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Michael Barnard

Michael Barnard
Michael oversees a team of Customologists with combined talent across strategy, data science, and technology, who help brands understand and influence customer behaviours. Michael’s experience in human centred design is foundational in our principles of design thinking and starting with the customer, focusing on how brands engage, keep, and grow customers.

Who’s funding your loyalty program?

Loyalty programs are great initiatives – when done well. We see many that simply don’t add value to the customer, and certainly not the brand....

5 ways marketers should be measuring success

When you stop and think about it, there are countless ways we measure to prove ROI and the value of marketing. But at the...

How many of your customers walked away last year?

Winning new customers is such a rewarding feeling. It’s a metric that’s consistently tracked and measured across every campaign or marketing initiative. What doesn’t...

5 ways to improve your marketing communications with less budget

Hello 2021, good riddance 2020! If only it were that simple. The reality is that much will remain the same - market uncertainty, continuous...

Tough times? 10 ways to maximise sales and maintain customer confidence

I don’t know about you, but I have received countless emails in the last week from brands announcing how they are responding to and...

How to get franchisees loving your customer program

As a franchisor, it’s your responsibility to drive and execute a sustainable marketing strategy across your franchisee network. There are many challenges and frustrations...

How to make the most out of your customer data

It’s not acquiring data that is proving challenging for organisations, in fact the opposite is true. Businesses often feel overwhelmed with data and have...

5 ways to increase customer retention in 2020

At the start of 2020 many brands will be reviewing their customer growth strategies. Customer expectations have changed dramatically in recent years with the...

Are you always on sale when you don’t need to be?

Many retailers offer endless marketing offers and promotions to try and bring customers back in store or online. Every week, there appears to be...

5 misconceptions about loyalty programs

Gartner predicts that 80% of your future profits will come from 20% of your existing customer base. So basically – you need to look...

Is your digital strategy actually driving in-store sales?

In retail, it’s not uncommon for in-store and digital revenues to be kept entirely separate. Often, these channels are managed by two separate teams...

The ROI of Marketing Personalisation

By 2020, customer experience is expected to overtake both price and product as a key brand differentiator. Not all customers are equal, there is...

How to collect NPS and VOC data without annoying the customer

Most brands ask their customers for feedback, typically via email with a couple of basic questions, predominantly to capture an NPS score. We’ve already...

Effectively integrating an App within your loyalty program

Apps are part of our day-to-day lives, we use them to communicate, manage our banking, order our food and transport, order products and services....

What’s the best mechanism for driving customer loyalty for your business?

Loyal customers - something every brand wants more of…...especially in today’s competitive market. It takes a lot of time and effort to acquire a...

Why you should align the marketing planning process to the customer lifecycle

Each year, professional marketers undertake a marketing planning process, which involves a great deal of strategy in determining the best way to meet the...

Customer strategy: Is collaboration the new point of differentiation?

Customer expectations are increasing day by day. Meeting these expectations is becoming challenging for today’s brands. They are struggling to keep pace with the...

Growing customer loyalty without a loyalty program

Recent reports state that in order to drive customer loyalty, brands must have a loyalty program in place. I disagree! Don’t get me wrong,...

What’s the difference? customer service vs customer experience

Customer experience (CX) is not a new concept, yet it’s quite a buzzword at the moment. There is a misunderstanding that lurks behind the...

Humanising the digital experience to drive customer loyalty

The digital revolution, often referred to as the third industrial revolution, implies the change from analog mechanical technology to digital technology. At the heart of...

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