Loyalty marketing blog
customer lifetime value
What does loyalty marketing mean for consumer packaged goods marketers?
Packaged goods companies have traditionally relied on mass-marketing to communicate with their consumers. The lack of a face-to-face meeting (products are sold through channel partners) with the consumers has made it more complicated for packaged goods brands to implement loyalty practices into their marketing mix. The internet, armed with social media and mobility, has changed … Continue reading
Measuring the customer experience
Net Promoter Score (NPS) is probably the most simple and effective method for measuring customer loyalty and satisfaction at different stages. Longer and more complicated surveys might help you dig deeper into the brains of your respondents, but they tend to make it more difficult to take actions on the results – which in my … Continue reading
CRM is a strategy, not a technology
Customer relationship management (CRM) helps companies serve clients on an individual level, to keep them loyal and maximize profits. While technology often makes that easier and more efficient, it’s just a means to an end. Without a sophisticated plan a software alone will not help generate better customer relationships. I meet hundreds of business decision … Continue reading
Our cluttered world needs less (wasteful) advertising
A hundred years ago, John Wanamaker said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” (He has later been referred to as the father of modern marketing.) Looking at the growing global mass-media expenditure, it seems advertisers still puzzle over the same challenge. Solving the problem … Continue reading
