Library
We are regularly called upon to write articles, research white papers, and even ghost write for clients. We’ll put the most popular of these documents into the library - with relevant permissions of course!! Also included will be papers written by other people which we consider to be useful to organizations trying to be more mutual in their marketing.
Community, Culture and Collaboration
Marketing is Change Management - So many companies struggle to twizzle people back towards a ‘relentless focus on the customer’. How can current techniques of change management and internal marketing help?
The Year of the Customer Community - Social network technologies are starting to hit the collective conscience at the same time as other trends point to a ‘second coming’ for customer communities. An evaluation of the costs and benefits of a customer community should be on the cards - but beware they are not for everyone. (paper from 2005!)
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Corporate Social Responsibility (CSR), Personal Social Responsibility
The Social Life of Business - Every company should build responses to relevant ‘socio-political’ trends into their customer value propositions as a matter of good business.
In My View - CSR - Series of thought provoking comments on a topic by people who have a passion for it. In this paper we look at the emergence of Corporate Social Responsibility as a driving force in 21st century business.
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Thinking Differently, Thinking Skills
Harnessing the Power of Story - Customers make their experiences real, for themselves and others, through stories. ‘Word of mouth’ swirls around our lives, shaping our reality as we talk. We story the world into existence. Those in the know use stories to advantage, for the rest - we are tossed in its flows and eddies
Forget Leaders, We Need Inspiration - Once upon a time big organizations used brand and advertising to present a trusted face to consumers, as they replaced, local businesses. Today, we have relationship marketing and corporate social responsibility to do the same job. But if these ideas are to transform the heart of our businesses we are going to have to change the way we think - not an easy task.
Systems Thinking- As the global context for business continues to undergo seismic shifts, we explore how Systems Thinking can help us to understand this ‘Terra Incognita’ and develop enduring strategic solutions.
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What Customers Want, Customer Management
Learning to Manage Customers - To gain the right skills for customer management, organizations need to re-examine their marketing practices from first principles, CRM is an evolution of the marketing discipline - the management practice designed to align company resources with customer requirements in order to achieve optimum profit.
The Customers’ Benchmark - Used cleverly The Customers’ Benchmark can act as the design template for customer propositions, for within the seven factors lie the drivers and inhibitors of purchase decisions and customer loyalty
The Voice of the Customer - Customer feedback improves product design and enables six sigma projects. Feedback is the petrol driving ‘sense and respond’ organization. But what is feedback, how do you get hold of it and, crucially, how do you refine it into an asset.
You have permission to talk to my wife - Marriage vows are a deeply emotional commitment to care, share and endow our partners with all worldly goods. So it can come as quite a shock when call centre agents impertinently imply we are defrauding our nearest and dearest. Welcome to the world of the 1998 Data Protection Act (DPA).