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Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Is crowdfunding the best option for your savings ?
Jul10

Is crowdfunding the best option for your savings ?

Several crowdfunding platforms have emerged in the last months in Belgium. One of them (MyFirstCompany), although very promising, already ceased operations earlier this year. The legal problem mentioned on their website seems not to have impeded another platform (Look&Fin) to start collecting money from individuals to fund local SME projects. Look&Fin successfully funded several projects, one of them being a new salespoint for...

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Tribute to a company that has died : L’Edito
Jul03

Tribute to a company that has died : L’Edito

L’Edito was one startup that I met in late 2012 because of their passion for design, beautiful objects and their co-creation processes. Like other firms before them, their business model was based on crowd-sourced design and funding. Individuals could present to the world their projects of furniture and if enough people were interested to buy the design, the piece of furniture could go in production. Unlike many competitors l’Edito...

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Innovation in the postal industry : the self-service trend
Jun24

Innovation in the postal industry : the self-service trend

We reported that the postal industry, not see by many as one of the most innovative sector, is actually trying new ways to better fit into consumers’ behaviors. Two recent Esmerk press releases confirm that the self-service trend is extending into whole Europe. Self-service terminals in the Czech republic Some 15 self-service parcel terminals have been launched in the Czech Republic in the area of the capital city Prague. The...

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How to make consumers spend 158% to 457% more? Offer them free returns
Jun21

How to make consumers spend 158% to 457% more? Offer them free returns

This is the result of recent study published in the Journal of Marketing. Unlike –too- many research, the results come from a longitudinal study (that’s to say a study that observes a phenomenon on a long period of time) and that is based on primary data (that’s to say, data the reflects without bias the actual behavior of the population observed). With this study the authors contribute to the important research stream on customer...

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Mono-product marketing strategies: the exemple of l’Atelier de l’Eclair
Jun17

Mono-product marketing strategies: the exemple of l’Atelier de l’Eclair

There is no such difficult thing than to start a successful business with only one product. Yet, we have noticed recent initiatives in the retail sector of innovative mono-product marketing  strategies. We visited last month “L’Atelier de l’éclair” in Paris, a store dedicated to a traditional French pastry called “éclair”. Ladurée made the macarons famous and launched a long-lasting trend; the three founders of l’Atelier de L’éclair...

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Invent a new pricing to boost your marketing strategy
Jun14

Invent a new pricing to boost your marketing strategy

Startups need to be innovative to be attractive. Inventing a new pricing model is a way to attract the attention. Everyone can do it and pricing models are not reserved to super complex industries or managers with a PhD or a MBA. Even if you are in a low tech industry like retail, you may benefit from being innovative in the way your price your goods or services.   Here’s the example of a hair dresser in Brussels. There is...

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Pseudo scientific results lead to bad decisions: the example of spelling mistakes
May29

Pseudo scientific results lead to bad decisions: the example of spelling mistakes

My attention was recently caught by an article reposted on Linkedin by one person in my network. The article was entitled “market shares are lost due to spelling mistakes”. Wow .. when you read a title like this it’s difficult to resist the temptation of opening the hyperlink and actually read the article. The article by Alain Gerlache describes how spelling has become a skill that fewer and fewer professionals master; the author...

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How to use customers’ habits to increase customer loyalty
May22

How to use customers’ habits to increase customer loyalty

Customer satisfaction is now subject to controversy as far as its effect on customer loyalty is concerned. As we recalled in a presentation on loyalty strategies that we have given ca. 10 times in Belgium in 2012-2013, customer satisfaction accounts for a maximum of 10% in customer retention. What this means is that 90% of customer loyalty is NOT influenced by customer satisfaction. Although many different antecedents exist, some...

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First international alumni networking event on June 13th in Brussels
May21

First international alumni networking event on June 13th in Brussels

Brussels and Belgium in general are great places for alumni from international business schools to settle. Yet the bonds between alumni of different schools are far from being tight. ESADE Business School and Solvay Business School will join forces to start changing this situation. This event will be supported by the Benelux chapter of the Bocconi alumni association. The first joined networking event for alumni of international...

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Abercrombie & Fitch accused to sell only to thin people: good or bad marketing strategy?
May17

Abercrombie & Fitch accused to sell only to thin people: good or bad marketing strategy?

The press covered extensively the charges against Abercrombie & Fitch to sell only “small” sizes to avoid getting obese clients among its customers. The famous American brand has recently opened a store in Brussels, which has reinforced the local impact of this news. The question that arises, however, is whether or not A&F followed the right strategy by focusing on a “thin” market segment. In other words is it...

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One Day One Idea: How a detail can change the customer experience
May06

One Day One Idea: How a detail can change the customer experience

You know that we strong supporters of Design and that we believe a great customer experience can make the difference. Design can help enhance your differentiation as we explained in previous posts. During one of our latest trips we noticed an interesting detail  the APC store that is very much Design-relevant. APC is a top-tier fashion retailer that was certainly attracted to Boulevard Beaumarchais because of the vicinity of Merci...

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Getting rid of unprofitable customers? Not a bad idea
Jun30

Getting rid of unprofitable customers? Not a bad idea

This is the logical conclusion of a piece of research presented by Michael Haenlein (ESCP Europe) at the EMAC2010. The idea is actually not new and makes a lot of sense from an accounting point of view (do you remember your ABC Costing lessons?). The idea is based on the principle that some customers are more profitable than others (for instance because of their purchase frequency) and that companies should let the less profitable...

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And what if Ryanair was a model of customer experience management?
Sep24

And what if Ryanair was a model of customer experience management?

And what if Ryanair was a model of customer experience management? This is the somewhat provocative opinion developed by Bruce Temkin on his blog “customer experience matters”. His conclusion resonates as a meaningful message: “A bad customer experience does not always mean bad customer experience management”; an opinion that I share.   A bad customer experience does not always mean bad customer experience...

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