Michael Barnard

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 preparing for Coronavirus COVID-19. They all pretty much repeat the same information, how they are keeping their premises clean, adhering...

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 actually making this work in practice, such as getting the support and buy-in from your franchisee owners and unaligned marketing...

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 so much of it that they just don’t know where to start, investing in technologies to help them – which...

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 competition continuing to up the game. 2020 will be no different. The challenge for many is keeping up with your...

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 some form of sale on, no matter where you go – big red sale signs plastered all over the shop...

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 after your existing customers. Many brands are investing heavily in customer loyalty programs, designed to not only generate loyalty, but increase...

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 and customers will also be on completely different journeys. Brands today are faced with the challenge of offering a ‘seamless...

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 no ‘single experience’ that meets everyone’s needs. Every customer is different, and they respond in different ways. Personalisation is by no...

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 touched on how brands can use the Voice of the Customer to capture much more than just an NPS score....

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. It’s no surprise that brands are integrating Apps into their existing loyalty program as a way to reach and target...

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 new customer, yet some brands become perplexed when it comes to customer retention strategies. Once the path to purchase journey...

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...

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