Marketing & Strategy Innovation blog

Four ways customer needs can lead to growth

Companies today spend a huge amount of time, money, and human resources trying to learn about customer needs. They don’t do this for laughs; smart companies do it because they are looking for ways to grow their business. But different types of growth require different inputs from customers; if you don’t know that up front, your efforts can fail at providing meaningful insights.

In this blog, I’d like to briefly overview the four different ways a service business can grow and the types of customer needs that can and should inform each.

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Weology: We Comes Before Me - Part 2

This is Part 2 of a two-part series on my discussion with Tangerine Bank CEO, Peter Aceto.

I left off on Part 1 of my conversation with Peter Aceto with questioning why so many leaders still don't get the importance of focusing on the customer and customer experience improvements.

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What to Do When Your Growth Stalls?

In business, a growth curve is certainly a great ride for executives, managers, and employees. They enjoy an expanding market, healthy gross margins, and unlimited demand for their products and services. For public companies, a high valuation also opens up an appetite for more aggressive acquisition. But all growth eventually comes to an end, and management will quickly shift their focus to managing costs, putting any non-core play projects on hold, and delaying major systems upgrades.

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Weology: We Comes Before Me - Part 1

Does your company practice Weology?


What is it? If you guessed that it sounds like "the study of we," you're pretty close.

The name of the concept stems from a Muhammad Ali poem, which simply goes like this:

Me... we.

Three unique letters rearranged into two powerful little words.

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Putting The Customer At The Centre of Your Business

Now and then a question comes along that provokes my thinking. Here’s a question that I came across recently expressed in different ways:

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‘Customer Experience’-Experience

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.

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Scale-up your brand — determine your key brand differentiators

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.

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Five Checks for your NPS Programme

Net Promoter programmes have rightfully become a staple of many businesses. But as can be seen from CustomerGauge's recent NPS benchmark report, every programme can be improved.

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.

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Keep Them Happy: How to Make Your Customer Satisfaction Scores Skyrocket

You think your customers are happy. But have you ever taken a step back to evaluate (and quantify) what they aren’t telling you?

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A ‘Fresh’ Look At Customer Retention and Loyalty (Part I)

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.

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