In a recent study published CIO’s have ranked Mobility as a priority No 2 in 2017. I find it slightly disturbing only 54% of companies have a mobile strategy in place yet only 34 % have any in-house mobile development skills. in a connected world I would have expected the figures to be higher and of more importance to organisations today. Especially as the consumer usage is on the up see below;
In a recent study published CIO’s have ranked Mobility as a priority No 2 in 2016. I find it slightly disturbing only 54% of companies have a mobile strategy in place yet only 34 % have any in-house mobile development skills. in a connected world I would have expected the figures to be higher and of more importance to organisations today. Especially as the consumer usage is on the up see below;
70% of businesses have failed in Europe to meet their CRMs objectives according to D&B research.
Some of the key factors are;
- Failure to plan for change -transformational barriers and issues
- No clear defined objectives – not underpinned with rigour or metrics
- Failure to align with the business – lack of user buy in
- Poor Data and Information – lack of accurate, current data
- Over customisation – need for simplification of message and program structure
Take a look at some of the key factors behind the failings and the pointers to avoid being part of this statistic.
Comments welcome as usual please.
What does it mean to be “customer-centric” as a Business?
Assuming that you start with a quality product and service, being customer-centric means understanding the customer’s point of view and respecting the customer’s interest. You fix problems, handle complaints, and remember individual customer preferences.
Customer Loyalty programmes assist and are the platform to meet this objective. Mobility plays an important part in meeting the demands of the customer and achieving the company objectives
But customer centricity isn’t merely a matter of adding up the different components of quality, service, insight and responsiveness.
You can and should introduce all these ideas into your business model, but if you don’t grapple with your company’s most basic strategic objective, then sooner or later your efforts will fail.
In the past I’ve found it helpful to explain the contrast between customer centricity and product centricity by understanding three criteria that actually help organisations to differentiate themselves from the competition. If you think about it, for a business to be competitively successful, it must meet three criteria:
- It must be able to satisfy a customer’s need
- It must identify a customer who wants that need satisfied
- Organisations must communicate in the media of preference and choice.
In this world of immediacy that we live in is the mobile wallet the way to go for customer loyalty in the future? What are your views
Net Promoter Score or traditional LTV model or predictive analysis. Many ways to look at LTV myself I still prefer the traditional LTV model for customer acquisition to estimate retention (“LTV”) of a customer. Roughly defined, LTV is the projected revenue that a customer will generate during their lifetime. What are your views welcome as always.
Interesting Infographic on the model.
The new Marketing Triad (Trifecta)
A multiplicity of communication channels are open to the consumer in many platforms, formats and media.
The most popular means of customer channel for the marketing of products and services is a combination of the traditional Marketing channels (Triad) and the new Digital interactive & Social Channels (Trifecta). Understanding the technology platforms to deploy which social networks to produce results more effectively and what metrics to track is core to the future enterprise Marketing Strategy.
Below is an interesting infographic into the new Marketing Trifecta and the metrics, effectiveness of the various channel.
Comments welcome as usual please.
As Marketers – we should care!
As we know disgruntled customers will be the worst advocate for your Company or Service. Ultimately the cost to service will be higher than satisfied customers.
5 Reasons why Customers Leave A Company:
1. They receive bad treatment.
2. They are dissatisfied with the products and service offered.
3. They have chosen to go to the competition.
4. They have sought an alternative product or service.
5. They have moved away and nobody has thought to track them or contact them.
Interesting infographic below;