As is the tradition in C³Centricity, one of the last posts of the year is a review of the most popular articles published over the past twelve months. Is your favourite amongst them? If not let me know, as I’m always trying to improve the quality of my posts, so it really helps to hear what you have liked.
What Martin Luther King & Apple have in Common: Inspiration and Excitement. With so many new product failures today – I have heard anything from 80% to 95% – consumers have become blasé about them. They demand more and better and rarely stay satisfied for long. This is why innovation has become a major part of business planning and success – or failure – and probably explains the interest in this post, which hints at how to improve your own innovation.
#2. MARKET RESEARCH
Does your Organisation Really Need a Market Research Department? This post caused a flood of comments on many LinkedIn groups when it was published. The discussion continues even today; why not join it?
#3. INSPIRATIONAL QUOTES
13 Marketing Quotes to Inspire Customer Centricity. Another tradition at C³Centricity is to review the latest and greatest inspirational quotes on customer centricity. This selection, together with suggested actions inspired from each, make useful additions to reports and presentations. Many more can be found in the C³Centricity Library.
#4. CUSTOMER SERVICE
What the Hospitality Industry can Teach us about Customer Service. One of the industries most sensitive to customer service errors is hospitality. If they get something wrong their clients will tell them immediately. This is a great opportunity for them to quickly get things right, which is not the case in other industries. We can all learn a lot from how they get it right the first time.
10 Great Infographics on Customer Centricity. We all love visualisation and what better way to share the latest information and statistics than through infographics? These are packed with all the latest on digital marketing, customer service, relationships and much, much more.
Importance of Differentiation in Luxury. Following the successful webinar on best practices in luxury watch communications, this post shared the main findings of the research. It contains some useful reminders for developing communications whatever your industry.
6 Ways to Respect your Customers. More and more consumers are blocking the cookies and tracking systems that come with so many websites today. They don’t want to be automatically segmented and followed as they go about the web, viewing different sites. This useful post reviews the major points to keep in mind, when a business wants to collect information about its customers in order to offer products and services that better meet their wants and desires.
#8. REPUTATION & TRUST
How to Build Brand Reputation and Consumer Trust. It takes more than just great products to build a great reputation. It takes local citizenship, leadership and workplace fairness to drive people’s admiration and trust. It is therefore important to measure these different aspects in any brand image and equity work you undertake. This post shows you how.
#9. CUSTOMER CENTRICITY
The Consumer is No Longer the Boss. It was P&G’s Lafley who first coined the phrase “The Consumer is Boss” but today, putting the customer at the heart of the business is essentail for all industries, not just CPG. This post offers seven useful and sometimes under-utilised ways to improve your customer centricity.
#10. CUSTOMER LOYALTY
Great Customer Service leads to Great Customer Loyalty. Everyone is looking to increase customer loyalty but customers today are less and less loyal as choice and the the search for novelty continues to grow. This post covers the three essentials to guarantee continuing customer loyalty.
These were the ten most popular posts in 2013; is your favourite one there? If not, why not tell us and say why it was your most preferred post on C³Centricity this year.
In comparing this list to that of 2012, I notice that some topics remain popular: Innovation and Market Research, customer service and infographics. However, interest has moved from basic best practices in social media, segmentation, presentations or trends, to the deeper issues of gaining customer respect and trust by building brand reputation. This suggests to me, as the last post above highlights, that business is struggling to gain and maintain customer loyalty.
Next year I will be covering more areas of brand building and reputation, but if there are other topics you would like included here, then please drop me a line and let me know.
Next week will be this year’s last post and I will be sharing another list, this time of the best marketing quotes that have inspired me, together with the usual implications and suggested actions. Don’t miss it – why not sign up to receive posts directly to your inbox? Just complete the form below.