Member Since: 11th Mar 2004
Director Clicktools Ltd
19th Aug 2015
A useful contribution - as usual.
There is one point I want to consider further and that is the role of emotions. You are right when you suggest that in many core decisions, we take a considered view and not an instant, emotional view. It is important however not to under-estimate the 'hidden' power of our sub-conscious emotions and values.
Research shows that when making purchase decisions, even considerable ones like a new car, we do not take information at face value. We tend to give greater weight to information that supports a choice we have already made subconsciously and down-play the reliability or influence of information that does not support this. Of course, awareness of this helps but that unseen influence is difficult to over-ride because it is so deep-seated in our psyche.
I recommend the work of Prof Gordon Brown at Warwick University for anyone wanting to learn more.
17th Jun 2014
As usual, Moira and the Henley team have made a useful contribution to the feedback and customer experience debate.
I see our customers using a range of methodologies with mixed results. The key is not which method you use but how well you use it.
If you want a quick overview of the different methods, we have produced a short guide.
4th Feb 2013
Alan has it right: adding value to customers is vital and the key is mutuality. I do not mean mutuality in terms of ownership structure but as an attitude of mind. Mutuality is about doing things that are of as much benefit to the customer as they are to the company, if not more so.
By taking this attitude, trust will grow and with that will come a willingness of customers to share more information. That sets up the potential of a virtuous cycle as the more help you provide to customers, the more they value the relationship, the more information they are willing to share and therefore the more value you can add to them. This is also likely to lead to an increase in positive word of mouth, thus adding momentum to the virtuous cycle.
In this context, mutuality has nothing to do with ownership structure. Many of the most mutual (in this context) companies are publicly listed and few 'mutuals' actively practice mutuality. If you want to know if your company is truly mutual, look at what the executive team measure, do and reward. Note I did not include what they say as I have found that in this arena of business, words are worthless unless they are backed up.
By the way, if you think this is a challenge now, you 'aint seen nothing yet. If you want to know why, read my blog on why marketing as we know it just might be dead.
1st Dec 2011
Your 12 for 2012 are all very worthy but if effective marketing is really a dialogue, the list should include some reference to listening to customers and the market. We have a natural model for communication possessing as we do two ears and one mouth. Is marketing's role in engaging customers only about talking more and in more different ways?
8th Oct 2009
For anyone going to OpenWorld, pop into the CRM On Demand Inner Circle Pavilion and visit us - a UK based SaaS success story.
23rd Feb 2009
Shaun is right to identify trust as a vital trait in both business and consumer purchases.
Trust is essentially an emotional response but is not just an intangible emotion; it can be broken down into its constituent parts for each customer segment. We have used a hierarchy of trust to help our customers design their feedback programmes. Identifying the emphasis customers place on different aspects of trust helps companies track their performance in this key area.
27th Jan 2006
You are right to point out the big companies that support the Salesforce.com AppExchange but don't forget UK based companies like Clicktools that are also forging the Software as Service market in partnership with salesforce.
20th Jan 2006
As a salesforce partner, I'd have to say that AppExchange looks like a winner. Customers can preview and then install Clicktools very easily. Whilst the integration is a challenge, for true on demand apps it's not too complicated.
This thing has real potential.