Innovation: a state of mind
Innovation will always pit the proponents of supply-side marketing - where everything rests with engineers and other technicians - against those of demand-side marketing - where there is no salvation without asking consumers. The social web and new technologies do nothing to change this: if anything, they exacerbate the opposition. Start-up companies, galvanised [...]
Moments of truth in Customer Experience: How can we ensure a successful customer experience?
We know it! And without wishing to beat a dead horse... Customer experience builds loyalty and increases the purchase basket: 84% of French people say they are prepared to spend more or to be loyal if the customer experience is positive. Conversely, 64% of the French are prepared to leave a brand if the experience is the opposite. And in the BtoB environment, [...]
Innovate or die: testimony from the consumer goods industry
After 32 years with Procter & Gamble, I can't help but be convinced of the need to innovate. Brand innovation (product - societal), commercial innovation, organisational innovation, in-store innovation... and innovation in the conduct of consumer research! 😉 ... it's a necessity. Innovation is the lifeblood of [...].
Meeting the expectations of your model customer is not enough
When it comes to social media, a negative customer experience is now a disaster ... in other words, a 'bad buzz' in modern jargon. The latest victim is Monoprix, which managed the feat of refusing access to one of its shops to a blind man ... or rather his dog, in total breach of the law.
From loyalty to empathy
Loyalty... Loyal customers are not always the best treated, not by a long shot! The press has often set a (bad) example by being more generous to its prospective customers - by offering more gifts to new subscribers - than to its longest-standing subscribers. The insurance industry follows a similar practice, offering a [...]
Satisfaction at all costs
You've just been to your insurer [your garage mechanic, your banker, etc] and you receive an email asking you to assess the quality of the service you received and the information you were given: how satisfied are you? You've just had a DM conversation about [...].
Customer experience is everywhere, all the time
These days, everything is done via social media... so much so that all too often, marketers forget the basics! The customer experience involves ALL the contact points where consumers and brands meet - and not just Twitter or Facebook. Of course, you'll be told that the buyer who has a spat with [...]
