In the past few decades, corporate attitudes have evolved from a “customer is always right” mindset to the recognition that employees are as vital to the success of a company as customers. Corporate internal and external communications declare that satisfied and engaged employees are as critical to success as satisfied customers. According to a Columbia […]
A study based on an exhaustive review of the research related to personalized marketing—marketing that is tailored to the interests or personalities of consumers—dissects the psychological and contextual factors that impacts how consumers react to personalized matching, including whether the marketing is more or less persuasive. In addition to individual personality traits or interests, marketing […]
Read More… from Why Personalized Marketing Succeeds or Backfires
Many companies struggle to keep up with today’s supercharged, constantly evolving competitive markets, where customers needs, products and technologies change at ever-increasing speed. An in-depth study of the global telecom equipment leader Huawei Technologies by researchers from Cambridge University’s Judge Business School and China’s Zhejiang University’s School of Management offers a detailed lesson in what […]
Read More… from Super-Fluid Companies Keep Pace with Customer Needs
From General Motors to the local hair salon, every company, business and organization knows that marketing today inevitably includes social media marketing. Visibility is important: marketers will exert great effort (e.g. through search engine optimizing) to attract greater numbers of prospects and customers to their site. But what happens when customers arrive? Are they engaged […]
Read More… from Engineer Your Social Media Content to Engage Your Customers
Growth is a top imperative for marketers, according to the latest CMO biannual survey conducted by Duke’s Fuqua School of Business in collaboration with Deloitte LLP and the American Marketing Association. Nearly 40% of the 323 CMO respondents to the survey put growth as their number one imperative, and another 30% of respondents put it […]
Read More… from Existing Customers and Home Markets Drive Growth
The results of the study showed a 35% increase in usage by the targeted customers and a 10% increase in usage by the connections of the targeted customers. In addition, suspensions decreased for both target customers and their connections, and churn decreased for the connections (the study did not include the targets’ pre-paid churn, because the six-month process […]
How can companies that sell experiential products and services design an experience that leaves customers with highly satisfactory memories — and the desire to return? A team of researchers from UCLA’s Anderson School of Management developed a mathematical model for optimal customer experiences based on two variables: sequence and duration. In manipulating the sequence and duration […]
Read More… from Designing Experiential Services So Customers Remember the Best Parts
How well is your company performing? For many companies, the answer to this question comes through customer satisfaction surveys, which tell companies where they are successfully meeting customer expectations and where they are falling short. Although subjective — that is, based on the customer’s subjective opinion of the company’s performance — customer satisfaction surveys are […]
Read More… from What Companies Learn from Customer Satisfaction Surveys
The best companies are forward-looking. They are not only concerned with what customers want to buy today, but what they will want to buy in the future. A company’s ability to project future customer needs is usually tied to factors such as how much a company knows about its customer and the extent of customer […]
Read More… from Work with Customers to Understand and Shape their Future Needs
It is hard to resist the pull of emerging markets, such as India and China. Given the immense population in such countries, even the small percentage of the total population that can be considered ‘middle class’ represents huge markets for companies in developed countries. And this new emerging-market middle class is only growing. Succeeding in […]
Read More… from Three Product Innovation Strategies for Emerging Markets and How to Choose
