Think like a customer, act like one too.

I’ve had two instances online today, where I doubt that the customer experience team has ever actually put themselves in the position of a visitor and worked through a common journey. One was an airline, where online check-in left me in limbo even though I was logged in. The other was a sports membership where I was trying to upgrade from free associate to paid full member. Being already logged in, and offering a path to upgrade, it then told me that my chosen login was already in use so I could not proceed. Yes, by me… come on guys, make an effort. Think and behave like a customer, experience all the common journeys and if you get it right you’re the one. So often the differentiator is in actions, perceptions and success, not the product itself.

About Ann James

Expert B2B marketing generalist. Digital advantage meets offline. Obsessor of results. Curious, doer, collaborator, deliverer. Questionner. So What? B2B marketer offering a unique combination of creativity, strategic planning and 'can do' attitude. Over 20 years' experience in marketing SaaS & tech for EMEA start-ups, scale-ups and corporate organisations. Extensive skills in creating successful messaging and campaigns to ensure lead and business generation in competitive and emerging technology markets. Highly organised with particular attention to detail, an excellent communicator and pragmatic marketer, delivering programmes that get results. The 'So what marketing' blog is the expression of all I have learned - am still learning - about B2B marketing - I hope it's of some use to you. Contact me for consultancy, contract or permanent assistance to boost your sales pipeline. https://www.linkedin.com/in/ann-james-627973/

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