Retail Loyalty Marketing - 5 lessons learned at the till

We have been lucky enough to work with a number of retailers recently and the research and campaign results have given us a start to a growing library of marketing 'rules of thumb' that are proven to get the tills ringing. 

A summary is below, but if you are interested in the details behind these learnings, please feel free to ask here, or directly through email, twitter etc...

Learnings

NPS, CEM and the Theory of Constraints

Satmetrix, the Net Promoter Score co-creators with Fred Reichheld and Bain, distinguish between 2 'types' of NPS initiatives; transactional and relationship.

 

Is there a connection between NPS and SERVQUAL?

It looks like we may be involved in a 'bottom-up' NPS project shortly and this has set me to refreshing my working knowledge of Net Promoter Scores, customer satisfaction measurement and Customer Experience Management (CEM).

'Bottom-up NPS'?

Hen's teeth? An Australian company with high Net Promoter Scores...

 

Australian NPS study

Australian NPS study

 

On-line Service Quality

The pioneering authors of SERVQUAL have turned their attention to online shopping service quality and the result is a measurement instrument that we think has 'legs'; E-S-QUAL

NPS, CEM and Brand

Ten Service Lessons for Building a Brand

"The play went marvellously well. The audience was a complete failure"*

 

"The 20th century was about sorting out supply... The 21st is going to be about sorting out demand."

Customers central to your strategy?

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What's your NPS for your CEM using your CRM?

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“Doh”: the product matters!

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