Observation can make you a better marketer

Five Rules of Observation and Why it’s Hard to Do Effectively

One of the best ways to a deeper understanding of your customers is to watch and listen to them whenever you can. Observation and listening are powerful but often underutilised tools of the marketer. It is, therefore, disappointing that so many companies run to conduct market research, usually a qualitative study, as a first step […]

insight development process

Marketing Solutions to More Actionable Insights

Marketing depends upon actionable insights to satisfy and delight their customers. How comfortable are you with your own process and the actionability of the results? Insights are the holy grail that all businesses seek but rarely find. Are you one of them? If so then I have some tips on how you can get better […]

Training for everyone

New Thinking, New Ideas, New Successes!

Things have been pretty hectic for me these past few weeks. As you read this, I am in New York presenting at the CASRO Technology and Innovation Event, 6th to 7th June. If you’re attending the event, please stop me and say “HI”; it would be awesome to meet some of my Amercian readers! I […]

Marketing, brand building & customer centricity

Say Goodbye to Marketing & Brand Building, Say Hello to Consumer Centricity

Marketing is an old profession. It’s been around for hundreds of years in one form or another. If you’d like to see more about its complete history, then I highly recommend this Hubspot infographic. With the advent of digital marketing in the early 80’s, many companies began to take a serious look at their marketing. They realised […]

Co-creation leads to greater customer satisfaction

The Exceptionally Easy & Profitable Uses of Customer Co-creation

One of my clients, who is following the 50 weekly actions for customer centric excellence described in Winning Customer Centricity, asked me for some further ideas on co-creation. Since working more closely with customers is the best way to understand, satisfy and delight them, I am impressed that she is taking co-creation even further. In fact, I […]

Marketers need to show your customer care

How Marketers Like You Are Fully Benefiting From This Awesomely Changing World

I’ve just returned from a trip to California, USA. All you marketers who follow me on Twitter, Facebook or LinkedIn, will have seen some photos of the various places I visited, from San Jose in Silicon Valley near San Francisco to the huge sprawling metropolis that is Los Angeles. I was there to attend a […]

Customer service

The 7 Essential Differences Between Simply Responding to Customers and Providing True Customer Service

A longer post than usual this week, but one that will make you smile, if not laugh out loud! It describes one recent personal example of disinterested client support, from which I have drawn seven learnings for everyone wanting to deliver true customer service. I can’t understand why any organisation would still have trouble offering […]