Starry Blue Brilliance

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Brilliance@Work: Danny Blatt Directs Great Customer Experiences at Prudential

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work.  During the next couple of months, we’ll feature market research experts.

Organizations that put customers’ needs at the center of their brand marketing and advertising strategy will strengthen their overall business performance. Danny Blatt knows this first hand as Director of Market Research at Prudential. He’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.

Daniel Blatt

Danny Blatt

As a preview to his presentation, Danny shares his perspectives on “Redirecting a Big Ship: How an Enterprise Segmentation Can Drive Brand Marketing and Advertising Strategy.”

Peggy L. Bieniek, ABC: How can leveraging an enterprise wide needs-based taxonomy help shape an organization’s future success?

Danny Blatt: We use the enterprise wide taxonomy and segmentation to enable the organization to move faster and be more focused. This data-driven approach to customers allows us to use a common language internally and focus on customer challenges in both development and communication.

PB: What are some examples of how you leverage an enterprise wide needs-based taxonomy at Prudential?

DB: We are using the segmentation in a variety of ways. First of all, we made tough decisions on which segments to focus on for each business, based upon market size and attainability, among other factors. We then mapped our solutions to the segments allowing us to understand from the individual’s perspective how our solutions help them achieve their financial wellness. We are now developing customized messaging based on solutions and need to appeal to our audience. We will then target our customized needs based messaging to our target customers.

PB: How does this approach help tell a compelling marketing story?

DB: We are using personas to bring the needs to life for our marketers, product developers and customer experience professionals to truly understand the challenges and needs of our customers. When they understand this, it builds empathy and real connections. This understanding is key to helping us be customer-focused and consumer-centric.

PB: What will people gain from your conference presentation?

DB: People will see how a using a data-driven, customer-centric approach as opposed to a top-down company based approach can help to align efforts across a huge organization.

Want to hear more from Danny? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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Brilliance@Work: John Copeland Speaks to How Adobe Leverages a Data Driven Operating Model

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work.  During the next couple of months, we’ll feature market research experts.

Organizations that focus on improving the customer experience will strengthen their customer relationships and their overall business performance. John Copeland knows this first hand. John is Vice President, Marketing & Consumer Insights at Adobe. He’s also a presenter at The Market Research Event (TMRE) on Nov. 5-7, 2019 at The Mirage Hotel in Las Vegas, Nevada.

John Copeland

John Copeland

As a preview to his presentation, John shares his perspectives on “The Customer (Experience) Is Always Right: Adobe’s Data-Driven Operating Model.”

Peggy L. Bieniek, ABC: How can leveraging a data-driven operating model help shape an organization’s future success?

John Copeland: Using a data-driven operating model like the one we use at Adobe gives a company a customer-journey-centric view of the key performance indicators across the business. By understanding business performance at the key stages of the customer journey (e.g., “Discovery,” “Trial,” “Purchase,” “Usage”) leaders of the different functions of the company (Marketing, Sales, Product, Finance) can align on the most pressing issues and biggest opportunities and work together to address them.

PB: What are some examples of how you leverage a data-driven operating model at Adobe?

JC: Among the many use cases we have, we use DDOM (the Data Driven Operating Model) to help us understand if, when, and where we need to adjust what we’re doing with our marketing to do things like: increase traffic to our website (and for which products and in which regions); increase the number of people trialing our products; or increase our efforts on engagement marketing to increase the percentage of our users who are using one of our products.

PB: How does this approach help tell a compelling marketing story?

JC: With DDOM, Adobe has the ability to understand the impact of marketing throughout the customer journey (because we can see marketing’s impact at each stage of the journey and on different groups of customers across their lifecycle). We can, for example, demonstrate which marketing activities are more/less responsible (i.e., effective) for attracting customers to our business, and also which of those customers turns out to be more (vs. less) engaged in our products, are more likely to have higher loyalty and lifetime value.

PB: What will people gain from your conference presentation?

JC: Attendees will learn about the benefits of integrating their siloed customer data and applying a customer-journey framework (and operating model). We’ll discuss how aligning cross-company operations to this framework creates better focus, alignment and performance for the business.

Want to hear more from John? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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Brilliance@Work: Rachel Lorraine Shares Pizza Hut’s Customer Success Strategy

Welcome to Brilliance@Work, a series of profiles about stellar marketing professionals and their best practices at work. In September and October, we’ll feature market research experts.

