Customer Loyalty | Back to Basics

Thank youplacias.jpg

Customer Loyalty | Back to Basics | Thank You

Covid19 is impacting all our business plans and has stalled many major initiatives.

The question is – going forward how will we retain our existing customers and rekindle their loyalty to our brand or service ‘during and after lock down’.

It is imperative as business owners we re-plan and consider putting in place a strategy and tactics for the near future, to rebuild our approach to customer engagement with a view to rekindle our customer base.

Explore a quick and simple but effective way to keep existing customers by recognising them for their business and loyalty to our brand or service and to engage with them directly on a 1:1 basis.

The most effective way to do this is using very basic marketing tactics and to personally communicate on a 1:1 basis.

Devise a communication campaign starting with a single message from the heart of the business saying ‘THANK YOU’ for their loyalty & custom.

There are a plethora of multi media techniques and missives available that we can use to get the message across – choose which is the most cost effective and expedient way to communicate.

Back to Basics: 3 Step Plan

  1. Social media as we know plays a massive role in society and by placing a well structured ‘THANK YOU’ message on different social media means that it will reach as many people as possible as quick as possible.
  2. Alternatively a simplistic well designed printed personalised mailing in the format of a ‘THANK YOU’ card or personalised em message.
  3. A tastefully designed video with a message from the owner or CEO of the organisation or better still the front line employees expressing how much you value your customers and their business played in store (essential businesses only). This can also be featured on social media platforms thanking your customers for their loyalty and reassuring customers your business or service – will be back when it is safe to do so.

But most of all whatever marketing communications tactics you choose – do it now – and do it today!


Visual Frameworks to stimulate innovation… a starting point when facilitating workshops.

Consulting Frameworks are helpful when you are trying to stimulate innovation and you need to demonstrate measurable outcomes and results.
Participents new to facilitation and workshop exercices often respond better to visual prompts to facilitate a meaningful dialogue and drive rigour and metrics in the thought process.

Can I Please Speak to an Actual Person Please?

Interesting Infographic published by Harvard Business School.

At the end of the day as much as we all need and want to see technology at the forefront of our business it still comes back to the point that customers (humans) still need to interact with other humans.

Interesting view.
Comments welcome as always.
Researchers Michelle A. Shell and Ryan W. Buell.

Visual toolkit to stimulate innovation… a good starting point when facilitating workshops.

Analogies that are helpful when you are trying to stimulate the innovation and you need to demonstrate measurable outcomes and results.
Participents new to facilitation and workshop exercices often respond better to visual prompts to facilitate a meaningful dialogue and drive rigour and metrics in the thought process.

Smarter Cities -are they so smart?

They can be if they choose to be…

a Smarter Cities Overview

In the 21st Century, Cities, Government Bodies, Businesses and Service Companies are becoming more and more sophisticated.

In pure ‘real time’ customer environments the marketing gurus are deploying more social media tactics and point of service initiatives to engage and  retain communication with customers. they do this by communicating in ‘lifestyle’ events and environments that promote ‘top of the mind’ measuring and monitoring the Customer Advocacy or Voice of the Customer.

The ultimate aim is to attract and retain more Customers or provide a better more enhanced services or services to Citizens.

The Citizen (customer) is at the forefront of Smarter City initiatives, driven by EU and Local Government funding it is aimed at  driving economic growth and better living standards  in line with the urbanisation of  inner cities.

As a direct result, Cities are adapting and changing to meet the trends of the way we live, work and enjoy our social life and lifestyle activities.

Cities and Citizens are realising the benefits of communication and are building integrated communication and ecosystems coupled with high speed 5G infrastructures to enhance, speed up and meet the ever-changing needs of the citizen and businesses alike.

Local Authorities and Cities are now Smarter – they are more collaborative in the way they interact with Citizens, businesses and European and Local Government.

In the next five years the pundits state more of us will live in the City, over 85% of the population it is predicted will live in Cities by 2025.

This will bring about the need for providing IOT Technology solutions, Eco-systems and Services that will embrace and benefit our daily lives- from Retail, Telco, Travel & Transportation, Healthcare, Education to Food & Entertainment as well as essential services and Housing/Social Care Services.

Smarter cities are the choice of Citizens today and are more popular than ever and they are here to stay!

The explosion of mobility and social media coupled with the advent of digital revolution has placed more importance and emphasis on the Citizens there needs and wants and desires.

Coupled with the development of a multi-model Transportation links between Road, Air, Water and Rail are becoming seamless as a city proposition.

How does a City become Smart – Where do we start.

The key challenges for most smarter cities today and to its ecosystem partners is where and how do we start.

