Blake Michelle Morgan

Customer Experience Futurist, Author, Keynote Speaker

The Biggest Mistake Companies Make In Digital Transformation

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COVID highlighted the need for every company to be digital. But many companies face challenges when undergoing a digital transformation.

According to Nigel Vaz, CEO of Publicis Sapient, all companies need to challenge the status quo as they adopt new digital strategies and solutions.

He says the biggest mistakes companies make happen at the start and the end of the digital transformation.

The first mistake is not being clear on where the digital transformation starts and why. Some companies simply pick an area to transform and set the large-scale transformation in place without thinking through why they are …
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The Future of Customer Service Is Conversational

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10 years ago, people used to email, call, or text their friends and family. Today, the vast majority of conversation happens via messengers.

Business communication is set to follow the same pattern.

According to Paul Adams, VP of Product at Intercom, messengers like WhatsApp, WeChat and Facebook messenger have become the dominant way people communicate. It’s a fundamental change that is impacting the business world.

Most companies still rely on phone and email to communicate with customers, but Adams believes the future of business communication and customer service is conversational.

Moving away from traditional communication channels and towards messengers …
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3 Crucial CX Metrics

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The wireless industry may be the most competitive in the world.

To attract more customers, companies are constantly working to improve their services. That means delivering seamless, convenient experiences that modern customers crave. T-Mobile’s goal is to make customers’ lives easier as it connects them to the world. 

Competing on customer experience requires a strong understanding of the effectiveness of products, services and the overall experience. And that comes down to data, says Jon Freier, EVP of Consumer Group at T-Mobile.

There are numerous metrics to measure customer experience, but Freier looks at three main categories and activities:

  1. What
…
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How Kate Johnson Leads Change At Microsoft

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When Kate Johnson became president of Microsoft US four years ago, the stock price was at $44. Today, it’s around $260.

What’s the reason for the immense growth? Continual digital transformation and a commitment to change. At Microsoft, Johnson is a powerful change agent who works with CEO Satya Nadella and other executives to set the company on a fast track to the future.

Johnson believes that companies can have all of the ingredients for success, including a strong mission and employee experience. But if they don’t have a culture that enables change, their success will be temporary.

Lasting success …
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An Economist On Why Price Gouging Regulation Actually Caused More COVID Cases And Deaths

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At the height of the COVID pandemic in spring 2020, toilet paper and hand sanitizer were the hottest items on store shelves. The search for these essential items grew to a fever pitch, with customers lining up for hours and scouring the internet to get their hands on these hot commodities.

As demand skyrocketed and shelves cleared, many states and retailers put price gouging regulations into effect.

But those efforts to help consumers may have actually led to more COVID cases and deaths.

Gavin Roberts, assistant professor of economics at Weber State University, studied the impacts of price gouging …
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How the Former Impossible Foods Brand Lead Created A Plant-Based Drink Brand

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Of all the industries to break into, the beverage space is among the most difficult. The hyper-competitive market and domination from big brands make it incredibly challenging for entrepreneurs to get their products on shelves. But Jordan Schenck has experience and grit on her side.

As the former Head of Global Consumer Marketing at Impossible Foods, Schenck knows how to build a plant-based food brand. She spent nearly four years traveling the world and talking to people about their relationship with plants and played a huge role in the growth of the plant-based trend. She used that experience to …
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How To Meet Customers Where They Are With Knowledge Management

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It’s something all customers have faced: they have a problem or question, but the only way to resolve it is to wait on hold with the contact center or fill out a contact request form. The process is long and frustrating.

Modern customers want another approach to solving their problems. Knowledge management is a way to connect the dots and keep communication lines open with customers. Instead of companies holding all the answers, knowledge management shares resources like articles and self-service portals so customers can solve their own issues and provides a platform for communication across all channels. 

Naomi Rozenfeld, …
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CMO Lessons From Bruno Mars’ Brand SelvaRey Rum

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In a sea of celebrity brands, how can a company stand out and attract customers?

It comes down to being passionate, innovative and empathetic.

Many celebrities are only involved with their brands as far as simply putting their name on a product, but Bruno Mars’ rum brand SelvaRey is different. He spent three years redesigning the SelvaRey packaging to create a stylish and eye-catching bottle and is passionate about the brand and its products.

That passion and innovation extends to the entire team and is what attracted CMO Brielle Caruso to the brand.

Caruso joined the company six months ago, …
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The State Of The Economy In 2021

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Saying 2020 was a rocky year may be the ultimate understatement. But after the turmoil and uncertainty, customers, brands and investors want to know what the economy looks like in 2021.

According to Fox Business Network’s Charles Payne, there’s reason to be extremely optimistic.

In 2021, consumer savings are near record highs. That, combined with government stimulus money, means that there is a lot of money and the ability to spend it once consumer confidence levels pick up. 

Part of the reason to expect economic growth in 2021 is the concept of revenge shopping or revenge travel as the …
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How To Be A B2B Marketer In A Pandemic

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Technology doesn’t stop during a pandemic.

Because of that, VMware needs to stay connected to customers and showcase its multi-cloud technology.

But in the B2B industry, which is traditionally driven by in-person events and marketing, building relationships and growing leads virtually poses a challenge.

VMware CMO Carol Carpenter stepped into her role in the middle of the COVID pandemic and had to quickly move to virtual marketing. Although there have been challenges, she says B2B marketing during a pandemic has also had some positive impacts.

The root of Carpenter’s marketing approach is communication and data. She aims to over-communicate, both …
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