Archive for the ‘Customer Engagement’ Category

Customers Do Not Buy Products

January 29th, 2016
Steven Howard

Customers Buy Solutions, Not Products There are five key customer-driven marketing principles that I consider critical to marketing success today. The first is that the customer is king. The second is: customers do not buy products….they buy solutions. Hence, it is important that you and your entire organization think of your products and services in terms of the solutions they provide to your customers. For example, a person doesn’t need a quarter-inch drill. …

More Thoughts on Customer Retention

January 19th, 2016
Steven Howard

Time to make CRM mean Customer Retention Marketing Over the years, I have written about customers being hidden assets of an organization. Hence, you can imagine how aghast I was recently when walking through an airport and coming across a poster for a software company that read: “Customers are an investment. Maximize your return.” Not surprisingly, this company was touting its CRM (customer relationship management) software solutions. Customers are not an investment! Customers …

Making Customer Loyalty Real for Manufacturers

October 20th, 2015
Steven Howard

“No Such Thing As Customer Loyalty” Is a Myth, Even in the B2B World Deloitte Research conducted a global manufacturing study in 1999 that resulted in an excellent report titled Making Customer Loyalty Real: Lessons from Leading Manufacturers. Not only does the report state that “customer loyalty is a critical driver of shareholder value around the world,” it also concludes that “for manufacturers, low price, high quality, and on-time delivery are no longer …

Keeping Good Customers: The Sales/Service Ratio

October 15th, 2015
Steven Howard

Having a Loyal Base of Good Customers is a Competitive Advantage As we approach the next era of marketing excellence, one which I often describe in terms of True Relationship Marketing, companies need to learn how to apply a Zero Attrition Strategy as the foundation for their customer-focused marketing programs. Keeping good customers loyal to your products, your services, and your organization is critical to your future marketing success. Having a loyal customer …

Keeping Customers Loyal

September 15th, 2015
Steven Howard

The Art of Keeping Good Customers™ Keeping customers loyal is an art form, not a science. As is true of all good marketing practices. Marketing is, after all, an art, not a scientific discipline. The most important ways to keep customers loyal are five simple….simple to understand I should say….but not always simple to execute….actions: Always deliver upon the promises that anyone in the organization makes. Walk your talk. Have everyone in the …

Building Customer Loyalty

September 10th, 2015
Steven Howard

Customer Satisfaction Is Better Than Mere Customer Service How do you build customer loyalty? To start with, your organization has to be able to fully understand customer requirements and to appreciate customer needs…particularly individual customer needs. And you need to have policy flexibility and organizational adaptability in order to meet individual customer needs. In other words, you need to be flexible in how your policies are applied. Not all customers are equal or …

Earning Customer Loyalty

September 8th, 2015
Steven Howard

Create Loyal Customers By Keeping Promises, Delivering Complete Satisfaction How do you earn customer loyalty? Think about how you, as an individual, are loyal to any of the establishments or businesses where you are willing to repeat purchase. What does it take to make you a loyal customer? It is probably the same thing that it takes to make any of us….including your own customers….loyal. And that is a commitment to quality and …

7 Laws of True CRM

September 3rd, 2015
Steven Howard

Making CRM Mean Customer Retention Marketing I have long struggled with the concept of Customer Relationship Management (CRM), mostly for the simple reason that I fully understand that customers do not want their relationships with an organization managed. This is why the whole notion and philosophy of CRM as customer relationship management is wrong. One of my key messages has long been that marketers and senior management need to think of CRM as …

Relationship Marketing

August 4th, 2015
Steven Howard

Relationship Marketing Means Understanding Customer Preferences Relationship marketing is a concept that has yet to be clearly defined by anyone, even though much of today’s marketing literature and many marketing consultants and gurus are in agreement that relationship marketing will be a critical success factor for the large majority of organizations. I won’t attempt to define relationship marketing here, but I will give you what I consider are the key elements of any …

Taking Care of Customers

July 29th, 2015
Steven Howard

I was in Melbourne one year attending a major meeting of the Australian and New Zealand banks that issue MasterCard credit cards and Maestro debit cards. Mr. Nicholas Utton, Chief Marketing Officer of MasterCard International at the time, had one key message for this audience of senior bankers concerning customers: “If we don’t take care of our customers, someone else will.” That’s worth repeating….and reflecting on: “If we don’t take care of our …

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