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Tag Archive: Customer Development

Use Intent Data to Drive Influence Advertising Strategy

It’s no secret that your every click is tracked online; what sites you visit, what ads you click, and what articles you read are all stored by the likes of Google, Facebook, and their ilk in order to create buyer personas to which they may better serve relevant ads. However, despite the resources dedicated to creating these…

The Flip Side of Social Media: Servicing Customer Expectations

Blogs, Facebook, Twitter, Instagram, Tumblr, Quora, LinkedIn….businesses are pushing harder and harder at engaging customers across multiple digital channels and social networks, each experiencing varied levels of success. It’s that success that I wish to discuss today. When asked what is social media success, most will give you the typical soft metrics including follower count, number of…

Customer Loyalty Does Not Equal Customer Advocacy

“We have very loyal customers; we don’t need a customer advocacy campaign.” I’ve been in a senior sales and/or marketing position for more than 20 years and the one constant mistake I still see and hear is a lack of understanding in the difference between customer loyalty and customer advocacy. Making the distinction is not difficult. Customer…

Survey: Real Forces Disrupting Marketing Effectiveness

In a 2014 survey conducted by McKinsey & Company and the ANA, B2B and B2C marketers revealed the real forces disrupting marketing effectiveness today. Below is a summary highlighting the results. 1. Complexity and Fragmentation 48% of marketers reported that the fragmentations of the audience, and complexity of solutions and options for audience engagement, are significant disruptions…

360 Degree Retailing: Reassessing Brick and Mortar Stores

There’s no doubt that that Internet has changed the business of retailing. Thanks to consumers’ proclivity for pre-purchase research and the availability of online commerce, retail growth is no longer dependent on brick and mortar expansion. In fact, expanding physical stores can negatively affect a retailer’s bottom line because online sales are eradicating revenues previously used to…

Sensei Marketing Pivots to Meet Customer and Market Demand

Sensei Marketing announces a pivot in its business practice to better align with customer and market demand, introduces Customer Insight Analysis (CIA) Platform Sensei Marketing, an established marketing technology and consulting firm based in Toronto and New York City, has been providing sales and marketing consulting, campaign strategy, and development/hosting services to an impressive list of businesses…

How Mobile is Disrupting Traditional Loyalty Programs

My last post here on Sensei blogs shared some statistics that demonstrate the disruptive effect of smart phones on the photography habits of consumers.  Mobile technology and devices have had a disruptive influence on many aspects of our lives beyond digital photography, which, in turn, has disrupted how businesses must engage consumers. Mobile is Disrupting Traditional Loyalty…

Crowdsourcing: Customers Don’t Always Know Best

In 1985, the Coca-Cola Company, in a move that is still hotly debated today, concocted a new Coke recipe in hopes of reinvigorating interest in its number-one selling soft drink. Logic dictates that when a product is number one, you don’t mess with it.  The problem, however, was that Coke’s market share had declined to only 24%…

The Principle of Reciprocity and Influence Marketing

Within the study of the psychology of relationships is a principle called reciprocity, which speaks to the human need (and tendency) to want to give something back when something is received.  People feel a sense of obligation to do something for you when you’ve done something for them. Reciprocity affects us every day.  Have you ever: Invited…

Comcast Customer Recovery Strategy – Too Much, Too Late.

Arguably, phone, wireless, and cable providers are simultaneously the most predatory and desperate of all direct-to-consumer businesses. They conspire with each other to set inflated prices for mediocre service and negotiate territories to avoid competition, which, in turn, helps them set inflated prices for mediocre service. They demand your loyalty but only seem to reward that loyalty…

IKEA Hacks IkeaHacker Community, Cuts Off Nose To Spite Face

Here at Sensei, we’re always on the lookout for good and bad examples of customer development and community management strategies. This week an IKEA fan community caught our attention. However, where we could (and should) be discussing a best case example, unfortunately, we’re discussing a large brand misstep in both customer development and community management strategies. IkeaHackers…

The Anatomy of an Advocate Development Campaign

Influence and advocate marketing, a popular and often contentious topic today, have been around since we first coined word-of-mouth marketing. When social media began to capture significant market share of the consumers’ voice, these strategies became more critical. As a result, new social media software evolved to identify, engage, and encourage those with a large and active…

The New Marketing Trend You Must Pay Attention To

LinkedIn, YouTube, Facebook, Twitter, Instagram, Google+, and Pinterest. Search engine optimization, social media, mobile marketing, gamification, relationship marketing, influence marketing, and content marketing. Every year, as new technologies and social channels explode on to the market, new marketing trends and “best practices” are developed to take advantage of them. New “must have” strategies that promise to deliver…

Can We Please Stop Trying to Redefine Marketing?

