Customer First Thinking

Putting customers first is not simply an ideology. It demands new thinking, new ways of doing things and new skill-sets. Here we offer our thoughts and opinions on the new marketing model.

How sharing the worldview of customers can elevate a brand to a higher plane of trust.

The Connected Experience

Being “bigger” and “best” is no longer enough: those claims win satisfaction, not affection. According to a recent consumer study, most people could care less if three-quarters of the brands they use disappeared forever. That is a severe indictment of the entire marketing business as it exists today. How do we fix this problem?

Why true customer insight lies at the intersection of behaviour, intent and motivation

The Value Matrix

There are many ways to segment customers based on value. But to know who is truly valuable, data analysis must be combined with market segmentation and loyalty research. This triangulated view will not only inspire creative thinking – it can even be used to predict future behaviour.

How marketing can build an engagement ecosystem that encourages continuous connectivity

The Marketing Ecosystem

Half a century ago IBM revolutionized the computing business by separating programs from hardware. Today a comparable revolution is underway: the shift to browser-based applications in the cloud. But that poses a dilemma for marketers: how do they combine multiple standalone applications to form a unified marketing ecosystem?

How marketing should modernize its communication model

Joining the Conversation

In this age of uninhibited self-expression when almost everyone has something to say or share, marketing must modernize its communication model to have any chance of joining the conversation.

Why business transformation must move at the speed of the market

Putting the Customer First

Businesses everywhere are under pressure to give up the ‘make and sell’ model, fearful of digital disruption. But while they concede the importance of improving the customer experience, the path to transformation can seem like an impossible journey. Can businesses ever hope to keep pace with their customers?

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