In my last blog, I mentioned all the ways that a B2B customer (another business) is different than a B2C customer (an end consumer): they tend to be more insightful, more rational in their ...

Editor's Note: The following is a guest post from Linda Deeken, chief marketing officer, and Chris Fosdick, principal, at The Cambridge Group. To get to the heart of customer demand and unlock new ...

Employees who deal directly with customers are a company's public face. Their behavior and actions directly impact the image of a company and shape how the public sees a business. To make sure you are ...

Accelerate the customer journey; Increase conversions; Drive more leads, sales, and revenue. To do that, you don’t need to reinvent the customer interviewing wheel. You can use proven frameworks, like ...

Conducting an effective customer interview is an art—one that’s vital to producing a compelling success story. The interview offers opportunities to not only collect information but also generate ...

If you want to know how you can best help a customer, you must ask. And there's a real art to interviewing customers so that they reveal the needs and opportunities your offering can meet. First, you ...