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Bettering the Customer Experience . . .
Stop Listening to Your Customers
What will persuade you? Every business is interested in what influences and persuades their customers and consumers, and one of the more common strategies to eliciting this information is to simply ask them. There are various ways that this can be done: You can ask customers directly during a face to face meeting, or you could get them to complete a survey or an online questionnaire. You could even outsource the task to a market research agency who'll conduct surveys and focus groups on your behalf. But regardless of how you go about asking the question, you need to recognize that there is a fundamental problem with asking people what will persuade them to change: Most of the time they won't know the answer. . . . read more >>
Understanding The New "Moments Of Truth"
As the former CMO of OfficeMax, Target, and Sears, Bob Thacker knows a thing or two about the various "moments of truth" throughout the marketing funnel. In his roles, Thacker generated highly successful, highly efficient marketing campaigns, including standout campaigns such as "The World's Largest Rubberband Ball" and "ElfYourself," a viral marketing phenomenon that remains a holiday tradition six years later, eagerly anticipated by hundreds of millions of consumers worldwide and now available in the app store. Media has been a huge part of Thacker's career. Having overseen billion dollar media budgets, he has an interesting perspective on consumer engagement and how departments and teams should work together to reach the right consumer at the right time with the right message. . . . read more >>
Competing Beyond Price To Maximize Customer Loyalty
The economy slowly is recovering, encouraging consumers to research and purchase products more frequently. However, today’s tech-savvy shoppers still are researching aggressively across channels and devices to find the best buy. Mobile price comparison and other new ways shoppers are researching products have prompted retailers to implement new strategies, including price-matching models and more consistent pricing across channels — in an effort to attract price-conscious consumers. While addressing pricing challenges, however, merchants must continue to address customer wants, needs and expectations, noted Greg Girard, Program Director of Merchandising and Marketing Strategies and Retail Analytics at IDC Retail Insights. . . . read more >>
ONTRAPORT Launches Marketing Platform for Small Businesses
One of the biggest headaches for small business owners today is finding, deploying, and managing the technology they need to run their business. Typically, tools to build a website, to collect and follow up with prospects, to sell and fulfill products and more are gathered and haphazardly integrated over time as needs are discovered. As companies grow, the technology they need to run their business becomes more complex and increasingly an obstacle to future growth. ONTRAPORT launched an integrated business and marketing automation platform named ONTRAPORT to address the challenges and needs of entrepreneurs and small businesses. . . . read more >>