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Beneath the loyalty programs
I am fascinated with designing loyalty systems. I love mining data about the customers. I like testing incentives and offers. I collect the data and call customers back and ask "what did you think??" (Yes, sometimes they think I get too carried away.) But I know that at the end of the day, the system…
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Start with a hypothesis and test, test, test
In a recent conversation, Justin Segal of Boxer Properties told me he likes managers to 'burn the candle at both ends.' He wants planning and analysis to occur simultaneously with experimentation. Now I've found an article by Matthew Daniels of Undercurrent who describes a process they describe as applying the agile development model to strategy…
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The Internet Evolves: Raising the Stakes on Content
Stop blaming Google. SEO changed because internet users raised their standards. Business 2 Community: 4 SEO Thinks Everybody Should Be Doing But Nobody Is, 2013-Sep-18, by Brad Shorr Rankings used to be crucially important for SEO. I don’t think the world has figured out this is no longer the case. Because Google now serves up…
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How growing is more important than knowing
As a learning junkie, I have always wanted to know as much as I can. Recently, I've had to put my student-self in rehab and focus more on trying things to see what works. It can be nerve-wracking, but if you are conscious of what you doing—testing hypothesis—you'll find that you've never grown so fast.…
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‘Success caused passion’ and other gems from Scott Adams
Today I'm breaking my policy of not contributing to Rupert Murdoch's empire, by celebrating Scott Adams' wonderful article in last Saturday's Wall Street Journal. It's hard to tell how long we'll get free access, so read it now. Wait, it's a promotion for Scott's new book, so you could get that later. "The universe has…
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The past stepping into the present, via YouTube, etc.
One of the ways that the pace of change has accelerated is our access and ability to manipulate the recent past. It's great news for those of us who are trying to rewrite our story. Choose your past carefully, and when you look at someone else's past, realize it's been edited. NY Times: Life as…
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Grow loyalty by learning its dimensions
Most businesses interprete loyalty by transactions. If you spend a lot of money with their company, you are loyal. What the don't realize is that they are actually leaving money on the table when they ignore the dimensions of loyalty. Customers can increase their spending but that may just be a side effect of their…
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How much of loyalty is a matter of voice?
As the airlines have discovered, and the wireless companies soon will, locking in customers is impossible over the long run. Some competitor will figure out how to spring them. Voice not only offers a way to monitor customer satisfaction, but also provides a value in and of itself. I don't expect my every whim to…
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Why CX Day Matters: Corporate systems must turn to face the customer
On Tuesday, Oct. 1, professionals around the world will be gathering, both online and in person to discuss the challenges and celebrate the people who are creating great customer experiences. Many of us face monumental challenges within our organizations because the systems are designed to maximize efficiency and accountability to top management. So, as Oracle…
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A better way to segment your customer base
Most people only consider whether customers are big or small, not their potential. But actually, a customer of potential has different needs than any other. And your company has the most to lose if your people are discounting those needs in favor of winning new customers. Art & Science of Customer-centric Growth: Most Growable Customers,…
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