In most companies, the customer experience is complex. Companies typically organize people and processes into departments, functions, and business units. However, customers often have interactions and experiences with companies that cut across these divisions and…
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How to Create a Customer Journey Map
In other posts, I have described Customer Journey Maps, including how they can help your organization visualize the customer experience. This post describes how to create a Customer Journey Map. Figure 1 describes MMR Strategy’s…
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How to Use Controls in Intellectual Property Surveys
As I’ve described in other posts, intellectual property disputes often center on theories about how trademarks, ads, or other marketplace practices affect the attitudes and behaviors of consumers, customers, or the general public.
How Many Industries are Affected by Claim Substantiation?
In past posts about claims substantiation, such as this post entitled “Why Claim Substantiation Matters“, I have written about industries that are currently involved in debates over claim substantiation.
What is the Theory Behind Your Lanham Act Survey?
For the expert conducting or rebutting a Lanham Act survey, the theory of marketplace behavior that underlies the survey is an important issue that is almost always at least an implicit part of planning a…
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