Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
GDPR: what is consent and why it will impact customer satisfaction
Mar12

GDPR: what is consent and why it will impact customer satisfaction

I had a recent experience where one firm didn’t ask my consent and tried to nudge me into doing something that I was firmly opposed to. In today’s article I’d like to highlight the conditions for a valid consent. GDPR : how to collect a valid consent? There are 5 conditions to fulfil for having a valid consent : The customer’s act must be clear and affirmative Forget about policies that a customer implicitly...

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The next hand-written you’ll get may have been produced by those robots
Feb19

The next hand-written you’ll get may have been produced by those robots

Is there anything better for customer satisfaction than getting a personal hand-written note? The pleasure of getting one will soon fade away once the secret to thousands of mass produced hand-written notes gets revealed. Why do personal hand-written notes so much drive customer satisfaction ? Every customer wants to be different. Who would like to be treated like everyone else? Getting a hand-written from a company leverages the...

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How to manage unprofitable customers in 3 steps
Feb14

How to manage unprofitable customers in 3 steps

Not all customers are alike. Some of them cost you money. Here are 3 simple rules to solve that problem. As you will see once again market research is instrumental to the solution. Identify unprofitable users and ensure they are not becoming clients The best way to avoid unprofitable customers is to actually not take them onboard. That’s where a good market research study helps. As part of your market research you will have to...

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Zalando free-returns policy drives customer loyalty up
Jan29

Zalando free-returns policy drives customer loyalty up

Online retailer Zalando has announced revenues of €4.5b in 2017, up 23% from the year before. Despite a slight decrease of its Ebit (from 5.9% to 4.7%-4.9%), profits before taxes will be over €200m. This is a very solid result for a company that needed huge economies of scale to be profitable. The logistics and supply-chain costs are indeed a major cost center and the free-returns no-hassle policy of Zalando cost them huge amounts of...

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An interesting example of nudge applied to public safety in Ísafjörður, Iceland
Oct09

An interesting example of nudge applied to public safety in Ísafjörður, Iceland

I’ve developed an interest for the study of nudges after reading the book by Dan Ariely. Nudges can be considered a sub-discipline of behavioral economics (founded by George Lowenstein) and already wrote about it on this blog (see one example here). To define a “nudge” using my own words, I’d say it’s a design that leads a person towards a particular action. That action should be beneficial for the...

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