Insight + Strategy
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Linking Service Delivery to Customer Behaviour
What drives customer retention and repeat buying? Having the right product at the right price is definitely key to keeping your customers. However, when products are easily substituted and prices are competitive it is the service experience that can create your sustainable competitive advantage.
Using the Customer Lifecycle to Drive Service Improvement
With each encounter a customer’s experience with your business changes and so do their expectations, the products they use, and which service delivery channels they rely on. Similarly, as a customer – business or consumer – moves through their lifecycle with your business the relevant management decisions reflecting business growth change.
Improving Your Research with the EAST Framework
In a previous post, I discussed how the EAST framework, built from behavioural economics, can help diagnose compliance problems and be used to increase the number of your customers. In this post, I’m going to show how I use the framework for fine-tuning research design to improve response rates in both qualitative and quantitative studies.
Using Behavioural Economics’ EAST Framework to Improve Uptake and Compliance
You have the product that you know customers will want, the price is right, you have distribution, and the advertising achieved that all-important top quartile result. So where are all the sales? Likewise, your charity is just and your name is known but people are not making donations.
Getting the Best from Your Stakeholder & Channel Marketing
Who is your market? The answer to this apparently simple question (or answering the better question of ‘who are your markets?’) has major implications for business strategy and your business model. Even the simplest of products have multiple types of stakeholders that can drive demand. These relationships exist at category and individual levels, exerting influences that can affect product access and consumption.
What Type Of Relationship Do You Have With Your Customers?
A friend of many years helps you to re-turf and landscape the backyard over the long weekend. As a sign of your appreciation, you decide to give them $100 for the effort. After all, he spent his time and incurred costs to help you. Smart move? Surely your friend would appreciate the cash! When you start with price, you end with the price, and that price may be more than you bargained for!
Setting Sail for a Blue Ocean Strategy
Every now and then a company launches a product that fundamentally changes a category; sometimes creating a new category. iTunes transformation of the way we buy music, Nespresso turning homes into cafés, Wii making gaming physical, and R in creating a revolution in big data, and data visualisation are some recent examples.
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