Articles

How Vulnerable Are Your Customers?  Five Keys to Protect Your Customer Assets - CEO Refresher
For the first time, your loyal customers are listening to your competitors. They've always been bombarded by competitive offerings, but now they are open to exploring options.  What can you do?  There are five things you need to do now as you update your Customer Strategy to reflect the new reality of the recession.
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No More Doom & Gloom!
How to market smarter AND harder to thrive in difficult times
- Predictive Consulting Group
These days marketers are faced with huge budget cuts, yet across-the-board cuts are clearly more detrimental in the long run than other cost-savings methods. Research has shown that when companies hold the line or even increased their marketing during recessions achieved significant gains in revenue and market share both during and especially for two to three years following the recession.  Learn what you can do to help you succeed during an economic downturn.
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The New Silver Bullet for Growth and Customer Loyalty - CEO Refresher
The Chief Customer Officer is uniquely responsible for customer value.  Learn how your company can reap multiple benefits by establishing the role of a CCO.
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Chief Customer Officers: They Facilitate Growth and Loyalty - Sales and Marketing Excellence
If you want to grow your business while increasing customer loyalty, the Chief Customer Officer (CCO) might be the solution.  Learn how having someone in this role can help your company: grow revenue; increase customer profitability; increase customer loyalty and retention; develop sustainable competitive advantage; and decrease costs.
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Use Data to Handle the Disgruntled - DMNews
Before you get into a situation where you need to handle a disgruntled customer, take the time to prioritize your customers according to their value. Not all customers are alike and your reaction might be the wrong one. You want to protect your best customers and address disgruntled customers according to their priority and service tier.
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You Can’t Save Your Way to Growth - CEO Refresher
Learn how Sears has deviated from Harvard Business School professor Theodore Levitt's admonition that the sole purpose of a business is to create and retain customers. Sears was initially rewarded for their efforts in cutting costs and increasing profits, but it became clear that they did so at the expense of their customers and their customer experience. The article discusses the lessons learned and how you can avoid making the same mistakes, particularly in lean times when cost cutting may be necessary. Find out how you can tackle this problem without jeopardizing your long-term viability.
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Roots of Real Innovation: Innovation Must Come From Customers - Sales and Marketing Excellence
Innovation doesn't come from great leaders, pure research unfettered by customer needs, employee innovation programs, and even brand marketing. Instead, customers must be the primary source of innovation.
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Hottest New Title in the Executive Suite? Chief Customer Officer - Handbook of Business Strategy 2005
Many companies are recognizing that customers are harder to win, and more fickle than ever before. So they are seeking ways to increase the value of their customers as a true asset. This article summarizes the results of a recent study of companies such as Cisco, WebMethods, HP, People Soft and Sun that employ "executive-level customer champions." The executive-level customer champion role may have different titles such as: Chief Customer Advocate, Chief Customer Officer or Director of Customer Success. Regardless of the title, the executive-level customer champion can deliver balance to the traditional revenue growth and cost-cutting focus of the C-Suite, not to mention the board of directors. Customer champions increase the focus on customer satisfaction and ultimately customer loyalty for increased profits. The article also details the role and benefits of the Customer Champion, featuring innovative activities that some companies are using to endear their customers to them more fully and solidify loyalty.
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The Customer Conscience - Destination CRM
Do organizations have a customer conscience, insisting that customers' needs be considered at every turn? We recently studied companies like Sun Microsystems, Cisco, Hewlett-Packard, Monster.com, Fidelity, and others that have an executive-level customer champion and found that many companies today have indeed institutionalized the role sometimes labeled Chief Customer Officer. All the executives we interviewed shared the following four critical goals: increase revenue, bring customer balance to executive decision-making processes, manage the customer relationship as an asset, and proactively gather customer insight and drive organization-wide change.
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Customer Insight - Sales and Marketing Excellence
The only way to guarantee increased revenues, stronger, longer, and more profitable customer relationships is to center strategic decision-making on actionable customer insight. Customer Conduits are a key vehicle to obtaining unvarnished customer & marketplace insight, and numerous forms of Customer Conduits are presented.
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Creating "Insatiable Demand" - Handbook of Business Strategy 2004
How do you create insatiable demand? This kind of demand that significantly increases sustainable revenue from existing and new customers, increases loyalty, decreases customer acquisition costs, and increases profitability only comes as you focus more strategically and tactically upon the Demand Chain. This article introduces the Demand Chain and describes the key differences between it and the Supply Chain. It describes specific steps companies can take to more fully manage their Demand Chain and ultimately achieve Stage 5 of Demand Chain Excellence.
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Arrogant Marketing - Sales and Marketing Excellence
Customers hate arrogant marketers and their puffery, gloss, and slick sales tactics. Customers don’t care about your credentials, track record, or industry awards. They want to know whether or not what you have to offer is going to satisfy a need. To be successful, you must market to solve customer pain. This article tells you how you can create “you-centric” marketing that clearly addresses the pain customers feel and compellingly describes how their pain will be made to “go away”. Read this to help quickly fill the pipeline with qualified prospects, clinch a sale, win a new customer, and bring in revenue.
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Customer Insight Conduits - Seligence
Declining prices & margins. Decaying sales. Unprofitable customers. Lackluster market performance. Does your company suffer from these maladies? You will if you don’t understand your customers—what they need, want, and most especially, what they are willing to pay for. The only way to guarantee increased revenues, stronger, longer, and more profitable customer relationships is to center strategic decision-making on actionable customer insight.
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The Age of the Savvy Customer: Only "Clear Customer Insight" Can Seize the Day - Sales and Marketing Excellence
Shortest time to market no longer cuts it. Nor does lowest cost. And excellent customer service is now expected. As the old rules for achieving competitive advantage fade away, what can be done to secure customers and vanquish competitors? Increasingly the only true, sustainable competitive advantage is intimate and thorough understanding of customer needs. This article describes ways in which companies can develop such clear "customer insight," then use it to win profits and the loyalty of "savvy" customers.
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