Marketing is a cold way to connect with customers. Despite efforts at personalization, marketing only ever gets lukewarm when it comes to delivering what customers want, when they want it. “Personalized” emails do little else than scribble your name in the subject line. Targeted ads find you when you’ve already purchased a product. Social media posts promote an event that you wanted to attend … last week.
Traditional marketing methods lack the human touch that helps deliver marketing messages when customers want them most. Between a lack of personalization and bad timing, marketing needs a paradigm shift so that marketers are better equipped to market to consumers instead of at them.
In a few years, your top salesperson could also happen to be your top-performing technician. Soft skills—including the ability to deliver high-quality on-site customer service and to upsell customers—should now be as important to you as an employee’s technical expertise.
Soft skills training for technicians is either a high priority—or the highest priority—for 50 percent of field service companies. The field service industry is more customer-centric than ever, and being able to deliver high levels of customer service is vital.
You can’t go anywhere online without being at the mercy of algorithms. They rank websites on Google, give you recommendations on Netflix, and show you the most important photos at the top of your Instagram feed. Gone is the need for manual methods of curating and recommending products, services, and content.
Or is it?
There’s a trick to hitting project milestones that doesn’t demand a series of all-nighters. If you’re worried about missing a hard deadline, you can cut the scope of a specific task. This is especially true if your milestone includes some nonessential tasks.
This advice might seem counterintuitive. After all, delivering what you promise is a key aspect of project management. But there are times when de-scoping project tasks isn’t just acceptable, but necessary to meet milestones.
Business owners pay a high price for projects that don’t deliver. Research from the Project Management Institute shows that businesses waste $97 million for every $1 billion invested in projects. Meanwhile, the expectations for project delivery are higher than ever before. “Go live” is no longer the main metric; “advance business strategy” is.
I know your customers. I know how many minutes they stay glued to your website. I know the reasons they drop off. I know what makes your business great and I can tell you how to improve it. You’ll find me in every marketing war room, IT huddle, and sales meeting. And I can share my knowledge with you—for a price.
What am I?
If you guessed, insight, then you’re right! Specifically, insight gathered by Business Intelligence (BI). How much are you willing to pay for insight? You may wonder if BI software is a necessary cost of entry to leverage your big data for data analytics or whether you can get by using Excel spreadsheets.