Archive for the ‘Marketing’ Category

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 …

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 …

A Passion For Customers

July 28th, 2015
Steven Howard

Create customer intensity everywhere. That was the message Lew Platt communicated to his employees when he was CEO at Hewlett-Packard. And that’s the message you should be communicating to your staff, colleagues, and business partners. Customer intensity should be the core of any customer-focused organization. Personally, I have experienced this only once in my professional working career, when I joined the retail banking division of Citibank in Singapore in 1989. At that time, …

Two Rules for Customer Retention

February 7th, 2012
Steven Howard

In his blog earlier this week, Seth Godin asked "who is your customer?" He then proffered two rules that clearly summarize our philosophy that customer retention is the art of keeping good customers™: Rule one: You can build a business on the foundation of great customer service. Rule two: The only way to do great customer service is to treat different customers differently.   There is a great deal of truth in the …

What Customers Say About Corporate Branding

January 23rd, 2012
Steven Howard

The recently released The Company Behind the Brand: In Reputation We Trust study from Weber Shandwick makes an interesting read. Not only does this research study confirm the basic tenets of my book Corporate Image Management: A Marketing Discipline, but it also provides a handy way of look at what the PR firms calls the 6 New Realities of Corporate Reputation. However, the part of the research report I liked best were the …

Consumers Ready to Boycott Irresponsible Companies

November 6th, 2011
Steven Howard

A whopping 93% of global consumers are willing to boycott a company for irresponsibility or deceptive business practices, and more than half (56%) say they already have. These are some of the most revealing findings in the 2011 Cone/Echo Global CR Opportunity Study, which was conducted earlier this year with 10,000 consumers in 10 major countries accounting for approximately half of the world's population. Consumers across the world are highly engaged and, while …

Is Customer Loyalty Dead?

September 14th, 2011
Steven Howard

A better question: do brands deserve customer loyalty? Is customer loyalty dead? In a word, no — although it certainly seems to be comatose most of the time. Perhaps a more accurate answer would be: for the most part, yes. Customer loyalty, of course, differs for brand to brand and organization to organization. As we noted in this Steven Howard Marketing Blog post, a read of the latest Brand Keys Loyalty Leaders list shows …

Consumers Want Customer Service Over Lowest Prices

September 12th, 2011
Steven Howard

Consumers have little to no desire to trade customer service for lower prices. One of the most interesting findings in the latest Accenture Global Consumer Survey study of 5,800 consumers in 17 countries was this: More than half of global consumers (54%) are not willing to compromise on levels of customer service,  produce options or product quality in exchange for lower prices. Even more phenomenal, as we pointed out in this week's Monday …

Customer Service Satisfaction Drops and Consumers Leave

September 8th, 2011
Steven Howard

Customer retention affected by poor customer service. Consumers are not getting what they want in terms of customer service. Those are the clear findings of the latest Accenture Global Consumer Survey, which has been conducted annually for the past six years. The study researched over 5,800 people in 17 countries and asked about their attitudes and behaviors in purchasing from 10 major industries. Satisfaction with customer service declined in all 11 characteristics measured …

Customers Continue to Change Service Providers

September 6th, 2011
Steven Howard

Almost two-thirds switch due to poor service. The annual Accenture Global Consumer Survey always makes for fascinating reading. In the latest results, the sixth in this yearly series, trends seen in recent years continue: 64% of consumers have switched companies in the past year due to poor customer service. Consumers in emerging markets are now more likely to change service providers than those in mature markets. This is seen across all industries, but …

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