ama failure post

Editor’s Note: American Marketing Association stories are being featured on Five2ndWindow as part of our content partnership. Call it the customer experience failure: Improving the customer experience is a top priority for a majority of companies, yet according to recent research, only 10 percent of companies surveyed are truly “customer centric.” At first glance, the news looks good for consumers and business buyers: Improving the customer experience (CX) is a top priority in a majority of companies. According to a recent study by Forrester, more than 90 percent of senior executives say that improving CX is a “top strategic priority” for their companies. Also, aRead More →

AMA hospital

Editor’s Note: American Marketing Association’s MBA Perspectives series is being featured on Five2ndWindow as part of our content partnership. Think of a hospital’s emergency room, and emotions such as fear, sadness and despair bubble up. But it doesn’t have to be this way. How can marketers transform one of the most difficult and negative experiences—hospitals’ emergency rooms—into one that is emotionally rewarding and satisfying? Can emergency rooms be re-imagined into experience rooms? Customer experience design provides the framework and tools that marketers can use to plan, design and deliver experiences to strategically evoke emotions of customers and gain a competitive advantage. More specifically, by engineeringRead More →

Editor’s Note: American Marketing Association’s MBA Perspectives series is being featured on Five2ndWindow as part of our new content partnership. Last September, U.S. women’s clothing retailer Lane Bryant  launched its #PlusIsEqual campaign, which aims to redefine society’s traditional view of sexy. But it has become much more than a retailer simply seeking sales in an alienated market: The campaign has taken the form of a social cause attempting to give women of all sizes equal representation in the media. The #PlusIsEqual campaign taps into a social media trend that puts the consumer in charge of the conversation. And today, consumers are increasingly deciding what to buy basedRead More →

anti-hero brand

Editor’s Note: American Marketing Association’s MBA Perspectives series is being featured on Five2ndWindow as part of our new content partnership. It’s time for a little honesty, dear marketers. Admit your brand’s flaws. Acknowledge your imperfections. Show your multifaceted self, warts and all. And design an anti-hero brand. That’s what people want these days, judging from the popularity of television characters such as the ruthless and manipulative Frank Underwood of House of Cards and the eccentric and endearing meth-cooking Walter White of Breaking Bad. It’s a reversal of sorts from the good old days when advertisers turned brands into mythical heroes. After all, society used toRead More →