How to Power up Your B2C Marketing Strategies with Surprising B2B Secrets

As has been claimed for decades, there are differences between B2C marketing strategies and those of business-to-business (B2B).

However, as companies continue to evolve in an increasingly digital landscape, these disparities, while significant, share the underlying goal of establishing meaningful connections with the people who buy their products and services. 

As companies strive to navigate the complexities of their respective markets, the learnings one can gain from examining the nuances of both B2B and B2C marketing become self-evident.

This is why I decided this week to examine not only the unique challenges and opportunities inherent to each industry, but also to reveal the transformative insights one sector can adopt from the other.

 

Understanding the Landscape of B2B vs. B2C Marketing

At the heart of all effective marketing strategies lies the principle of satisfaction and connection. It involves understanding the needs, desires, and behaviours of your customers/consumers/clients (C³ – now you know where our company name comes from!)  and then composing messages that resonate with them. However, the path to achieving this relationship differs significantly between B2B and B2C marketing.

B2B Marketing: The Complex Web of Decision-Making

B2B marketing focuses on addressing the needs, interests, and challenges of the decision-makers who make the purchases on behalf of their organizations. This realm is characterized by:

  • Longer Sales Cycles: B2B transactions often involve substantial investments, necessitating a more extended period of deliberation, approval, and procurement processes.

A study by Gartner highlighted that 77% of B2B buyers stated their latest purchase was very complex or difficult. B2B transactions, such as IBM’s enterprise software solutions or Caterpillar’s heavy machinery, involve substantial investments and can extend for months or even years. This complexity necessitates marketers to engage in continuous nurturing strategies, educational content provision, and stakeholder management to guide the decision-making process.

  • Rational Decision-Making: Decisions are driven by logic, return on investment (ROI), and efficiency gains, requiring marketers to focus on the value proposition and detailed product information.

B2B decisions are driven by logic and ROI. For instance, Salesforce markets its CRM solutions by highlighting efficiency gains, scalability, and improved sales metrics, appealing directly to organizational goals and the bottom line.

  • Relationship Building: Given the smaller target market and higher stakes involved, forging strong, long-term relationships with clients is paramount.

The emphasis on cultivating long-term relationships is exemplified by the account-based marketing (ABM) approach, where companies like Adobe focus on individual client accounts as markets in their own right, customizing their marketing efforts to each account’s specific needs and history with the brand.

B2C Marketing: The Emotional Journey

In contrast, B2C marketing targets directly individual consumers, tailoring strategies to meet their personal preferences and behaviours. This sector is typified by:

  • Shorter Sales Cycles: Purchases are often impulsive or based on immediate needs, leading to quicker decision-making processes.

B2C purchases, ranging from impulse buys like a new pair of Nike sneakers to more considered purchases like a Peloton bike, often involve shorter decision times. Nike excels in creating an emotional appeal through inspirational storytelling, directly influencing

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The New Strategic Growth Blueprint for Successfully Reimagining Market Research

It is a well-known fact that when budgets are tight, marketing is usually one of the first departments to suffer cuts, and market research in particular!

Why is this? I believe it is because their ROI is longer-term and often difficult to prove. They therefore make the perfect target for sweeping reductions. What they all need is a strategic growth blueprint.

A few years ago, I was asked to talk on this topic at the Planung&Analyse conference in Frankfurt. Despite rave reviews of the talk itself, many commented that they would have liked me to propose some sort of formula to help them to better defend themselves. So I decided to do just that with this post, but first a warning; customer understanding is being lost!

According to research by BurtchWorks, 20.7% of researchers changed jobs after an average of 3.1 years in their position. However, those with over ten years experience showed slightly lower levels of churn (17.8% and 3.4 years)

A study from Spencer Stuart among CMOs of Fortune 500 companies found that the average tenure is 4.2 years, roughly on par with the rest of the C-suite (4.4 years), with B2B companies (4.4 years) slightly better off than B2C (4.1 years).

These numbers made me realise that customer understanding risks being forgotten and then constantly reinvented by newly hired people in marketing and market research positions. What a waste of resources!

But there is something that you can do to increase the ROI of your spending, which is something the C-suite has long demanded of marketing departments. And that is to develop a CMO Strategic Growth Blueprint that includes reimagining market research and how data and information are used.

