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.

The CXM Playbook

Winning brand loyalty in a mobile-first, “post-digital”, always-on world means one thing: Putting the needs of customers first – giving them an experience so distinctive that they can’t help but talk about it. But creating a great customer experience is a journey, not a project. It demands new thinking and new ways of doing things – plus a roadmap to get there.

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Why marketers need to shift the emphasis of loyalty programs from issuing rewards to designing a rewarding experience.

The Loyalty Trap

Ever since reward programs first became popular over fifty years ago, marketers have been trapped into thinking that customer loyalty can be bought. But customers today are looking for more than just rewards – they want to be treated honestly and fairly.

How marketers can encourage customers to stay continuously connected

The Connected Experience

Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand-building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives.

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 Customers 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?