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Augie Ray

Research Director
Augie Ray is a Research Director covering customer experience (CX) for marketing leaders. His particular topic areas include the CX strategy and governance, the Buy/Own/Advocate customer journey, Voice of Customer (VoC) and survey...
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Blog

Your Brand Needs a Customer Experience Transformation Before A Digital Transformation

Augie Ray | November 13, 2016

There is no doubt that brands have to adjust to an increasingly digital, mobile and automated world. But for all the focus on “digital transformation” in recent years, many brands still miss the mark, investing in technology and strategies that…

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Content Is Vital, But It Isn’t King

Augie Ray | November 07, 2016

Shortly after Obama’s first inauguration, he must have signed the “Content is King” Act of 2009 which required the use of this phrase at every marketing conference and on every agency blog. I have not been able to find a…

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Customer Experience: Marketing’s Pull to Balance Its Push

Augie Ray | September 19, 2016

The key to building a healthy brand is to balance marketing’s push with its pull. Push strategies drive immediate financial benefit by pressing messages, offers, and products at customers. Customer experience pull strategies build satisfaction, loyalty and word of mouth…

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Four Ways Marketers Can Stop Damaging Their Profession

Augie Ray | September 15, 2016

Marketing has a marketing problem. In 2012, an Adobe study found that advertising/marketing was one of the least valuable professions to society–just 13% of survey respondents ranked it as valuable. In 2015, a 4As study found that only 4% of Americans…

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Avoid the Uncanny Valley When Automating Customer Experience Interactions

Augie Ray | September 01, 2016

I wrote some months ago that marketers trying to improve their brands’ customer experience can make the mistake of attempting to manufacture emotion rather than evoke it. Emotion is vitally important to build strong customer relationships, but the secret is…

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Six Reasons Customer Journey Mapping Fails (And What To Do About It)

Augie Ray | August 29, 2016

Customer journey maps are a strong tool for marketers seeking to improve their brands’ customer experience. Unfortunately, many marketers report that their customer journey mapping initiatives fail to drive the value expected and desired. Because producing a customer journey map…

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Voice of Customer (VoC) Platforms Become Customer Experience Platforms

Augie Ray | August 25, 2016

Ten years ago, “voice of customer” (VoC) platforms were thought of as systems that sent surveys to collect feedback about customer satisfaction so that the data could be exported and distributed, typically via an Excel spreadsheet. As the demand for customer…

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Introducing the Buy/Own/Advocate Customer Experience Journey

Augie Ray | August 12, 2016

Even though we all recognize the role of word of mouth (WOM) in building brands and delivering marketing results, customer journey models routinely omit any consideration for the impact of brand advocacy. Many of the journey frameworks used today to guide customer…

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You Don’t Own the Customer; She or He Owns You

Augie Ray | August 05, 2016

“Who owns the customer?” This is a question I have heard from a wide variety of organizations. Insurance firms wonder if the agent or the company “owns” the customer. B2B firms struggle with sales and account teams that seek to “protect” their clients.…

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Marketers’ Questions about Customer Experience and the New Customer Journey

Augie Ray | August 02, 2016

Last week I provided a free webinar about customer experience. I presented a new customer journey, one that is based not upon mass media era processes and behaviors but on the ways brands are built and sustained in the age of…

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