 

The ROI of Market Research

The challenge of proving the value of market research (MR) has also been a hot topic for more than a decade. And yet we didn’t seem to be any closer to solving it, at least until recently. I think that this is because all the studies I have seen on the topic concentrate on identifying what is wrong, but rarely offer help in what to change to provide more visible value to their companies. I want to put this right.

The CEB / Gartner Analysis: This analysis concludes that MR provides two types of value. Firstly from new projects and secondly from accumulated knowledge over time. By plotting these two, they came out with a three-phase progression of how MR can add value to an organisation. (see below)

CEB / Gartner MR Value

However, with both marketers and market researchers changing jobs (too) frequently, there is far less accumulated knowledge than previously. But don’t worry I have the solution in the form of a new model of CX, which I will explain in a moment.

 

The BCG Analysis: A few years after the CEB study, BCG (Boston Consulting Group) updated their own analysis of research they first ran in 2009. They came out with a slightly more differentiated four phases of value for MR as … Click to continue reading

The CMO’s 5-Step Guide to Boosting High-Quality Traffic and Customer Engagement

What is the cornerstone of sustainable growth and competitive advantage today?

The answer is that a business can benefit from technology in this digital age to attract high-quality traffic and engage customers effectively.

This guide is for all executives who recognize the critical role that strategic, data-driven customer engagement plays in their company’s success.

 

Understanding the Challenge of Getting High-Quality Traffic

The explosion of systems and platforms means that the digital landscape is crowded and noisy. With millions of websites vying for our customers’ attention, driving high-quality traffic that converts into loyal customers requires more than a scattergun approach to marketing.

It’s about delivering the right message, to the right people, at the right time. Well, at least that means that nothing has changed for marketing, doesn’t it?!

According to HubSpot, 61% of marketers consider generating traffic and leads to be their biggest challenge.

So why has this become even more challenging? Because consumer behaviour has evolved.

Today’s consumers are inundated with choices and information, making them more selective about where they direct their attention and loyalty.

They seek personalized experiences, and value authenticity and engagement over generic sales pitches. This shift demands a strategic overhaul of how companies approach customer engagement and traffic generation.


Join our Ultimate 60-mins CX Makeover to discover a new way to decrease information investments while simultaneously deepening the knowledge of your market and customers.


Leveraging Data for Personalisation 

The key to unlocking high-quality traffic lies in data-driven personalization.

A study by Epsilon found that 80% of consumers are more likely to purchase a brand that provides personalized experiences.

By leveraging data analytics, marketers can gain insights into customer preferences, behaviour, and purchase history, enabling them to tailor their messaging and offerings.

Consider Netflix, which uses viewing data to personalize recommendations for its users. This data-driven strategy not only enhances user engagement but also keeps customers coming back for more.

By analyzing the vast amounts of data available to them, Netflix can predict what its users will enjoy watching next, leading to increased customer satisfaction and retention rates.

The Power of Content Marketing to Attract High-Quality Traffic

In Conclusion

Driving high-quality traffic and engaging customers in today’s digital landscape requires a strategic, data-driven approach. By leveraging personalization, content marketing, SEO, and social media, and by measuring the success of these strategies, CEOs and CMOs can not only meet the challenge head-on but turn it into a significant opportunity for growth and differentiation.

Embracing these strategies requires a commitment to understanding your audience deeply, experimenting with different approaches, and continuously optimizing based on data insights. The rewards, however, are in terms of customer loyalty, brand strength, and business growth.

 


Would you like to make a quantum leap in your business by making small, atomic changes, such as reducing your information investments yet still knowing more about your customers; increasing your innovation success rate or optimising employee motivation and loyalty? Then CONTACT US TODAY. Your organization’s success could be at the end of our

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The Power of Atomic Change to Unlock Quantum Growth in Any Business

Organizations must be agile and adaptable to thrive in today’s rapidly evolving business landscape. This is why atomic change is more effective than quantum disruption.

The traditional approach to turbulent times has always been a monumental, top-down transformation. But this is no longer the only path to success and is certainly not the most effective.