I’m growing a bit weary of all the new forms of marketing and advertising being invented in the wake of the Internet and, in particular, social media.  Social media marketing, content marketing, relationship marketing, influence marketing, etc. Every year sees a slew of “new marketing” concepts that become the hot topic around the blogger water cooler, with…

The Customer Exit Interview – Too Little, Too Late

So I received this call from Rogers, my son’s cellular provider, asking if I wouldn’t mind taking 5 minutes to answer a few questions about why I called to cancel my service contract. It was the “exit interview,” a common practice within marketing and customer service departments in many organizations. The interview is both a research tool…

Customer Loyalty and Advocacy are Not Interchangeable Concepts

I have attended a few conferences lately where I’ve heard both presenters and attendees use the terms “customer loyalty” and “customer advocacy” interchangeably, which frustrates me to no end – especially when it’s done by so-called “marketing experts.” In my experience, customer loyalty and advocacy are not interchangeable concepts.  There’s a significant difference between the two. In fact,…

Has Your Distinction Gone Stale?

We all nod our heads when someone talks about the need to deliver distinct, compelling value to our buyers. We just assume that our value is as distinct and compelling as it was last month, or six months ago or…. But is our value really distinct? And if it is distinct, is it compelling to our markets?…

Social Media, Happy Customers and Missed Opportunities

What is the value of a happy customer? Is it more or less than a dissatisfied customer? Social media has trained customer service teams to be hyper-sensitive to online negativity, possibly alienating and discouraging online positivity. Online monitoring software allows for the identification of both positive and negative sentiment in online conversations, yet negativity is given the…

So You Think You Know Your Audience?

Knowledge and expertise are things we all seek. Whether it’s in our area of business, our golf game, a musical instrument, cooking, cleaning, raising kids…whatever our passion, we strive to become the “expert” in our fields. Many business leaders say they know their buyers. From sales and marketing to product development – we claim to know what…

Customer Acquisition is Just The First Step

Recently, we started working with a company whose social media had been handled by another person. We had been told that we were being considered because this “consultant” had become unresponsive and had seemed to lose interest in the entire process. As we have begun to dig into what this consultant did – or rather did not…

The Consumer Survey Is Dead?

Serious question: is the customer survey dead?  Outside of linear data collection, I argue that there’s more insight to be gained from what customers say about you to others than what they say about you to you. Collecting survey data is like counting the number of followers a business has on Facebook or Twitter. You’ll add more…

2013: The Beginning of Context

I just ran a Google search: year of content. According to the results, some people were saying (in 2011) that 2012 would be year of content marketing, while others are saying 2013 would be that year. Pam Moore wrote a great post in June reminding us that content is not a shiny new object. I, for one,…

Customer Experience Cannot be Automated

I’m a bit disturbed by the fact that most customer experience (CX) discussions I’ve had lately with marketers have been about marketing automation and technology. Software firms pitching clients at trade shows, on webinars or at conferences all seem to be leading with the promise that their technology will generate a greater customer experience through automated engagements…

Lead Generation Continues To Challenge B2B CMOs

B2B customers have become more independent buyers in the procurement process as a result of their increasing access to information, research and peer-recommendations.  In fact, this modern buyer is something of an enigma to B2B vendors.   Traditional lead generation efforts such as trade show and publication advertising, direct mail, email, etc. are decreasing in effectiveness. Lead generation…

How to Manage Advocates and Drive Qualified Leads

Advocacy, the third stage in the Customer Development sphere of the Sensei Customer Lifecycle model, is the culmination of the business’ effort to engage and support the customer. A customer who has reached this stage in the lifecycle has experienced the seamless conversion of your relationship from vendor-prospect to vendor-customer and now embraces you as a business…

Advocacy, Not Sales is the End Goal of B2B Loyalty

In the B2C world, “Customer Loyalty” has become synonymous with points or rewards membership programs which are used to aid in the acquisition of new customers rather than building value in existing customers.  Such loyalty programs are rarer in the B2B landscape yet the tactical importance of loyalty is equally misunderstood and underutilized. 91% of B2B executives…

A Purchase Order Does Not Guarantee Customer Loyalty

There is a significant difference in the tone of a vendor-customer relationship to that of its former vendor-prospect status.  The processes are different; the players are different and so too are the expectations.  This first step in the customer development sphere of the customer lifecycle is critical for both parties as it creates the foundation of what…

Yahoo’s Cowardly Retreat

I wish to congratulate Yahoo on selling its stake of Alibaba, a Chinese Internet company, for a reported $4.3 billion dollars. After all, this transaction fulfills many financial analysts’ predictions and recommendations for Yahoo’s success when it appointed Ms. Marisa Mayer CEO back in July of this year. “In the short term, just how much cash Yahoo…

Stop Pandering to Loyalty Programs – A Rant

Got points? Perks? Discounts? Of course you do. We all do. Is your 11th coffee free?  Do you get a 15% discount on a $7.99 shirt cleaning bill after you’ve invested $100 in the dry-cleaner’s business?  Yes? Yes, we all have. And we’re all “loyal” to these businesses who have trained us to be so when a…

Refocusing Loyalty Programs on the Customer

Customer loyalty programs first launched with great marketing hype surrounding their intention to thank and reward the business’ most loyal customers.  Truth be told, they were conceived as part of a customer acquisition strategy and designed to be a differentiator that pulled customers away from competitors or to encourage repeat purchases.   These programs have expanded to almost…

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