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| Making Customer Segmentation Deliver |
Few phrases have as much currency in today’s business-to-consumer (B2C) companies as the customer-centric organization. Although the particulars vary widely, most companies pursuing customer-centricity rely on some form of market segmentation. Segmentation provides insight into customer behavior, habits, and preferences, increasing the odds of success in marketing and experience management campaigns, and driving brand positioning and product development. This article provides a four-step process for making segmentation drive improved performance.
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[Full Article]
Jan-29-2012 |
| Customers, Competition and Cost: Sam's Club CEO |
For Sam's Club CEO Brian Cornell, good leadership is about getting inside the heads of the warehouse chain's 47 million shoppers and figuring out the product mix and shopping experience that will keep them coming back for more. At a recent Wharton Leadership Lecture, he talked about the "Cs" that govern his leadership style and the opportunities and challenges created by today's more value-conscious breed of consumer.
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[Full Article]
Jan-29-2012 |
| Can Mobile and IVR Avoid a Fight? |
While interactive voice response (IVR) systems have remained a staple for call centers, their use has been declining gradually with the emergence of other types of customer service, especially through applications that customers can access via their smartphones and other mobile devices. So it's no wonder, then, that mobile apps and IVR are often seen as competing products: in one corner, the young upstart, a quick and nimble smartphone app, and in the other, the slower, more seasoned IVR system. But before the slugfest begins, companies need to rein in the competitive spirit between their mobile application and IVR development teams and have both start working together.
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[Full Article]
Jan-29-2012 |
| The Mobile Enterprise: Killing IT's Sacred Cows |
CIOs need to break with tradition or risk having IT get outsourced, say modern IT managers. But how do they gain an edge? Don't be a slave to ROI, work with startups, and bring iPads and mobile apps into the enterprise.
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[Full Article]
Jan-29-2012 |
| Stop Trying to Delight Your Customers: The Idea in Practice |
The notion of going above and beyond customer needs is so entrenched in organizations that managers rarely question it. But delighting your customers may be a waste of time and energy. In fact, most customers just want a simple, quick solution to their problem. Exceeding customer expectations has a negligible impact on customer loyalty. Instead of providing a series of bells and whistles in customer interactions, companies need to reduce the amount of effort customers make.
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[Full Article]
Jan-29-2012 |
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