Blazing a trail: brand evangelism at scale

We all have our list of favourite, go-to brands - those companies that we’d never stray from. It’s incredible how they take us on a path from casual customer to being so fiercely loyal that we find ourselves preaching to others about how amazing their product or service is.

One of my personal favourites that I always talk about is SuitSupply, mostly because I struggle to find the time to shop. SuitSupply takes away the stress of shopping with their level of personal, smart, social service...

By Guillaume Roques, 12 October 2017, 0 comments. Categories: Customer Experience, Personalised Marketing.

The CMO-CIO relationship – a dynamic duo in the making

On any given day I’m continually answering emails and WhatsApp messages on my mobile, checking social media for breaking news and booking business trips on my tablet.

We’ve never been more connected than we are today, and we expect the brands in our lives to engage with us in exactly the same way – with personal, real-time communication across all channels.

We expect to be reached when WE want to be reached, HOW we want to be reached, and about the topics we care about.

This type of one-to-one customer...

By Guillaume Roques, 03 April 2017, 0 comments. Categories: Best Practice, Customer Experience.

The traditional industry event: What’s its role in the modern customer journey?

(c)iStock/Rawpixel

At Salesforce our mission is all about driving the success of our customers. As a B2B company it’s something we can all easily identify with. And it’s very clear how to do this with products and services. However, as a marketer it’s not always so obvious.

For me, I think one way that marketing can help drive our customers’ success is by enabling a journey that provides truly valuable insights.

Valuable in terms of helping them engage with their own customers more...

By Guillaume Roques, 29 November 2016, 1 comment. Categories: Best Practice.