I am a big believer in management guru Peter Drucker saying "What gets measured gets managed". When it gets down to tracking a company's success, too many businesses tend to rely on market share, profitability, EPS growth or repeat purchases only. Don't take me wrong, you still need to track these down, but as one brilliant Berkeley … Continue reading Managing Customer Experience: the next big thing?
According to a report (pdf) sponsored by RightNow, Social Media is an effective way to bring back unhappy customers. Marketing Charts reports about it as well here. The research present a number of facts to support this: - 68% of consumers who posted a complaint or negative review on a social networking after a negative holiday shopping experience got a response from … Continue reading Unhappy Customers Can Be Won Back via Social Media
During my Lotus years, I've been given the opportunity to meet Mike Zisman our CEO at the time. One of his statement stayed with me since then: "The purpose of any enterprise is to acquire new customers and retain existing ones. Product an services are only a means to that end." It sounded a bit … Continue reading Customer equity to drive your marketing ROI
One of the most critical dimension of Marketing 2.0 lies in Word of Mouth Marketing (WOMM). As defined in wikipedia:"it is a term used in the marketing and advertising industry to describe activities that companies undertake to generate personal recommendations as well as referrals for brand names, products and services." WOMM in my opinion was … Continue reading WOMM: Marketing 2.0 lethal weapon
I mentioned behavioral targeting recently on Marketing 2.0 as a way to increase marketing effectiveness. I wanted to come back on this topic in light of a datasheet that you can download from Omniture, to share with you a tip about successful segmentation as described in Wikipedia."The requirements for successful segmentation are: homogeneity within the … Continue reading Market segmentation to increase attitudinal loyalty