Články z oblasti vzdělávání a poradenství

Marketing and sales cannot align in a single meeting. They need to define together whom they actually want to win

Conflict between marketing and sales often begins before the first contact with a customer.…

Company websites are no longer read only by people. Marketing must explain the offer to customers and AI systems at the same time

B2B customers increasingly receive their first explanation of a problem, market and suppliers…

Companies are deploying AI across customer service, but survey data show costs are not falling and sometimes are rising

A survey of 150 customer-service and IT leaders shows a striking gap between the breadth of AI…

Marketing teams can manage campaigns in natural language, but they must change how they check data and AI results

Part of marketers’ work still consists of moving between screens, building queries and manually…

If AI produces interchangeable marketing copy, the problem is often not the tool but an ill-defined brand

Rewriting prompts or switching tools will not help if a company cannot clearly describe the…

For complex services, human help can increase conversion even among customers who prefer to research on their own first

Digital self-service lets customers check price, availability and options without sales pressure. In…

A customer move is a strong buying signal, but brands often notice it only after the customer leaves

Moving home forces households to reconsider internet service, insurance, retailers and other…

Customers Do Not Want a More Complex Loyalty Programme but Reliable Recognition and Easier Service

Companies collect more data and introduce more precise personalisation, yet customers often do not…

Brands Must Measure Whether They Appear in AI Answers and Zero-Click Search

Customers increasingly obtain information without visiting a company website. They find an answer in…