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Marketing Articles: Customer Relationships

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  • by Barbara Bix
    It will come as no surprise that customers want it their way (to paraphrase Burger King). Yet many companies don't have processes for figuring out what that means. Take this quiz to assess your customer "IQ" (or "Insight Quotient") and determine the necessary next steps for shortening your sales cycle. ... more
  • by Jeff Thull
    If you're competing on price, you'll never achieve maximum profitability. Instead, everyone's job must become value creation. But are you sure that you're providing value to your customers? Even if your answer is an emphatic yes, you might want to take a closer look. more
  • by Hank Stroll
    This week, post your answer to the query: How successful are webinars as a marketing approach? What works and what doesn't work? Also this week, read your answers to last week's dilemma: blog, forum or Wiki? Which format best meets the needs of a small community? more
  • by Jack Covert
    You want to keep up with your marketing reading. But there's so much out there that you don't where to start. Here are four of our favorites from '04. And these recommended titles are as good a place to start as any. more
  • by Jonathan Kranz
    If you have clients (or bosses) who want you to write about who they are, you probably witness them thrusting a list of attributes in your face. On the list, you'll find the usual suspects: quality, commitment to service, out-of-the-box this and proactive that. But such vague attributes have little ... more
  • by Lisa Johnson
    Growth opportunities are everywhere—especially when industry sales have flatlined and new prospects look grim. Sounds impossible? Not if you understand that there's a new breed of adventurous female customer waiting in the wings, ready to experience your products and services. Here's the story of one company that got ... more
  • by Stephan Pretorius
    Co-registration (or co-reg, as it is commonly known) is rapidly gaining ground as a media tactic. In the age of CAN-SPAM, and with an increased understanding in the market about the importance of user permission for effective email communication, co-reg is an attractive option for building a house list. This ... more
  • by Jason OConnor
    Poor Eddie the e-marketer has been plagued by errors in judgment all his life. Although he at least understands the importance of e-marketing for driving traffic to his site, he's like a hamster running on a wheel, wasting energy and getting nowhere. Let's take a look at a few of ... more
  • by Mary Brown
    At almost 80 million, Baby Boomers make up the largest generational demographic today. And, among Boomers, women not only outnumber men, but they also influence as much as 80% of household purchase decisions, from food and finance to travel and technology. In other words, Baby Boomer women are the greatest ... more
  • by Angi Fisher
    More and more companies around the world understand the importance of really knowing how their customers and prospects view their organizations. They also realize that viewpoints can change quickly. So how do you keep informed of your customers' opinions? How do you know they're continually satisfied? How do you know ... more
  • by David LaPlante
    These days, businesses are increasingly using a full range of communication methods including email, Web and fax to enhance relationships with existing customers, as well as a low-cost means of acquiring new ones. Now an emerging communication mode, text messaging—or Short Message Service (SMS)—provides an additional and interesting opportunity for ... more
  • by Hank Stroll
    This week, add your two pesos to the dilemma: If you're a service business or sell a more complex product, is it still possibly to take advantage of the holiday shopping season? Also this week, read your answers to last week's problem: What is the best approach or message for marketing ... more
  • by Stephen Shaw
    At a time when Marketing and IT must closely collaborate in order to cope with a rising swell of consumer data, both groups still engage in needless bickering, neither side willing to put aside historical grudges. Without a common understanding of the role of technology in customer management, and a path ... more
  • by 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 stakeholders—paying customers. more
  • by Sean D'Souza
    Are you losing truckloads of dollars simply because you don't get the customer to consume what they've ordered? Can't entice them to move beyond the sale? What's missing in your marketing? more
  • by Lucy Sanna
    In today's competitive enterprise technology marketplace, the customer success story can be the tipping point for turning a prospect into a customer. Of course, the success story begins with a happy customer. But are you focusing on the right customers? Are you writing the best stories? Can your sales ... more
  • by Hank Stroll
    Marketing complex products and services is a challenge. This week, add your two cents to: What methods work well for marketing technical services and solutions? Also this week, read your answers to last week's dilemma: What do you do when you are stuck with a no-name moniker and no brand? more
  • by Hank Stroll
    Unfortunately, life has no crystal ball. This week, weigh in with your advice on: What process or evaluation model do you rely on to ensure your decisions have a better chance for success? Also this week, how do you communicate with one voice to various markets? more
  • by Eric Thiegs
    Times have changed for the account service department. Our role as account executives is to lend expertise and insight as we hack the path for our clients through a post 9-11 marketing jungle. more
  • by Suzanne Taylor
    A brand means much more than its product and service features. Brands are built from nothing less than the sum of a customer's experiences with a product, service or company. Customers' total brand experience will determine whether they will buy anything more from the company and, just as importantly, whether ... more
  • by Hank Stroll
    A name change could mean disaster. How does a company regain its brand without gaining a bad reputation for the constant changes it has undergone? Also this week, read your answers to last week's query: What's the best way to access other divisions of the same company? more
  • by William Arruda
    When your brand is highly differentiated from your peers' or competitors', it is important to fortify that differentiation through all of your brand affiliations. Be aware that such affiliations are not co-branding—sharing a product or service with two brand names. Rather, it is connecting your brand to another brand to bolster ... more
  • by Hank Stroll
    This week, the SWOT Team asks: Outside of direct referrals, how do you reach other potential customers within the same company? Also this week, read your answers to the last issue's dilemma: How do you challenge the "customer is always right" policy when the customers, well...isn't? more
  • by Suzanne Taylor
    Great marketers figure out how to make lives better, with the goal of attracting lots of profitable and happy customers. But to measure how well marketing efforts help build a large and loyal customer base, it's essential to identify (and rely on) the metrics that matter most. more

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