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Marketing Articles: Customer Relationships

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  • by Madhubalan Viswanathan, Jose Antonio Rosa, James Edwin Harris
    Over 20% of the US population consists of functionally illiterate consumers, yet we know very little about their thinking and behavior. Why should marketers pay attention to a segment that may seem less than economically desirable? Understanding how functionally illiterate consumers think and behave has many implications for businesses, particularly retail ... more
  • by Leigh Duncan-Durst
    Too many consultancies and agencies equate Customer Experience Management (CEM) with User Experience. They are not the same. User Experience is an important part of CEM. But like Experiential Marketing, it's a part of a much larger whole. more
  • by Jill Griffin
    Customers—even bad ones—are our best loyalty teachers. In fact, the lessons gleaned from "problem" customers are often rich and long-lasting. Consider the following less-than-ideal customer types and some of the loyalty-making insights they provide. You might recognize some of these individuals! more
  • by Leigh Duncan-Durst
    Many people equate Customer Experience Management with Experiential Marketing. But in recent years, "experiential marketing" has become perceptually aligned with "marketing execution". This is because it largely focuses on developing highly visible, stimulating, interactive, and sensory-engaging environments in which products and services are showcased. Accordingly, experiential marketing is an important component ... more
  • by Mike McLaughlin
    From the time you book an airline flight until that plane lands, your pecking order in the airline's customer hierarchy determines your travel experience. To the airlines, all customers are not equal—they are segmented and managed according to profitability, loyalty, and frequency of travel. Like the airlines, professional service and solution ... more
  • by Leigh Duncan-Durst
    A growing number of books and articles are actively promoting the concept of Customer Experience Management, or CEM. There are also a growing number of agencies and consultancies claiming expertise in the field—all with varying degrees of involvement and expertise. While there's a clear reason to become a staunch supporter of ... more
  • by Robert Kaden
    The way research is practiced today taps into the consumer spontaneous attitudes. While this may be all that is needed for many of our studies, it's rare that tapping into consumer's top-of-mind provides breakthrough brands. It's time to try some new approaches that dig below the surface. more
  • by Terri Whitesel
    Webster defines "community" as a group of people living together as a smaller social unit within a larger one. Communities provide a convenient way to look at slices of your market. However, they are not the same as market segments; rather, they are groups of people linked by a common thread, ... more
  • by Cynthia Coldren
    Get ready—'tis the season for resolutions. But instead of a boring list of all-purpose to-dos, here's a single goal that can make a big impact: We will identify our most profitable customers (the top 20%) and create a strategy to increase business with them by 20% before year's end. Let's call ... more
  • by 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 customers. more
  • by Marti Barletta
    Women age 50+ constitute a market force to be reckoned with. These women are in their prime—this is the healthiest, wealthiest, most influential generation of women in history, and terms like mature (overripe), middle-aged (frumpy) and senior (out to pasture) fail to convey their vitality and potential. These women should be ... more
  • by Barbara Bix
    If your sales cycles seem to be dragging, it may be time to revamp your communications plan. Done well, your communications programs can generate demand for your solutions, create a sense of urgency, attract prospective buyers' attention, and keep you high on their radar—all without sales intervention. Your communications ... more
  • by Ted Mininni
    While business executives quite correctly view that innovation built into new products and services is important, few have understood that the cornerstone of groundbreaking innovation is design. And even more importantly, design encompasses far more than the development of innovative features to products. more
  • by Hank Stroll
    Turning online lookers into buyers takes work. You have to ensure the site is intuitive, in that visitors can find what they want and there's a clear path of for them to follow. more
  • by Mary Brown
    Never before in history has such a large demographic group as the Baby Boom generation experienced major life-stage transitions en masse. Now in their 40s and 50s, Boomer women are grappling with one of the most challenging stages they have faced to date: the empty nest. A critical juncture in a ... more
  • by Jay Bower
    Acquiring new customers is the "show biz" side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of media. There's this problem, though: It costs five times as much to find a new customer as it does to ... more
  • by Jim Sterne
    Aside from server logs, clickstream tracking and a host of analytics tools, it's necessary to consider customer experience and customer satisfaction. This is the art of peering into the hearts and minds of visitors rather than simply following them around. It's time to ask them for their opinion. more
  • by Leigh Duncan-Durst
    Evangelizing customer experience is easy; in fact, it's almost impossible to argue against. Preaching sermons on how to improve customer experience is also relatively easy. Engaging in case studies and brainstorming with clients about future possibilities is often a charismatic experience. But the biggest challenge for companies is making innovative, integrated ... more
  • by Kelly Goto
    What do companies like Nordstrom, Jet Blue, Amazon and Dell have in common? They have built their brand value on providing a positive experience for their customers on- and offline. Successful companies match business objectives with customer needs. They combine ongoing testing, feedback and improvement cycles into their daily practices and ... more
  • by Neil Davidson
    Marketers often delegate responsibility for thinking and decision-making to research companies. Yet much of the customer intelligence in these research debriefs already exists within organizations—and in a format that is easier to understand and remember, and is far more engaging, than PowerPoint presentations or documents. It also encourages innovative solutions. Such ... more
  • by Lisa Johnson
    Pets are the new people. We've all seen celebrities prancing around with tiny dogs in tutus, or we've read a magazine spread featuring actors and their four-legged companions. Pets are an increasingly important part of the family, and giving them treats, services or special gifts is a fun way to ... more
  • by Richard Arkle
    A case study provides the opportunity to communicate the benefits that your product or service delivers, in the form of practical experiences of a user organization. This is so much more powerful and persuasive than any theoretical arguments you can muster. So why isn't every organization churning out case studies? ... more
  • by Helen Ching
    Customer acquisition directly contributes to your bottom line. Use the following five strategies to help you improve subscriptions to your content—print or online. more
  • by Gerry McGovern
    Simple is a lot harder than it looks. Indeed, to achieve simplicity, an organization needs to be genuinely customer-focused. Extra investment will be required, as well as a special commitment from designers and management. Is it worth it? Certainly, organizations such as Apple and Google are showing that simplicity can become ... more
  • by Andrea Learned
    Are all the consumer options available today actually serving customers better, or does the exhaustive selection overwhelm (and ultimately discourage) potential buyers? What if all the great new products and models lining the shelves were actually inspiring would-be buyers to decide...well, not to decide? That's where doing your homework of ... more

Results for All Content » Marketing Articles » Customer Relationships: 2226 - 2250 of 2391

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