Michael Barnard

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 brand’s overall business objectives. It’s quite common for marketing objectives to be aligned to acquisition growth, such as; win x%...

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 increasing growth of innovation. How do they stay ahead of the customer? how often should they be re-evaluating their capabilities,...

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, I think some loyalty programs are fantastic. As long as they have a clear purpose, a strong strategy behind them...

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 meaning of CX, and how it differs from customer service. You’d be surprised at how many people are unclear on...

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 the digital revolution is the customer. Digital technologies are radically changing the way we live our day-to-day lives, especially the...

Using the Voice of the Customer to capture much more than an NPS score

When we use the term Voice of the Customer (VoC), most people will automatically think of Net Promoter Score (NPS) or some form of customer satisfaction measurement tool. VoC actually refers to the way a brand captures customer feedback, and how they analyse and...

What is a customer loyalty program?

Wikipedia’s definition of a loyalty program is: ‘Loyalty programs are structured marketing strategies designed by merchants to encourage customers to continue to shop at or use the services of businesses associated with each program.’ If you were a customer about to sign your details up...

Want to increase company growth? You need to grow your customer lifetime value, not...

You’d be surprised how many marketers are tasked with the number one objective of increasing the volume of subscribers/likes/followers - rather than focusing on the actual customer value. A brand may have a million customers signed up to their database, but if only a...

How to create loyalty when customers hate buying your product

There are many purchases we put off. Let’s face it, there is nothing sexy or exciting about organising home insurance, getting your car serviced or buying new tyres - I could go on with this list, but you understand my point. Let’s think about the...

Are you preventing business growth by giving your competitors an opportunity to take your...

Many brands spend the majority of their efforts focusing on trying to acquire new customers. First, let’s remind ourselves of the impact this one dimensional strategy can have. - Acquiring a new customer can cost anything between 5 to 25 times more than retaining a...

Customer lifecycle management – why marketing automation platforms only provide part of the solution

In today’s digital world - marketing teams are adopting the shiniest new technologies in expectation they will automatically create the best results. However, no matter how good the technology is - it won’t influence customers by itself. The number one pain for 73% of marketing...

Why aren’t my customers coming back? Thinking beyond path to purchase!

Surely every customer has the potential to become a customer for life? It depends on how you found them in the first place. Many brands are grappling with the evolution of customer behaviour and rising expectations, losing margin by being trapped in a price...

How to take advantage of the ‘moneymoon’ period to drive customer loyalty

Congratulations, your latest campaign was a success – you’ve attracted new customers. It’s a coup for the business, you receive a pat on the back, job well done….and then what? Probably onto the next sales campaign, yes? 82% of companies agree that retention is in...

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