Luca

How to drive superior growth

How to give business leaders new decision-making firepower and drive superior growth Reaching out and engaging with customers is ordinarily an immense challenge for many businesses. This challenge is made more difficult by the current pandemic, particularly when it comes to demonstrating measurable value to each customer. Unaddressed, this may lead to customer disenchantment and …

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15 Customer loyalty programme KPIs

Loyalty programmes and membership schemes are often beset with vanity metrics which struggle to quantify the programme’s success and how performance can be improved. Fortunately, there are 15 core KPIs that all loyalty programmes should be evaluated on. We have split these KPIs into three categories: The volume of members or customers in specific ‘buckets’ The behaviours of those customers …

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Our TOP 5 favourite tools for Customer Journey Mapping

At some point in your customer journey mapping project you will need to visualise and document what you have captured – for both your current and desired customer journeys. This can be a laborious task, particularly if you have built multiple journeys for different customer personas. In this post we want to highlight some of the tools we …

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Customer Journey Mapping : 5 Steps to success

Customer journey mapping has become an essential exercise for organisation to undertake, with many creating Voice of the Customer (VoC) roles within the business or marketing department. The Voice of customer encompasses the process of listening to your customers, gathering and understanding customer feedback, and improve the product and customer experience.  Customer journey mapping can …

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Business Case Development: 8 pitfalls to avoid

Business cases are an integral part of getting a sales & marketing programme signed-off (or any large project for that matter). Particularly now that we are in the middle of a pandemic and economic recession, with budgets culled and an ever greater expectation that all business investments must be accountable and return a profit. Here we …

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Customer Journey Mapping: The 4 principles of persona development

Personas are a tool for building customer-centric services and products. They play a pivotal role in customer journey mapping and the development of customer-centric data strategies. However, there is always a risk that they become pen portraits or customer segments – these are valuable marketing tools but are very different to personas.   These 4 key principles will help you to …

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Customer Journey Mapping: What is it and why is it so important?

Customer journey mapping should be the backbone of your CRM process but for many marketers it can feel a bit nebulous and it’s difficult to know where to start. So here’s a whistle stop tour of what a customer journey is, how you can map it and why we think it’s such an important thing to get …

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Just do it: turn marketing objectives into business results like Nike

NIKE is a brand that we have admired for some time: a business engineered around consumers that leverages rather than resists change to deliver remarkable customer experiences. NIKE has a stated goal that its marketing will deliver incremental sales of $10 billion in the period 2014-2017. Definitely a substantial marketing objective and one that we …

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Data driven marketing: 5 common CRM management mistakes

Unfortunately there is a lot of poor CRM management practices and many stem from basic mistakes being made in the planning and execution of contact strategies, data management and marketing automation. In this post we review the five most common mistakes you can avoid in any data-driven marketing plus we share our best practices so …

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Persona template

Persona template

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