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A New Year’s Resolution: Examine Your Customerbase!

Posted on 12. Jan, 2012 by .

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Out with the old, in with the new”!  So goes the traditional mantra of the New Year.  To the business person this cry could be interpreted as a challenge to review his/her customerbase; eliminating current costly customers, goaling to attract more profitable customers.  In the spirit of the New Year, let’s reconsider some of the [...]

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Wishing You a Delightful Holiday!

Posted on 24. Dec, 2011 by .

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One discovery Tim Keiningham and I made a number of years ago, is that simply satisfying a customer isn’t enough to get that customer to become a truly loyal customer.  We based this finding on lots of observations and on several documented trials.  This is a unique perspective and isn’t fully understood throughout the customer [...]

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Customer Winback; Back in the News!

Posted on 30. Nov, 2011 by .

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In tough times, businesspeople reevaluate all of their opportunities to boost sales.  So it’s no surprise that today we’re again hearing about winning back lost customers.  Even without the current financial downturn, pursuing lost customer has always made good sense.  After all, while the success rate of prospecting for new customers is generally 5% or [...]

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Why Loyalty Programs Fail – Pt. 3

Posted on 04. Nov, 2011 by .

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Customer loyalty and programs to nurture it are no longer ‘tough sells’ to corporate executives.  In fact, the availability of “out of the box” applications may have made them almost too easy a sale.  These “one size fits all” solutions lack the necessary insight into an organization’s actual customers’ needs and interests; consequently they’re prone [...]

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Why So Many Loyalty Programs Fail – Part 2

Posted on 06. Oct, 2011 by .

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Businesses have learned their lesson; keeping customers (specifically profitable ones) is the ticket to survival.  Consequently “loyalty” has become a point of focus among most of today’s CEOs.  And yet we all see loyalty initiatives and programs launched and relaunched, often in a period as short as one or two years!  While all businesses desire [...]

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Why So Many Loyalty Programs Fail – Pt. 1

Posted on 27. Aug, 2011 by .

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The customer loyalty movement in 2010 has come a long way from its beginnings in the 1990’s.  No longer is it necessary to convince companies that they should have a customer loyalty strategy.  Today, most companies actually have one; a scant minority talk avidly about creating one.  And yet a challenge still remains.  The fact [...]

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Audi is Driving Me Away!

Posted on 16. May, 2011 by .

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I’ve driven Audi automobiles for almost as long as I’ve been writing about customer relationships.  But this parallel is, at best, troubling.  You see Audi isn’t a very good practitioner of CRM and I’m passionate about CRM.  I know I should “vote with my dollars” and abandon the marque, but I do like the engineering [...]

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“It’s Nothing Personal…”, But It Sure Should Be!

Posted on 08. May, 2011 by .

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The Trump Apprentice TV programs proclaim in their opening credits, “It’s nothing personal, it’s just business!”  I find this statement personally offensive.  It contradicts everything I believe about how good businesses are built and prosper.  The fact that Donald Trump espouses this philosophy suggests his views are very different from my own.  To me most [...]

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Your Online Customer Community Could be Damaging Customer Loyalty!

Posted on 22. Apr, 2011 by .

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What an absurd thought you might be thinking.  Any online community is better than none! Over the past few years, the enormously popular social media have caught the attention of marketers – offering a new medium with which to listen to and interact with their customers.  With this ready access to customer feedback, companies appear [...]

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When Things Go Wrong – And They Will!

Posted on 19. Nov, 2010 by .

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“Disaster recovery” is something that large organizations trained in quality control principles recognize to be a necessary component of their operations.  They know exactly how they want a process (like guest registration at a hotel) to proceed, but they also recognize that occasionally things won’t go as planned.  In these few instances of failure, they [...]

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