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From Loyalty Programs to Leadership: What 20 Years in CRM Taught Me About Organizational Growth
Loyalty programs taught many of us how to turn casual buyers into raving fans. My 20 years in CRM and loyalty for brands like Marriott, Amazon, and American Express—and leading a $3B customer platform—taught me something bigger: The same system that keeps customers coming back also keeps your best people from leaving. When growth stalls, most CEOs reach for the usual levers: more demand gen, more recruiting, more channels.
Customer Retention, or BJs Chickens Have Flown The Coop!
Fri, Aug 31, 2012 —
What To Do When Your Sales Are Up But Your Profits Aren't?
Thu, Aug 16, 2012 — Several times as a CMO, I have been called upon to solve a net profit, rather than a total revenue problem. Sales in these cases were not bad. Not where we wanted them to be, but adequate. The problem was that no one was making any money.
7 Tactics for Customer Closeness with Improved Customer Profiles
Thu, Dec 23, 2010 — Customer Closeness Begins with Great Customer Profiles Think about your ideal customers. Do you have customer profiles to better understand who they are? Do you know them well or are they strangers? If they’re consumers, you might know basics like age, gender, household income, and some of what they buy. If they’re a business, you probably know what industry they’re in, what their revenues are, and some trends facing them. But knowing the basics won’t tell you what issues they face in their daily lives or business, how well they are or aren’t resolving those issues, where they go to find out more about resolving things and how they go about making a decision. You need to know what motivates them, how their attitudes and actions are measured, and what their priorities are. With detailed customer profiles, you can better customer closeness for your company. How do you get better customer profiles? Get to know your customers.