June 17, 2014
Empowered customers are shaking the foundations of industries everywhere. Compared to the old way of doing business, today’s customer revolution is driven by a set of self-reinforcing, customer-first paradigms.
In this new order customers set the agenda by establishing the terms of engagement; customers increasingly provide inputs for new products and services, which they assume will come personalized for them; customers expect companies to listen and learn from their everyday experiences and get respect when things don’t go as planned. In this emerging world a customer-led marketing culture can be a company’s competitive edge.
While a few companies “get it”, most still need to adapt to these unusual and fast-changing times. At such firms CMOs and other business leaders should consider several steps to develop and foster a customer-led company culture: Read the rest of this entry »
April 8, 2014
Countless 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. Read the rest of this entry »
February 19, 2014
As e-commerce continues proliferating across all sectors, more and more B2B companies are using the Web not just to provide their prospects with an online corporate brochure and product catalogue, but also as a way to establish and nurture customer relationships, in combination with traditional channels, while driving business.
Marketing leaders at B2B companies that are making the shift to a more Web-centric business model must place greater attention to their clients’ online behaviour in order to gain insights into how prospective buyers choose to interact with them when deciding if and what to buy. Read the rest of this entry »
July 22, 2013
During our recent interactions and discussions with various technology firms in the software, Web and telecoms sectors, it seems that when commercializing their products and services, the majority focus on either promoting the features and characteristics they offer clients (e.g. A cloud-based file sharing services that syncs across mobile and desktop devices), or on the practical benefits that clients get from buying their offers (e.g. Simple, secure file sharing from anywhere).
While many companies offer leading edge, technology-based products and services, a large number end-up with a ‘me-too’ approach.
Such products and services usually lack a clear set of measurable advantages that come from using the offer as compared to the next best market alternative, including the unique value provided to prospective customers.
Does this really matter in our quickly-evolving technology marketplace? Read the rest of this entry »