Journey Mapping is probably the most sophisticated and complete form of customer experience measurement and improvement. Perhaps too sophisticated. Read what follows and see what you think. Most companies and teams start off thinking they have relatively few customer contact points. They tend to think in terms of sales cycles. Typical terminology identifies the following […]
Welcome to the 22nd edition of my customer strategy newsletter. The five topics this week are: Comparing your company to others: benchmarking Questions for the Bain Net Promoter System podcast Latest blog posts Notable items from other sites Looking forward Comparing your company to others using public ‘benchmarks’ One of the more common questions I am […]
This is the third and final article in my series on deep relationship research, particularly for B2B. You can find the first article here, and last week’s article here. The main topic this time is how to overcome objections to the process from within your own company. I conclude with some advice about relationship research […]
Welcome to the 21st edition of my customer strategy newsletter. The five topics this week are: Thoughts about ‘simplicity’. It’s a complex subject! British Airways research update. (They told me what they are going to do.) Latest blog posts Notable items from other sites Looking forward The complexity of simplicity I am sure most of us […]
This article follows on from last week’s on the same general topic. I covered the nature of the research and the complexity of typical B2B relationships with large companies last time. This week I want to talk about who should be interviewed, who should do the interviewing, and suggest a few different interview formats. All […]
I have been fiercely loyal to Tropicana since late 2005. At that time, I attended the Creating Breakthrough Strategy course at Columbia. One of the lecturers was Willie Pietersen, a person I admire greatly. He is the author of Strategic Learning and runs an influential think tank. I found his course intensely practical, probably because he had been […]
In almost all B2B situations, you have a relatively small number of customers that provide the majority of your revenue. For many companies, it is not the old 80:20 rule, or even a 90:10 rule, but more of a 99:1 rule, or even 999:1. If you have a ‘strategic account’ team or something similar, you […]
Welcome to the 20th edition of my customer strategy newsletter. The five topics this week are: Win some, lose some Relationship research and improvement is the NPS Group focus for June Latest blog posts Notable items from other sites, including when to use a photo of a kitten Looking forward Win some, lose some When HP […]
One of your sales teams is celebrating! They just won a big deal they have been working on for the last four months. Another team has lost a similar deal and wonders why. Why did one win and the other lose? What can you learn to improve the chances of winning the next time? These are […]
