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Waypoint Group's B2B Customer Experience Blog

  • Is your NPS cheating you? (Part 1)

    By on June 17, 2016

    I have some sad news. If you are running a Net Promoter program in a B2B firm, your NPS isn’t being all that faithful to you. Why?  Because you’re ignoring what’s probably your largest segment: those that are ignoring your requests for feedback. I’m sorry. I know this kind of news is never easy to swallow. Lots of great things

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    How The Marketing Playbook Can Help You Score A Success Touchdown

    By on June 9, 2016

    American football is all about advancing down the field, incrementally moving toward the objective: a touchdown. The players are executing the strategy and plays from the coach’s playbook, to gain all important yardage. The plays are well defined, they’re repeatable and strategic and they strive for a common goal, to get the ball over the line. Similarly, the Marketing department, as the communications

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    Stop Surveying Customers Like Lab Rats

    By on June 3, 2016

    Companies often treat their customers like lab rats. A scientist “observes” behaviors and reactions of lab rats and records the information. They then process this data and make deductions based on this data. Many companies adhere to the same technique to acquire information about their customer base. Which is great if your customer base is a bunch of rats. Scientists study

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  • Does Your Marketing Need a Bigger Boat?

    By on June 2, 2016

    A few years ago I was looking for a laptop, and my key requirement was an HDMI port so I could connect my laptop to the hardware in clients’ conference rooms. The machine I selected ticked all the boxes on the product sheet, but when it arrived I found that the HDMI capabilities required an additional adapter.  Not only did

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  • Misled by SaaS Customer Success Metrics?

    By on May 26, 2016

    Dear VP of Customer Success: I am writing to you as a friend. I am in the B2B business myself. After decades of working alongside business-to-business (B2B) companies to help them understand customer needs and prioritize action, I started my own company. So I understand the need for software-as-a-service (SaaS) Customer Success and the complications associated with having a pulse on

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