Marketing, customer satisfaction and loyalty

Satisfied customers will follow you everywhere

3 key principles to follow for your good customer satisfaction surveys
Aug21

3 key principles to follow for your good customer satisfaction surveys

I hear companies claiming they have x% or y% of customer satisfaction, proudly claiming Net Promoter Score (NPS) of so much and that many returning customers. While these figures seem great at first sight, this doesn’t tell us much. Read further to understand why satisfaction and loyalty scores must be interpreted carefully. We will once again use the example of the Belfius bank to illustrate this article. You will in particular...

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How Big Data will influence the future of advertising
Jul25

How Big Data will influence the future of advertising

“What is the impact of Big Data on online advertising” is the question I was asked to answer on the occasion of an EGTA ((European Group of Television Advertising) workshop that took place on 29 and 30 June 2017 in Brussels (my thanks to Yuri Loburets for his kind invitation to speak). Rather than repeating the same clichés about Big Data again and again I chose to put advertising and Big Data back in a historical...

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Customer satisfaction : are executives listening to their clients?
Jul10

Customer satisfaction : are executives listening to their clients?

In the field of customer satisfaction, few techniques are as powerful as talking with clients to understand what their problems are. Yet very few executives still have this sense of proximity with their customers. The bigger the organization the farther the top management. Do they read customer complaints ? Probably not. Do they talk to dissatisfied customers ? Probably not. Some organizations have symbolically added a “customer...

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How to use single-sign-on in retail to improve customer experience
Jul03

How to use single-sign-on in retail to improve customer experience

I recently gave a speech on identity management and GDPR at the Gigya Identified 2017 conference in London. There I had the opportunity to listen to another Julien Marlot who is the head of digital activities at Unibail. Unibail-Rodamco is Europe’s leading listed commercial property company specialized in shopping centers in European capital cities. Julien gave some very interesting insights about how Unibail-Rodamco uses...

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Moncler and DKV don’t care about customer complaints
Jun23

Moncler and DKV don’t care about customer complaints

Who said big companies are customer-centric and focused on customer satisfaction ? Besides firms which tweak their satisfaction surveys to obtain better results (see the example of Belfius), others simply seem to ignore the basic principles that ensure satisfied customers. Handling complaints is one of them. Moncler : how to NOT handle a complain You all know Moncler. It’s one of the most successful high-end leisure fashion...

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