In a recent article some McKinsey consultants considered what businesses should do to prosper as the need to improve customer engagement becomes more important. Their conclusions were, of course, pitched in the context of large corporations. The main ones were that businesses will need to do four things. Continue reading
Last night I attended an interesting presentation organised by the Business Intelligence Group, jointly given by Debbie Senior from Harris Interactive UK and Llinos Jonathan from Invensys Controls. The business is a global provider of control gizmos to the heating, appliance, refrigeration and automotive industries. The presentation was based on their last customer survey with business customers around the world and focused on measuring the levels and drivers of customer loyalty. Continue reading
In a previous post I’ve outlined why I found Mark Earls new co-authored book interesting but frustrating in relation to what I was looking for. Since then I’ve come across a great blog post by Mark in which he starts to answer the questions that the book left hanging in the air Continue reading
In a recent article Martin Baillie suggested that we need to move from ad hoc research to responsive insight. What does this mean? He believes that ‘The problem is that in a connected world, marketing should mean always-on collaboration with audiences, working with consumer reactions and making ourselves more and more relevant to them.
However, he says, few clients are structured to deal with continuous, iterative, responsive communication and few agencies have structured themselves to deliver this either (because the clients aren’t structured that way yet).’
The way forward
He believes that the way forward is to: Continue reading