The goal of my practice is improving customerbility.

Customerbility. Yes, it’s a new word. I made it up. It refers to the ease and satisfaction with which customers — your customers — can get, understand, use and enjoy your products and services; that is, your brand.
Sounds like usability but with the focus on the customer or client, right? Right.

Usability usually refers to web sites and how easy it is — or not — for a visitor to accomplish a specific task. Well it’s the same principle for customerbility. How easy, rewarding, satisfying is it for your customers to…

• Find you?
• Buy you?
• Understand you?
• Use you? Use you again? And again, but maybe a little differently or for something else?
• Get help, information or advice from you?
• Buy more?
• Like you?
• Love you?

I help marketers answer these questions and then improve their customerbility through:

• Target customer analysis, research and insight mining
• Value proposition and positioning development
• Customer experience planning and communications strategy development for multi channels
• Customer communications alignment with integrated brand communications plan
• Content marketing strategy and development
• Program innovation
• Campaign optimization and measurement