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Human Experience

Human Experience

The Business of Human Behavior

By Minsoo Pak “Do I contradict myself? Very well, then I contradict myself. I am large, I contain multitudes.” – Walt Whitman People don’t make any sense. In many ways, this is why the category of Marketing exists. We constantly go back and forth trying to balance empirical and emotional forces within us. Knowing this, we need to understand that frequently purchase decisions in one category often don’t correlate to purchase decisions in another. This challenges enterprises to understand the…

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Human Experience Marketing Strategies

The New Agency of Record: The CX AOR

By Mike Lang 15 min read time The AOR should be considered alive and well: Today’s market-mandated focus on CX and its complex interactions call for unifying guidance that the best advertising AOR relationships once delivered—in the form of a CX AOR. An AOR serves as a vital “spiritual advisor” across all CX efforts: A CX AOR can quickly learn your DNA, push your thinking, awaken and align your teams with a refreshing objectivity and see connecting threads across multiple…

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Human Experience

Cross-Country CX

By Rob Sherrell Sparks Grove Founding Partner, Global CX Leader 5 min read time From the Regal LA LIVE cinema at the Staples Center in Los Angeles, to a mid-size Marriott in the Nashville suburbs, to one of the largest hotels and conference centers in Atlanta, the topic virtually every business wants to talk about–no matter the venue−appears to be the same: Customer Experience, or “CX.” And they REALLY want to talk about HOW to deliver a great, differentiated customer…

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Human Experience Marketing Strategies

Personas: An Experience Design Tool

By Rob Sherrell 15 min read time Personas provide organizations with deep customer understanding and a living road map for all aspects of designing the customer experience. They enable human-centered design and serve as a catalyst for customer centricity, experience-based differentiation and enterprise transformation. The result? Your customers’ expectations are exceeded and your business grows. Learn how well-crafted, fully adopted personas can help your organization achieve: Decreased costs Improved sales Deeper competitive advantage Enhanced engagement Improved business performance Download the…

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Human Experience

The Human Experience Imperative

The evolution from customer experience to human experience challenges businesses to be something more. Do you remember when customer-focused organizations were a novelty? Do you remember when brands were able to operate without regard to customer feedback or social media commentary? Do you remember a time before Steve Jobs, Tony Hsieh or Jeff Bezos set the benchmark for CEOs’ complete and total obsession with customer experience? We don’t either. Customer Experience (CX) once served as a source of unique competitive advantage. Now it is quickly becoming a cost…

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Foresight & Futures Human Experience

The Design of Futurestorming

With the reservoir of footage collected from the World Future Society conference, the Sparks Grove Futures team had a lot to work with creatively. Aside from asking questions that would evoke thoughtful answers, we also had to decide what to do with all those answers. For a conference centered around “making the future,” the videos needed to reflect this theme of creating, sculpting and ideating the future. In illustrating the narrative arc of the collection of answers, we took a…

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