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Marketing Articles: Customer Relationships

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  • Case Study: Tips From Microsoft on Cultivating Customer Satisfaction & Loyalty on a Global Scale
    by Kimberly Smith
    With millions of customers in more than 90 countries, Microsoft has its hands full keeping customers satisfied and loyal. But it has found a way to do so—by using Web-monitoring tools, social-media analytics, and the energy of influencers. Read on for valuable insights. more
  • Lights! Camera! Take Action!
    It's a simple fact: We love watching online videos. In a post at the Digital Marketing blog, Eydie Cubarrubia cites Nielsen Online research that found 119 billion unique viewers watched 7 trillion total streams during the month of April. "Total streams were up 24 percent from a year ago," she says, ... more
  • Tell Your Own Story
    Gary Vaynerchuk calls 'em like he sees 'em. And the irrepressible advocate for social media took to his website to ask why so many companies prepare for anticipated criticism with filtered, canned responses. "I keep getting involved in these consulting pow-wows," he says, "where people are like, 'We're going to ... more
  • Think of It as a Club
    You understand how email delivery works, but perhaps you have trouble explaining the process to your boss, a client or a colleague. If so, you're in luck. An entertaining post by Matt Vernhout at Email Karma compares the delivery process to an evening at a hot new nightclub—terms most everyone ... more
  • So This is What You Look Like!
    A cool thing is happening through sites like blogging service Xanga, review site Yelp, and Twitter. Some of their faithful users have started attending meet-ups, where folks who interact online and live in the same geographic area can actually meet—in person! What a concept. Now, here's the really good news: These ... more
  • If It Ain't Broke, Why Add to It?
    Lots of companies offer add-ons for their products. (Think: a carrying case for a digital camera or a memory card for a computer.) But does that practice always have a positive effect? Or could offering an add-on actually cause consumers to question the intrinsic value of the base product? ("Why ... more
  • Summer's Coming: Make Lemonade
    "The economic downturn spells bad news to most marketers," says Jack Trout in a post at the Branding blog, "but a slump also presents an opportunity to build brands." He takes a back-to-basics approach to his brand-building, and recommends a few down-home strategies that might help turn your lemons into ... more
  • No Chocolate in the Peanut Butter!
    "There are many similarities between social media marketing and email," says Ross Kramer in an article at MarketingProfs, "but they are two distinct marketing channels and they should be used separately to enhance or magnify, not just promote, each other." Kramer outlines a process for complementary strategies that play to the ... more
  • Marketing Addictionary: 'Badvocate'
    Badvocate: (noun): People who passionately criticize or detract from companies, brands, or products. more
  • Get Creative
    We've seen some great creative ads in the past, both online and on television. Now imagine that you could be the brains behind a nationwide ad. Well, Panasonic gives you this opportunity with its Next Generation Talent competition. more
  • Keep in Touch This Summer, OK?
    As summer approaches, and your subscribers begin to go on holidays, you might wonder whether you should scale back your email campaigns. But in a post at the Email Experience Council blog, Ryan Allis says, "Not only should you feel comfortable sending out your messages over the summer, it's also ... more
  • Are You Giving Customers the Finger?
    If you've flown anywhere lately, you know how dire the experience has become. We're talking about overbooked flights, overworked staff, scant luggage space and virtually nonexistent snacks. It's a level of service to which most frequent flyers have become accustomed, and about which few people complain anymore. In a ... more
  • No Peeking!
    When you order a gift for someone, it's always disappointing if they discover what they're receiving ahead of time. This must have been a problem for L.L.Bean customers who share email accounts with loved ones, because the "Tracking Your Order" FAQ page at its website has quite an interesting recommendation ... more
  • Make the Most of the Slow Season
    "When the slow season strikes," says Kimberly Smith in an article at MarketingProfs, "it's time to put some energy into pumping up that brand." She runs down a list of action points that make the most of your downtime, and says here's where you should start: Strengthen connections with your ... more
  • The Deep Pockets of Chatters
    Do Chatty Cathies spend more money online than other cyber citizens? New research says indeed they do. A recent survey of regular online shoppers from BoldChat and Bravestorm, LLC presents new insights into the preferences of customers who use live chat features at shopping sites, and matches their behavior to ... more
  • Green Facts for Greenbacks
    In the past, recessions have proven disastrous to the momentum of eco-conscious movements. But not this time. "There is a growing body of evidence that [green policies pay big] dividends," says Chet Dalzell in an article at MarketingProfs. Apparently, "environmental concerns resonate with consumers—even amid a … recession." Dalzell suggests ... more
  • Do You Hear What I'm Saying?
    Words for Hire blog's Karen Swim tells the story of Jane, a freelance editor hired by Miranda to proofread an e-book. To Jane, this request entailed an exhaustive review of Miranda's copy to ensure proper spelling, grammar and punctuation. Accordingly, Jane scoured every word of the book. "When it was ... more
  • Why All the Talk About Dog Food?
    by Aaron Strout
    Have you ever heard the expression "eat your own dog food"? It's a concept that essentially means that one is "walking the talk," or leading by example. Many companies have talked about being "customer-focused," but how many really are? Unfortunately, just saying you're committed to doing something is dramatically different ... more
  • Facebook Freebies Demystified
    So you say you're still a bit iffy about investing in Facebook's panoply of paid brand offerings (virtual gifts, banner ads, homepage takeovers)? Not to worry: we've done some legwork for you, and turned up some freebies at the site that could actually serve your marketing plan to a "T." ... more
  • That's Amore!
    Not long ago, a MarketingProfs colleague in Orange County, California, ordered an extra-large pizza from Gina's Pizza and Pastaria—a small, local chain known for its high-quality ingredients. When he went to pick it up, the manager asked, "Do you have a coupon? I see you've purchased three of these pizzas ... more
  • Pick a Price, Any Price
    When you have customers scrambling to make ends meet, or cutting back on unnecessary expenditures, it might seem foolhardy to let them set prices for your product or service. But Sam Lippert of the Java Street Cafe in Kettering, Ohio, took a chance on that risky strategy. He told diners ... more
  • Keepin' It Real
    With the widespread use of technical lingo—words like segment, list, database—sometimes it's easy for email marketers to forget about the actual human being on the other side of the Send button. "[W]e're not just delivering to inboxes," Karen Talavera reminds us in a MarketingProfs article, "we're communicating [with] individuals." Here ... more
  • Our Friend, the Difficult Customer
    You have a great product or service, and you do your best to create an exceptional customer experience. Despite your efforts, though, you encounter difficult customers with more frequency than you'd expect. What gives? In a post at the Conversation Agent blog, Valeria Maltoni suggests 10 reasons this might be ... more
  • Three Ways to Personalize Your Email Marketing: Remember Who You're Talking to
    by Karen Talavera
    Sometimes we get so caught up in the procedural logistics of email marketing that we forget we're communicating with real people. We think in terms of lists, databases, target audiences, and segments. With email, as with conventional channels, it's important to remember that there are real people on the other end ... more
  • Just Ask the Man Who Owns One
    You've probably made a practice of asking customers to review your products, but are you using their praise to its full advantage? "Recently," says Kelly Lorenz at the Bronto blog, "I have seen an uptick in retailers utilizing customer reviews to sell products in their emails." Why? Because user-generated reviews ... more

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