Category: Articles

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…

In an environment where one bad experience can cost you a customer, the math of customer loyalty has changed. Today’s consumers don’t just expect fast, accurate service—they demand it. And with expectations set not by competitors within a vertical, but by the best experience anywhere, every brand is under…

The customer experience (CX) landscape is in constant flux, a dynamic interplay of evolving expectations and technological advancements.  While brands invest heavily in CX initiatives, a multi-year decline in customer satisfaction reveals a widening gap between what customers expect and what brands deliver. This isn’t necessarily a reflection of…

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…

U.S. advertisers will spend more than $62 billion on retail media in 2025, an increase of more than $10 billion year-over-year, with three-quarters of advertisers planning to increase their retail media ad spending. But raw spending growth tells only part of the story.

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.

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…

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.

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…

The healthcare technology sector is not traditionally known for its bold marketing campaigns. Strict regulations and a generally conservative environment often lead to a sea of sameness, with many brands struggling to differentiate themselves.