The marketing head of an ambitious technology firm recently shared with me a vexing problem: Apple was one of their customers. But the executive and her team could essentially... read more →
Suppose I told you that you have access to a resource that is more empathetic, more interesting, and more persuasive to potential buyers of your products and services than... read more →
Net Promoter Score (NPS) is perhaps the best known customer loyalty tool around today, based on the entirely sound principle that the more customer promoters you have (i.e., customers who say... read more →
Since Steve Jobs’ resignation as CEO at Apple last week, there has been much concern, discussion, and hand-wringing in the business world. To many, Jobs is a once-in-a-lifetime genius whose... read more →
Who sells your products or services? This may seem like a silly question, the answer being of course, the sales & marketing team. But increasingly, the most important person... read more →
Buyers increasingly expect to check with their peers before they’ll purchase from a company — using social media, peer communities, old fashioned live events and conferences, personal and professional... read more →
The idea that customers can’t or shouldn’t participate much in the innovation process is one barrier to creativity that companies are rapidly knocking down. Many firms are rethinking their... read more →
In any industry, selling to a C-level executive buyer is often a cause for celebration. Senior executive customers tend to have larger budgets, are less price sensitive and more... read more →
Many firms assume that customers can do just one thing of real significance: buy their products and services. It’s time to seriously challenge that assumption, as many companies are... read more →