How the Brand Utility Makes Marketing Truly Customer-Centric

Customer-centric marketing is like wet water, it’s a pleonasm. The nature of marketing is about responding to a customer’s need. Without it, there would be no marketing.

Still, walk through a shopping street, go to a website, visit Facebook or watch TV and you’re likely to be interrupted by marketing promotions. Promotions you don’t want and don’t need. Marketing doesn’t feel customer-centric at all.

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New Futurelab Representations in Barcelona and Valencia

We're proud to announce that from now on Futurelab is officially present in the Spanish cities of Barcelona and Valencia in the persona of David Costa and Juan Alegre.

Both gentlemen will act as Futurelab Customer Strategists in the Spanish market. In doing so, they will enrich Futurelab's propriety approach to customer-centricity, with their own, extensive experience in the field.

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Stefan Kolle

Innovator – Disruptor – Enabler

Stefan is a disruptive influence. As co-founder of Futurelab, he encourages businesses to shake up their marketplace through meaningful innovation in customer experience. 

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Alain Thys

Storyteller – Simplifier – Strategist

Alain likes it best when the right thing to do is also a nice thing to do. That’s why he’s on a mission to make the world a more customer-friendly place. Not just because it’s nice, but because he has learned that customer-centricity is the most profitable strategy any business can pursue. 

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Services

As an advisory boutique we have to freedom to provide you with a slightly different type of consultancy experience.   As such our services come in three flavours:

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What Role Does Intuition Play in Customer Experience?

I originally wrote this post as a two-part series for InsideCXM in February 2014.

A couple months ago, I wrote a post called The 15 Senses of a Great Customer Experience. The last of the 15 senses that I wrote about was the sixth sense: It doesn't hurt to be able to perceive those things that are not seen or immediately apparent. That intuition is something that will allow you to delight your customers.

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How Wells Fargo Learned To Innovate Around the Customer

Wells Fargo is an unusual bank. In the first place, it is headquartered in San Francisco, not in a typical financial center like New York. It is also unusually socially conscious, earning high marks for its environmental record and setting records for financing green projects.

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Healthcare Does Not Lack for New Ideas, It Lacks for Dissemination of Ideas - Certainly in the UK and US

The provision of healthcare to the older person is a BIG issue. No, it is not an 'issue', it is a massive problem.

Why? Three reasons.

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Cooties, Conversion, Brain Reboots, and Habits – Roger’s Picks

Here are the most intriguing and useful articles I’ve found in the last week, plus a summary of my own new content. Enjoy!

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Three Ways To Bring Sexy Back to Brick and Mortar

Target and Walmart have lost their mojo. Same store sales and earnings have been flat or down for Target over the last year and Walmart recently posted six straight quarters of traffic declines and five in which same-store sales declined.

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