When marketing and customer experience collide, good things usually happen. The combination of customer centricity and creativity can generate unique […]
Marketing is becoming a data-driven discipline and with good reason. But many companies are lagging behind this trend, putting performance and ROI at risk. It used to be that marketing was looked at as a “soft skill,” whereas the finance people were the real quantitative minds […]
This is a tale of two sales. Both are for big-ticket items, and both occurred after much research and comparison shopping. In one, the buyer has become a lifelong brand advocate; in the other, he has buyer’s remorse. What happened?…
Rewards programs can be lucrative for loyal customers, but when companies add lots of rules and restrictions to a loyalty program, it can actually have the opposite effect. Customers are very perceptive, and they understand when something is a value and something is not. One example of this is when rewards expire.
Marketing & Sales
Keenan started by asking the audience of several hundred whether they subscribed to the long-held belief that people buy from people they like. While a large majority of hands went up, Keenan says that value is much more important than liking a salesperson. While both are ideal, if you can only have one, choose value.