https://www.tirocommunications.com The Scribe is a blog published by TIRO Communications. It focuses on topics related to Content and Customer Marketing. https://irp-cdn.multiscreensite.com/34cf87e8/dms3rep/multi/TIRO-Logo-250x250.jpg https://www.tirocommunications.com https://www.tirocommunications.com/NLP-Prevented-United-Debacle Companies that combine natural language processing (NLP) with numerical data such as survey scores for customer experience analytics stand a much greater chance of gaining actionable insights into what their customers like and don’t like—in addition to uncovering the reasons behind those indicators. This post examines how United could have used NLP to identify it had a problem with overbooking and customer experience and to avert the unfortunate incident with Dr. Dao. Thu, 04 May 2017 04:05:51 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/NLP-Prevented-United-Debacle Cognition,NLP,United,BI,Analytics,Insights thumbnail https://www.tirocommunications.com/tapping-latent-natural-language-in-your-online-communities Behavioral metrics (numerical) are an insufficient measurement when it comes to online customer communities. Numerical + natural language produce broader and deeper intelligence that result in more actionable business insights. Tue, 25 Apr 2017 18:14:28 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/tapping-latent-natural-language-in-your-online-communities communities,NLP,data,BI,Cognition,Insights,Advocacy thumbnail https://www.tirocommunications.com/animated-video-case-studies-the-evolution-of-great-customer-storytelling Animated case study videos are the next-generation content asset for customer marketing organizations. Generating better engagement and stickier than traditional written case studies and even video testimonials, animated case study videos tell your customer stories better and more succinctly. Wed, 01 Mar 2017 05:15:48 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/animated-video-case-studies-the-evolution-of-great-customer-storytelling animation,casestudies,references,content thumbnail https://www.tirocommunications.com/content-that-gets-through-the-noise High-quality content that is substantive and educational enables content marketers to get through all of the content noise and reach their audiences. Wed, 22 Feb 2017 09:13:42 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/content-that-gets-through-the-noise Content,marketing,strategy,seo,search thumbnail https://www.tirocommunications.com/report-2017-status-of-workspace-and-communications-services This report provides in-depth analysis and BI of the on-demand workspace and communications services markets that business office service providers can use to grow revenues and improve profit margins. Tue, 21 Feb 2017 23:03:59 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/report-2017-status-of-workspace-and-communications-services Report,Workspace,Content,Marketing,chat,service thumbnail https://www.tirocommunications.com/tiro-cognition-insights TIRO Cognition Insights provides businesses with the ability to scrape, organize, and analyze the online reviews of customers and those of their competitors, as well as customer comments on online communities for actionable business intelligence. Fri, 03 Feb 2017 22:23:25 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/tiro-cognition-insights Reviews,BI,Analytics,Sentiment,Entities,Forums,Data,Information thumbnail https://www.tirocommunications.com/building-the-perfect-blog With the right strategy in place, blogs can serve as critical engines for a marketing organization. This blog post contains 15 strategic recommendations that will help you build the perfect blog. Tue, 16 Aug 2016 06:46:11 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/building-the-perfect-blog Blog,Content,Marketing,Strategies thumbnail https://www.tirocommunications.com/advocacy-built-on-a-solid-foundation Engaged employees delight customers because they assume ownership as brand ambassadors. When customers are delighted, they will advocate—without solicitation—on your behalf. The same is true of employees, as well as partners. Tue, 21 Jun 2016 05:46:22 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/advocacy-built-on-a-solid-foundation CustomerAdvocacy,Advocacy,EmployeeEngagement thumbnail https://www.tirocommunications.com/why-small-businesses-are-opting-for-virtual-offices Small businesses are increasingly turning to virtual office solutions in place of permanent-physical office space. There are a number of advantages. Sat, 07 May 2016 06:04:23 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/why-small-businesses-are-opting-for-virtual-offices Virtual,Offices,VirtualAddresses,VirtualOffices,SMBs,SMB thumbnail https://www.tirocommunications.com/the-customer-advocacy-marketing-superhero The Customer-Advocacy Marketing “Superhero” is an adept relationship manager and expert content strategist who knows how to stitch together technologies and to build organizational synergies as a result of her or his overarching business acumen. Thu, 05 May 2016 23:09:42 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/the-customer-advocacy-marketing-superhero CustomerMarketing,Advocacy,Customer-Advocacy,AdvocacyMarketing thumbnail https://www.tirocommunications.com/smbs-step-into-the-cloud-of-opportunities The majority of SMBs aren't leveraging the opportunities cloud services offer. This blog post spells out five areas of opportunity for SMBs. Fri, 29 Apr 2016 15:37:45 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/smbs-step-into-the-cloud-of-opportunities Cloud,Cloudservices,Cloudapplications,SMB,SMBs,smallbusinesses,DavinciVirtual thumbnail https://www.tirocommunications.com/evolution-of-content-enablement Transformation in content marketing over the past decade and a half offers substantial business possibilities, and vast opportunities are still to be discovered and leveraged. Consolidated, searchable content repositories are a fundamental starting point. But organizations seeking to deliver content enablement that transforms how sales and customer services use content must