One Customer Journey Map Is Just Like Another – Really

One Customer Journey Map Is Just Like Another – Really

Customer journey maps are arguably the best tool marketers have to understand and improve brand experience. They help companies visualize the steps their customers take — from initial contact through engagement, along a path that ideally leads to long-term loyalty....
How Arke Is Working to Build Better Brands

How Arke Is Working to Build Better Brands

How Arke Is Working to Build Better Brands When we at Arke bring up the concept of brand experience, it’s interesting to consider what we hear from potential customers. Most of our competitors come in and suggest the obvious. “You need a new...
Why Your Employees Are Your Most Important Customers

Why Your Employees Are Your Most Important Customers

It’s hard to have a business conversation these days without someone mentioning how we all need to break down silos, work cross-functionally, and obsess over our customers. And I can’t argue: Of course, we need to do all these things. But let’s back...
4 Secrets to Happy Customers and Better Brand Experience

4 Secrets to Happy Customers and Better Brand Experience

Customer experience is a curious thing. We can all articulate exactly what we want when we’re on the receiving end. And yet, when tasked to provide exceptional experiences, we often fail to invert the equation. Rather than ask, “What would I want as a...
Fractional CMTOs: Understanding the Cost and Benefits

Fractional CMTOs: Understanding the Cost and Benefits

Chief Marketing Technology Officers (CMTO) blur the lines between marketing, IT, and data science, closing the gaps between CMOs and CIOs. They’re strategists and technology advocates with the creativity and technical skills to align marketing technology with...