CMSWire: Some Consumers Find Zero Benefit With AI in Customer Service
New Qualtrics research shows AI in customer service is falling short, with
one in five consumers unimpressed. This article was written for CMSWire by
Greg Kihlström.
CMSWire: CX Leaders: Integration, Not Budgets, Define Your Next Advantage
This article was written by Greg Kihlström for CMSWire. Connected insights turn consumer understanding into faster cycle times, stronger ROI and lasting customer loyalty.
Forbes: Components Of A Culture Of Continuous Improvement
This article was written by Greg Kihlström for Forbes Agency Council. Building agility into your team’s approaches can help your organization adapt to fast-changing conditions from within or even external ones. A key part of this that has benefited many of my consulting clients over the years is prioritizing a continuous improvement culture.
Forbes: How Brands Can Drive Emotional Engagement With Customers
This article was written for Forbes Agency Council by Greg Kihlström. With a fiercely competitive field of options for customers, simply offering a high-quality product or service is often no longer enough to set your brand apart. To truly stand out and build lasting relationships with your customers, you need to create an emotional connection that resonates with them on a deeper level.
There is Enough Time to Do the Right Thing, Part 2
The third principle of priorities that I explore in my book, Priority is
Action is that, busy as we always are, there is always time to do the right
thing. It takes time to keep doing the wrong things, after all, and we owe
it to ourselves, our team members, our customers, and our company to do the right thing.
MarTech: Agentic AI is about to transform the martech stack — and the way marketers work
This article was written by Greg Kihlström for MarTech. Marketing
technology was already evolving at breakneck speed when generative AI
entered the scene. Now, agentic AI — AI that can operate independently,
execute multi-step tasks and continuously learn from interactions —
promises to accelerate that evolution even further.
CustomerThink: Seeing the value in customer education
This article was written by Greg Kihlström for CustomerThink. A
well-educated customer is valuable in a myriad of ways to a brand. They
tend to adopt products and services more quickly and easily, draw less on
customer support services, and they remain customers longer. This makes an informed customer valuable to both the top-and-bottom line performance of a company.
CustomerThink: Beyond the Dip: Forrester’s Total Experience Score Aims to Reshape Brand Loyalty Amid Declining CX
Forrester’s 2025 Global Customer Experience Index (CX Index™) paints a concerning picture: customer experience quality is in a multi-year decline worldwide, reaching an “all-time low in North America.” Brands are feeling this, as customers continue to vote with their wallets.
There is Enough Time to Do the Right Thing, Part 1
The third principle of priorities that I explore in my book, Priority is
Action is that, busy as we always are, there is always time to do the right
thing. It takes time to keep doing the wrong things, after all, and we owe
it to ourselves, our team members, our customers, and our company to do the right thing.
CMSWire: What Prime Day 2025 Reveals About Shipping, Returns and Customer Expectations
This article was written by Greg Kihlström for CMSWire. Free shipping, easy returns and Buy with Prime drove record sales for Prime
Day 2025. DTC brands must now meet these CX benchmarks year-round.