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Is there value in a Repeat Customer?
Why is it that although every marketing book / article I’ve ever read tells me with authority that it costs 5 (or more!) times as much to get a new customer as to sell to an existing one, so few...
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Small Customers – A Neglected Resource
The efficiency focus of the past 18 months may well have added substantially to the risk profile of companies, while simultaneously reducing their profitability. After all, efficiency for most means...
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Analyse This!
‘Analysis Paralysis’ is often cited as a reason for businesses failing to achieve their potential – too much time spent analysing an opportunity (or problem) with the result that the window closes and...
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Customer Loyalty – is there a Right Kind?
Image by 33 Interactions via Flickr We talk a good deal about customer loyalty nowadays, but do we really understand it and know how to gain it? The “1 to 1” gurus, Peppers & Rogers, define three...
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Twitter – The “Next Big Thing” for Business
Image via CrunchBase With Twitter set to pass the magic 100 Million user mark later this month, or early May, and the company having been valued at around a Billion Dollars last year, it’s moved from...
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Living Your Brand – do companies really care about their Brand?
Image via Wikipedia 2010 certainly seems to be going down as the year when the proverbial corporate skeletons are coming out of the cupboard: Toyota – which had built its brand on reliable, safe...
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Service – the Quick Way to Kill a Brand
I took my car for a service this morning – an experience that once again underscored just how easy it is to chase customers away and kill your brand. Some background – I currently live in Dubai in the...
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“The Lifetime Value of Customer” Concept
Is the AA’s approach to customers old-fashioned? Image via Wikipedia Well, we survived October unscathed (although it remains to be seen if Ireland will drag the whole of Europe down) and am now...
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Who Controls Your Brand?
Image by Laurel Papworth laurelpapworth.com and Gary Hayespersonalizemedia.com The old order is being turned on its head; companies used to being in control of their customers and their brand are now...
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