Rachel Lorraine

Rachel Lorraine

Satisfied customers are the heart of your business. Keeping them satisfied keeps them loyal customers. Pizza Hut capitalizes on this strategy through the right digital strategy, pricing and market research.

Rachel Lorraine is Director of Strategic Pricing at Pizza Hut. She’s also a presenter at The Market Research Event (TMRE) on October 16-18 at the Westin Kierland Resort & Spa in Scottsdale, Arizona.

As a preview to her presentation, “Pizza Hut’s Secret Sauce – a Virtual Test and Learn Platform,” Rachel shares her insights on the importance of getting your digital strategy, pricing and UX testing right.

Peggy L. Bieniek, ABC: How does the right digital strategy help shape an organization’s future success?

Rachel Lorraine: For Pizza Hut, our digital strategy is critical. We live in a world where more than half of our transactions take place online – and that number is steadily growing – and even more consumers are using our website as a menu, virtual coupon drawer, etc. As our biggest storefront, the website carries a big responsibility – it must capture consumers’ attention, be easy to navigate and shop, ensure transparency throughout the process, communicate key brand messages… the list goes on and on.  For all these reasons, getting it right is paramount to our success.

PB: What role does pricing play in helping to enhance brand performance?

RL: Pricing is a mechanism that is essential to helping us achieve both short and long-term success. We want to make sure that we’re pricing items appropriately, based on what consumers are willing to pay and what the market will support. However, we must also always ensure that we’re delivering profitable transaction growth. It often feels like a tightrope, but when we get the balance right, the impact is significant.

PB: How does the “test and learn” platform data help tell a compelling marketing story?

RL: For us, it has been a great tool for helping us to prioritize strategies and workflow based on anticipated consumer behavior. We have a robust UX testing program, but often times this is solely focused on the online experience – what consumers see and think – as opposed to what they actually do in response to changes. A virtual test and learn platform has helped us take our analysis one step further, so that we’re making holistic decisions with an eye towards how it will affect the bottom line.

PB: What will people gain from attending your conference presentation?

RL:  Hearing about a new research methodology is always interesting, but I personally love to see actual use cases to better understand and visualize how I might apply something. My hope is that the presentation will bring to life a unique research approach in a meaningful way. It also has some fun information on Pizza Hut overall and how we’re thinking about our business moving forward.

Want to hear more from Rachel? Join us at The Market Research Event (TMRE). Learn, network and share best practices with the most influential leaders in market research. Stay connected at #TMREVENT.


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What Customer Innovation Looks Like

Universeglass_largerPhoto by Mpires. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

What is this a picture of? Stars? A bunch of cool lights?

It’s actually a picture of the inside of a blue glass.

It’s also an example of seeing an everyday object from a new perspective.

Attending the Total CX Leaders Conference gave me an amazing opportunity to see and learn about customer experience from new perspectives. Last month, I shared highlights from four sessions about Omni-channel, best practice frameworks, customer journey mapping and driving innovation.

Here are highlights of four more Total CX Leaders Conference sessions:

Use and share these ideas to help grow your organization and change the way you innovate for your customers.


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Customers 1st: How to Change Culture through Experience Design

Photo by Daniel Christensen. Bacardi Building, Miami, Florida. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

Photo by Daniel Christensen. Bacardi Building, Miami, Florida. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

How can you change your culture to encourage employees to better serve your customers?

Attend the Total CX Leaders Conference, June 3-4 in Miami, Fla. to learn more! This year’s event will help you “learn how to listen to your customers, understand their differences and set the foundation to build a roadmap to create a seamless experience for modern customers.”

As guest blogger, I will post daily to IIR’s The Market Research Event blog and to Starry Blue Brilliance.

In the meantime, check out my latest weekly pre-event post, “How to Change Culture through Experience Design.” You’ll learn how to create a sustainable culture of learning and innovation.

Here are other ways to stay connected with this event:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Please share with your networks – let’s keep the conversations going!


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Customers 1st: Customer Privacy in the World of Big Data

Photo by Jimmy Baikovicius. Miami, Florida, U.S. This file is licensed under the Creative Commons Attribution-Share Alike 2.0 Generic license.

Photo by Jimmy Baikovicius. Miami, Florida, U.S. This file is licensed under the Creative Commons Attribution-Share Alike 2.0 Generic license.

