Blog Archive

As a customer in a world of companies that all want their piece of the pie, it feels great when a company really listens to you and is eager to meet your needs. I am very sensitive when it comes to services and support. Even more, I’d say that services and support matter more to me than the quality of a product. When you purchase a product and customer service is bad or even nonexistent, you’ll think twice before buying from that company again, won’t you?

The customer experience is the next competitive battleground.”

– Jerry Gregoire (CIO, Dell Computers)

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It’s spring, the sun is shining and you are full of energy. It’s time to sport again, and get yourself fit. You set ambitious goals and start training. But having a good condition isn’t enough. It’s also important to have the right equipment.

This summer, you would like to cycle in the French Pyrenees. And so you decide to invest in a new bike that fits you best.  

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At the end of the day, NRF 2015 was about bricks, technology and the emergence of Chief Customer Officers and Chief Omnichannel Officers. Customer (seamless) eXperience is the tip of the sword!

I thought something was missing, though.

When we speak about Customer eXperience (CX), we traditionally think about slick design, omnichannel coherence etc… but we don’t talk much, in that context, about the next big thing: the Internet of Everything.

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Let’s start with the basics of marketing, the 4 Ps: Product, Place, Price and Promotion. They were introduced by McCarthy in the 1960s and have been used ever since to define marketing strategies. Since then, we have come a long way and although the 4 Ps are still valid, we now also have to decide on omnichannel approach, customer experience, customer value and technology.

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On average, customers will tell 15 people when they’ve had a good experience with a brand. They will tell 24 people when they’ve had a bad one. In this day and age, where virtually everyone has a digital megaphone, this fact might frighten you. Heck, maybe it should.

Extreme customer centricity is one of the new challenges that marketers are facing in 2013. Customers want to be heard, and they want to be heard now. Actively taking your customers into account should be front and center for your business. Losing a client is always unfortunate, and it is important to keep in mind that it is 5 times more expensive to acquire a new customer as it is to retain an old one.

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