Posts Tagged ‘marketing’

Customers Do Not Buy Products

January 29th, 2016
Steven Howard

Customers Buy Solutions, Not Products There are five key customer-driven marketing principles that I consider critical to marketing success today. The first is that the customer is king. The second is: customers do not buy products….they buy solutions. Hence, it is important that you and your entire organization think of your products and services in terms of the solutions they provide to your customers. For example, a person doesn’t need a quarter-inch drill. …

12 Marketing Philosophies

October 29th, 2015
Steven Howard

12 Fundamental Marketing Strategies for Increasing Customer Retention I thought I would share with you 12 of my personal marketing philosophies that will enable each Keeping Good Customers reader to develop his or her own beliefs on the fundamentals of marketing. In no particular order of importance, these 12 marketing philosophies are: Segment customers based on customer needs, not the needs of your organization and not based around the structures of your existing …

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 …

A New Definition of Marketing

October 22nd, 2015
Steven Howard

The role of marketing is to create and keep good customers It was with shock and horror that I read a few years ago an Australian Marketing Institute white paper titled What Value Marketing? describes “the ultimate role of marketing as delivering increased shareholder value.” When and how did our profession get so far off the mark? Contrast this with the new definition of marketing from the American Marketing Association, unveiled at about …

Relationship Marketing

August 4th, 2015
Steven Howard

Relationship Marketing Means Understanding Customer Preferences Relationship marketing is a concept that has yet to be clearly defined by anyone, even though much of today’s marketing literature and many marketing consultants and gurus are in agreement that relationship marketing will be a critical success factor for the large majority of organizations. I won’t attempt to define relationship marketing here, but I will give you what I consider are the key elements of any …

Two Rules for Customer Retention

February 7th, 2012
Steven Howard

In his blog earlier this week, Seth Godin asked "who is your customer?" He then proffered two rules that clearly summarize our philosophy that customer retention is the art of keeping good customers™: Rule one: You can build a business on the foundation of great customer service. Rule two: The only way to do great customer service is to treat different customers differently.   There is a great deal of truth in the …

Consumers Ready to Boycott Irresponsible Companies

November 6th, 2011
Steven Howard

A whopping 93% of global consumers are willing to boycott a company for irresponsibility or deceptive business practices, and more than half (56%) say they already have. These are some of the most revealing findings in the 2011 Cone/Echo Global CR Opportunity Study, which was conducted earlier this year with 10,000 consumers in 10 major countries accounting for approximately half of the world's population. Consumers across the world are highly engaged and, while …

Is Customer Loyalty Dead?

September 14th, 2011
Steven Howard

A better question: do brands deserve customer loyalty? Is customer loyalty dead? In a word, no — although it certainly seems to be comatose most of the time. Perhaps a more accurate answer would be: for the most part, yes. Customer loyalty, of course, differs for brand to brand and organization to organization. As we noted in this Steven Howard Marketing Blog post, a read of the latest Brand Keys Loyalty Leaders list shows …

Consumers Want Customer Service Over Lowest Prices

September 12th, 2011
Steven Howard

Consumers have little to no desire to trade customer service for lower prices. One of the most interesting findings in the latest Accenture Global Consumer Survey study of 5,800 consumers in 17 countries was this: More than half of global consumers (54%) are not willing to compromise on levels of customer service,  produce options or product quality in exchange for lower prices. Even more phenomenal, as we pointed out in this week's Monday …

Customer Service Satisfaction Drops and Consumers Leave

September 8th, 2011
Steven Howard

Customer retention affected by poor customer service. Consumers are not getting what they want in terms of customer service. Those are the clear findings of the latest Accenture Global Consumer Survey, which has been conducted annually for the past six years. The study researched over 5,800 people in 17 countries and asked about their attitudes and behaviors in purchasing from 10 major industries. Satisfaction with customer service declined in all 11 characteristics measured …

Copyright © 2011 Howard Marketing Services · All Rights Reserved ·
Website maintained by Bramhall Web Designs , UK