Posts tagged customer relationship
Context is king for building stronger customer relationships

The more we know about a customer’s context, the more meaningful and mutually beneficial our customer relationships can be.  Marketing content in the absence of customer context will lead to wasted effort, wasted money and won’t deliver the desired results. Understand and work with context to build long-term, mutually beneficial customer relationships.

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You don't bring me flowers: the truth about commoditisation

In many industries, commoditisation is something to be feared. It turns propositions that were once unique and valued into generic, low-margin products and services. Yet in sectors that seem commoditised, some companies (think Dyson, or Southwest Airlines) can either charge huge premiums or thrive happily. How? It’s because when customers say: “Just give me more, for less”, they could in fact want something else.

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