Marketing Resources: Customer Advisory Programs

• The Customer Lens: An Approach to Customer Touch-Point Analysisby Barre Blake
  Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet few companies take the time to look at their own ...
  More articles on Brand Equity, Collaboration, Customer Advisory Programs, Customer Engagement, Customer Experience, Marketing Smarter, Measurement, Value Propositions
• Online Customer Communities Power Routine Innovationby John Kembel
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers. Most importantly, the company ...
  More articles on Collaboration, Creativity, Customer Advisory Programs, Customer Engagement, Thought Leadership
• Five More Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO (Part 2 of 3)by Leland Shaeffer
  Part one of this three-part series examined the overall role the customer can (and should!) play in innovation. Here is a deeper look at five specific ways that Marketing can engage the customer in the innovation process, using examples from ...
  More articles on Collaboration, Customer Advisory Programs, Customer Engagement, High-Tech Marketing, Marketing Strategy, Marketing Tips
• Five Keys to Engaging the Customer to Produce Real Innovation (Part 1 of 3)by Leland Shaeffer
  How can marketing professionals engage the customer to produce ideas for radical innovation? Marketing's leadership should materialize in five ways.
  More articles on Collaboration, Customer Advisory Programs, Customer Engagement, Marketing Tips, Segmentation, Voice of the Customer
• Taking the Fear Out of Customer Advisory Programsby Sherri Dorfman
  Planning and running a customer advisory program may seem daunting at first. But you can manage the job by charting your company's direction and approach at the outset. Here are the top three fears companies often have, along with advice ...
  More articles on Collaboration, Customer Advisory Programs, Customer Engagement, Hiring Outside Resources
• Innovative Ways to Attract Female Consumersby Gerry Myers
  More articles on Customer Advisory Programs, Customer Service, ROI, Targeting, Women
• The New World of Customer Advisory Programsby Sherri Dorfman
  In the new world of Customer Advisory Programs, companies are making needed changes to their councils to support changes in their business strategies. They are reevaluating their program research objectives, participant mix, and planned activities to ensure that their program ...
  More articles on Collaboration, Customer Advisory Programs, Customer Engagement, Segmentation
• Satisfying the 10 Cravings of a New Generation of Consumers (Part 2 of 2)by Lisa Johnson, Cheri Hanson
  Some of the most recent cultural touch points—groups riding the underground buzz on YouTube; MySpace selling music from indie bands; and the skinny jeans fashion trend—show a new market code at work. The young, tech-savvy members of a new generation ...
  More articles on Branding, Customer Advisory Programs, MySpace, Targeting, Word of Mouth, YouTube
• Innovative Ways to Attract Female Consumersby Gerry Myers
  If your company isn't looking at the latest trends in marketing to women, focusing a significant amount of your resources on this market, and generating innovative marketing ideas, you are missing out on a substantial amount of revenue. Women have ...
  More articles on Brand Loyalty, Customer Advisory Programs, Customer Service, Women
• Meeting the CEO's Mandates: Setting Up a (Really Good) Customer Advisory Board (Part 1 of 3)by Promise Phelon, Sean Geehan
  The CEO wants to accelerate quote-to-cash and create in-account champions. Also at the top of the CEO's mind is a call to go deeper into the installed base... and build products that create competitive differentiation. How would you say you're ...
  More articles on Collaboration, Customer Advisory Programs, Customer Experience, Customer Relationships, Marketing Strategy, Voice of the Customer
• The Real Buzz: B2B Word-of-mouth Marketing for ITby Steven Nicks
  Finding ways to encourage customers to talk about your company and products is easy once you know what to do. Even in the B2B space, you can indeed create buzz.
  More articles on B2B Marketing, Customer Advisory Programs, Customer Relationships, Measurement, Segmentation, Value Propositions, Word of Mouth
• All That Should Ever Matter Is What Really Matters to Customersby Stephen Shaw
  A commitment to pleasing customers should be much more than a marketing claim (or an interface that can be capriciously switched off) but a core principle that guides every decision. All that should ever matter is what really matters to ...
  More articles on Brand Positioning, Collaboration, Customer Advisory Programs, Customer Experience, Customer Relationships, Customer Service, Websites
• 15 Ways to Improve Customer Loyaltyby Jill Griffin
  Many think that the lowest price is the only thing that keeps a customer returning. But, take heart. Customer loyalty is alive and well. Look no further than Dell, Harrah's, Starbucks, USAA, Chick-fil-a or Harley-Davidson, to name a few, and ...
  More articles on Brand Loyalty, Customer Advisory Programs, Customer Relationships, Customer Retention, Customer Satisfaction, Marketing Tips, Targeting, Word of Mouth
• Steps to Writing Sales Literature That Sellsby Stephanie Janard
  Despite this age of information overload, buyers still need information to help them make the right choices. By incorporating some of these tips, you and your marketing staff can produce pieces that will stand out from your competition's—and guide the ...
  More articles on Customer Advisory Programs, Print Collateral, Targeting, Word of Mouth, Writing
• What Do Your Customers Really, Really Want?by Sherri Dorfman
  Most businesses these days are under pressure to differentiate their products and services to attract new business. Although customers can play an important role in helping companies define their differentiation, a surprising number of businesses decide to skip this important ...
  More articles on Customer Acquisition, Customer Advisory Programs, Customer Engagement, Customer Relationships, Positioning
• The Best Way to Listen to Customersby Sherri Dorfman
  There was a time, not long ago, when companies could generate new business by simply listening to and following the advice of their investors and business advisers. To remain successful today, however, companies must collaborate directly with their most important ...
  More articles on Customer Advisory Programs, Customer Engagement, Lead Generation, Targeting
• A New Perspective on Marketing to Womenby Andrea Learned
  If marketing to women is just good marketing, why are so many companies missing the boat?
  More articles on Brand Positioning, Customer Advisory Programs, Customer-Centric, Women
• Fight the Fear: The 10 Golden Rules of Customer Feedbackby Ben McConnell
  Overcome the fear of customer feedback and make a bold move toward creating volunteer referrals with these 10 golden rules.
  More articles on Customer Advisory Programs, Customer Experience, Surveys, Word of Mouth
• Borrowing From The Big Boysby Kirsten Osolind
  "Big Boy" businesses know how to market to millions. And while there are plenty of areas where the Big Boys fall short, there are lots of things the Big Boys do well. And there's plenty of lessons therein for small ...
  More articles on Brand Positioning, Customer Advisory Programs, Market Research, Marketing Tips, Positioning Statements, Small Business, Surveys
• How To Run Customer Focus Groups Successfullyby Basil Harris
  You know how good it feels when someone asks to hear your opinion on a subject that’s important to you. Your customers are no different.
  More articles on Collaboration, Customer Advisory Programs, Customer-Centric, Customer Relationships

