creating a customer experience

3 insights for all businesses Discussions about the importance abound. This is understandable given the importance of the issue for all businesses. Few things impact more on: Sales Repeat business Referrals While most often discussed in the context of bricks and mortar retailing, customer experience is important for all businesses online and offline. I would […]

3 insights for all businesses Discussions about the importance abound. This is understandable given the importance of the issue for all businesses. Few things impact more on: Sales Repeat business Referrals While most often discussed in the context of bricks and mortar retailing, customer experience is important for all businesses online and offline. I would argue however that a customer experience is not enough. The customer experience should ideally be: Distinctive Unforgettable The experience needs to stand out, stick in the customers memory and be defendable as a point of difference in the longer term. Critical to establishing an optimal customer experience is: Design Delivery Development It is important to labour over designing the customer experience, deliver on the promised experience and develop the capability to maintain delivery. Essential to developing an optimal customer experience is: Understanding the customer with a view to building a tribe Identifying the elements or…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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