Welcome to Touchpoint Insights, MCorp Consulting’s Monthly Brand and Customer Experience Newsletter
|
|
|
|
Welcome!
|
This month we highlight some weighty marketing challenges that have no simple fixes... Sometimes life seems simple, like deciding the menu for Thanksgiving dinner. Turkey, mashed potatoes, stuffing, cranberry sauce, pumpkin pie...done and done. But then again, is anything ever simple these days? What with a family full of vegans / lactose intolerant / gluten-free / locavores... Eating in the 21st century is a lot like marketing in the 21st century. You can get as frustrated as you like, but if you want everyone going back for seconds...and coming back next year...you’ll figure out a way to serve what the people want. So let’s offer up a quick thanks to bounty, and roll up our sleeves to do the tough work of delivering our best to an increasingly diverse and demanding audience. Oh, and happy Thanksgiving – whatever it is you’re giving thanks for – from all of us.
|
|
Case Study: Where might you be losing opportunities?
|
 Rebranding to unify formerly siloed divisions increases internal engagement, drives cross-sell among units and greater revenues across business lines… and boosts loyalty by over 200%.Download Case Study |
|
Brand Mapping Workshops:
Manage (and improve) brand, based on real metrics.
|
MCorp tailors its fast-moving, practical, onsite Workshops based on actionable data about your customers and your company. Seeing the gaps in perception – and learning ways to close them – will help your team “take the reins” to boost brand awareness, preference and differentiation. Interested? Learn more by visiting our web site
|
|
In This Issue: We Tackle Challenging Marketing Issues that Never Seem to Go Away... If You Do Things Right. If that Sounds Counterintuitive, Read On. No Turkeys Here!
1.) Think You Already Do Enough Heavy Lifting in the Marketing Department? Like Any Exercise, the More You Bench(mark), the Stronger You Get. Closer to bench-pressing than bench-warming, benchmarking is critical to knowing where you stand and where you need to go. You’ve heard the saying, “no matter where you go, there you are”? But where, exactly, is “there”? (Article)
2.) You Know Those Issues that Morph and Grow Before You’ve Even Put Your Finger on Them? They're Wicked. “Some problems are so complex that you have to be highly intelligent and well informed just to be undecided about them.” said educator Dr. Lawrence J. Peter (also of “Peter Principle” fame) of so-called “Wicked Problems”. (Article)
3.) Let’s Face It. Some Customers ARE More Equal Than Others. So How do You Make Sure to Allocate the Right Resources to the Right Customers? Should my local Mini dealer send me a Thanksgiving turkey because I once test drove a Clubman? Definitely not. But hey, a holiday postcard couldn’t hurt. Even an email. After all, maybe I do care (a little…) (Article)
4.) How Can You Change the Stories Customers Tell Themselves? If internal system drawbacks are driving the customer experience, you won’t have to worry about them being your customers much longer. Customer experience isn’t a function or a department—it’s at the center of everything you are. (We’re talking to you Mr. and Ms. Bank.) (An MCorp Consulting Whitepaper)
5.) “Experience Delivery How We Feel Like It” Just Doesn’t Have the Same Ring as “Brand Promise.” Promise: “a declaration that gives the audience a right to expect a stated level of performance.” So once you declare it? You’d better be prepared to deliver. After all, promises made must be kept. (Article)
|
Benchmarking for Brand, Marketing and Customer Relationships (Part 1)
Closer to bench-pressing than bench-warming, benchmarking is critical to knowing where you stand, and where you need to focus to get where you want to go.
You’ve heard the saying, “no matter where you go, there you are”? But where is “there” exactly? And if you don’t know that, how will you know if you’ve gained any ground tomorrow, next month or next year? Benchmarking your performance on the metrics that affect business outcomes will help you figure where “there” is… and how to get there... Click here to continue to full article >>
|
Are Customer Experience and Branding Problems “Wicked”? “Some problems are so complex that you have to be highly intelligent and well informed just to be undecided about them.” said educator Dr. Lawrence J. Peter, of so-called “Wicked Problems.”
In an increasingly complex and diverse society, issues morph and evolve before we can even put our finger on them. And for every proposed solution, a new problem crops up. Sounds pretty much like the world branders, marketers and customer experience professionals inhabit these days. What makes a problem “wicked,” then? And how can you address it? Click here to continue to full article >>
|
Spend the Right Money on the Right Customers Should my local Mini dealer send me a Thanksgiving turkey because I once test drove a Clubman? Definitely not. But hey, a holiday postcard couldn’t hurt.
Treating everyone equally belongs in the Bill of Rights, not the marketing department. To achieve a measurable return on your communications investments, first understand the needs -- and value -- of each customer group throughout their Customer Relationship Lifecycle. And allocate your resources accordingly... Click here to continue to full article >>
|
Changing the Stories Bank Customers Tell Themselves: Why They Leave, and How to Keep Them. If your customer experience is being influenced by “internal systems” that drive negative stories about interacting with your brand, you won’t have to worry about them being customers much longer.
We love our bank clients, truly we do. A nicer and more committed group of people you’ll never find. But no one ever accused banks of being overly bold at leading the charge in organizational change. So we’re sorry to say it’s time to rethink the old ways of doing business. Customer experience isn’t a function or a department -- it’s at the center of everything you are. And no matter what industry you’re in, the lessons in this white paper apply. Click here to download the whitepaper >>
|
Promises Made Must be Kept Promise: “a declaration that gives the audience a right to expect a stated level of performance.” So once you declare it? Be prepared to deliver.
A brand promise isn’t something you develop in a conference room with a bunch of consultants, post to your website and forget about. After you define it you have to deliver it, keep delivering it (the hardest part of all), and get customer feedback to ensure that you’ve defined it correctly and are indeed delivering. If it sounds like a never-ending loop, it is. But it’s also a rewarding one.
Click here to continue to full article >>
|
|
Send Comments
Send Touchpoint Insights to a Friend Touchpoint Insights is published by MCorp Consulting, online at
mcorpconsulting.com | San Francisco, Vancouver | Phone: 1-866-526-2655 Fax: 1-415-526-2650
© 2009, All Rights Reserved | Postal Address: 3100 Kerner Blvd. Suite C, San Rafael, CA 94901
Touchpoint Mapping®, Loyalty Mapping®, Brand MappingSM, and Customer Experience MappingSM, are registered trademarks of MCorp Consulting. All other trademarks and all trademarked content both contained in this email and linked to from this newsletter remain the property of their respective organizations.
|
|
|