Usetiful and Mad About Marketing Consulting Partner to Accelerate AI Adoption and Customer Experience Transformation
In the era of AI-driven innovation, success isn't just about building smarter products. It's about helping people adopt and use them effectively.
That’s why we’re proud to announce a strategic partnership between Usetiful, a no-code Digital Adoption Platform, and Mad About Marketing Consulting, an award-winning boutique firm that helps businesses navigate complex marketing, customer experience, and go-to-market transformations.
Together, we are combining strategic advisory and operational enablement to help companies, from startups to corporates, unlock the full potential of digital and AI investments.
Why This Partnership Matters
AI is transforming how products are built, marketed, and supported. But the biggest challenge isn’t the technology. It’s adoption. Even the most innovative tools will fail to deliver return on investment without the right strategy, onboarding, and user enablement.
Mad About Marketing Consulting provides advisory services to address pain points across process, people, and platforms. We work hand-in-hand with your internal marketing teams or external agency partners to develop sustainable solutions that strengthen your value proposition and drive acquisition, engagement, experience, and retention strategies.
Our services include:
● Marketing transformation and go-to-market planning
● Customer experience strategy, martech optimization, and digital channel alignment
● Change management and leadership enablement
● Their signature AI Adoption Transformation framework, helping leaders assess readiness, define the right use cases, and prepare teams for longterm success
Usetiful complements this with a powerful no-code platform that helps teams:
● Onboard customers through in-app tours, checklists, and smart tips
● Reduce churn and boost product activation
● Equip Sales and Marketing teams with personalized, scalable user journeys
● Onboard new employees into digital tools and workflows more efficiently
A Human-First Approach to AI Transformation
This partnership is grounded in a shared belief: successful AI transformation must start with the people who use it. Technology should enhance human workflows, not overwhelm them.
Many organizations are eager to implement AI-powered tools, but few have a structured roadmap that ensures meaningful adoption across customer experiences, employee workflows, and internal operations. That’s where Usetiful and Mad About Marketing Consulting come together.
Here’s how we help businesses drive AI transformation together:
✅ Example 1: Customer Targeting, Acquisition, Engagement and Retention
Mad About Marketing Consulting leads the strategic phase, developing a refined value proposition, identifying high-value segments, and defining detailed customer targeting criteria across B2B and B2C channels.
Usetiful brings the strategy to life through execution, by delivering personalized onboarding flows tailored to each segment, using smart tips and product tours that adapt based on user tags, behavior, and goals. Retention is supported with in-app nudges, contextual check-ins, and feedback surveys.
Goals to achieve: Increased acquisition efficiency, higher onboarding completion, and improved customer lifetime value across key segments.
✅ Example 2: Strategic Planning and In-App Execution
Mad About Marketing Consulting helps a SaaS company define its go-to-market strategy for a new AI-powered analytics dashboard. Our advisory team runs a Value Proposition Workshop, maps key personas, and defines success metrics.
Usetiful then turns that strategy into in-product experiences. The platform delivers personalized onboarding checklists, in-app walkthroughs, and contextual tooltips that help each user segment understand and engage with the new tools.
Goals to achieve: Faster time to value and higher feature adoption for a complex AI rollout.
✅ Example 3: Internal AI Enablement for Sales and Marketing Teams
Mad About Marketing Consulting conducts a Martech Enablement Workshop with a growth-stage company trying to streamline its customer and marketing engagement platforms and identify gaps in current usage amongst its employees.
Usetiful supports internal enablement using in-app onboarding for Sales and Marketing teams. Tooltips and walkthroughs are embedded in the CRM and email platforms to train teams on new AI workflows.
Goals to achieve: Reduced resistance to change, faster team rampup, and more effective sales execution.
✅ Example 4: Global AI Rollout in a Corporate Environment
Mad About Marketing Consulting leads a change management initiative for a multinational launching AI-driven CX automation. We manage training, stakeholder alignment, and team buy-in.
Usetiful handles onboarding at scale across customer-facing tools, ensuring employees know how to use AI support systems effectively through contextual guidance.
Goals to achieve: Smoother global rollout and increased usage of new AI tools.
Through these joint efforts, organizations not only plan and launch AI initiatives they ensure those initiatives are adopted, understood, and optimized by the people who matter most.
Ready to Transform?
If your organization is investing in digital transformation, marketing modernization, or AI-powered customer experiences, now is the time to ensure your people are ready too.
Let’s turn strategy into action and adoption into impact.
