7-Step Process for Maximizing Webinar Registration, Attendance and Yield
Webinars serve a dual purpose: to educate or impart specific value; to further the customer conversation, and, as a by-product, generate high-quality leads. To achieve all this, we've got to generate high-quality registrants, convert as many as possible to...
Closing the Marketplace to Open Opportunity
To dramatically increase your marketing results and ROI, I suggest a change of scenery: move from an open market to a closed market. The climate is very different.
The Wise Trolls Under the Bridge, Part 1
I don't get it, but there seems to be a line of thinking that customer care is just about the call center. You know, the trolls who sit under the bridge - the lowest paid employees who spend the most time with customers. I think that everyone from the cafeteria to the...
Continued Decline in Email Responsiveness Creates Enormous Opportunity
I don't get it, but there seems to be a line of thinking that customer care is just about the call center. You know, the trolls who sit under the bridge - the lowest paid employees who spend the most time with customers. I think that everyone from the cafeteria to the...
Rejecting the Turnstile Relationship
In real-life i am a customer, and as a customer I'd like to suggest a strategy that will have you prospering in these crazy times while everyone else is scrambling. This strategy offers stability, greater profitability and increased referrals.
The Network of Me
The tectonic plates of the marketplace are slowly and inexorably altering the landscape. Customers' sense of individuality, demand for privacy and technological empowerment are the driving forces, and they are unstoppable. It's time to build a house where the new...
The Customer’s Voice
I am convinced the thing we understand least about mobile marketing is the individual actually holding the cell phone in his hand. I'm equally convinced we need this knowledge if we're going to make mobile work, just like the rest of the world has. Mobile is the most...
A Novel Concept: What do Customers Think of Customer Service?
We discuss CRM and customer service issues from a lofty position. We speak of strategies and processes and successes - the articles and case histories I find are largely congratulatory. What I don't find are articles and case studies reflecting what customers think....
The Key to Double-Digit Marketing Response
There is a very basic dichotomy in direct marketing and it's preventing us from reaching significantly higher returns on investment. Marketing talks about "customer relationship management" but actually conducts programs where a tiny percentage of the audience...
The Lowest Paid Employees Have the Most Customer Contact. Scared?
It may be the big shots in marketing that create your brand character, but it's the worker bees who make it come to life. Inherent to the concept of brand is the promise of a customer's satisfaction. That promise comes down to the interaction with the individual...