All types of brands, from tiny consumer products to restaurants to large retailers, are creating a new era of loyalty programs, driven, in part, by a need to collect first-party data.
However, the legendary Marketoonist Tom Fishburne says marketing teams sometimes forget the importance of that “trade-off”. There’s a value exchange — consumers give up personal information and brands give something in return. Consumers need to feel that the trade-off is worth it.
Confronted with the gaming of his original NPS, the concept’s founder Robert Reichheld is now advocating that it be paired with a new metric: earned growth rate. However, will this new tool work? Can most firms readily calculate their EGR?
Now into its second decade, the survey by leading Australian B2B marketing agency Green Hat shows that marketers are achieving only slow progress in digitising and driving commercial outcomes.
Make your customer sentiment surveys better, don’t scale them back; and ask “is there anything we could have done to make your experience more exceptional?” Great insight from Net Promoter System creator Fred Reichheld.
Salesforce’s “platform and other” business unit jumped ahead of the core CRM sales and service automation clouds during their FY21…
Tesla’s polarizing Cybertruck is either “the most ridiculous EV ever” conjured up by “electric Jesus” or it is a “stylistically breathtaking” design which will “will set the trend for…
Marketing today is the key to customer success. This mission has never been more significant and more challenging. Today we…
It is supposed to be easy, but all too often completing an online form is an ordeal. English comedian Michael…
The Marketoonist Tom Fishburne says there’s a crisis of confidence in marketing, which has traditionally been “saddled with high expectations,…
Poor Sales adoption handicaps many CRM initiatives. Few have healthy 90+% utilization rates. Is CRM a policing tool or a productivity driver? Or both?
