The most powerful learnings come from reflecting upon your own experiences. And telling about them. Here’s a story I love to share:
We were sitting in one of the largest meeting rooms available. Still it was rather small for the audience of 15+ supervisors and their managers of a large holiday resort. Everything in the back-office was rather small, for any space that could be made available for frontoffice (read: commercial) activities, was made available to that. Smoking was still allowed, so quite some in the room did.
Differentiation may quite possibly be the top priority in brand development. In today’s competitive business environment, simply being better than other brands no longer creates a sustainable advantage. Your brand must be different. As you scale-up your brand, it is critical to identify and develop your key brand differentiators.
So, as 2017 is looming on the horizon, I want to propose five areas in which you might want to check whether your Net Promoter programme is up to scratch. Or - if it isn’t - whether you should start planning some improvements in the coming year.
It isn’t just Donald Trump that mixes tidbits of fact with much fiction to appeal to those eager to believe. This is also the case when it comes to the business world. Especially so when we get to customer-centricity, customer experience, customer loyalty….. Whilst some folks can tell that Trump is talking nonsense, in the Customer arena it is that much harder to separate fact from fiction, and useful advice from nonsense. So, today, let’s take a fresh look at customer retention and loyalty.
We've all seen the reports and the studies and the statistics that "customer experience is the next... battlefield, competitive battleground, competitive advantage, competitive frontier, marketing, ___ [fill in the blank]."
There are many popular stories about product companies like IBM and GE transitioning successfully to service-based sales. And while there are also stories of the occasional failure such as Boeing’s offer of financial services, the conventional wisdom is increasingly that all product firms should transition from dependence on product sales to selling value-added services. But is this valid?
A few days ago a flight attendant of a Russian low-cost airline “Pobeda” had the police take into custody a young family of 3, who had refused to follow the airline rules on board. The baby was crying non-stop, the parents spotted an empty row of upgrade-only seats and decided to move there, despite the demands of the flight attendant, who pointed out that the passengers had to either pay for the upgrade, or return to their original non-upgrade seats in different locations of the plane.