Leading sales gurus, such as David Williams, refer to the importance of team work, service and an individual’s personal brand, to drive high performance sales. In the down economy, businesses are using a number of tactics to optimize sales performance, these include; an investment in better lead generation, an investment in richer, pre and post … Continue reading
Posted in June 2012 …
Digital channels versus retail channels – what is right for your brand?
In 2002 I was a consultant working on Customer Experience Design for Commonwealth Bank, the largest retail bank in Australia. At that time they were keeping up with their peers to do what seemed to be the “bleeding obvious”, cut costs out of the service delivery by migrating customers from face to face channels to … Continue reading
The molecule of customer trust and profitability
David Maister laid down the foundation to understand trust in his work The Trusted Advisor. Maister showed us that trust was generated through 4 key dimensions: credibility, reliability, intimacy and lack of self-orientation. For customers to experience trust, the conditions of trust need to be in place. Customers either consciously or unconsciously, spoken or unspoken, … Continue reading
Brands of simplicity and ease as game changers – the Simple banking model
There is no doubt in this day, to disrupt a category in a way that fundamentally changes the way value is defined, will create the brand leaders of the future. Yes this can be about dramatic price cuts in underlying technologies, but it is also about creating value. Brands that are creating disruption through increased … Continue reading
Building the brand through customer relationship management
Today I read in the Wall Street Journal, news I have been waiting to hear for a decade, that is, the Chief Marketing Officers are expected to outpace Chief Information Officers in directing technology spend over the next 5 years (according to Gartner). With deals like Orcale buying Vitrue Inc software which helps marketers publish … Continue reading
The way you make me feel, and the brands we love
The fundamental driver of brand value today, comes back to one simple principle, customers know ‘how they spend money, creates the world around them’. They just don’t want to get their needs met, they want to connect to a purpose greater than themselves. Brands that reign supreme today, are brands that build emotional connections and … Continue reading
