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  • A bill is too valuable an opportunity to be left with anyone but a marketer

    Russel Parson said in a blog post in Marketing week “Imagine if you were offered the opportunity to create advertising mail that will be read by millions of consumers every month. Well, that opportunity is not too far from your reach”

    He added: “The impact of receiving a bill that looks to have input from the creatively bent, that is pleasing to glance at is two-fold. It will both leave the consumer with a more favorable view of the sender and make them more likely to dwell and react to any marketing message included.”

    I totally agree - do invite Marketing...

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  • Have You Made Personalized Communications Part Of Your Business Strategy?

    It has been in the news recently that Sony, one of the largest suppliers of consumer electronics in the 80’s and 90’s is losing ground, partly due to the lack of embracing the concept of customer experience. I mentioned in one of my previous blogs that experience gives us longer-lasting happiness. In Sony’s heyday, the 80’s and 90’s, there was no social media, email was just starting, and mobile devices were nothing like they are today. So the idea of personalized communications wasn’t really on the radar even though companies gathered tons of personal information which was simply stored in...

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  • Marketing Challenge #2: Building loyalty with "Surprise and Delight"

    3 Scandinavia StreamServe testimonialKeeping customers happy has long been a lynchpin of building customer loyalty. Loyal customers spend more over time, becoming advocates of your brand. And it costs less to retain the customers you have, versus acquiring new ones.

    Companies are continually looking for new and innovative ways to build customer loyalty – some are turning to the unlikely medium of their monthly customer invoices.

    While many of us don’t exactly dread opening our monthly...

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  • Communicate to improve Customer Experience

    Researchers say that paying for experiences gives us longer-lasting happiness because, for one, we can reminisce about them. That’s true for the best experiences and even the most middling of experiences. Another reason that scholars contend that experiences provide a bigger pop than things is that they can’t be absorbed in one gulp — it takes more time to adapt to them and engage with them than it does to put on a new leather jacket or turn on that shiny flat-screen TV.¹

    This got me thinking about how companies try to ensure a customer has the best experience with them....

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  • Shouldn’t the Chief Communications Officer (CCO) also be looking at personalized customer communications?

    Not too long ago I read an article about the important role of the Chief Communications Officer (CCO). The article stated that this role is no longer only to make sure the CEO and other executives get profiled in the news or just drive the creative ad campaigns but rather to help drive a profitable business. Interestingly, nothing was really mentioned about how CCO’s should use current technology to communicate in a personalized way to the company’s customers.

    A consistent personal customer experience across all methods of access and preferred distribution channels is required by customers, who often choose to change...

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