Customer Advisory Programs

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• Six Tips for Ensuring Your Customer Advisory Board Doesn't BackfireRob Jensen
  Customer advisory boards can deliver amazing benefits to host companies and participants, but they can easily backfire if not managed, budgeted, or resourced properly. Here's how to make sure your ...
  Customer Advisory Programs, Customer Insight, Customer Relationships, Marketing Strategy, Research
• How to Nurture the Five Stages of Customer AdvocacyStephan Hovnanian
  Customer advocacy programs are hot right now. And why shouldn't they be? Customers have the ability to be hyper-connected to the brands they love, and they are gaining more influence ...
  Brand Ambassadors, Brand Loyalty, Customer Advisory Programs, Customer Communications, Customer Engagement, Customer Loyalty, Customer Relationships, Customer Satisfaction, Engagement
• The Five Biggest Benefits Your Company Can Get From a Customer Advisory CouncilEyal Danon
  Still on the fence regarding whether to create a customer advisory board? Here are five reasons for doing so.
  Collaboration, Customer Advisory Programs, Customer Relationships, Thought Leadership
• Top 5 Keys to Customer RetentionMike Saldi
  Maximizing the lifetime value of your customers is central to maximizing the value of your business. Companies sink or swim based on their ability to retain customers.
  B2B Marketing, Brand Loyalty, Content, Customer Advisory Programs, Customer-Centric, Customer Communications, Customer Loyalty, Customer Relationships, Customer Retention, Lead Generation, Product Management, Sales
• Stop Isolating Customer Insights: Five Ways to Design the Customer Into Your CompanyJulie Wittes Schlack
  In the emerging sharing economy—modeled on collaborative creation and consumption—you can't effectively "create customers" without a deep, empathetic, and evolving understanding of their aspirations, challenges, and needs.
  Customer Advisory Programs, Customer Engagement, Customer Insight, Customer Relationships, Market Research, Marketing Strategy, Product Management, Product Marketing
• B2B and UGC and Three Success StoriesDan Kimball
  UGC-enabled marketing is no longer a fad; it's become a core part of modern marketers' toolkit. A closer look into UGC benefits, applicability to B2B, and a few key examples ...
  B2B Marketing, Content, Content Marketing, Content Strategy, Customer Advisory Programs, Customer Engagement, Customer Evangelists, Customer Relationships, Digital Theory, Lead Generation, Product Marketing, Sales, Technology, User-Generated Content, Web Content
• Four Ways to Create an Army of Fans for Your BrandMack Collier
  Why do rock stars have fans but companies have customers? The short answer: that's what rock stars and companies want to have. But if you think like a rock star, ...
  Brand Ambassadors, Brand Loyalty, Brand Positioning, Community, Customer Acquisition, Customer Advisory Programs, Customer Behavior, Customer Engagement, Customer Evangelists, Customer Insight, Customer Loyalty, Customer Relationships, Customer Retention, Positioning
• The Customer Lens: An Approach to Customer Touch-Point AnalysisBarre Hardy
  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 ...
  Brand Equity, Collaboration, Customer Advisory Programs, Customer Engagement, Customer Experience, Marketing Smarter, Measurement, Value Propositions
• Case Study: Harnessing Web 3.0 to Pump Up Brand Preference and LoyaltyKimberly Smith
  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 ...
• Online Customer Communities Power Routine InnovationJohn 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 ...
  Collaboration, Creativity, Customer Advisory Programs, Customer Engagement, Thought Leadership
• Case Study: How Major League Baseball Doubled Fan Research Without Increasing CostsKimberly Smith
  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? ...
• Five More Keys to Engaging the Customer to Produce Real Innovation: Lessons From LEGO (Part 2 of 3)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 ...
  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)Leland Shaeffer
  How can marketing professionals engage the customer to produce ideas for radical innovation? Marketing's leadership should materialize in five ways.
  Collaboration, Customer Advisory Programs, Customer Engagement, Marketing Tips, Segmentation, Voice of the Customer
• Taking the Fear Out of Customer Advisory ProgramsSherri 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 ...
  Collaboration, Customer Advisory Programs, Customer Engagement, Hiring Outside Resources
• Satisfying the 10 Cravings of a New Generation of Consumers (Part 2 of 2)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 ...
  Branding, Customer Advisory Programs, MySpace, Targeting, Word-of-Mouth, YouTube
• The Real Buzz: B2B Word-of-mouth Marketing for ITSteven 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.
  B2B Marketing, Customer Advisory Programs, Customer Relationships, Measurement, Segmentation, Value Propositions, Word-of-Mouth
• All That Should Ever Matter Is What Really Matters to CustomersStephen 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. ...
  Brand Positioning, Collaboration, Customer Advisory Programs, Customer Experience, Customer Relationships, Customer Service, Websites
• Steps to Writing Sales Literature That SellsStephanie 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 ...
  Customer Advisory Programs, Print Collateral, Targeting, Word-of-Mouth, Writing
• What Do Your Customers Really, Really Want?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, ...
  Customer Acquisition, Customer Advisory Programs, Customer Engagement, Customer Relationships, Positioning
• The Best Way to Listen to CustomersSherri 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 ...
  Customer Advisory Programs, Customer Engagement, Lead Generation, Targeting