👉 Learn more about Usetiful
👉 Explore the AI Adoption Transformation approach
📩 Interested in exploring Mad About Marketing Consulting’s services? Reach out at contact@madaboutmarketingconsulting.com
Mad About Marketing Consulting
Advisor for C-Suites to work with you and your teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes. We are the AI Adoption Partners for Neuron Labs and CX Sphere to support companies in ethical, responsible and sustainable AI adoption. Catch our weekly episodes of The Digital Maturity Blueprint Podcast by subscribing to our YouTube Channel.
How Are you Enabling Your Sales Team - Learnings from Luxury Brands
I confess that I’m not a fan of fast fashion and have a penchant for the finer side of things. Not because I like wearing brands on my sleeve for all to see but more I appreciate the total experience, after sales support provided, exclusivity and quality. I am not a rampant shopper that enjoys window shopping; in fact I’m quite the opposite. I shop decisively and wear the clothes for as long as they fit. I prefer to keep my wardrobe clean and not jam packed with tons and tons of clothes that I will only wear once.
Over time, I have established client relationships with a few client advisors, often by chance as well where we hit it off while chatting. I do know of course that each brand has their own internal tiered loyalty program and playbook where they will invite clients via their advisors to certain seasonal events. It reminds me somewhat of the relationship managers in the banking sector except these advisors give advice on fashion and fitting.
I had the opportunity to attend a few of these events over the last few months, some tagging along on the invite of friends. I just wanted to share a comparison of how each brand conducted their client engagement and how each has made me feel in return.
1) Louis Vuitton
This is a rebound brand for me as I was a fan of their bags in the earlier years of my life but I didn’t really establish much of a connection with them till in recent years when I met my current client advisor by chance while looking to top up my perfume. Since then, she’s been on my whatsapp quite often, keeping me abreast of the latest releases and inviting me to the launches or seasonal previews or sometimes, just client activation events like valentine’s day, lunar new year and recently some bespoke garden animation event.
The events range from being rather salesy in nature where they would lined up rows of their latest clothing at the event space and nudging clients to try on the spot, to being just experience focused where you get to just enjoy the activities lined up. She’s also empowered to do reservations of items on the spot, send gifts for special occasions, arrange for quick turnaround alterations, delivery and more just to ensure total client satisfaction. On this front, I find LV to be quite unbeatable though it is very advisor driven and influenced.
2) Chanel
I used to have a weakness for their shoes and bags, especially the uncommon designs, which are often also more affordable than their classic black pieces. When my favourite client advisor left, there was a gap left by the one who took over from her till recently, when she became more proactive.
It might just have been that the brand on the whole is recently more proactive in engaging their regular clients and introducing more engagement activities to make sure we feel valued? One was a virtual reality/augumented reality performance featuring chanel designed clothing that are actually not available for sale. It was held in partnership with an actual artist and there was zero sales element tagged to it. The other is a movie event also held elsewhere and we could reserve tickets if we RSVP through a link they sent to our phones.
In this case, though it is nice to be invited to such activities without any hard sales pushing, it would be nice to be kept abreast more of their latest designs as the advisor remains hit and miss in terms of her engagement style. The brand though seems to be moving away from relying too much on their advisors as they started sending invites directly to the clients.
3) Hermes
I’m a recent convert for their shoes and bags, which are generally more reasonably priced for the quality and fitting without being overly in your face. The advisor is also pretty proactive and chatty though the brand as a whole is not as aggressive as LV or Dior in terms of creating client engagement activities.
Their activities are also more informal and less grand on the whole, like mini in-store activations and sending their publications to us; quite traditional in approach. In this case, the advisor plays a key role as it’s make or break, based on how well she continues to connect with us as a client.
4) Christian Dior
This is more of an ad hoc brand for me and chance meeting with an ambitious and aspiring client advisor who is forthcoming and the most personable of all the advisors I have to say.
The client engagement is similar to LV’s in that they have larger scale client activation events and preview shows though they do the activations and activities in a slightly more interesting fashion than LV without coming off as being too salesy.
The advisor is also empowered to give gifts to clients, curate their own invite list and arrange for reservations. Overall experience wise, it is close to LV in terms of heavy reliance on the advisors.
