Customer loyalty schemes are everywhere, from major retailers to small local stores, pharmacies to gyms. They give the impression that companies wish to get to know their customers and to offer them something they actually want. Successful schemes utilise customer information to do just that. However, there are many loyalty programmes that fall short. Ever received a discount for a product you never buy or a pet you don’t have? […]
There are different approaches to making a puzzle. Some people put together all the edges and then fill in the middle. Some start in a corner and work their way outwards. Others first piece together aspects of the image that are recognisable and then link them all up. Inevitably, with persistence, the whole picture comes together, regardless of the method. Consumer interactions with your enterprise are a bit like puzzle […]
Customer delight is the latest focus in customer service. A delighted customer is deemed to have greater brand loyalty and to actively promote your company on social media. Yet according to the NTT 2020 Global Customer Experience Benchmarking Report, “Just 15.5% [of companies] place ‘customer delight’ as the top driving force behind their customer journey design strategy.” Yet 81.6% acknowledge that customer experience (CX) provides them with a competitive edge. […]
Ah, the Swiss Army knife: looks innocent enough but is a beautiful piece of ingenuity, versatility and efficiency. Even the most basic one comes with a bunch of extras you might never use. But boy, it comes in handy and not just for camping trips. Each attachment has a multitude of conventional and creative uses. An expensive item falls into a crack in the paving and you scoop it out […]
What is Segmentation? How do you target certain elements of your customer database as part of a strategic campaign? The best way is by using segmentation. A segment is a group of customers with similar characteristics, perhaps they react the same way to an offering, spend the same amount or have similar preferences. Segmentation can be based on a variety of indicators including behaviour, loyalty, location, demographics, psychographics and transactional […]
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