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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Does Social Media Makes All of Us Phenomenologists?

It is every designer’s dream to design a chair. I have yet to meet an industrial designer that doesn’t want to design a chair or a car. It is a designer’s dream for those who study transportation design to design a car and I get it. Chairs and tables?

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What Kind of Communicating Generates an Uplifting Customer Experience?

The Interplay Between Communicating & Relating

The relating that occurs between human beings is a function of the communicating that is occurring between these human beings; the communicating that is occurring between human beings is function of the relating that is occurring. Which is to say that the communicating and relating are essentially in a dynamic dance with one another.

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What Does the Facebook Experiment Teach Us?

I’m intrigued by the reaction that has unfolded around the Facebook “emotion contagion” study. (If you aren’t familiar with this, read this primer.) As others have pointed out, the practice of A/B testing content is quite common. And Facebook has a long history of experimenting on how it can influence people’s attitudes and practices, even in the realm of research. An earlier study showed that Facebook decisions could shape voters’ practices. But why is it that *this* study has sparked a firestorm?

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3 Things You Should Know in the Network Economy

We’re living in an age of networks. Facebook, Twitter and LinkedIn have hundreds of millions of users. New services like Instagram and Pinterest become billion dollar companies in months instead of years or decades. This year, marketers will spend over $4 billion on social media.

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Customer Service or Lip Service?

In your company, is "customer focus" just a poster on the wall? Or is it a way of doing business?

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