Define Who, Why, What, and How: Roles, Goals, Scenarios, and Activities

The product manager must have a concise vision for the product they can clearly articulate to the product designers. Put the customers and users activities in context of the market problem the solution is solving. Markets are made up of segments. We must be able to define our market segmentations in terms of their needs … Read more

Understanding Customer Activities

Dr. Donald Norman has suggested a hierarchical structure of activities, tasks, actions, and operations to better understand our customers’ interactions with solutions. In this model, activities are comprised of tasks, which are comprised of actions, and actions are made up of operations. This “activity centered” philosophy is focused on the activity—not the person.  If a … Read more

Customer Community

A customer community is where customers gather to share ideas, advice, experiences and feelings. Customer communities allow the organization that host the community to “listen” to the groups talk about their industry, brand, products, and competitors.  Customer-focused organizations create these communities to gain deep insight into their customers’ interests, decisions, and needs.  Customer-focused companies listen … Read more

Customer Experience Management

Customer Experience Management (CEM) is a strategy that focuses organizations around the needs of their customers. Moving customers from satisfied to loyal to advocate. As brands become increasingly commoditized, companies look to CEM to maintain their competitive advantage. CEM solutions integrate external and internal customer interactions to create a unified, consistent, end-to-end customer experiences. By … Read more

Enterprise Feedback Management

Enterprise feedback management (EFM) is an integrated approach to the management of all forms of feedback available to an organization. EFM solutions centralize key demographic and attitudinal data about respondents, targeted subsets, and integrate feedback data to and from CRM, HRIS and other systems EFM consists of data collection, analysis and reporting. EFM solutions provide … Read more

Behavioral Targeting

Behavioral targeting helps deliver content to users (target) who are most likely interested (based on their behavior). Behavioral targeting uses information collected on an individual’s navigation, such as the pages they have visited or the searches they have made, to select which content to display to that individual. It can include many factors like geography, … Read more