Archive for the ‘Uncategorized’ Category

Make It Easy for Customers to Complain

June 9th, 2016
Steven Howard

You Can Only Fix Those Customer Problems You Hear About Two of the key points from the prior Powerful Marketing Memo titled Customer Complaints Are Good are: 1) complaints will happen because mistakes will happen, and 2) customers who complain are customers who care. Therefore, knowing that you are going to get complaints and knowing that such complaints are good for you, it makes sense to have a complaint management strategy in place …

More Thoughts on the Definition of Marketing

October 27th, 2015
Steven Howard

Marketing means creating and keeping good customers   In the previous Keeping Good Customers Blog, we offered the following as a new definition of marketing: “The ultimate role of marketing is to create and keep good customers, to the benefit of customers, the organization, and stakeholders.” When I first proposed this new definition of marketing in my Monday Morning Marketing Memo newsletter a few years ago, many readers responded with thought-provoking responses, a …

Making Customer Loyalty Real for Manufacturers

October 20th, 2015
Steven Howard

“No Such Thing As Customer Loyalty” Is a Myth, Even in the B2B World Deloitte Research conducted a global manufacturing study in 1999 that resulted in an excellent report titled Making Customer Loyalty Real: Lessons from Leading Manufacturers. Not only does the report state that “customer loyalty is a critical driver of shareholder value around the world,” it also concludes that “for manufacturers, low price, high quality, and on-time delivery are no longer …

Rewarding Customer Loyalty

October 13th, 2015
Steven Howard

Don’t turn customer rewards programs into customer bribery programs It is important to reward customer loyalty….but we have to be careful not to bribe customers into loyalty. It is kind of like raising children. Once you start to “bribe” your child, as in “if you eat everything on your plate tonight you will get a cookie,” there is no ending to the bribe. This one cookie for a clean plate trick works for …

Customer Retention: The Art of Keeping Good Customers

August 23rd, 2015
Steven Howard

CRM Should Mean Customer Retention Marketing The world in which marketing takes place has changed, and continues to change at a rapid pace. Customers, customer needs, and the individual motivations for making purchasing decisions are also changing. The natural loyalty of customers is a thing of the past, not just because customers have become more fickle but also because the large majority of organizations do not exhibit any tendencies that deserve customer loyalty. …

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