Blake Michelle Morgan

Customer Experience Futurist, Author, Keynote Speaker

What Marketers Really Need To Know About Gen Z

By

For years, experts have talked about millennials and looked towards the future of Generation Z, the generation to follow. But Gen Z is now here and already having a massive impact, both as employees and as consumers. Marketers need to understand Gen Z to realize its full impact and to separate the truth from long-held myths.

Generational researcher Jason Dorsey is an expert on all things Gen Z. He studies generational behavior so that leaders, marketers, employers, and others can understand the differences between each generation. But he warns against putting generations in boxes. The wide range of ages …
Read the rest →

How To Create Customer-Centric B2B Experiences

By

The B2B space is often an overlooked area for customer experience. But customer-centric experiences are crucial in the B2B world and come from listening to customers and continually evolving.

When Kristi Langdon joined Daimler Trucks, she saw the company was incredibly product-focused, but not very customer-focused. The company was successful because of its great products, but Langdon knew B2B was shifting its focus to give more power to customers. She stepped into her current role as Daimler’s Head of Customer Experience and worked with the CEO to lead an effort to put customers at the center of Daimler’s B2B …
Read the rest →

3 Pillars of Customer-Centric Healthcare

By

For decades, healthcare has had a reputation of being bureaucratic and difficult to work with. Customers expect to have to jump through hoops and wade through confusion to find answers to simple questions or manage their care. But the future of healthcare is anything but difficult—it puts customers first to create convenient, proactive and personalized solutions.

Kathy Klingler is Chief Consumer Experience and Marketing Officer for Blue Cross Blue Shield of Massachusetts, and she brings decades of experience in banking and other consumer industries. Her approach turns the traditional healthcare model on its head to put …
Read the rest →

The Secret To Creating A Great Virtual Event

By

For most people around the world, the excitement of attending an in-person event has been replaced by sitting in front of a computer screen. As the coronavirus pandemic cancels in-person events of all sizes around the world, more companies than ever before are taking their events online. But staring at a screen isn’t nearly as engaging as seeing something in person, and many companies and event attendees have struggled with the new format.

Abhishek Vanamali, CMO of Zensar Technologies, is a strong believer in virtual events. Although they can’t exactly replicate in-person events, he believes virtual events …
Read the rest →

Breathing New Life Into The Customer Lifecycle

By

A lifecycle is a marketing framework illustrating the series of changes that occurs as you move a customer through the marketing and sales funnel. The lifecycle used to be fairly to the point, with a focus on need generation, consideration, engagement, evaluation, purchase, delivery and usage. But because of social media and customer behavior things have changed and there’s a need to re-evaluate the customer lifecycle. Additionally the stages of the lifecycle are not as linear as they once were, now they are more fluid. The customer could jump stages in your lifecycle in a non-linear fashion.

The customer is …
Read the rest →

Engaging The Multi-Channel Fan With The Dallas Mavericks

By

The Dallas Mavericks are famous for a few reasons. They are the ninth most valuable basketball Franchise in the NBA valued at $1.4 billion dollars. The other unique aspect of the team is Mark Cuban their highly involved and enthusiastic owner...

The Math, The Magic And The Customer, With Bain

By

A new study from Bain & Company, “The Math, the Magic and the Customer,” found that inundated with troves of analytical data, today’s marketers often mistake the “algorithm” for the “person.” Today’s marketers seem to have gotten so ROI-centric on every campaign, according to Bain, that they are missing out on some of the magic of engaging with and understanding customers...

Shaking Up Customer Engagement In Hospitality With Hilton

By

Most of us can't conceptualize life before digital. In the old days people looking for a hotel would drive down the road. If the hotel was all booked up, they would drive on down the road to the next hotel. Enter Hilton, a 96 year old brand that has innovated at every turn...

Overcoming Customer Experience Challenges For B2B Companies

By

There’s a major challenge today facing every B2B company, and that’s customer engagement. Gallup has recently released a new guide discussing some of environmental factors causing B2B companies to ask themselves about their customer engagement strategy...

Why This On-Demand Content To Commerce Model Is All About Customer Engagement

By

I can personally imagine a world where I can get anything whenever I want it. Can't you? In 2015 we've seen a proliferation of successful on-demand companies, whether it’s Shoes of Prey, where you can design and order your own shoes, or Blue Apron, that delivers pre-determined ingredients so a consumer can make themselves the perfect meal...