By
Craig Barnes on Monday, January 5th, 2009 |
No Comments
This just in … no more free beer at Busch theme parks. Just read this in a news post. It made me think about customer expectations.
As we launch a new year of engaging customers ask yourself what expectations your customers have about their interactions with you.
I have no idea whether or not those coming to a Busch theme park have come to expect free Budweiser as a just reward for standing in-line with the sweaty masses. But if they have, are there consequences? Will people vote with their feet, or simply shrug it off as another casualty of a faltering economy?
Have your customers developed a set of expectations when interacting with your brand? Do the expectations carry any value? Metaphorically, if they expect a “free beer” when transacting with you, does it add value to the brand experience?
It’s a good time to determine what is and what’s not important to your customers. Engage them in a simple survey, publish the results back to your customers and state your intended actions.
Bottoms up.
By
Craig Barnes on Wednesday, November 12th, 2008 |
5 Comments
I read an article on the “B to B” site today announcing top trends for 2009 that included customer engagement and segmentation. Social media was also in the top three.
While I applaud marketers for recognizing the importance of both, it’s not new to me. As a direct marketer, intelligence-driven decisions are part of my DNA.
Read the entire article … it’s worth the read. Here’s a quote from Eduardo Conrado, corporate VP-global marketing and communications at Motorola Corporation. ““We will be increasing interactive, coupled with strong analytics for database marketing and better segmentation.”
It’s a good reminder that if you’re not invested in a data-driven marketing strategy, now’s the time to do so.
Your marketing ROI is dependent upon completely understanding your target and then leveraging that knowledge through imagination to produce results.
That’s not a trend. It’s a fact.
