Follow the customer, follow the text...

At the risk of repeating myself, consider the following statements:

  1. Never before have brands had so much data about their customers or capabilities to analyse this data
  2. Never before have we had customers so willing to interact with brands and each other online (social media, user generated content)
  3. Yet, we are the least connected that we will ever be...

The real challenge in listening to your customers

The great challenge for contemporary marketing is summed up very nicely in Rethinking Marketing (Harvard Business Review, Jan 2010):

'Never before have companies had such powerful technologies for interacting directly with customers, collecting and mining information about them and tailoring their offerings accordingly.

And never before have customers expected to interact so deeply with companies, and each other, to shape the products and services they use.'

The 10 notable incidents for Social Media in 2009 – a personal review

Here we are in the run-up to Christmas and the New Year, so I thought I would jot down the things that I found amusing, noteworthy or just plain strange about the business we are in for the past year. A personal list and personal opinions...

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'?

“Doh”: the product matters!

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