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Editor's Picks
 The L wordThe Big Picture,G2, 2010
Loyalty has been somewhat neglected in recent years, as technology turned many categories into commodities, but it’s time to re-appraise the concept, this paper argues. And that means taking a broader view ? looking beyond the purchase/re-purchase cycle to the whole customer journey. Zappos, Startbucks, Pepsi and JetBlue are among the examples featured.  Staying powerThe Little Black Book of Customer MigrationGeorge Patterson Y&R, 2011
How do you orchestrate a merger, or a major systems upgrade, without losing half your customers in the process? There’s a science to creating a migration plan, from segmenting those most loyal and most likely to defect; to treating customers like people, not numbers; and understanding how and why they move their business. The key is to have a good employee communications policy. |
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Blast Radius, 2011
To create mobile experiences that create value for brands, you need to understand the context.
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Millward Brown, 2010
Marketers want people to get closer to their brands, but retailers have always owned the direct relationship with shoppers.
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Gretchen Scheiman, 2010
How to create a segmented email campaign.
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Paul Walker, 2007
Paul Walker, President of GCI Group, writes about how major brands don't know what to do with happy customers.
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Aruna Natarajan, 2007
Positive word of mouth shared by real consumers with prospects or other consumers can prove to be highly effective and credible when it comes to influencing opinions
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Mark Taylor & Shane Atchison, 2007
Mark Taylor and Shane Atchison report on how success online is dependent on both the relevance of, and the customer experience with, content
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Aruna Natarajan, 2006
The world's most populous country is set to become the world's largest ageing country, with implications for the generation who will have to support them, and for marketers too 
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