Brilliant Reads: The power of customer journey maps, cognitive diversity and Obama on books
Welcome to Brilliant Reads. This week we’re discussing how customer journey mapping can transform a business, the digital gulf challenging B2Bs and why we need a culture of cognitive diversity.
Make your customer experience brilliant across all touchpoints
Your customer must be at the heart of everything you do. Mapping customer journeys reveals what your customers are doing, thinking and feeling at each touchpoint across your business.
If you build on this valuable insight, you can transform your business and create a robust customer-focused culture. Customer journey mapping drives growth and operational efficiency, it inspires collaboration and culture change, supports constant improvement, improves marketing communications and supports smart investment.
Get in touch with us to apply for a place at our upcoming customer journey mapping event, featuring Iain Noakes, chief customer journey officer at The Economist. Places for the event are strictly limited and reserved for senior brand decision makers.
Six ways Customer Journey Mapping will transform your business
Brilliant Noise 4 mins
How to build a business case for customer journey mapping
Many companies are still unsure of the business case for customer journey mapping. This piece explains the three metrics you can use to develop a framework to measure the impact of better customer experience for digital products or experiences.
Firstly, higher customer satisfaction drives repeat business and higher customer lifetime value. Higher adoption of a digital interaction, such as a new web page or app, drives higher revenue or lower cost. And, lastly, higher customer satisfaction drives referrals and lowers acquisition costs.
It’s mindset over matter when driving growth
The secret weapon leading marketers use to drive growth? A digital mindset. They realise the need to let go of traditional marketing and measurement practices, in an increasingly mobile world.
Google and Econsultancy found that market leaders shared several common attributes. These were a focus on metrics that matter such as sales and profits, the use of new tools to bridge gaps in measurement and the encouragement of experimentation to help answer questions.
Mindset Matters: How leading marketers are driving growth
ThinkwithGoogle 2 mins
The digital gulf between B2Bs and B2Cs
In McKinsey’s Digital Quotient assessment, B2Bs fall behind B2Cs. B2Bs are challenged by customers using digital tools to research and purchase products as part of an often incredibly complex buying journey.
The four areas where B2Bs lag are strategy, organisation, capabilities and culture. B2Bs often treat overall strategy and digital strategy differently and most haven’t mobilised their organisations around digital tools and data. They aren’t using social or digital content as effectively as their counterparts and, for a third of B2B companies, it takes over a year to implement a new digital idea.
Measuring B2B’s digital gap
McKinsey 5 mins
Why we need to create a culture of cognitive diversity
We’re more aware than ever of mental health issues at work. We have articles and campaigns calling for better policies, the removal of stigma and a change in toxic long hour cultures. Yet, what really changes?
This piece takes a frank look at mental health issues and the obstacles preventing tangible change. Our CEO, Antony Mayfield, argues that leaders need to consider wellness as part of the broader strategic imperative of developing cognitive diversity.
To encourage diversity, leaders must consider: hiring for diversity (show talented people who have different needs they will thrive); promote openness and acceptance; embed policies that support different ways of working; and instil a culture of flexible workspaces and practices.
Why cognitive diversity needs to be accepted in our culture
Huffington Post 4 mins
Obama: the power of books to bridge divides and expose truths
Barack Obama is a man fundamentally shaped by reading and writing. Baldwin and Ellison guided him through his teenage years, Sartre tested his beliefs in college and Shakespeare provided a sobering appreciation of human behaviour and patterns which replay throughout history.
Reading the presidential biographies provided context to counter such thought processes as: “whatever’s going on right now is uniquely disastrous or amazing or difficult”. His view of history, optimism and democracy is grounded in his reading.
He sees novels as providing a bridge that might stretch across divides and be “a reminder of the truths under the surface of what we argue about every day.” He hopes to use his presidential center website “to widen the audience for good books” and encourage the public to engage in conversation about books.
Obama’s Secret to Surviving the White House Years: Books
New York Times 10 mins