Tracey Mustacchio
Tracey Mustacchio brings more than 20 years of marketing, business development and product management experience to Vivisimo. In her current role as Vice President of Marketing at Vivisimo, Tracey is responsible for the company’s global marketing initiatives, including its go-to-market and product strategies. Prior to joining Vivisimo, Tracey served as Chief Marketing Officer for TraceSecurity, an innovative SaaS-based security compliance provider. Previous to TraceSecurity, Tracey held senior level marketing and product management positions at McAfee, Verisign, Secure Software (acquired by Fortify Software), and Business Evolution (acquired by Kana). During her tenure at McAfee, she led product marketing and product management for all product lines which played a pivotal role in growing revenue from $25 million to more than $900 million. At Business Evolution, she successfully positioned the company as a strategic eCRM provider and was instrumental in the company’s sale to Kana Communication for $140 million. Tracey also operated her own strategic marketing consultancy which specialized in providing marketing and product management consulting to fast growing companies. Tracey earned B.A. degrees in Math/Computer Science and Philosophy from Virginia Wesleyan College where she graduated as 1 of 10 Wesleyan Scholars.
 
Monday, September 12th, 2011
Some business and technology decision-makers are rather hesitant about making significant new investments in technology right now. To their way of thinking, it isn’t prudent to spend on a new customer solution implementation right now because demand for their current products is so uncertain. In their minds, it’s better to wait until things pick up a bit. Then, they say, they’ll consider investing in some fancy-schmancy new technology.
This way of thinking is, however, exactly wrong—especially today.
There are three reasons in particular why the failure to invest in a competitively differentiated customer engagement now is completely wrong-headed:
(more…)
Tags: competitive advantage, customer, customer experience, demand, institutional knowledge, investment, market, technology
Posted in information optimized | No Comments »
Monday, July 25th, 2011
One of the most common problems we have in business is language. Words mean different things to different people. So we often don’t communicate as effectively as we should—even though we think we’re expressing ourselves with perfect clarity.
“CRM” is a great example of this problem. Because of the rise of CRM applications, people will often tell you “We’re doing CRM”—when what they really mean is “We’ve implemented a CRM application.”
CRM applications, of course, can be great. The CRM databases that provide the foundation for these applications are invaluable. They provide a unified repository for structured customer data that organizations can slice and dice in order to both better respond to the needs of individual customers and discern trends in specific market segments. And they layer essential workflow automation on top of these databases so that customer-facing staff can take fact-based actions wherever and whenever it’s appropriate to do so.
(more…)
Tags: application, communicate, CRM, customer experience, CXO, database, market, repository, social media, software, Unified Communications
Posted in information optimized | No Comments »
Saturday, May 21st, 2011
According to Charles Green, “The more credible, reliable, and intimate a company is, the more likely a customer will be to trust it. Capability has to do with a company’s reputation for telling the truth, or being accurate in its statements to and interactions with a customer. Reliability refers to actions rather than statements. A reliable company is one that will do what it is supposed to do. Intimacy relates to safety, security, or integrity. An intimate company is one that will keep important personal information secure and private, for instance. Self-orientation: This reduces the trust quotient. It is about your motives and the things you care about. Can I trust you to think beyond your own self-interest?”
To begin the discussion we defined trust in the context of an organization and its clients and concluded that trust is the lifeline for any organization. Here are further highlights from the conversation:
(more…)
Tags: customer experience, customer trust, reputation, self-orientation
Posted in information optimized | No Comments »
Monday, May 16th, 2011
Gartner describes today’s customers as “digital natives”— the way they shop, the way they purchase, and the service they expect have dramatically changed. How do we deliver exceptional experiences to these customers when their expectations change almost daily? They grew up online and have no idea how to exist without the internet. Online shopping, 24/7 information access, and instant answers are not nice to haves but expected. With today’s Gen Y/millennial/digital native customer “purchasing $150 billion in goods a year, and influencing another $50 billion of Baby Boomer’s family purchases” the pressing question is how do we delight these Gen Y customers? We explored this all important question at one of our #CXO tweet chats with Gen Y CEO Daniel Newman. Here is a summary:
(more…)
Tags: #CXO tweet chats, customer experience, customer knowledge, CXO, digital natives, Gen Y, Gen Y customers
Posted in information optimized | 2 Comments »
Monday, May 16th, 2011
Words matter. They are what we use to communicate. So they affect how we sell to and service our customers.