Overall lessons based on what I think:
the importance of a playbook and approach for businesses relying heavily on client advisors or relationship managers to guide them in providing a total experience consistently over time
providing the right level of empowerment and enablement so they get to make certain decisions on the fly that could make or break certain relationships
ensuring that you are also engaging your clients on the same scale via other channels, so you’re not overly relying on your advisors; this is where digital channels and engagement are critical
maintain a good mix of both activities that are purely experiential in nature and more product/services focused so clients have a choice, depending on what they are looking for at different times
About the Author
Mad About Marketing Consulting
Ally and Advisor for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.
What I learnt about Customer Centricity in Japan
While I pride myself to be largely empathetic and customer centric in thinking and approach, I learnt something new and meaningful as well in my recent travel to Osaka and Kyoto. The experience epitomizes the true spirit of customer centricity and provided lessons for me as well in my thinking and approach.
During our trip, all our various interactions have left a deep and lasting impression on the service and customer oriented mindset of the Japanese living and working there. From the big actions taken to the smaller details observed, even when things didn’t go as planned, they more than made up for it.
Experience one - we left a bag of personal belongings in the driver’s car and he unfortunately lost touch with us and our guide as his mobile phone malfunctioned. We were initially anxious and even disappointed that he wasn’t at the pick up location for our next pit stop. Our cynical minds started wondering about all sorts of scenarios, including lost items and what-nots. Turned out, he was equally anxious and was shuffling to and from various places he thought we would be, before he finally dropped the bag off at our accommodation during dinner time. The next morning, he arrived bright and early with a little token of apology though he didn’t have to and showed us not one but 4 mobile phones he has brought along as back-up! In return, we got him a little gift token in exchange on our last day as we know tipping is considered as an insult to the Japanese.
Lesson learnt here - always place yourself in the shoes of the customer when trying to solve the problem at hand. Treat others the way you would like to be treated.
Experience two - the chefs, regardless of whether its the head chef or sous chef at all the small dining establishments would make an effort to see each set of diners out after their dinner, including ensuring they are able to get to their mode of transport. They would stand outside of their restaurant, seeing the guests off, which reminds us of a house owner seeing their guests off after a visit. The interactions with the service staff, be it hotels, cafes and shops were always unhurried and attentive even during peak periods. No one tried to peddle their stuff or hard-sell to us or the people around us. They went out of their way to show us the exact location of where certain things were if we looked uncertain. It shows us not just the hospitable side of the place as a whole but the pride as well they take in ensuring the experience with them is complete and satisfactory. The end result of this is that we were happy to buy or order more on our own accord without needing any push from them.
Lesson learnt here - take genuine pride and ensure you have a solid value proposition in what you do and offer as a complete service to your target customer. This goes a long way in demonstrating the value you bring to them without needing to hard-sell.
Experience three - We were enroute to a restaurant located at an obscure building and part of the city. The location was such that we would need to walk by foot after alighting though we were blissfully unaware of the fact. The wise and knowing taxi driver parked at the side of the road, stopped the meter and directed us all the way to the entrance of the building and showed us to the lift up to the restaurant with a big smile and zero hint of impatience. In another instance, we needed to head back after dinner but chose the wrong pick up location unknowingly. The second driver we encountered made the effort to find his way to us though we were at fault for choosing the wrong pick up location at an obscure spot. Throughout the process, he was polite and extremely patient with us and when he reached our pick-up spot, he remained cheery and even apologetic though we were in the wrong! The end result of these two incidents were that we were equally apologetic for causing much hassle and provided tips through the app to try and make up for the lost time and additional mileage they needed to cover in order to help us.
Lesson learnt here - although the customer is not always right, the point is not to harp on mistakes or who is right or wrong. Instead, enable your employees to use such situations to identify opportunities to create a win-win outcome.
I know that providing consistent good customer experience and service is tough and the truth is, not everyone is cut out for it. It helps to have the right mindset to start with and I always believe as well that it starts from how organizations treat their own employees and enable them with the right mindset as happy employees will often result in happy customers. It’s a type of pay it forward attitude.
Although good customer experience don’t always pay off in terms of direct or immediate revenue or growth, it does pave the way to longer term rewards and loyalty. The current consumer psyche is also such that catering for such experiences should almost be a given and not conditional based on how much commercial value you think you can derive out of each customer. This is especially if you are not the only player in the market offering the same set of products and services. What differentiates you could also be the experience you offer as a whole. It could be part of your total value proposition.
About the Author
Mad About Marketing Consulting
Ally for CMOs, Heads of Marketing and C-Suites to work with you and your marketing teams to maximize your marketing potential with strategic transformation for better business and marketing outcomes.