John Todor
The High Cost of Customer Aggravation
It doesn't take much to frustrate today's customers. In fact, your business practices and processes might not be the root cause, just the trigger. The evidence indicates that more customers subliminally aggravated or frustrated. Unfortunately, the company that triggers a response pays the price. Nearly...
The Profitability of Dissatisfied Customers
One of the most influential propositions in marketing is that customer satisfaction begets loyalty, and loyalty begets profits. Why, then, do so many companies infuriate their customers by binding them with contracts, bleeding them with fees, confounding them with fine print, and otherwise penalizing...
iPhone Sales Sizzle and Communities of Interest Come Alive
Apple Inc. sold more iPhones in its first 3 days than the first month of sales of Motorola Razr phones. How? Motorola spent a lot of money on traditional marketing and advertising. But Apple leveraged word-of-mouth and the power of networked communities of interest...
Expanding the Customer Experience in Time (Part II)
Companies seem to be motivated to focus on the customer experience for two primary reasons. One, to make it easier and pleasant for the customer to buy their product. Two, to increase the likelihood that they will become committed, repeat buyers. All too often...
Expanding the Customer Experience in Time (Part I)
Companies seem to be motivated to focus on the customer experience for two primary reasons. One, to make it easier and pleasant for the customer to buy their product. Two, to increase the likelihood that they will become committed, repeat buyers. All too often...
Engaging Customers and Fueling Advocacy the St. Supery Way
How do you create engaging customer experiences that: Are so desirable customers will work to participate? Create word of mouth draws in new prospects? Encourage existing customers to evangelize your virtues and draw the less engaged into a deeper relationship with your company? Have a…
Customer Experience That Drives Advocacy
Chris Maloney, CMO of online brokerage Scottrade, recently made these comments about customer advocacy: "Financial services customers who make referrals tend to be worth 50 percent more than a typical customer, and a new referred customer is worth almost twice as much as a customer...
Invest in the Customer Experience To Build Relationships
I believe the customer experience is the vehicle for building customer equity. And, with customer equity comes sustainable sales and much more—a relationship that customers value, are committed to and will advocate. Putting this principle into action means more than bolting on a customer...