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Winning the Fraud and Cybersecurity Race: A Go-to-Market Blueprint for Competitive Edge
Fraud and cybercrime have become a systemic, trillion-dollar drag on the global economy—but the fight to turn the curve is more than a market opportunity.
Over the past few years, I have worked alongside cybersecurity and fraud-management teams in government, banking, and payments, and nothing is more satisfying than seeing a new solution stop a romance scam or prevent a pensioner from losing their life savings.
The Best Customer Service Uses Ritz-Carlton Radar On, Antenna Up Model
Sun, Nov 25, 2012 — Does your company offer the best customer service? Most every company claims to have the best customer service—but would their customers agree? When running a midsize business, you face an ongoing battle to effectively connect and engage with your customers. Employees constantly multi-task and resources are stretched. As a result, customer experience management often falls to the back burner.
The Power of Yelp: You Can't Ignore It
Thu, Oct 4, 2012 — What do you do when you want to try a new restaurant? Well maybe not you in particular, but many people turn to Yelp. Yelp is a social site where members post reviews of local businesses where they eat, shop and go to for services. And many people read those reviews. In fact, Yahoo News reported that a 1/2 star change in reviews can increase customers in the restaurant by almost 20%.
The Importance of Authentic Service and Hospitality in Business
Tue, Oct 2, 2012 — What Makes Exceptional Service in Your Business? Recently I have been looking more closely at service — which factors contribute to great service in business and which elevate the quality of service to exceptional levels. I have considered both the objective, measurable components of service as well as the subjective — less tangible factors that focus on the specific relationship between those served and those serving. It's fairly simple for us to evaluate the concrete aspects of service. We, as marketers, preach and follow mantras of "what gets measured, gets done," and "if we can't measure it, we can't manage it." We rate and measure service quality with customer satisfaction research and Net Promoter scores. Measurement is, and will continue to be, a critical component of our understanding and responding to day-to-day performance in our businesses. In today's increasingly competitive market though, is evaluating only the easily measured variables sufficient? Is doing this alone enough to raise our customer service from great to exceptional? Does it ensure that our business performance is consistent with our vision, values and strategy?
Customer Retention, or BJs Chickens Have Flown The Coop!
Fri, Aug 31, 2012 —
What To Do When Your Sales Are Up But Your Profits Aren't?
Thu, Aug 16, 2012 — Several times as a CMO, I have been called upon to solve a net profit, rather than a total revenue problem. Sales in these cases were not bad. Not where we wanted them to be, but adequate. The problem was that no one was making any money.
Can Your Product Be Easily Replaced?
Sun, Aug 12, 2012 — Have You Heard of Wally Pipp? Pipp was the first baseman for the New York Yankees in 1925. Folklore has it that on June 2 he asked to sit out the game because of a headache. The coach substituted Lou Gehrig, and that was the beginning of Gehrig’s streak of 2,130 consecutive games. What would happen to your product if it was replaced by a competitor, or worse, from another industry altogether?
Embrace Social Media--You Know You Have To, But How?
Mon, Jul 16, 2012 — What About Some Lessons? Many CEOs/CMOs have been persuaded (some dragged kicking and screaming) to the value of social media and other inbound marketing techniques. However, being persuaded of the value and knowing what to do are entirely different issues. It's overwhelming. It's a bit like persuading your "unmotivated" teenager of the value of a college education and then getting them to actually study. You have successfully persuaded them of the long term value, but the short term work it is going to take is a different story.
7 Tactics for Customer Closeness with Improved Customer Profiles
Thu, Dec 23, 2010 — Customer Closeness Begins with Great Customer Profiles Think about your ideal customers. Do you have customer profiles to better understand who they are? Do you know them well or are they strangers? If they’re consumers, you might know basics like age, gender, household income, and some of what they buy. If they’re a business, you probably know what industry they’re in, what their revenues are, and some trends facing them. But knowing the basics won’t tell you what issues they face in their daily lives or business, how well they are or aren’t resolving those issues, where they go to find out more about resolving things and how they go about making a decision. You need to know what motivates them, how their attitudes and actions are measured, and what their priorities are. With detailed customer profiles, you can better customer closeness for your company. How do you get better customer profiles? Get to know your customers.