Marketing, customer satisfaction and loyalty

Satisfied customers will follow you everywhere

My blog is worth 221000€ and this is how I got there
Oct23

My blog is worth 221000€ and this is how I got there

Next to the guest blogging offers I receive every single day, I also receive offers from agencies which want me to pay them for writing on my behalf. Such a company (called Ridigio) got in touch with me a few months ago to propose its services. I had an interesting discussion with their salesrep and realized how much my blog was worth : some 221,000€. How I got to this total is simple : their most basic offer starts at 85€ per...

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Digital innovation: does your market segment care ?
Sep05

Digital innovation: does your market segment care ?

Tech-savvy entrepreneurs love to imagine solutions to digitalize our world and change consumers’ usages. Adoption is usually the problem that occurs. It’s therefore essential to ask you this question beforehand: “do your target customers care enough to change their habits” ? To illustrate the problem, let me tell you a story. The story of my 80-year old mother-in-law. My mother-in-law writes phone numbers on the back of her cell phone...

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Mobile Me : your car has no secrets for Mercedes
Apr11

Mobile Me : your car has no secrets for Mercedes

Nowadays cars can be connected with your smartphone ; not only to make calls but also to control your car at distance. The Mercedes Me application enables the owner to monitor basic and more advanced functionalities of the vehicle through his smartphone. The presence of a SIM card transmitting the information to the smartphone is the enabler of this enhanced connectivity ; but it may also enable Mercedes to become a data provider....

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Service quality : the next retail challenge after Big Data
Apr08

Service quality : the next retail challenge after Big Data

Algorithms have become instrumental in retailers’ strategies to increase loyalty among customers. We don’t know of any major retailer not having a Big Data team working on a.o. predicting churn, couponning, increasing loyalty, new segmentation, … Yet, what we also notice is that all retailers more or less all use the same tools, the same techniques for the same goals. It’s all about Spark, Hadoop, real-time...

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Chewing gum market in crisis
Apr04

Chewing gum market in crisis

The chewing gum market is in crisis. Revenues generated from chewing gum sales have been decreasing steadily since 2008. The slowdown even reached 3% in 2015. As a consequence Mars-Wrigley (Freedent, Skittles, …) and Mondelez (Stimorol, Malabar, Hollywood) have started a market share war.   Why is the chewing gum market in crisis ? The reason is simple : demand is plunging. What is less obvious to understand is why the...

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Customers are the last hurdle to remove for a smoother supply-chain
Mar31

Customers are the last hurdle to remove for a smoother supply-chain

The Nespresso Prodigio case shows that companies are trying to remove the last uncertainty factor to maximize loyalty. This factor is the customer himself. It’s not a bad idea indeed. Rather than building complex algorithms to predict customers’ behaviors, why not just remove the human factor from the equation ? If the proposed added value is sufficient it may well work. Prodigio’s value proposition : enough to automate customer’s...

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Nespresso : the secret behind the new Prodigio connected machine
Mar29

Nespresso : the secret behind the new Prodigio connected machine

Nespresso just launched a new connected machine called “Prodigio”. This machine allegedly allows you to prepare a coffee with your smartphone and make sure you never run out of Nespresso capsules. This machine will however allow much more than that … but the customer will probably never get to know it. Let’s have a look behind the scene and discover the secrets of the Prodigio strategy. Churn : the one metric Nespresso is concerned...

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Are smart boxes the future of car insurance?
Mar25

Are smart boxes the future of car insurance?

Telematic units, also called black or smart boxes, are devices installed in a car to monitor a driver’s behavior (speed, acceleration, deceleration, …). They are increasingly used by insurance companies to develop a pay-as-you-drive pricing. Such pricing may be especially interesting for young drivers who are hit by high insurance premiums. Young drivers are victims of their youth One metric sums it up all: 25% of accidents are caused...

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Add a human touch to your marketing strategy
Feb24

Add a human touch to your marketing strategy

Marketing strategies are increasingly ruled by algorithms, IT-based decision systems which leave less and less space for human qualities to make the difference. We just wrote an article about recommendation algorithms and artificial intelligence in the business sphere that you may want to read to understand how it affects the customer experience. If you are in an industry which uses those technologies, you might well consider the...

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Longer tweets : the effect on twitter users’ behavior
Feb03

Longer tweets : the effect on twitter users’ behavior

Twitter announced working on a new feature allowing to post tweets exceeding 140 words. Social media specialists were quite puzzled by this announcement. Much of twitter’s success is based on the shortness of the messages and we can wonder whether twitter is not losing its DNA. In this blog post we are trying to predict what may happen and how consumers will react. Twitter users’ behavior today Twitter users today tend to follow a lot...

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