What organisation wouldn’t like a big leap in customer loyalty? What magical marketing promotion would deliver a result like that? The quick answer is that there isn’t one, because if you are looking to marketing to deliver customer loyalty you are probably looking in the wrong place. While marketing can generate...
We talk a lot about our customers, but most people in the business only see that as being external. How can we get them to see that we are our customers too? Some business terms get used with such strong framing it’s virtually impossible to shift what people think of when...
This week’s reader question from my friend Richard Keeves is a doozy. If brand is the result of the promises you keep, isn’t it also the result of the promises you don’t keep? For example, United Airlines breaks guitars. They didn’t promise to break a guitar. They probably promised to look after the luggage of their passengers....
Continuing my series of answering questions sent in by you, this week’s question asks about the intersection of sales and customer service. Our customers are reluctant to switch over from dealing with their salesperson to customer service. How can we get them to deal with customer service? To bring a customer centric approach...
I’m going to make it short and sweet this week. I’ve recently had a number of conversations with people where my brand advice to them ended with the following statement: Everyone is not your customer. It should be obvious and some companies do get it. Too many don’t. There are plenty of...
PART 1 Where does your customer’s experience start? When they walk into your store or wander into your website? When they talk to a sales person? When they go searching for something on Google? When they see or hear your ad? When they use your products or services? Sure these are all...
I’ve written a few times over the recent years about the myth that you have to delight your customers. And a couple of conversations last week reminded me yet again how entrenched this thinking is. So here we go (again). It started with a conversation (as so many of my blogs...
When people start talking about brand one of the inevitable questions that pops up is “what do you think X org” stands for? This question gets asked of employees, customers, partners – pretty much any stakeholder with a pulse will at some time or another get it thrown at them. It’s...
It shouldn’t be news to anyone who reads this blog regularly that I believe one of the great red herrings of customer satisfaction is the whole idea of “wowing” them – I go so far as to call it the myth of wow. There are a number of good reasons for this and way...
What makes you care about an organisation and their brand? It’s a good question to ask yourself because your customers are just like you and the things that make you care will probably make them care as well. So put yourself in their shoes for a bit and you’re sure to get...