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Brand Loyalty

Customer 3D™ Action Verbs

By on September 7, 2011

“The future of search is verbs.” Bill Gates made this comment to Esther Dyson to describe the transition to a new mindset, in which, as the world becomes more familiar with high-powered search engines, people “aren’t looking for nouns or information; they are looking for action.” (quoted in Curation Nation). The same concept is true […]

Customer-Centricity: Two Meanings

By on July 28, 2010

A culture of giving which brings what Seth Godin calls “gifts that touch us, gifts that change us” to customers will place those organizations at the center of their customers’ universe.

Keeping Customers

By on March 10, 2010

There should be a process to regularly review performances for "good customers" rather than waiting for them to call in frustration, or, even worse, to leave without calling.

Hyper-Loyalty

By on October 21, 2009

Why are there organizations with customers that are "off the charts" in their loyalty? Customer-centricity creates a symbiotic relationship with customers. Hyper-loyal customers have a passion for converting others to become members of their "club" so that others can have the same great experiences.

Customer Certainty

By on September 16, 2009

If you are constantly looking at what your competitors are doing, you will simply end up imitating each other. Being customer-centered brings better clarity to organizations because it focuses them on thinking like a customer, instead of a competitor.

Tells

By on August 26, 2009

Tells are indicators of what others see in you—how you will behave in any situation. Customers use all of your interactions with them to form an impression of how you will treat them as customers in the future. It is really important to understand these tells and to manage them deliberately because customers judge your […]

Branding Your Outperformism

By on May 13, 2009

The new competitive advantage is in outperformism, built around delivering the passion in your organization for being customer-centered. Because that fresh way of thinking is really, really valuable today, it should be viewed as your new brand. The old paradigm was to brand your product, then throw in your customer-centered behavior as icing on the […]

Outperformism

By on May 6, 2009

Outperformism is what successful organizations must do to differentiate their products and services and keep their competitive advantage. This level of performance only occurs when a company implements a structured system to proactively exceed the expectations of its customers. It is borrowed from the term ‘outperform' for a rating which a stock analyst might give […]

The Potential Product

By on March 11, 2009

Everything-products or services-can be enhanced to perform better than it does today. Rather than thinking about what the service currently looks like, envision what it can be in the future. The secret is to approach it from the user's viewpoint--by thinking like a customer. Harvard professor Ted Levitt defined this development process 40 years ago […]

Great Performances

By on February 18, 2009

When you go out to a show or another event, you expect a great performance. What makes you think your customers don't expect that from you every day? My wife and I enjoyed a 7-day cruise recently. Part of the entertainment consisted of performances by the Second City Comedy Group. In addition to rehearsed sketches, […]

Heliotrophy

By on February 4, 2009

When a plant is put in a window, over time it begins to lean toward the light. In the same manner, generous, abundant actions by businesses create a positive energy source that attracts customers. These suppliers are viewed as legendary, not ordinary.

Can I Have Your Customers?

By on January 28, 2009

If a competitor asked you this question, your emphatic answer would be "No Way!" Customers are assets. You wouldn't give up your computers or manufacturing equipment, would you? Well, now is the optimum time to upgrade your strategy with a serious focus on thinking like your customers. In these severe economic times, the competition is […]

Creating Customer Mindshare

By on December 17, 2008

Thinking like a customer is unselfish. Barlean's CIO, Jade Beutler, describes his organization's efforts as "making things intuitive for consumers." But unselfish acts also pay off in ways that benefit us, as we all know. Barlean's is a Ferndale, Washington-based seller of organic nutritional products, such as fish oils and flax seed. They were founded […]

That Sounds Familiar

By on December 3, 2008

Technology is advancing so quickly that there is a risk customers will not accept it or, at least, not like it. My wife and I were in a casino recently playing the slot machines for fun (certainly not for profit!). The devices, of course, were electronic and took cash, magnetic cards or casino-approved receipts in […]

The Meaning of Loyalty

By on November 12, 2008

Companies that want loyal customers must first develop a sense or attachment with their customers. The Chinese character for loyalty literally means, "from the center of the heart." representing the more emotional side of loyalty and sense of purpose.

Creating Customer Closeness

By on October 1, 2008

Is there anything better than something that helps your customer and brings you more business at the same time? Probably not. The National Parks Service passport program is a great example. It was created in 1986 to promote the national parks and is currently operated by Eastern National to “promote the public’s understanding and support […]