Niall Budds

Rumors of My Departure are Greatly Exaggerated!

I like to think that every company that is trying to build solid customer relationships these days understands the importance of uniquely identifying and...

When Firing the CEO is Not an Option

I have been participating in an interesting dialogue on LinkedIn lately about what happens when, as the new head of marketing, your CEO asks...

Embracing Digital Customer Interaction

With so much discussion about the importance of an effective online interaction strategy, it's surprising how many companies have yet to fully embrace the...

Three Missed Marketing Opportunities for Mortgage Lenders

Those of you who have read my occasional blogs will be familiar with my ongoing frustration with my mortgage lender. I wrote in...

Marketing Accountability

At the recent Forrester Customer Experience Forum, Principal Analyst Dave Frankland spoke about the four tenets of breakthrough marketing accountability: organizational alignment, cross-functional business...

Do Not Solicit at 36,000 Feet!

As a frequent flyer one of my pet peeves is the presentation of credit card offers by flight attendants on behalf of their financial...

Measuring Marketing Efficiency

At Quaero we are often asked to help marketing organizations that feel like they are “inefficient”.  Sometimes what I find is that they are,...

Evaluating Marketing Performance: The Importance of ‘No’

I recently worked with the marketing team in a large global organization.  They engaged us to help them to become (in their words) more...

You Can’t Gauge Your Business Success Without Effective Measurement

A large retail bank had a problem. Its customer service division was concentrating so much on operational efficiencies, such as shorter hold times, quicker...

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