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Poor customer support costs businesses $1.6 trillion in lost opportunities, according to an Accenture estimate. While most articles on customer support focus on companies that serve consumers directly, customer churn affects companies that serve other businesses too. Business people are also consumers. They develop expectations about customer service based on their experience as consumers, and …

It’s easy to forget that we are part of something much bigger than ourselves. That for all the freedom we have to shape our businesses, that freedom exists within the confines not just of our immediate world, but within the limits of our Solar System, which orders everything we do. Does this sound too “far …

Social media usage has been rapidly increasing every year. It has become a substantial medium for a lot of people to express and vent their feelings, and this trend does not look to be changing any time soon. Within any organization, 9 out of 10 people are likely to have a personal social media account. …

For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Marketing modernization is allowing brands to connect with customers with more agility and scale than ever before. But to what end? With all this power and capability – from machine learning and data-driven decision-making, to personalized content experiences – marketers have had to rethink their engagement approach. They can no longer blast message after message into the …

The social media tools and techniques we have at our disposal are making marketers smarter, more effective, and more efficient each day, making days of “post and pray” a thing of the past. Or, at least, one would hope. The truth is, when it comes to social media marketing, a brand’s first priority must be …

Technology. It’s all around us. Here to (supposedly) make our lives better, both personally and professionally. Sometimes it does, and sometimes, let’s face it, it’s just a bad case of ‘shiny new thing syndrome.’ As we’ve been preparing the Technology Issue of Brand Quarterly, I’ve spent a lot of time considering what technology means to …

You only need to rewind about 15 years or so to remember a time when marketers were limited to communicating with their audiences across just three channels: Television, newspapers, and mail. This meant that marketers could communicate the same message across all three platforms with minimal detrimental impact, but the explosion of new channels and …

If your business is not up to speed on offering consumers a personalized digital experience, then it’s time to catch up quickly. Personalization is no longer trendy or optional. On the contrary, personalization is rapidly becoming a consumer expectation. Businesses are seeing the rewards of capturing and analyzing data, which includes both consumer advocacy and increased revenues. They …

Innovation should no longer be reserved for companies that invent new products, or come up with life changing technologies. Every business should innovate, from corporate law firms, to design agencies, to manufacturers. Innovation and creative thinking can improve and enhance everyday processes. It can fundamentally change the way you capture customer data. It can lead …

Twenty-five per cent of millennials spend more than five hours a day on their smartphones, and over 60% shop on their smartphones every day. Known as a budget-conscious and discerning generation of consumers, millennials know how to use technology to their advantage. The typical millennial is reliant on digital services and applications to enhance experiences …

Research shows that consumers are willing to pay a ‘simplicity premium’ for products and services, like cars, cell phones, and travel and fitness offerings that make life easier while delivering premium performance. Yet, the majority of products, services, and messages consumers get from business, health and financial services, and the government tend to have the opposite effect – …

Social media poses so many questions. Where do you post? When do you post? What do you post? How do you post it, and how often? Why? There are answers. And here I will collate for you the common wisdom of when, what, where, why, how and who you should post to on different social …

Creating a marketing strategy that adds clear value to a business’ growth and development is essential, but, while this notion may seem obvious, marketers of even the highest calibre often struggle to build a fully-rounded, integrated plan tailored to their audiences’ needs. Before sitting down to compile a strategy, we must consider who the customer …

Companies are good at creating a lot of noise. Marketing departments easily gain attention, but the organization often falls short when it comes to the part that matters: converting interest into results. The problem, of course, is putting too much focus on the beginning of the funnel and not enough towards the end. Like a …

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