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Finding the values we share with our customers
In building our brands we don't have to rely solely on our own brand. Customers were originally attracted to our business by certain values, and if we remember those values, we can tap into bigger issues, or even bigger brands, to remind them why they love us. Here's an example. Lightspeed: 4 Steps to Join…
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Finding a loyalty perk that’s perfect for your customers
Our customers don't expect us to fulfill their every need. However, they appreciate when we recognize their needs beyond our business. Starbucks has actually been bringing the news with the morning coffee for some time, but this new partnership has the most synergy. Complimentary products make the best partners. Loyalty360: Loyalty Lessons from Starbuck's New…
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Four straightforward steps to start customer journey mapping
We recently went through the painful process of creating journey maps for a newly identified set of personas with one of my clients. Persona development was not tough because feedback from a recent increase in communications had demonstrated that customers had different information preferences. We couldn't afford to verify with research, but we did layout…
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Comparing CRM software and platforms
For many of us owning and operating enterprises, the process of selecting and maintaining a customer relationship management system is full of anxiety. We have hundreds of software products and platforms available. Figuring out which system is the 'best' is like buying a home for your family. Except that picking the wrong CRM can damage…
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Understanding Apple’s iPhone Loyalty Strategy
Apple has innovated loyalty more than any other company. When I'm consulting, I tell my clients, "we have to interact with our customers." But that's not what Apple does. Apple allows you to avoid interacting with them or the carriers. Reliability and functionality create a user experience that allows you to buy and use with…
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Don’t reward Harris County Toll Road Authority, and others, for being disloyal.
So I really like the toll roads in Harris County. They make my life easier. I have driven through many of their toll booths and happily paid the toll. Now one of their toll booths is not reading my toll-paying sticker. I got a TxTag sticker because Harris County Toll Road Authority told me that…
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To sustain our business, we have to keep managing the relationships
When we discover a new customer and they really like us (really!), we may fool ourselves into expecting smooth sailing. While it's good to experience the sun shining on us, we have to keep steering our business by accepting responsibility to manage the relationship. Years ago I was very upset when my partner wanted to…
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How owning up to mistakes leads to better loyalty
The dynamic of admitting our mistakes to customers is not a one-and-done transaction. Our customers are not surprised to learn we aren't perfect, and they judge us by the process we use to handle mistakes. When deciding how to handle a mistake, consider the following issues: What will our customers have to do to minimize…
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With Steady CRM, loyalty grows naturally.
Our companies deserve more loyal customers. Steady CRM is here to help you Identify the customers who will sustain your business Build a program to increase your understanding and their loyalty Find more customers just like them Our process can include Organizing your customer list into a useable marketing database Analyzing your customers to find…
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Using Customer Data to Find New Profit Streams at Fox Networks and American Apparel
When I started my marketing career as an account executive at Ogilvy, we focused on advertising campaigns, but I was quickly drawn to direct marketing, starting with the mailings which Compaq was sending their customers. I enjoyed analyzing the data we gathered. When I left Ogilvy for Service Corporation International, I was thrilled to discover…
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