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Managing the Brand Beyond Communications
Any good rancher knows that to find the herd, one must first apply a very hot chunk of iron to the bovine body with a mark that identifies the four legged product as "my cow." Indeed, the etymology of...
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Passion Comes Alive
One definition of leadership might be "to find a parade and get out in front of it." One can question, of course, the viability of that strategy. A preferable definition might be that of John Kotter,...
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Shift Work
Peter Drucker famously said, "The purpose of business is to create and keep a customer." What he did not say was: the purpose of business is to create and keep a market . Drucker offered a profound...
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Storm Proof
Every organization engages in some sort of customer experience, relationship and loyalty management. Reams of paper chronicle the importance of actively managing customers. There are conferences...
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Getting Emotional About Product Innovation
Every year, The Conference Board publishes the results of their survey identifying the top concerns of hundreds of CEOs around the world. Once again, the 2007 report puts "stimulating...
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"The brand is the experience." This increasingly popular mantra is being repeated by both experiential marketing experts and customer experience enthusiasts. It implies that what the customer knows...
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The Brand Scorecard
In their pioneering HBR articles and book The Balanced Scorecard: Translating Strategy Into Action (Harvard Business School Press, 1996), Robert Kaplan and David Norton introduced a framework for a...
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When Loyalty Strategies Fail
While few would debate the economic rationale of customer loyalty, many companies struggle with moving the needle in an appreciable and sustained manner. This can lead to a serious loss of confidence...
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Unlocking Loyalty
We've devoted a lot of space in this column over the years discussing how firms can improve customer loyalty by providing an exceptional customer experience. We've also extolled the benefits of...
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Breaking Up Should Be Hard to Do
Customer churn is a stomach-churning experience for managers. How can we manage this phenomenon? Some insights can be gleaned from a 20-year tradition of research that supports the notion that...
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Customer Experience Innovation
In a global marketplace that has grown increasingly competitive, the need for companies to constantly innovate has never been more pressing. Michael Porter of Harvard University declared: "Innovation...
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Shopper Marketing: Change the Experience, Experience the Change
Walking through a Whole Foods grocery store a few weeks ago got me observing some interesting things. Have you ever noticed that refrigerated vegetable shelving has mirrors behind it? That the...
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Letting your brand shape your emails... and not the other way around
Emails from businesses bug me enough that I have a separate "consumer" email address ? for banking, buying clothes, downloading music, booking flights. I check my personal and work email constantly,...
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Reinventing the Coupon: Turning Deals into Devotion
Today's coupons aren't your grandmother's coupons - the kind that were crammed between the comics and apartment ads in the Sunday paper. Now, coupons are more sophisticated; instead of getting out the...
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The Apple iPhone and AT&T Story: Customer Experience and Partnerships
Sometimes one needs to take credit where credit is due. Apple is clearly getting credit for its market leading mobile device, the iPhone. At the same time, as Apple's five year partnership deal with...
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The US Payer Customer Experience: An emerging business model for Pharma?
Despite having a surplus of undifferentiated drugs, heritage blockbusters going off patent and weak pipelines, most pharmaceutical companies are still feeling pressure from their shareholders to...
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In the mind of the consumer, there is no prize for second place
The more you like a product, the more likely you are to buy it again, right? Traditional market research suggests this is the case - that improving a customer's satisfaction rating will coincide...
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The Integrated Measurement System: How to Unleash the Potential of Linkage...
Linkage analyses can be defined as establishing the statistical connection between two (or more) separate sources of data. In essence, linkage analyses represent the real-life application of the...
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