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Customer Advisory Programs case studies, deconstructing real life examples and illustrating lessons learned

• Harnessing Web 3.0 to Pump Up Brand Preference and Loyaltyby ASUS (North America) and Intel
  CASE STUDY: In this new age of conversation between corporation and consumer, chip-maker Intel and PC-maker ASUS have embraced "crowdsourcing." Allowing consumers to design the ideal PC, they are gaining valuable consumer insight and in the process building not just a PC but customer loyalty.
  More case studies on Brand Awareness, Brand Loyalty, Case Studies, Customer Advisory Programs, Customer Engagement, Customer Relationships, Online Marketing, Social Media, Word of Mouth
• How Major League Baseball Doubled Fan Research Without Increasing Costsby Major League Baseball
  Each year, when MLB's postseason culminates with the World Series, all eyes are on baseball—or are they? With most teams out of the running, do those fans continue to watch? Are the resources invested in marketing worthwhile, or in tune with fans' true passions?
  More case studies on Case Studies, Customer Advisory Programs, Customer Satisfaction, Interactive Marketing, Segmentation, Surveys

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Customer Advisory Programs marketing downloads for the busy professional

• Customer-Centric Innovation: How Companies Engage Customers in Product Development and Radical Innovation
  Engaging your customers can help increase satisfaction, loyalty, and brand awareness. This research report will help you understand the role of customers in product development.
  More tools on Customer Advisory Programs, Customer-Centric, Market Research, Product Management

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