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Starlight - Our Blog

Blog

Starlight is the blog of Todd Kasenberg, Principal of Guiding Star Communications and Consulting, and any invited guests. This blog covers a range of topics that include e-learning, customer experience, journey mapping, loyalty, marketing strategy, market research, and organizational culture. In other words - it's got a lot of gems for many different readers, but readers might have to be patient to find what works for them.  Enjoy!

 

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Customer Experience - Why it Matters

We've compiled some of the best facts about customer experience into a compelling new infographic - Customer Experience - Why it Matters.

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The 5 Whys and Their Use in Marketing and Sales - A Case Study

The 5 Whys - hailing from the process improvement realm - may also provide fuel to a helpful process of elaborating a valuable element of marketing strategy development, namely, the development of a benefits ladder for a product offering or solution.  This post tells the story of how I learned to apply 5 whys to a marketing challenge, and shows a worked example.

by Todd Kasenberg
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The Five Persistent Problems of Learning: Problem 2 is Delivering on Relevance

The second persistent problem of learning is that learners believe they have heard it before or know the information to be explored in a learning program. In part 3 of a 6 part series, explore the parallels between the evaluation of options in buying process and facilitating the same in adult learning.

by Todd Kasenberg
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Are Car Dealerships on Their Deathbeds?

The generally poor customer experience from sales teams in car dealerships in Guelph and Kitchener/Waterloo have me wondering about whether we haven't reached the end of the line for dealerships.  When it comes to customer experience for a big ticket item like a car, you'd better put up or shove off.

by Todd Kasenberg
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MEDIA RELEASE: Case Swarm Enables Social Case Study Exploration

MEDIA RELEASE: Guiding Star Communications and Consulting is the lead partner in an online platform called Case Swarm (www.caseswarm.com).  

Case Swarm is an industry- or problem-agnostic software-as-a service web platform that enables social case study exploration.  Case Swarm lets defined teams explore case studies in a safe, structured and secure web environment. It collects the best insight from within teams, and gets people sharing their trouble-shooting excellence.

by Todd Kasenberg
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Content Marketing - Brilliant Curation with Curata

Content marketing has been around for a long time - but now, we've coined the term and created lots and lots of buzz about it.  Seems simple enough - (potential) clients would rather learn about your solution or product through reputable content.  They'll embrace, even if created by you, if it isn't overly pushy, and helps with big picture creation.  I recently toured a web-based content curation tool Curata - and was quite honestly blown away!

by Todd Kasenberg
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Questioning the Inanity of Television Advertising

Television advertising, as spotted on several Canadian TV channels, seems to be stuck in a rut of inanity.  It's feeling a bit like a Gong Show when ads show up; I'm just wishing I had the gong that would magically dismiss the stupidity from my screen.  Ad agencies should be ashamed of silly, shoddy work.

by Todd Kasenberg
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The Essence of Marketing

At the heart of the buying process is a (potential) client's pain.  Why must we persist in generating insipid, navel-gazing marketing communications that just don't respect that?

by Todd Kasenberg
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