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Viewpoints

CRM and the Psychology of Relationships

Building customer trust and loyalty often boils down to one key thing.

Empathy as a Business Tool: Thinking From the Customer’s Perspective

Sometimes what truly keeps customers happy and coming back is emphasizing—and empathizing with—their needs.

Relationship Marketing and the Art of the Post-Purchase Marketing Funnel

The sell doesn't end after the sale. Here's what agencies should do to keep customers engaged and invested in their products.

Why You Need a 360-Degree Customer View

Brands that can maintain a 360-degree view of customers are able to thrive in the new data-driven climate and provide a superior customer experience.

How an Open Standard for Data Sharing Benefits Retailers and Consumers

There's an opportunity for a win-win situation among retailers and customers if agency and data control is returned to the consumer, which would mean greater privacy while also giving brands a greater understanding of who is buying their products and services.

The Real Truth About Partnering with Customers

What is it to partner with a customer? What does it require and what does it produce? These are increasingly vital questions to ask and answer in today's complex world and business environment.

Why Your Marketing Content Ranks High but Your Content Experience Ranks Low

High-quality content will have less of an impact if the experience around it is poor. Here are two common problems and ways to avoid them.

5 Factors for Balancing Automation and the Human Touch for Superior CX

It's a question of balance: Navigating properly between automation and the human touch can create impactful customer experiences at scale.

6 Steps to Launching Your Customer Health Dashboard

Creating an effective customer health score and supporting dashboard is not a one-time project. It requires significant strategic planning behind the scenes and will need iteration as your company and customers change.

The 7 Styles of Listening—and How They Can (or Can’t) Help You Close Deals

For salespeople, being a good listener means closing more deals and meeting revenue goals. But not all styles of listening are equal.

All Marketing Should Be Like Developer Marketing

Making your product or service the solution to their problem works with the development community. Why isn't this authentic and informative approach applied to all types of marketing?

5 Strategies to Improve Marketing Effectiveness This Year

Businesses need to look for innovative ways to measure and optimize marketing effectiveness across channels and up and down the funnel.

How B2B Businesses Can Successfully Move to a D2C Model

As more consumers conduct business online, more companies are striving to cut out the middleman and engage end customers directly.

Why Your Business Needs a CX Shakeup, Stat

Customer and company perceptions still don't match up.

4 Trends for Personalizing the Consumer Experience

Adapting to the new normal means embracing key tactics that can enhance digital marketing and help you reach your target audience.

AI’s Untapped Potential for CRM—and Why It Starts With IT

AI for CRM has evolved in a huge way, and it's time for IT to know about it.

Don’t Think Providing Real-Time Sales Feedback Is Doable? Think Again.

Event-based, one-size-fits-all, just-in-case coaching models—or training models, for that matter—are better left in the past.

Meet Customer Expectations Now with Experiential Sales Programs

Engage prospective customers by developing a hands-on product experience early in the buying cycle, with technologies like 3-D or virtual reality or with hybrid physical-digital events.

CRM Integration Equals Better Cross-Team Collaboration

Having an integrated CRM will reduce organizational silos, save time, and provide in-depth customer understanding across teams. Plus, 4 key business areas to focus on first.

How Augmented Reality Is Shaping the Future of In-Person Service

Augmented reality is enabling field service technicians around the world to work more efficiently, whether in the field or remote.