Chris Lawer

“Value”, “Value”, “Value”– the Most Vague and Over-Used Word in Marketing

By: Chris Lawer

Everyday, marketers, product developers, managers, all business-people in fact talk about “value”. In fact, I reckon it is probably the most popular – yet at the same time, most misunderstood - word used in everyday business conversation.

(Quick “non-empirical test” using Google: Value – 776 million hits, Customer – 583 million hits, “A Definition of Value” – 606 hits!)

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Interview with Tony Ulwick, author of What Customers Want

By: Chris Lawer

Roger Dennis, over at IdeaPort, posts a multi-part email interview with Tony Ulwick, founder of Strategyn, and creator of Outcome-Driven Innovation (ODI) and author of What Customers Want.

Tony talks about how he originated the concept of ODI and the underlying principle of understanding the jobs that customers are trying to get done:

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Measuring Emotion in the Customer Experience

by: Chris Lawer

We have been doing some work recently helping a client identify appropriate means to measure  emotions in the customer experience.

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Here are some example methods which I briefly describe:

1. NET PROMOTER EXPERIENCE SCORES

Used by: Intuit, American Express, Enterprise Rent-A-Car, GE Capital, Norwich Union

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Customer Advocacy and Customer Intimacy: Aren't they the same?

by: Chris Lawer

Recently, I was posed the following question through the OMC Group website (shortly to be relaunched with a new design) by a strategic marketer in a large European financial services company:

Dear Chris,

Can you tell me if there are any differences between customer advocacy and customer intimacy? If so, can you explain them.

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'The Greatest Danger in Times of Turbulence...

by: Chris Lawer

...is not the turbulence: it is to act with yesterday's logic. "

I love that quote from Peter Drucker as it describes perfectly how marketing is struggling to adapt to create and deliver value in today's experience-centred, co-creative markets.  Here is a quick contrast between the "old" and the "new" marketing logics:

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Market and Non-Market Co-Creation

by: Chris Lawer

It is important to identify that co-creation is not just about firms improving their social marketing, open innovation, community-building and learning efforts to generate new proprietary and valuable knowledge with/from their customers.

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Market and Non-Market Co-Creation: HOG Events

by: Chris Lawer

When I think of market and non-market co-creation, I think of Harley Davidson HOG events. Putting it simply, if you think about it there are three kinds of co-creative interaction going on here:

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Overseas Call Centres Damage the Brand: Update

by: Chris Lawer

Back in 2004, I wrote a blog entry on the back of some research published then in BrandRepublic magazine. It revealed that UK companies setting up overseas call centres are losing customers at a rate that actually negates the cost-saving of outsourcing abroad. The following extract described:

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Co-Creation and the 12 Different Ways for Companies to Innovate

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Experience Hierarchy and Non-Market Co-Creation

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