Publications

Articles, whitepapers and more

How on earth does one even reach customers anymore, in today’s crowded marketing landscape? Is it possible to harness social media and big data for the purposes of customer service and care? How can an organization develop sustainable and effective customer interaction strategies?

The answer in most cases is: by taking the customer’s perspective! Various articles and a full-length book written especially for company executives, marketing specialists, salespeople, and business IT experts.

Selection

May 25, 2018: The end of marketing as we know it?

Phil Winters

It´s fact: the EU passed the world’s strongest and most far-reaching law aimed at strengthening citizens' fundamental rights in the digital age. And it comes into force on May 25, 2018 – yes, in less than a year from now! For the first time ever, the GDPR 2018 will apply to any company, organization or body that processes the personal data of any EU citizen, as well as to the transfer of such data. Is this the end of Marketing as we know it? No. Find out more.

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Mapping the Customer Journey - 3,400 Customer Perspectives

Phil Winters

I learned a lot of new things that only a large-scale exercise like this can teach you: for example B2B’s place at the table, the role of language, the kinds of common pitfalls that plague even savvy business people. And the confidence that data can provide: for example, the ability to recognize trends because your sample size is 3,400 enthusiastic attendees – talk about a customer perspective!

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Customer IMPACT Agenda - Doing Business from the Customer's Perspective

Phil Winters

The 2nd edition of the book now available.

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