Jill Griffin

“Big Data” Lessons from Obama’s Playbook

This year's Loyalty Maker® Award goes to the Obama campaign. Here's why: Stunningly smart use of voter data helped the Obama campaign win undecided voters and keep past supporters in the tent. Here's a brief look inside the campaign's playbook. Unified Database. Beginning 18 months...

Win Back the Customers You Lost in the Recession

In the erratic economy of these past years, you probably have customers who have left you. Many had no choice. It was about the economy --- not about you. Many are ready to return IF you just ask them. But before reaching out, you need…

Passion, Parades and Customer Loyalty

If there’s one thing I’m blessed with, it’s a passion for my loyalty work. I simply LOVE the constant learning about why and how customers buy. It’s a life-long passion that I first felt as a little girl growing up in...

You Talk. We Listen.

Marketing ace and friend, Bob Gutermuth (founder of Dialog Marketing) shared this recent experience with a Houston pizzeria. Reports Bob, "We left our feedback via a comment card that the waitress asked us to fill out. The very next day I received the following...

Keep Your Advocates Advocating!

There's an important difference between a client and an advocate. Advocates do more than simply buy from you. Advocates are engaged customers who demonstrate their vendor allegiance through such activities as spreading positive word of mouth, recruiting new prospects and helping their vendors improve....

How to Conquer the Loyalty Threat: Three Remedies for Search-and-Switch Customers

What, if this very minute, one of your best customers is on Google, comparing you against the competition and contemplating a switch. Will your brand pass muster and prevail or, instead, get kicked to the curb? That's the daunting scenario playing out countless times...

How I Paid For Graduate School: A Surprising Opportunity to Say Thanks

It was the summer of 1977 and I was a just-graduated college student serving hot steaks to hungry customers at a Myrtle Beach steakhouse. While my customers were thinking about extra sour crème for their bake potatoes, my mind was on a MBA degree...

Earning Loyalty from Search-and-Switch Customers

Bob Thompson interviews loyalty expert Jill Griffin about her new book, Taming the Search-and-Switch Customer. Discussion Topics: Is customer loyalty dead? What is "true loyalty" and why you need it How Granite Rock is able to get higher prices for a commodity product Why companies…

The Right Moves in White-Knuckle Times Can Keep Your Customers Loyal

"Think Units." That was the headline on the Plexiglas-framed desk-top poster that appeared in my office in-basket one Monday morning in the early '80s. I was working for a Fortune 100 firm, and the poster was a "friendly reminder" from the execs in the...

Grumpy Old Men in Gun Stores: Employee Recruitment Can Mean Everything to Your Customers

Why are gun stores always staffed with "grumpy old men?" That's the question I heard jokingly tossed around early one Sunday morning on a local radio talk show. The cohosts' consensus (valid or not) was that most every Austin gun store had one "grumpy old...

Boardroom Buy-In: How to Earn It, How to Keep It

We've all heard it said a zillion times: "You can't successfully drive customer-centricity without c-suite buy-in." But what about boardroom buy-in? It's an area of support often overlooked (or considered off limits) in fighting the internal corporate tugs of war that typically accompany a...

Times Square and Toilet Paper

Toilet Paper. How do you successfully build an engaging, loyalty-building brand story around that product? Just ask the ace marketers at Proctor & Gamble and they'll likely tell you about the 20 free, deluxe Charmin restrooms opened in New York's Time Square for the...

The U.S. Postal Service and Letters to God

My loyalty work has me thinking a lot these days about "customer credit" and how firms can best get the customer credit they're due for the hard fought value they deliver. Bottom line, it's tough out there. The market has a long memory and...

Iceland, Lava and Loyalty

A speaking engagement recently took me to Iceland and some of the most captivating, natural beauty I've ever seen. While visiting the "Golden Circle" sights around Reykjavik, my amazing host Glyfi Skarphedinsson, pointed to volcanic rock, dubbed "Christianity Lava", and shared this memorable story:...

Hollywood Flick Goes Multi-Channel

Multi-channel marketing just got more innovative! Movie director Wes Anderson is releasing, tomorrow, a 13 minute short on the Internet called "Hotel Chevalier" as a tool for pre-marketing Saturday's release of his new flick, "The Darjeeling Limited." "Hotel Chavalier" is designed as a...

Moments That Matter

I was only 15 when my father died unexpectedly. Even though our father-daugher time was scarce, he managed to give me some long-lasting, life-changing moments. I was probably nine or ten when my dad, as branch manager for our small-town local utility, invited me...

Six Stages of Customer Loyalty and How to Leverage Them: Anchor Clients and Win–and...

There's an old saying, "Rome wasn't built in a day," and neither is customer loyalty. Customers become loyal to your company and its products and services one transaction at a time. In today's digitized world of ever-expanding customer-touch tools, finding the right tool for...

Six Stages of Customer Loyalty and How to Leverage Them: Nurture First-Time Customers and...

There's an old saying, "Rome wasn't built in a day," and neither is customer loyalty. Customers become loyal to your company and its products and services one transaction at a time. In today's digitized world of ever-expanding customer-touch tools, finding the right tool for...

Leverage the Six Stages of Customer Loyalty: Attract Suspects and Convert Prospects

There's an old saying, "Rome wasn't built in a day," and neither is customer loyalty. Customers become loyal to your company and its products and services one transaction at a time. In today's digitized world of ever-expanding customer-touch tools, finding the right tool for...

Commodity Creep: Are You Managing It?

An invisible force is at work in your company. It lurks in your broadroom, your executive suite, in every branch of your org chart and at your customer sites. Meet Commodity Creep—a powerful dynamic that, left unmanaged, will steadily disintegrate your once sought-after, unique,...

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