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Articles by Scott Wilder
The Missing Link in Content Strategy? A Chief Content Operations Officer
Content chaos is killing efficiency. A Chief Content Operations Officer brings order, strategy and SEO sanity to the enterprise. Leadership alignment needed. Without executive ownership of content operations, brands face silos, wasted budgets and scattered strategies. AI strategy fragmented. Companies lacking centralized content leadership often deploy inconsistent AI tools, which drives inefficiency and higher costs. SEO at risk.
Guess What Will Accelerate AI? Voice. Wait-It Already Has.
Typing is slowing us down. Voice-first experiences are emerging as the fastest path to meaningful AI engagement. The Gist: Behavior is shifting. People are increasingly talking to their devices instead of typing, which makes voice a more natural entry point into AI. Voice feels normal. Younger generations use voice daily. It’s how they message, search and get help, often without touching a screen. Frictionless wins. Voice removes steps between intent and action.
Guess What Will Accelerate AI? Voice. Wait-It Already Has.
Typing is slowing us down. Voice-first experiences are emerging as the fastest path to meaningful AI engagement. Behavior is shifting. People are increasingly talking to their devices instead of typing, which makes voice a more natural entry point into AI. Voice feels normal. Younger generations use voice daily. It’s how they message, search and get help, often without touching a screen. Frictionless wins. Voice removes steps between intent and action.
The Overlap Between Voice of the Customer and Voice of the Employee
As the line between VoC and VoE blurs, forward-thinking companies are integrating both to enhance products, services and customer interactions. Bridging the gap. Companies have traditionally treated voice of the customer and voice of the employee as separate functions that use distinct tools and work in silos. Employees as customers. Employees interact with products firsthand, which makes their insights critical for improving customer experiences. Integration in action.
AI Is Your Digital Lighthouse for Better Customer Experience Original
AI is reshaping customer engagement by providing smarter support and personalized experiences across customer interactions. Smarter AI support. AI-driven systems handle a majority of interactions and free human teams for high-value connections. Seamless customer journeys. AI prevents frustrating handoffs by maintaining customer history across sales, support and success teams Personalized at scale. AI adapts in real time, and it’s able to recognize frustration, predict needs and tailor engagement.
Navigating the New Customer Journey
AI in customer service is reshaping customer experiences by delivering quick, personalized support and making every interaction smoother and more efficient. AI enhances support. AI in customer service provides instant answers and personalized experiences across multiple touchpoints. Seamless customer journeys. AI agents adapt to user behavior and make sure there is consistent, personalized support throughout the customer lifecycle. Cost and efficiency.
Leading Online Shoppers to the Finish Line
By Stephen Robnett, , , , Tawfik Hammoud, and Reading time: 8 min E-commerce has grown in both volume and importance in recent years. When the COVID-19 pandemic hit, commerce of all kinds moved to digital platforms, and today online shopping activity remains well above its pre-pandemic levels. (See Exhibit 1.) Multiple sources invite shoppers to visit new e-commerce sites daily, and customers have grown to expect a seamless, tailored shopping experience across multiple channels and devices.
Long Live the Marketing Funnel
Contrary to what you might have heard, rumors about the marketing funnel’s demise are greatly exaggerated. The funnel is alive and well. And it should be leveraged extensively by marketers. It provides a consistent and universally understood (and somewhat accepted) framework. The funnel does come in a variety of shapes and sizes and colors — with different twists and turns. Despite this variety, few marketers really leverage this powerful model.
Marketers Need to Own Their Tech Decisions
The marketing team’s role within a company, particularly that of the CMO, has evolved drastically over the last year. Being able to market in its most traditional sense is no longer the key: businesses expect marketers to become digital and technology leaders.
Getting Marketers Up to Speed with Big Data
That alarm marketers are hearing is a wake up call from big data. It's telling marketers that they need to be more metrics driven, more technically savvy and more process oriented. At the top of the food chain, CMOs are taking on some of the responsibilities that traditionally belonged to CIOs. And at the middle management level, marketers are required to be more technical and metrics oriented. Gone are the days of fishing for eyeballs or operating based on one’s gut instinct.
Personalizing Customer Experience with Big Data
Back in 1991, I trained in a database marketing boot camp. I worked on American Express (AMEX), managing it’s Gold Card direct marketing efforts. AmEx, a leader in personalizing printed communications, had created its most successful program when it highlighted in direct mail pieces that someone was a “Member since XXXX.” Yes, membership had its privileges. But for American Express, this personalization triggered a lift. Now it’s over 20 years later.
The Human Channel Puts a Face on Customer Service
I am writing this in a Starbucks on Fillmore Street in San Francisco. All around me people sit, ear-plugged in and laptop ready. This is what I call the Starbucks Generation — Gen Y or millennials — who work from anywhere there is an internet connection. To successfully reach this Starbucks Generation, it’s important to leverage the various digital channels, especially The Human Channel.
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