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Recent Posts
- 5 Rules for your Welcome Journey
- Can you identify which segment you’re in?
- Credit Where It’s Due: The Art of the Apology Letter
- Costermer Service?
- Retarget right – using acquisition channels for customer marketing
- From Social Engagement to Social Advocacy
- Building Trust in the Banking Sector
- Do charity shops make the most of their high street positions?
- Falling in love again – Retention Marketing Basics
- CRM for Big and Small
- Case study: No Marketing, Please
- Case study: The Generation Game
- Case study: I Read The News Today…
- Case study: Don’t Tease Me
- Case study: Move Over Darling
Author Archives: Richard Leader
5 Rules for your Welcome Journey
Welcoming a new customer to your website, service or publication is one of the most important conversations you can have. It sets the tone for the rest of your relationship together – get it wrong and it’s very difficult to … Continue reading
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Tagged customer engagement, customer journey, customer marketing, email marketing, marketing
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Can you identify which segment you’re in?
So here’s a game to play: Have a quick trawl through your inbox and look at some of your recent marketing emails. Can you identify which segment people think you’re in? From modelling to implementation In my experience, organisations … Continue reading
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Tagged customer engagement, customer marketing, email marketing, marketing, segmentation
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Credit Where It’s Due: The Art of the Apology Letter
As a battle-hardened commuter with thousands of miles under my belt, it’s not often you’ll find me paying compliments to a train company, but here I am. Southern Rail apologises Recent bad weather caused a landslip on our line, disrupting … Continue reading
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Tagged apology, compensation, customer engagement, customer satisfaction
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Costermer Service?
Is Customer Service a cost centre, a profit centre or the centre of your business? I can only assume that for my car insurance company, it’s a cost centre. Serving the customer seems to be a bit of a drag. … Continue reading
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Tagged call centre, customer engagement, customer satisfaction, insurance, trust
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Retarget right – using acquisition channels for customer marketing
Tesco’s mobile experience head, Luke Viogradov, made some interesting points at a conference this week (reported by Marketing Week). “There are some retailers that follow me around everywhere I go. I have since purchased the products they push at me … Continue reading
From Social Engagement to Social Advocacy
Social media impact can be hard to measure. What makes it worse is that almost everyone in the organisation has exposure to social media in their private lives and thus has an opinion. Unfortunately, this can lead to a focus … Continue reading
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Tagged advocacy, customer engagement, facebook marketing, marketing, social media, twitter marketing
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Building Trust in the Banking Sector
I was really interested to hear Ross McEwan, CEO of RBS on the Today Programme this morning (http://www.bbc.co.uk/news/business-26364662) talking about putting customers back at the centre of his plans. Crucial to the RBS plan is the rebuilding of trust. I’m … Continue reading
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Tagged banking, business, customer centric, customer obsession, trust
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Do charity shops make the most of their high street positions?
I’m not going to debate the good, bad and ugly elements of charity shops on the high street (not right now anyway), but I am struck by something – how they don’t make the most of their positions. Recently, I have … Continue reading
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Tagged business, charity, charity shop, customer marketing, marketing
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Falling in love again – Retention Marketing Basics
I’m always one to make things simple. So here’s my simple guide to retention marketing: Identify what made the customer fall in love with you in the first place Identify what’s changed since them – is it them or is it … Continue reading
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Tagged customer marketing, customer satisfaction, lifetime value, loyalty, marketing, nps, retention marketing
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CRM for Big and Small
Too many SMEs view customer marketing and CRM as only being of value to larger companies. Sure, if you have 4million customers, you’ll need industrial-scale CRM. But if you have 400 customers, you still need to build profitable relationships with them. … Continue reading
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Richard Leader 