Customers

Customer Value Pulses

Customer value pulses are targeted waves that result in steady, rhythmic increases in market growth and value production. Market growth and value production can each happen independently, but then you experience them as propped up by your effort, leaning heavy on the work you must continue just to keep them alive. Better to bring the two together and let them support each other, even create synergies together.

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Save a Dollar – Lose a Customer

Buca di Beppo, you may know, is a chain of Italian restaurants. Their particular focus has been rustic, family-style Northern Italian food. Although it’s a chain and has grown like gangbusters, until recently they seemed to have retained their authentic charm, which included great food, service, ambiance, the whole package. My foreshadowing skills are awful, so you can probably already ...

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The Evil Downside of Gift Cards

This past holiday season I saw probably one too many articles trumpeting the value of gift cards to retailers and how they are a great thing for retailers. My skeptic side starts coming out as I see article after article appear, and I have to start asking "Is the increasing prevalence of gift cards as a holiday gift (primarily Christmas) a good thing for retailers?"

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Building an Experience

As people become ever more immune to traditional advertising and marketing, branding will become more important. Branding is all about building an emotional connection with customers. Making the decision to follow a strategy focused on building a brand is not without peril, however, as it means that you will have to choose to not do certain things, like pursue a low price strategy.

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