New Book by @eholtzclaw Turns Consumer Analysis Inside Out

Erick V. Holtzclaw’s new book, Laddering: Unlocking the Potential of Consumer Behavior, takes on the traditional process-oriented approach to understanding customers. The term “laddering” refers to the author’s step-by-step approach to rewriting the way organizations understand and dialog with customers and use data to develop products or other initiatives. Holtzclaw argues that technology and the […]

Measuring Engagement with a Balanced Approach

Gary Rhoads, Professor of Marketing at Brigham Young University, was one of the Keynote speakers at the recent RPI Conference/R&R Expo in New Orleans. Professor Rhoads was talking about the critical link between the voice of the customer and the voice of the employee as it pertains to enterprise engagement. In discussing measurement, he noted: […]

Customer Experience Meets Employee Engagement

The Marcus Evans Customer Experience Conference in Chicago, July 17-18, will include a special half-day presentation of the Enterprise Engagement Alliance curriculum on July 16, as well as several sessions on connecting the employee and customer experience. The high-level program attracts chief executives, vice presidents, directors and senior managers from the consumer products, retail, travel and […]

The New Brand Medium: Employees

New York Times, Sunday, March 4, 2012, page 17 of the main news section appears a Whirlpool ad with the following message: “The future belongs to those who build it.” The text reads: “Whirlpool is proud to be opening the largest premium cooking facility in the world at is new state-of-the-art plant in Cleveland, Tenn.  […]

Is Your Product More Important Than Robert?

What is more important to Carbonite–the online backup service—it’s advertising campaign, or Robert. I have no way of knowing Carbonite’s employee engagement strategy, but I witnessed first hand how an employee made the company’s advertising more effective. The follow recent experience shows the reasons why more companies are focusing on their employee’s not as a […]

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