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Jennifer Kirkby
Member Since: 10th Jun 2002
Jennifer Kirkby
Managing Director White Waves Ltd
  • Articles
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12th Aug 2010

Jennifer Kirkby: How can we crack consistent customer experience?

Jennifer Kirkby relays the discussions and experiences of top brands who are looking to tackle the issue of creating consistent customer...
Engagement
1st Aug 2008

Is customer loyalty an outdated concept?

The balance of power has shifted from companies to consumer and customer loyalty is waning. Now more than ever, organisations need to...
Loyalty
3rd Jul 2008

Bridging the trust gap: The new thinking on customer lifestage and lifestyle

You can also download this report in PDF format. Download now! A trust gap exists between customers and companies because organisations do...
Data
4th Oct 2007

Part five: learning from what you hear

To learn more about the customer and deepen engagement, data needs to be turned into actionable insight for staff, with outcomes collected...
Strategy
4th Oct 2007

Part four: what data should you collect?

By Jennifer Kirkby, consulting editor So, on the basis you shouldn't collect everything, what data might be useful? Master data – key, must...
Strategy
4th Oct 2007

Part three: you can't listen with hearing impediments

Once you have understood the permission and security environment, then comes the listening. But you don’t need to listen to everything,...
Strategy
4th Oct 2007

Part two: don't be a stalker - get permission to engage

Gaining trust and reducing risk is the first rule for collecting and using customer data. To achieve that, you must understand the cultural...
Strategy
4th Oct 2007

Listening and learning - The intelligence of data

Exactly 10 years ago I was running a marketing database project. My employer had spent large sums of money collecting data into a data...
Strategy
30th Mar 2007

Part three: skills building, performance and rewards

By Jennifer Kirkby, consulting editor A key concept of the ‘narrative school’ is that cultural energy is the responsibility of every...
Sales performance
14th Dec 2005

2006 - Company (Relationship??) Management

Ten past nine on a Sunday morning, a rich gold light pours into the cosy warmth of my dining room, frosted red twigs and evergreen shimmer...
Strategy

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