KANA Express: Customer Experience Management

We consult with many mid-size and large companies that decide to jump into a social marketing program only to find that they didn’t foresee the immediate demand on customer service. An unhappy customer doesn’t care that you opened a Twitter account or published a Facebook page for your marketing outreach… they’re going to take advantage of the medium to request service. And since it’s a public forum, you better provide them with it. Fast. This

Business Buyers are Different!

Copywriter Bob Bly has provided a list of reasons why marketing to businesses is very different from consumers. I’ve written about intent in past posts, and I believe this is a great example. The intent of a business buyer is unique when compared to consumers: The business buyer wants to buy. The business buyer is sophisticated. The business buyer will read a lot of copy. A multi-step buying process. Multiple buying influences. Business products are