applied know how
Winning over customers is never easy.
Increasingly, through social psychology is leaking into the commercial process and the modern customer now requires us to acknowledge that many cognitive biases prevent customers from buying. Understanding these psychological factors is critical to success because even the customer is often unaware of them.
In B2B, knowing these issues is especially important because marketing and sales teams must align around them in their communications.… Read more
A critical challenging facing business leaders is where to find insight into the future. More than that many don’t actually know what insight really is, or isn’t. Many look toward the obvious and call it insightful
Insights are essential for creating a sustainable business. Not only are they the cornerstone of the design and innovation process, but they light the way forward identifying what to do next and act as catalysts for creating new value for customers.… Read more
…. Probably not worthwhile doing.
We spend an enormous amount of time trying to get customers to love us and say they will buy from us in future.
Is this a worthwhile use of our time?
At best, there is a correlation of around 15 – 20% between a consumer’s stated future intent and their actual subsequent purchase behaviour. This equates to virtually no predictive value of asking consumers what they intend to do next.… Read more
… for your customers.
Recent research has shown that effortless service (service that consistency delivers on hygiene factors) is much more likely to increase customer loyalty than WOW service that fails on some hygiene factors. This is a follow on to last weeks post about motivation and hygiene factors in customer service,
What do I mean by effortless service. Two examples…
First example, I recently changed my phone and upgraded to iPhone 8, through SingTel.… Read more
Attention Is the number one commodity everyone desires in today’s marketing world. Unless you can get it, you cannot succeed.
Do you find, that you rarely feel like you’re winning? But whats winning and what’s just hype?
With everybody clamouring for attention, with all the promoted posts on Facebook or linkedIn, and traditional news outlets swamped with fake news and political agendas, you oftentimes don’t know whether you’re winning or losing.… Read more