Featured Marketing Articles


Customer Centricity in the Digital Age

AI is making it possible for companies to reach a new level of customer-centric marketing.


The Future of Customer Service Is AI-Human Collaboration

Chatbots aren’t replacing human customer service agents — they’re making them more efficient.


The False Choice Between Business and Ethics

Should there be a moral imperative to consider what’s fair when making a business transaction?


Setting the Price

Bill It, Kill It, or Keep It Free?

October 30, 2018 | Wolfgang Ulaga and Stefan Michel

Many B2B companies seek to grow beyond traditional product lines by venturing into new services. Yet they often overlook the opportunity to capture sales from free services they provide. This article outlines the free-to-fee, or F2F, service transition. It shows how to inventory free services (categorizing them as profit drains, distributor delights, competitive weapons, or gold nuggets) and lays out a path for profitably generating revenues.

Digitizing Customer Service

Make Your Communication Technology Work for Customers

Customers are often well ahead of most businesses when it comes to adopting new technology and communication channels. When it comes to customer-facing communication tools, organizations must become more strategic about their tech investments in order to better serve customers.

The Public Sector Can Teach Us a Lot About Digitizing Customer Service

Digital customer service agents (known as virtual assistants, chatbots, or softbots) are typically used to sift through and process only the most straightforward customer inquiries, such as requests for basic information. At most companies, complex issues get passed along to human agents. In that regard, public sector agencies in Australia are ahead of the curve: They are using digital agents to handle complex inquiries from citizens, and businesses stand to learn much from these applications.


Marketing By the Numbers



Managing Your Brand

Deriving Value From Conversations About Your Brand

Companies often treat social media as the conversation that represents what consumers are saying about any given brand. But research shows that online and off-line conversations are different beasts. Even though they both drive sales, they need to be measured and managed separately.

Why Brand Trumps Reputation

By featuring Colin Kaepernick in its latest “Just Do It” campaign, Nike has made a deliberate decision to increase the appeal of its brand among younger, liberal, and ethnically diverse consumers while risking not only a portion of its existing customer base, but also its overall reputation.


The Art of Conversation

How Should Companies Talk to Customers Online?

October 26, 2018 | Brent McFerran, Sarah G. Moore, and Grant Packard

Digital customer service is becoming more widely adopted, but one place it falls short is in the language and phrases it uses. Many digital service platforms use words that alienate customers rather than engage them; selecting customer-centric language for chatbots and service platforms can make a significant difference in customer satisfaction.