Strategy in marketing is important in driving effective marketing as it places the marketing efforts at the heart of the overall business’s long-term strategic aspirations. Yet it’s surprising how often the marketing team overlook the importance of aligning their efforts with the strategic focus of the business and instead perceives the marketing in a silo […]
Strategy in marketing is essential in driving effective marketing as it places the marketing efforts at the heart of the overall business’s long-term strategic aspirations. In continuation of the last article, here you will find the final challenge faced in order to ensure marketing efforts create long-term strategic value, as well as insights on data […]
What is a customer health score? A Customer Health Score (CHS) acts as a customer sentiment indicator, helping organisations to measure a customer’s perceived value of their products and services. A well-designed a customer health score will be made up of multiple data points, leveraging indicators which help to determine the perceived value, which in […]
What is a Net Promoter Score? And how can it be used to help businesses? The Net Promoter Score (NPS) is a metric as developed in 1993 by Fred Reichheld, the founder of Bain & Company’s Loyalty practice, as a way to predicting customer purchase and referral behaviour. NPS is founded on an understanding that […]
Over the years and across the world we have seen privacy regulations such as General Data Protection Regulation (GDPR) come into play, strengthening privacy rights by enforcing obligations onto businesses that collect customer data. In Australia, the Privacy Act 1988 imposes similar obligations to APP Entities defined on the OAIC website. In general, APP Entities […]
A key component to successful marketing of new products and services is understanding the buyer behaviour process. Whether launching a go to market plan for new products or refining the market position for existing products, research and understanding of buyer behaviour is an instrumental component for creating successful market strategies. COVID-19, no doubt, has had […]
Part 3 – The boom from the retiring “Baby Boomers” Part 1 of our series looked at who the baby boomers are, the important role that they play in our economy and issues they are facing now that they are approaching retirement age and part 2 looked at the options available to them. We now […]
3 years ago, in 2017 Gartner conducted a marketing survey which noted that 81% of marketers expected to be competing mostly, or completely, on customer experience (CX). In our article ‘The importance of customer loyalty and meeting customer expectations’ we explored how instantaneous data driven interactions aimed at creating personalised experiences were important to winning […]
Why is customer loyalty important? How do we improve customer experience, meet customer expectations and create repeat business? Marketing managers and business owners are consistently diving into data and reviewing insights that help them understand their customers. As managers, we seek to understand what creates an engaged customer and how to embed loyalty. It’s not […]
