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.
Alain Thys customer centricity customer experiences David Costa Futurelab Juan Alegre NPSA Little Less Conversation, A Little More Action.
While marketing gurus around the world talk about conversations, ROI and engagement, reality is often different.
Movies still get interrupted. Loyalty programmes still inspire cynicism. Habits and business models get in the way of marketers that want to do the right thing. And only few CFO's can tell us how much money marketing made last year.
#changemarketing Alain Thys battlecry I Am the Media manifestoLately, there's been a lot of talk about the ways Net Promoter is relevant to those in social media. But while the intuitive link is clear to me, a lot of the thinking I've read to date doesn't really resonate on a level that is both practical and strategic. So I decided to take a stab at a more comprehensive framework myself, admittedly helped by a number of practical challenges a CEE client faced who wanted to develop a more customer-centric approach across it's various distribution and communication channels.
Alain Thys customer-centricity NPS social mediaEver more executives want to create marketing magic by turning their consumers into "brand promoters". But with all the customer advocacy programmes flying around, many of them seem to miss the elephant in the room: their own employees might not be "that" inclined to recommendation themselves.
Alain Thys net promoter NPS recommendation social media word of mouthEver since I've first learned to work with it in 2007, I had a thing for NPS. There are many who tell me it isn't the most scientific of measures, but in our 80/20 world it is still the most effective and actionable customer system I've ever seen.
Alain Thys consumer research customer experience customer satisfaction customer-centricity KPI's metrics NPSI spend a large part of my professional life telling companies that if they truly take their customer's interests to heart, these customers will reward them with their business, their recommendations and their support. But even though I preach this gospel, I have to admit that I never really understood the impact of super-promoters until I experienced it around my book "So You Want to Be Customer-Centric?".
Alain Thys customer-centricity net promoter NPSAccording to the some, 2012 is the year in which we all call it day. As the Mayans never really said such a thing, the chances of this happening are quite slim. But just imagine for a moment that all the doomsday prophets are right and that in less than a year the South Pole decides to take a holiday somewhere near the Equator. Apart from the obvious death, despair and heartbreak that would go with such an event, it would also make the 2012 plan you're working on right now the last you'll ever work on. Your legacy. The sum of what you stand for.
Alain Thys New Year planningWhen interviewed for my book So You Want To Be Customer-Centric, Georges-Edouard Dias of L'Oréal pointed out the opportunity to truly improve the customer experience in many traditional supermarkets. In his view: “Many stores today aren't really user-friendly. You need to drive there and park far away from the entrance. When you get inside, it's hard to find the information you're looking for. There are too many products to get a clear picture, and the staff aren't always much help either. Not to mention that even if you know exactly which product you want to buy, it may not be in stock.”
Alain Thys customer experience customer-centricity design shopper marketing shopping supermarketsLast week I received what I consider one of the more remarkable job applications I have gotten in a long time. I've actually reprinted it below (with permission) so you can have a look at it as well.
Alain Thys change customer segmentation Dan Hayon open mindedness prejudiceLater this month September, Fred Reichheld and Rob Markey are launching their new book The Ultimate Question 2.0, a sequel to the earlier bestseller that brought us the Net Promoter Score and the knowledge that “happy customers make you more money”.
NPS Net Promotor Score Net Promoter Score net promoter customer-centricity customer experience bain & company Bain Alain ThysImplementing a Net Promoter programme in a European or global context has a set of peculiar complexities which go beyond cultural differences.
Different country management teams may different commercial and organisational realities. The ability to act on, or even listen to the customer's voice may differ from one market to the next.
net promoter Net Promotor NPS Net Promoter Score Net Promotor Score Europe global international marketing customer service customer-centricity Alain Thys Stefan Kolle
