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To profit from your data, share it with an expert
Analyzing our marketing data takes a very different skill than helpling customers or managing our sales force. When I want a break from difficult decisions and demanding co-workers, I drop down a relaxing data hole. Does sorting, editing and analyzing customer records NOT sound relaxing to you? Then you need to work with someone like…
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Conscious values
Building a long-lasting relationship with our customers requires us to identify our values and acknowledge which of the customer’s values are being served. Traditionally, advertising agencies buried those values in metaphors and stories. Now, more and more companies are just stating them outright, assuming the customers can make a quicker, more long-lasting connection. Internet Retailer:…
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Turn Inspiration Into Action, by Leo Babauta
Habits resist change. We should plan to deal with that. Whether you're resisting a bad habit or nurturing a good one, expect the resistance and use it like a cue to push on through. Daily Good: Turn Inspiration into Action, 2014-Sep-28 by Leo Babauta At the moment when you want to avoid it, pause. There…
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Searching for offline places online
If we're building up a physical place, we have to remember that people often come to an offline place from an online place. Does our web site completely and correctly convery the physical experience? How can we generate a desire among our viewers to meet each other at our place? Hub Magazine: Bricks & Cliques,…
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Why analyzing customer data takes a janitor
When it comes to analyzing customer data, we are often surprised to find it difficult and time consuming. Unless we've been doing it for awhile, we'll be bummed to discover inaccurate data, gaps and conflicts. No matter how small our business, it's never to late to start creating a customer database that speaks to us.…
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How to build sustainable loyalty
I was talking to someone about launching a new retail business and asked him about having a loyalty program. He said, "oh, yes, it's part of the point-of-sale system we'll be using." Unfortunately, the built-in discount for frequent purchase represents a PRICING strategy, not a loyalty system. It may well be a sound way to…
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Understanding email resistance
My millenial-age daughter can really let the email pile up. But she's not substantially different than the rest of us who fall behind from time to time. Corporations who 'ban email' are actually attacking a lazy employee habit of using email to avoid teamwork. We've all done it. "I'll just send out an email and…
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How to build a personal habit of de-stressing
Travis Bradberry has a very good article on LinkedIn about handling stress. He gives 10 tips, which I'm going to re-order and rephrase for my benefit. If you think this looks promising, go to his article and use his information to design your own list. Then place reminders around your environment and practice, practice, practice. …
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Why we are all psychologists now
As we all become better educated, including our customers, practical knowledge of psychology is required. Being truthful and reliable is insufficient for success. If we don't anticipate our customers' reactions, our competition will. The Discipline of Innovation: If the Internet is a Psychology Experiment, Are You a Psychologist?, 2014-Jul-1 by Tim Kastelle I’ve argued for…
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When we listen to our customers, we have to consider why and how
Listening to one's customers is not a simple thing. The questions, the context, the objectives we have color the entire process. The article below by Steve Blank does a great job differentiating the Lean Startup approach from Design Thinking. Both approaches can lead to strong and productive customer ties, if we are aware of our…
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