Posts Tagged ‘Customer satisfaction’

Customer-led marketing is your competitive edge

April 8, 2014

Customer RevolutionCountless companies across industries claim to focus fully on serving their customers. Only recently however, has the balance really shifted, putting customers firmly in the driver’s seat.

Whether they are consumers or business buyers, today’s customers are often more tech savvy than the companies that serve them. They have increasing access to insightful, comparative information on suppliers and their offers; they now have the ability to express satisfaction or shout out their discontent to friends and peers and they are ready to switch providers when needed.

To serve today’s generation of consumer and business customers, companies must accept that customers are now in charge, and winning their business means creating a customer-led marketing culture. (more…)

Successful companies mix digital and traditional channels to satisfy their clients and achieve business objectives

January 15, 2014

Mixing traditional and digital channelsWith 2014 now firmly underway, there is no doubt that digital and social media along with mobile technologies remain at the top of the agenda of many marketing leaders. They are seen as critical paths for expanding their addressable market reach and growing the business.

While there is no doubt that digital marketing tools can boost the public awareness of a company and of its offers, while offering clients a personalized and interactive way of engaging with their brands, to achieve measurable business results, digital tools must be part of a company’s broader, well-thought out marketing strategy. Otherwise, it’s like spending money to generate more noise in an increasingly crowded marketplace. (more…)

B2B Tech Companies: Marketing is about more than just supporting sales

June 5, 2013

Marketing is more than just sales supportLast week, along with 250 other marketing professionals, I had the pleasure of attending the ICT Marketing Directors’ Club (CMIT) annual Forum in Paris.

This association of mainly French-based, marketing and communications professionals from dozens of small to large technology companies includes marketing directors from international firms like Adobe, Alcatel-Lucent, IBM and Sharp.

This year’s forum focused on the main challenges and opportunities in marketing over that past 10 years. In particular, the topics discussed dealt with various outbound marketing activities: Creating market positioning; Generating leads in the digital age; The challenges of channel marketing, and how to manage branding and reputation on and offline.

While the forum was very interesting and informative on the whole, examining the discussions more closely, the topics addressed related mostly to generating sales and business growth; an important yet partial function of the marketing practice.

The main part missing was the key role that marketing plays in generating client and market insights to direct strategy, to in turn create new value for customers, and ensure satisfied, return customers. This is the added value of marketing. (more…)

The difference between customer satisfaction and loyalty

July 17, 2012

Image courtesy of FreeDigitalPhotos.net

In today’s increasingly dynamic market, companies launch new products and service on a daily basis daily. However, given the falling switching costs, what really matters over the mid-to-long-term are not just the benefits offered, but also the satisfaction and loyalty that customers get when dealing with those companies.

Many technology professional that I know use customer satisfaction and loyalty similarly, yet they are in fact quite different: (more…)