How the National Park Service Has Evolved With an Eye on the Customer Experience

The National Park Service has employed several firms to improve its digital customer experience. Using a lot of feedback, they redid their website, database and digital strategy to reach younger generations.

How American Express Uses Rewards to Build Customer Loyalty

Overview American Express has been top-ranked for customer loyalty for many years. The brand’s unique offerings make it different from other reward programs. People loyally use AMEX cards because of the benefits they can’t get elsewhere. So What? Marketers can learn some lessons from the brand’s example, such as building a community of rewards andRead More…

How Jack Ma’s “Customer First” Policy Built Alibaba Into a $400B Brand

Overview Jack Ma put customers first and leveraged new technology to build Alibaba into a world-class company. Follow his example to thrive in the internet era. So what? The business strategy that made Alibaba successful is different from a successful business model of the last century. Success relies on customer satisfaction, new technology, experimentation, andRead More…

How Steve Jobs Inspired Employees and Customers Through Passionate Communication

Jobs knew that the best way to break through people’s mental clutter was to say things that mattered in a way that would be relevant to their lives. 

How Apple Creates Cult-Like Customer Engagement (And You Can, Too)

Like any other brand, Apple products have flaws. Yet, Apple has throngs of faithful fans, which showcases the power of branding – people want to attach themselves to Apple and not vice versa.

Winston Churchill: Master Communicator and Defeater of Hitler

Overview: To fight the Nazis, Winston Churchill needed to be not only a great leader but also an inspiring orator. When it came to inspiring the British people during World War II, no one could match his eloquence. So What? With his powerful speeches, he rallied Great Britain during World War II. Discover how ChurchillRead More…

Why IKEA Customers Are So Engaged They’re Wearing IKEA Hats

Overview: IKEA is a famous household name, but it’s not just because of its affordable furniture. It has also created an incredible customer experience that keeps customers coming back again and again. So What? IKEA employs smart strategies when it comes to customer experience, from an outstanding web presence to its experiential stores. Find outRead More…

How Martin Luther King, Jr. Used His Gift for Communication to Advance the Civil Rights Movement

Overview: From “I Have a Dream” to “Letter from Birmingham Jail,” Martin Luther King Jr. was able to employ his gift for communication to achieve his goals. But not everyone with top-notch communication skills can entice change. So What? When communication is harnessed to the extent that leads an individual, like Martin Luther King Jr.,Read More…

Why Bob Dylan Was a Master Communicator (With Videos)

Overview:  Bob Dylan was much more than just a musician. He was a master communicator who used references to literature, philosophy, and politics to get his message across. During his career, Dylan dove deep and strove to put meaning and substance over popular appeal. He evolved constantly over his almost 60-year career yet remained humbleRead More…

How Nike Engages Customers Through Meaningful Stories (And You Can, Too)

Overview: While Nike’s success is often attributed to its innovative products and strong branding, Nike’s products aren’t its centerpiece. Rather, it’s how it engages its audience through incorporating meaningful stories into its brand communication. So What? While Nike (and many other brands) have every reason to talk big about their latest technologies and products, that’sRead More…