Here’s an excerpt from Chapter 8 of my forthcoming book Addicted Customers: How to Get Them Hooked on Your Company. To learn more about the book and the upcoming publication date go to www.AddictedCustomers.com.
Trust is not a given, especially these days when distrust is on the increase. A major mistake that many companies make is […]
I have been arguing that technological and societal changes are causing an increased sense of alienation in the population and that this leads to indifferent customers. Here’s a recent report with startling but supportive results.
A recent study, funded by the National Science Foundation, demonstrates that Americans are far more isolated today than they were two […]
How can a business make the customer experience they offer more compelling?
One way is to stop thinking about the product being sold so literally and think about how it fits in the broader context of the customer.
Most grocery stores sell food products and they do so at very low margins in a highly competitive environment. […]
Customers who are highly profitable and have high lifetime value.
Here’s how they act:
Desire your offering - Desire is an emotion, it is a form of motivation. The opposite of desire is apathy or indifference, as in it doesn’t really mean anything to me. Harley-Davidson owners have desire for just about everything “Harley”. General Motors products […]
 I recently listened to Melinda Hennings audiotape entitled “Voice Mail Magic”. This is a terrific example of signaling that you are genuinely interested in a win-win relationship with a prospective customer.
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  Here’s the gist of her “Voice Mail Magic” strategy. Start with the premise that your first few telephone calls to a prospect are […]
Here’s follow-up to an earlier post “The Split Personality of Customer Experiences” This is the lead in to my partner’s recent blog posting (www.EngagedEmployee.com ).
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  Recently I had a customer experience that highlighted the impact of engaged employees on the customer experience. Having recently gotten into cycling I have been upgrading my bike as I progress. It […]
Ask most women about their “relationship” with laundry and detergent, and what’s likely to come back is disbelief at the questions.
  …In an attempt to cultivate Tide’s inner “lovemark,” new ads now dismiss the notion that laundry detergent is a mere commodity. Instead, they reflect P&G’s conviction that the “relationship” women have with their laundry […]
In 2003, The Henley Centre, a market research organization in the United Kingdom, surveyed consumers in eleven industrialized countries that together account for more than 75% of the global consumer spending. The main finding — consumers were close to the saturation for things.
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  Their conclusions “Many of these people don’t actually need anything any more, […]
“Remember when grocery shopping was a chore? Who would do it for fun? Try millions of consumers and more by the day.”
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  USA Today (www.usatoday.com/life/lifestyle/2006-04-16-destination-supermarkets_x.htm?POE=click-refer).
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  In our paper Tires and Bicycles: A Tale of Two Purchases, we argue that customers use two distinct strategies when making purchases. When customers buy a product for its utility, […]
  The “Geeks in Toyland” article in the most recent issue of Wired magazine is definitely worth the read (www.wired.com). This shows what happens when customers become highly engaged in an experience with your product. Admittedly, the story is about Lego’s Mindstorm product, which requires engagement to use it. But, just imagine if you had […]
