If you believe, as I do, that earning the trust of customers is the most direct route to long-term success for a business, then there is a new book you should run out and buy today: The Best Service is No Service, by Bill Price and David Jaffe. If you want, read my comprehensive review of this book on Amazon, and then buy it.
Continue reading "Must-read new book: The Best Service is No Service" »
Have you heard? Left for dead, consigned to the dustbin of history, gone and more or less forgotten, a familiar name has suddenly re-emerged, thrilling longtime fans who thought it was all over; that the fat lady had not only sung, but had packed up her sheet music, hailed a cab, and dived headfirst into a vat of chocolate mousse.
No, not Hillary Clinton, who hasn't (and may never) go away. Not the Tampa Bay Devil Rays, who after being the feel-good baseball story of the past couple of months are in the midst of a bickering downward spiral (and yes, I know they're technically just "The Rays" now, but I still call that other team the "California Angels," so sue me). And certainly not Big Brown, who answered the Triple Crown question "What can brown do for you?" with a resounding, "Umm, not much" at the Belmont.
I am, in fact, speaking of the long-moribund Hydrox cookie, which Kellogg's recently announced will be returning "for a limited time" in August.
Many executives see other companies using Web 2.0 tools, customer co-creation, and advanced personalization techniques to build relationships with customers. They think "it's a good idea for them, but it wouldn't work it my business." We think that any business -- B2B or B2C -- can benefit from smart use of new technologies that are readily available to build relationships. Don't let it pass you by.
One of our readers, Miro Slodki, posed an interesting question in his current Canadian Marketing Association blog. He asks whether customers are brand monogamists or brand polygamists. My answer: It depends.
Continue reading "Is It Really Loyalty--Or Something Else?" »
Well, it sounded like a good idea at the time.
Back in February, I wrote about how British soccer team Ebbsfleet United was redefining the term “customer centric,” via its agreement with members of the team’s MyFootballClub.co.uk community fan website that gave supporters the right to vote on all major decisions, including choosing the team's line-up for each game. Some 29,000 people around the globe ponied up the annual £35 ($70) fee, and the world—well, at least the futbol fanatics of the world—watched in breathless anticipation.
Would those 29,000 “owners” fire the manager? Would they demand a line-up change for every half of every game? Would factions arise to debate any and all Ebbsfleet business, resulting in a balkanization of shareholders, ultimately leading to a dizzying blizzard of claimants to club leadership—so many would-be Anastasias to the Ebbsfleet throne?
If you guessed the answer to all of those questions to be “no,” you too may have a future in predictive analytics.
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