In the world of big data, how do you effectively protect your customers’ personal data?

Attend the Total CX Leaders Conference, June 3-4 in Miami, Fla. to learn more! This year’s event will help you “learn how to listen to your customers, understand their differences and set the foundation to build a roadmap to create a seamless experience for modern customers.”

As guest blogger, I will post daily to IIR’s The Market Research Event blog and to Starry Blue Brilliance.

In the meantime, check out my latest weekly pre-event post, “Customer Privacy in the World of Big Data.” You’ll learn what big data really is – and what it isn’t.

Here are other ways to stay connected with this event:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Please share with your networks – let’s keep the conversations going!


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Customers 1st: How to Create Game-Changing Market Differentiation

Photo: Miami downtown by Towpilot. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

Photo: Miami downtown by Towpilot. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

What can you do to make a “game-changing” difference in your marketplace share and position?

Attend the Total CX Leaders Conference, June 3-4 in Miami, Fla. to learn more! This year’s event will help you “learn how to listen to your customers, understand their differences and set the foundation to build a roadmap to create a seamless experience for modern customers.”

As guest blogger, I will post daily to IIR’s The Market Research Event blog and to Starry Blue Brilliance.

In the meantime, check out my latest weekly pre-event post, “How to Create Game-Changing Market Differentiation.” You’ll learn how to deliver a personalized and engaging customer experience across channels.

Here are other ways to stay connected with this event:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Please share with your networks – let’s keep the conversations going!


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Customers 1st: How to Transition to an Omni-Channel Culture

Miamimetroarea

Photo: Photo taken from helicopter ride Jan. 2006. This work has been released into the public domain by its author, Miamiboyz at the English Wikipedia project. This applies worldwide.

What is omni-channel and how do you create an omni-channel culture?

Let’s find out together at the Total CX Leaders Conference, June 3-4 in Miami, Fla. This year’s event will help you “learn how to listen to your customers, understand their differences and set the foundation to build a roadmap to create a seamless experience for modern customers.”

As guest blogger, I will post daily to IIR’s The Market Research Event blog and to Starry Blue Brilliance.

In the meantime, check out my latest weekly pre-event post, “How to Transition to an Omni-Channel Culture.” You’ll learn how to provide a seamless customer experience across your company’s digital and physical touch points.  

Here are other ways to stay connected with this event:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Please share with your networks – let’s keep the conversations going!


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Customers 1st: Focus on the Front Lines of the Customer Experience

Skyline_over_Miami_beach_USAPhoto: Beautiful view of the skyline over Miami Beach, Florida, USA by Ethically Yours. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

“Customer service is not a department, it’s everyone’s job.” – Anonymous

I truly believe this. I created Starry Blue Brilliance as a resource for us to help our organizations succeed. I’m also dedicating my time for the second year in a row to support the Total CX Leaders Conference, June 3-4 in Miami, Fla.

This year’s event will help you “learn how to listen to your customers, understand their differences and set the foundation to build a roadmap to create a seamless experience for modern customers.”

During this event, I will post daily to IIR’s Customers 1st blog and to Starry Blue Brilliance.

In the meantime, check out my latest weekly Customers 1st pre-event post, “Focus on the Front Lines of the Customer Experience.” You’ll learn why and how “the customer’s perception is your reality.”

Here are other ways to stay connected with this event:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Please share with your networks – let’s keep the conversations going!


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Customers 1st: How to Win the Customer Experience Battle

Easter-sunrise-south-beach-miami-04-08-2007-by-tom-schaefer-miamitom-for-wikipedia-03Photo: Easter Sunrise from South Beach by Miamitom. This file is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported license.

On March 17, I announced my second-year blogging adventure for the Total CX Leaders Conference, June 3-4 in Miami, Fla.

This year’s event will help you “learn how to listen to your customers, understand their differences and set the foundation to build a roadmap to create a seamless experience for modern customers.”

During this event, I will post daily to IIR’s Customers 1st blog and to Starry Blue Brilliance.

In the meantime, check out my latest weekly Customers 1st pre-event post, “How to Win the Customer Experience Battle.” You’ll learn why and how “customer experience is the next competitive battleground.”

Here are other ways to stay connected with this event:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Please share with your networks – let’s keep the conversations going!