intelligently target content based on segmentation such as market segments, personas, and journey stages and even consider artificial intelligence that that uses machine learning. Mon, 28 Mar 2016 01:33:48 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/evolution-of-content-enablement content,contentmarketing,contentstrategy,contentlibrary,contentpersonalization,personas,contentenablement thumbnail https://www.tirocommunications.com/content-libraries-and-dynamic-content-recommendations Wasted content equates to wasted opportunities. With unprecedented levels of content being produced, many organizations find themselves awash in content—overwhelmed by the shear volume. The good news is that there is a solid business case for organizations to build content libraries with dynamic content recommendations, and moreover there are some very robust SaaS-based solution options that can be quickly and easily deployed. Mon, 07 Mar 2016 16:23:15 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/content-libraries-and-dynamic-content-recommendations Contentmarketing,contentlibrary,salesenablement,contentrecommendations,contentstrategy thumbnail https://www.tirocommunications.com/customer-service-in-the-digital-age The Digital Age is transforming the customer service experience. Strategic focus is no longer about operational efficiencies, service transactions, and problem resolution, but rather about customer advocacy, lifecycle management, and nurturing communities of engaged and connected customers. Mon, 15 Feb 2016 18:36:38 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/customer-service-in-the-digital-age DigitalAge,CustomerService,Omnichannel,DigitalEngagement thumbnail https://www.tirocommunications.com/when-to-gate-and-not-to-gate-content Determining what content to gate and not to gate and how to serve up content that sits behind a landing page plays a critical role in buying experience. There are four mistakes companies need to avoid when building demand-gen campaigns and content strategies. Wed, 27 Jan 2016 20:05:27 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/when-to-gate-and-not-to-gate-content Content,Campaigns,Gated,Gate,demandgen thumbnail https://www.tirocommunications.com/rear-ended-5-customer-service-takeaways Customer service does matter. Companies can create advocates or detractors in a matter of a few minutes. This blog post examines a recent customer experience after being rear-ended by another driver and three different supplier experiences--the driver's insurance company, the other driver's insurance company, and the body shop. Sun, 03 Jan 2016 07:28:08 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/rear-ended-5-customer-service-takeaways customer,service,advocates,detractors thumbnail https://www.tirocommunications.com/content-marketing-that-resonates-with-demand-generation Yet, despite buyers seeking more content and marketers responding with greater volumes, a majority of organizations struggle to produce meaningful content that connects with their audiences. Much of the content never reaches the intended audience. Simply producing higher volumes of content will not necessarily translate into better demand-generation results. Marketing organizations must first get the fundamentals right. Marketers will do will to heed four fundamental recommendations. Sun, 06 Dec 2015 18:34:05 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/content-marketing-that-resonates-with-demand-generation Content,Demand-Gen,Strategy,Marketing,Fundamentals thumbnail https://www.tirocommunications.com/the-why-and-how-of-content-curation Audiences look for content that demonstrates domain expertise, something that is very difficult to achieve without some level of content curation. What content curation enables marketers to achieve is the completion of the content loop. It amplifies their messages, grows audience, and prompts engagement. Without content curation, marketers fail to complete the content loop and place themselves at a competitive disadvantage. Sat, 31 Oct 2015 18:31:39 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/the-why-and-how-of-content-curation Content,Curation,audience,Amplification thumbnail https://www.tirocommunications.com/the-intertwining-of-customer-marketing-and-sales Sales plays a critical role in Customer Marketing 3.0. Without the right level of engagement and ownership, Customer Marketing becomes an uphill climb. There are three advocacy components that make the advocacy relationship between sales and marketing effective: 1) relationship evolution (sales becomes proactive participants that promote and use customer advocates to their advantage, 2) the right technologies help enable the prospecting and cultivation of customer advocates, and 3) there is shared accountability between sales and marketing for the development and use of customer advocates. Mon, 02 Feb 2015 00:00:00 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/the-intertwining-of-customer-marketing-and-sales Advocacy,References,Sales,Marketing,Cultivation thumbnail https://www.tirocommunications.com/re-living-the-2002-customer-references-candal An article in CIO Magazine in 2002 called into question the validity of customer references used by IT executives for buying decisions. Thu, 30 Oct 2014 00:00:00 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/re-living-the-2002-customer-references-candal Advocacy,References,Engagement,Scandal thumbnail https://www.tirocommunications.com/content-marketing-KC-Royals The 2014 Kansas City Royals captured the hearts of baseball fans, sweeping their way into the World Series. There are some great Content Marketing lessons that can be learned from the 2014 Royals. Sat, 04 Oct 2014 00:00:00 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/content-marketing-KC-Royals Royals,Content,Storytelling thumbnail https://www.tirocommunications.com/storytelling-bedtime-story Content Marketing, Storytelling, Content Strategy Mon, 15 Sep 2014 00:00:00 GMT patrick@tirocommunications.com (Patrick Spencer) https://www.tirocommunications.com/storytelling-bedtime-story Content,Marketing,Storytelling thumbnail