Customer Relationship Management

Relationship Marketing
3 Keys to Success

November 10, 2008

Over the next three Mondays I will present three keys to successful relationship marketing. I remember watching a focus group with lapsed customers of a major telco. One participant described, in glowing detail, what my client’s brand meant to her. When the moderator asked why she was no longer a customer she looked at him [...]

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Trick or Treat – Are You Attracting the Right Customers for the Right Reasons?

October 31, 2008

Are you tricking your customer into buying?  Dr. Steven Epley, the founder of Epley Market Research, told me, “90% of loyalty problems can be traced to a flawed sales process.” The first principle of the five Customer Relationship Marketing Principles is, “Attract the right customers for the right reasons.” Tricking customers into buying your product, [...]

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Marketing in a Challenging Economy #3 Relationship Marketing Principles

October 8, 2008

This series of 4 posts talks about marketing in a Challenging Economy. The first in the series, Best Customers, recommends finding and focusing on delivering your best customer the best experience possible. Post #2 Heavy Users looks at how heavy category users are different from the mass market, discusses why this is important, and offers [...]

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