In my work with forward-thinking enterprises around the world, it’s clear that customer loyalty is a top priority. The focus today is on customer centricity, and no wonder – not only are customers expensive to attract, but long-term customer engagement is highly valued. Loyal customers can become passionate advocates for your brand and provide you with insights to co-create profitable new products and services.
Continue Reading
Google’s not always right. Google’s booklet on the ZMOT, or Zero Moment of Truth, raises some eye opening questions on how consumers consume and marketers market. Clearly, connectivity has changed buying habits and marketers must take note. In the Google booklet, author Jim Lecinski defines a ZMOT as “that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying.”
Continue Reading
I had the privilege to attend the 2012 NRF convention this week in New York and was impressed with the buzz around marketing: Loyalty Marketing. The focus on loyalty, engagement marketing and customer centricity was continuously mentioned in a number of the sessions I attended, on the show floor in discussion with vendors, and strongly referenced in almost all conversations with marketers and brands. The first session I sat in was presented by Macy’s and DunnHumby, during which Peter Sachse, the CMO of Macy’s, stated, “We don’t need new customers. We need to keep the ones we have and get more out of them.” Simple yet powerful; the premise is a modality in which all marketers should partake with a realization to create more valuable brands. Yet, why do so many brands/retailers CONTINUE to miss the mark here?
Continue Reading
At Thunderhead we have the opportunity to view the customer service industry from a unique vantage point. We are able to evaluate the experiences of our clients as well as clients of other solution providers to determine how they are responding to various technologies and strategies - and more importantly how their end users are responding.
Continue Reading
As we emerge from the season of gluttony, we are faced with the January discount madness.
In fact, in the UK, this started weeks before the holiday break in a desperate attempt to release money from people's wallets, purses and credit cards.
The impact on our high street is as if the Coca-Cola lorry has driven through our high streets leaving large red posters in every window which only hours before had been beautifully dressed to convey a sense of value within.
All that destroyed by a large red banner screaming SALE : UP TO 70% OFF.
Now you'd have to be pretty dumb if you didn't realise that 70% is one hell of a margin to give away. Even 50% seems a lot.
So already you're thinking this is stock that not even the brand owner cares about. So why should I?
Continue Reading
As a consumer, what is your preferred in store payment method?
