Customer Relationship Marketing

The Relationship Marketing Matrix – Bringing Order to Chaos

May 16, 2011

I worked with a CMO twelve years ago who complained about the changing marketing environment he was forced to deal with. “It’s so complicated I just don’t know what the right decision is most of the time.” Take note, this was twelve years ago. Marketing in general, and Relationship Marketing in particular, is a whole [...]

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5 Steps to an Online Relationship Marketing Strategy

October 28, 2010

With most products and services competing in largely parity landscapes, the relationship a brand, product or service has with its customers is often its only competitive differentiation. Said another way, businesses with strong customer relationships usually lead their categories. That’s because the economics of relationship marketing are compelling; there are five sources of revenue from [...]

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How Thrifty Missed an Opportunity to Create a Brand

October 19, 2010

While traveling to LA last week, I had an experience with Thrifty Rent a Car that was an opportunity missed, an opportunity for them to demonstrate that customers are important. So what happened? Nothing exceptional, really, just a routine transaction that, if handled differently could have, at no cost to Thrifty, begun the shift from [...]

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