How do we identify the citizen benefits, improve satisfaction and drive incremental revenues for the city and its partners.

Key areas of focus to address:

·      Identification of the Strategy and Precepts coupled with the Building Blocks of a Smarter City

·      Identification of the ecosystem and partners, enabling the IT infrastructure (front and back office) to support a Smarter City initiative and exploring the links and steps to industry partners.

·      Identification and understanding a roadmap to Citizen interactions and ‘touch points’ designing the engagement models and the incremental benefits.

Finally developing a Strategic Vision using stakeholder  ‘Journey maps’ of a Smarter City as part of a strategic roadmap.

In addition, to the understanding of the key focus areas are:

Understanding the citizen and his life cycle

Building an Eco-System that supports the value proposition – starts outside the citizen journey to provide a superior citizen service.

IOT as an enabler allows us to join up the dots to ensureCitizen Advocacy  a connected Smarter City


Understanding the technology Eco-system enablers, mobility, apps, social channels, and collaborative partners, air, weather and retail required to bring about an enhanced Citizen value proposition.

Understanding and mapping the empathy and loyalty to the brand by building an Eco-system that provides Citizen Advocacy practices & principles, a social media ‘signals’ in an environment that measures voice of the citizen.

Service First’ initiatives identify increased revenues from ancillary products & services revenue recognition and the move towards a more services led e-Commerce Citizen proposition.

All aimed at Creating a Smarter City and Smarter Citizen environment.

This is my own viewpoint and comments and questions welcome as usual. martin@thecustomeradvocacygroup.com

Who are Millennials and do they matter?

I am afraid the answer is yes. They do make a difference and are the target of Retailers and Telco’s as well as other major industry sectors. There are 2.5 billion Millennials Worldwide demanding and exercising their right of choice and how they shop. Brands feature heavily in their core shopping habits and are part of their DNA.

New strategies are required to reach this unique technology savvy customer buying group. Marketers are relying heavily on omni channel environments and extensive use of targeted social media.

It is a whole new segment of the universe that from a retail perspective cannot be ignored. Embrace them, meet their demands and you will have their loyalty and wallets. Ignore them at your peril.

Views and comments welcome as usual.

‘ The Sphere of Influence’ – what really impacts our daily lives? http://wp.me/p3aCAV-3n

What influences and impacts our daily lives, Friends, Business Co workers, Loved ones, the Media?

It would appear it is all of these;

Commonly referred to as ‘ The Sphere of Influence’ diagrammatically illustrates this point.

Between friends, family, and an ever-increasing influx of media the influences on us are harder and harder to quantify.  This simple infographic breaks it all down.

Sphere of Influence

Your comments are welcome as always.

Marketers are on a – Digital Beach Head


The Beach Head

Traditionally Marketers formulating Enterprise Marketing Strategy used to be based on Growth Market Identification, Market Positioning & Gaining Market Share – Customers were traditionally identified by; Type, Segment and Clusters, Transactions & Buying behaviour via Channel – share of voice and sentiment analysis and empathy mapping came later.

The Market Tactics deployed were based on the the ability to successfully traverse The Chasm to the Main Street. Where the ‘choice pickings’ were perceived to be.

Whilst still a valid approach today for most Organisations and Enterprises today and a valid strategy to gain Market Entry & Share. Things have changed. There is a new challenger in The Main Street.

Inside the Tornado


Digital Disruption & Digital Re-Invention.

Inside the Tornado

New Digital Disruptive companies are breaking all the business rules and models within the Tornado.

Companies such as Uber ( who doesn’t own a Taxi), Airbnb (doesn’t own any hotel real estate) and Amazon (doesn’t even own any inventory). Are changing the way consumers think and react and interface with brands, products and services.

Digital Disruption is changing the purchase propensity models daily, creating a unique relationship with the brand and the Enterprise – the business model is changing and is closely coupled with collaborative Cognitive Technology to devise Digital Strategies that work.

Main Street

Digital Transformation and Digital Re-Invention coupled with a collaborative Ecosystem is the new DNA that Enterprises are seeking to embrace.

As far as the economics go – in a recent study with a High Street Retail Bank it was reported on average that for every $1 spent on Digital initiatives the bank returned a $10 ROI – far more rewarding than traditional bank marketing methods initiatives.

It is understandable with this kind of ROI and the need to differentiate the consumer proposition Enterprises are prepared to be Disruptive and embrace Digital Strategies and Transformation to change the business – to achieve commercial success.

We will see more Disruption in the future I am sure……

Credits to: Geoffrey Moore Inside the Tornado