The problem is that we often use different words than our customers do. We may think of our products as “competitively priced,” but our customers may think of them as “cheap.” We may describe our products as designed for the “visually impaired,” but our customers may think of themselves as “blind.” We may direct people to the “bursar’s office,” but our customers are looking for “where to pay my bill.”
So how do we figure out where our language it at odds with our customers? (more…)
Tags: Customer eXperience Optimization (CXO), language, online customer service, search engine optimization (SEO), search terms
Posted in information optimized | No Comments »
Monday, April 25th, 2011
Those of you who read this blog regularly know that I often write about very specific business applications for Vivisimo’s Information Optimization (IO) technology. It is good and fitting that I do this, because IO has such powerful, high-ROI applications across so many aspects of business—including customer care, market insight, regulatory compliance and legal discovery.
But while there is a lot of value in the specific applications of IO that improve business performance in concrete, quantifiable ways, it is also worthwhile to consider the broader implications of adopting IO.
Confidence is a key attribute of any company’s culture. Salespeople have to be confident in the superiority of their company’s products and services. Finance managers have to have confidence in their numbers. And executives have to have confidence in their tactical and strategic decisions.
(more…)
Tags: customer care, high-ROI applications, Information Optimization, information strategy, legal discovery, market insight, regulatory compliance
Posted in information optimized | No Comments »
Monday, April 11th, 2011
Companies are increasingly using Vivisimo technology to optimize their customer experience. So it might be worthwhile to understand why this is the case.
Once upon a time, there were lots of ways you could differentiate yourself competitively. You could innovate to deliver a better product. You have better, broader distribution. And you could compete on price.
Global markets, however, have changed dramatically. It is now very difficult to sustain differentiation based any particular product innovation, because such innovations can be so quickly reverse-engineered and replicated. It is difficult to sustain differentiation based on distribution, because the Internet disintermediating traditional distribution channels. And competing on price just kills your profit margins.
(more…)
Tags: actionable information, competitive differentiator, customer experience, customer-facing personnel, differentiation, Global markets, structured and unstructured data
Posted in information optimized | 2 Comments »
Monday, March 28th, 2011
As your business becomes more dependent on its information systems—and as the sheer volume of information moving through those systems continues to grow—it is natural for you to become increasingly concerned with information risk. After all, the effective mitigation of risk is one of the main factors in the long-term success of any business.
Information risk, however, comes in many forms. There’s the risk of your customers’ confidential data being compromised by cyber-criminals. There’s the risk of your company’s high-value intellectual property getting leaked to competitors. There’s the risk of inaccurate financial data compromising the integrity of your corporate accounting.
All of these risks are meaningful. That’s why it’s important for you to implement the proven best practices and technologies necessary to effectively mitigate them.
(more…)
Tags: disgruntled customer, ignorance events, information risk, information security, intellectual property, risk mitigation
Posted in information optimized | No Comments »
Monday, February 21st, 2011
Information Optimization (IO) isn’t just a matter of getting the right content to the right people at the right time—although that’s certainly very important. It’s also a matter of getting that content to people in the right form with the right metadata.
Consider, for example, the case of a government agency issuing a new regulatory mandate that is relevant to your company. Obviously, you’re going to want everyone at your company to know how that mandate will affect them. One way to do this is to write a separate memo to each different business function (product management, sales, HR, etc.) explaining what their particular new responsibilities and constraints are. Typically, these memos would each come from the heads of each department.
(more…)
Tags: content retrieval, Information Optimization, living document, metadata
Posted in information optimized | 1 Comment »
Monday, February 14th, 2011
Some people enjoy creating content. They like to turn their ideas into blog entries, white papers and PowerPoints. These people get a certain personal gratification from seeing their insights in print—and they understand how the promulgation of those ideas can benefit the company.
Other people are much more reticent about turning their knowledge into content. They may not feel comfortable writing, or they may want to control how and when their ideas are used. Some also have a sense that they are surrendering something of personal value when they share their best ideas with others.
(more…)
Tags: business insight, capture information, Information Optimization, information-driven organizations, knowledge capture
Posted in information optimized | 10 Comments »
|
|
