Customers do not make all purchase decisions the same way. In fact, each customer has a split buying personality. One is inherently NOT loyal and can even be adversial towards vendors. The other seeks trusting, committed relationships and the “value†these relationships deliver. Which one do your business practices court? More…
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All too often companies have reacted to changing business conditions at the expense of employee relationships. The consequences are less committed, less engaged and less effective employees. The economic impact of the ensuing turnover and lost productivity is huge. But this is not the only financial consideration. Disengaged employees undermine customer relationships and this, in [...]
I have become a Co-Program director for the Customer Equity Initiative that has been launched by the Association for the Advancement of Relationship Marketing (AARM). The Customer Equity Initiative is focused on helping companies build customer equity which is the key to sustainable growth and profits. Customer Equity is the wealth creating potential of a [...]
Fortune Magazines’s most recent issue takes an in depth look at teamwork. One of the interesting articles looks at successful teams to see what makes them great. The 1980 Olympic gold medal winning US Hockey team is cited as one of the great teams. In the movie, Herb Brooks, the coach of the team, makes [...]
Recently I had a customer experience that highlighted the impact of engaged employees on the customer experience. Having recently gotten into cycling I have been upgrading my bike as I progress. It was time to make the move to becoming a serious rider – get clipless pedals and shoes. My original cycling guru had left [...]
Customers exhibit a split personality when making purchase decisions. Most businesses, by playing primarily to the indifferent personality, encourage an adversarial relationship with the customer. Yet they bemoan the lack of customer loyalty. Furthermore, this approach contributes to brand and product indifference. When the engaged personality comes into play, desire replaces indifference. This can happen [...]
Many believe customer loyalty is dead. Many also feel sustainable profits and growth is extremely difficult. Most businesses are chasing short-term profits in an ever-tightening spiral of cutthroat competition. Companies buy their customer’s business through pricing, incentives, or convenience, promising more for less, faster and with less involvement. This further motivates customers shop on price [...]
