Cost Management

Why Your Customer Relationship Management Strategy isn’t Working

October 18, 2011

In 1999, the marketing world was in the midst of change. A few visionaries had already seen the future and grabbed for the Internet golden ring. Amazon was heading towards the World Wide Web Hall of Fame while Barnes & Noble was struggling to find the sweet spot between ecommerce and bricks & mortar. A [...]

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Seeking Marketing’s Magic Bullet

September 16, 2011

Wouldn’t it be nice to have a single marketing tool that allowed you to reach all of your customers and prospects? Think about how it would affect your marketing efforts. You could invest your time in optimizing every aspect of the tool instead of searching for new ways to connect with the people most likely [...]

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5 Components of a Successful Integrated Marketing Strategy

September 7, 2011

Saying that integrating multiple channels and platforms can be challenging is an understatement. Most companies don’t have the tools or technology to have a completely integrated strategy. Buying or developing them is cost prohibitive because there are so many nuances that don’t deliver a return on investment. Not having an integrated strategy can be costly [...]

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5 Marketing Metrics Where Close Enough Counts

February 21, 2011

Marketing analytics are not engineering specifications. When designing a building, an error of one inch at the foundation can cause a three foot variance at the top. When calculating lifetime value (LTV), failing to factor in the future value of money has little effect as long as the calculations are consistent over time.

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How to Deliver Top-Notch Customer Care without Spending a Nickel

December 15, 2010

Sometimes people get so caught up in tools and technology that they forget how to make things work without them. Having the latest and greatest customer relationship management is cool, but it isn’t required to deliver an exceptional experience. Your customers want to complete their transaction with the minimal amount of effort. They don’t want to be your friend, buddy, or pal (unless it comes with great deals or other benefits.) If you can consistently deliver on your promises and resolve any issues quickly your customers will be happy.

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