILL POSSIBLE?
  • 12. ➔ Nearly half (40%) of marketers think their content is about the same as that of their competition in the industry. ➔ 32% of marketers don’t have a strategy in place to differentiate themselves from the competition ➔ 69% of marketers think that the main barrier to differentiation is planning. SO WHAT'S OUR EXCUSE? WE DON’T HAVE A PLAN!
  • 13. ➔ 78% measure their differentiation success through lead generation results. Compare that to 35% of customer retention. ➔ 31% of marketers don’t use audience data as a tool to differentiate and 34% of those marketers believe it’s difficult to even access that data. WE DON’T HAVE THE RIGHT DATA! WE NEED TO USE THE RIGHT DATA TO TAKE ACTION
  • 14. ➔ 70% of the audience say they improve the customer experience by differentiating their content and brand. Only 45% said is was to differentiate from the competition. ➔ 68% of B2B companies have no idea of how good or bad their customer experience actually is. ➔ Only 7% of marketers believes their brand’s consistency across audiences and channels is “excellent”. WE NEED TO DELIVER A CONSISTENT EXPERIENCE.
  • 15. HOW CAN WE ANCHOR OUR DIFFERENCES? HOW DO WE GET BUY-IN TO DARE TO BE DIFFERENT? 1) Plan to be different? 2) Make your brand story aspiring & linked to your values. 3) Make your story engaging & full of conflict 4) Innovate to make small differences. 5) Commit to consistency across the whole customer experience? 1 2 3 4 5
  • 16. HOW DO WE PLAN TO BE DIFFERENT? AN EDITORIAL METHODOLOGY HOW CAN WE INTERPRET THE WORLD AROUND? HOW CAN WE CREATE A PURPOSE FOR OUR IDEAS? HOW CAN WE CREATE A SENSE OF CONTROL? HOW CAN WE BE REMEMBERED? HOW CAN WE GET PERSONAL? 1
  • 17. 2
  • 18. 3
  • 19. /100/100 HOW DO WE INNOVATE TO BE DIFFERENT? 4
  • 20. DATA INNOVATION LEADERBOARD 4 HOW DO WE INNOVATE TO BE DIFFERENT? Add a Chatbot to the website Change landing pages to new templates 25 5
  • 22. /100/10022 ● No definition of success ● No documented strategy ● Campaign driven ● Less than 20% of budget ● Have no or basic personas ● Focus on quantity ● Opinion driven improvement ● Focus on content production ● Owned by 1 or 2 individuals ● 1 or 2 channel promotion ● Limited resource ● No Automation ● Clearly defined success measures ● Documented strategy ● Managed as a continuous business process ● More than 50% of Budget ● Deep continuous updated persona intelligence ● Focus on the experience ● Data driven improvement ● Full organizational buying ● Multi-channel promotion ● Multi-skilled team (internal & external) ● Use automation tools LOWER MID UPPER MID UPPER STRATEGYTACTICS TOE IN WATER ALL IN HOW DO WE EXECUTE CONSISTENTLY? LOW 5
  • 23. /100/100 Customers come for content but stay for community. THE LANGUAGE OF. LEADERSHIP...
  • 24. ➔ Anchor your brand with content that reinforces your purpose. ➔ Plan to be different with a strong creative editorial process. ➔ Ensure innovation is not just a “big idea” but many “small ones” driven by data. DON’T BE A ONE HIT WONDER ➔ Commit to a business process of delivery to achieve consistency. ➔ Know that the whole is experience is greater than the individual parts.
  • 25. CTA on a customer experience audit & dare to be different conversion asset Tomorrow People’s CX audit. Do you have differentiated content and a stand-out customer experience? Dive into our CX audit to find out. A few short questions could be the difference between grand or bland. Give it a shot… On a scale of 0-10, we’ll ask you to rate your capability against some key statements that will ascertain whether or not you’re equipped to deliver a great CX. ● 0-4: Low capability and poor CX, with no strategic drivers ● 5-7: Moderate capability, with some strategic CX intent ● 8-10: Full capability, with a clear CX strategy in place We’ll then send you a personalized report with our assessment, along pointers for improvement and recommendations to smash your CX targets.
  • 27. What really counts is not how unique you are but how unique people think you are.