Today, many companies are turning to a more nuanced strategy: atomic change. Atomic change is the father of agility and clarifies what is needed to meet our ever-changing world.

 

The Nature of Atomic Change

Atomic changes, also known as incremental or small-scale changes, involve making discrete adjustments to various aspects of a business. These changes are often gradual but collectively lead to significant transformation over time.

Let’s explore the key advantages of this approach:

1. Reduced Resistance: Atomic changes are met with less resistance from employees since they are usually less dramatic. A Gartner survey found that employees’ willingness to support enterprise change fell from 74% in 2016 to just 43% in 2022. So clearly atomic changes are the way to go.

Another survey, this time from Wharton, found that 70% of employees are more likely to embrace smaller, incremental changes compared to large-scale transformations. And McKinsey found that companies which failed their transformation programs identified employee resistance or management behaviour as the major barrier (72%) to success.

When Microsoft implemented its move from Windows 8 to Windows 10, they initially faced resistance from users who were accustomed to the older operating system. To address this, Microsoft introduced a series of atomic changes through regular updates and improvements to Windows 10. Over time, users began to appreciate the gradual enhancements, resulting in a higher acceptance rate and reduced resistance.

2. Faster Implementation: Another research study from McKinsey indicates that atomic changes can be implemented 30% faster, on average, than large-scale transformations. This seems obvious, but it is good to keep in mind in today’s dynamic business environment.

Amazon, known for its agile approach, continuously makes atomic changes to its e-commerce platform. They frequently implement small updates and new features, allowing them to respond swiftly to market demands. This rapid deployment strategy enables Amazon to maintain its competitive edge in the fast-paced online retail industry. It also allows them to identify winning concepts while highlighting and quickly removing those which don’t resonate with customers.


Join our Ultimate 60-mins CX Makeover to discover new ways to implement atomic change in your own organisation.


Statistics That Speak Volumes

The effectiveness of atomic change is not just anecdotal; it is backed by compelling statistics:


1. Employee Engagement
: A Gallup poll revealed that organizations that frequently implement small, incremental changes report 25% higher employee engagement levels than those relying solely on large-scale transformations.

Google’s “20% Time” policy is a famous example of fostering employee engagement through atomic changes. Google encourages its employees to spend 20% of their work hours on projects of their choice. This practice has led to the development of innovative products like Gmail … Click to continue reading

Feedback Fuelled Success: The Dynamic Duo of Continuous Improvement and Customer Insights

Last week I spoke about the importance of actioning customer feedback, so I want to now focus on continuous improvement by using the information to optimise the brands and services you offer.

 

The Customer’s Need for Continuous Improvement

The only constant in business today is change! And customers expect businesses to be constantly adapting and preparing for their future needs.

A survey by Salesforce reported that 76% of consumers expect companies to understand their needs and expectations.

Thriving in this dynamic environment requires a commitment to continuous improvement and a deep understanding of customer needs and preferences.

Businesses that embrace these practices enhance their products and services and craft exceptional customer experiences, setting themselves apart from the competition.

This blog looks at the critical role of continuous improvement and customer feedback, offering insights and strategies to help organizations stay ahead and resonate with their market.

 

The Value of Continuous Improvement

Continuous improvement is not just a strategy; it’s a mindset that drives business growth and success. In a world where customer expectations are continually evolving, companies that prioritize ongoing improvement can adapt, innovate, and remain competitive.

For instance, Toyota, through its Kaizen philosophy, has seen a significant reduction in production costs and an increase in vehicle quality.

1.1 The Concept of Continuous Improvement

Continuous improvement, a philosophy embodied by concepts like Kaizen and lean management, is about making small, incremental changes that collectively lead to significant enhancements.

This approach is not just about streamlining processes; it’s about fostering a culture where every team member is empowered and encouraged to seek out ways to enhance performance and productivity.

A study by Bain & Company revealed that companies embracing lean management and continuous improvement techniques saw a 20% increase in customer satisfaction and a 35% growth in financial performance.

1.2 Benefits of Continuous Improvement

The benefits of continuous improvement extend beyond operational efficiency. It’s about nurturing a proactive culture that anticipates and responds to changes swiftly.

Organisations that adopt this approach witness improved productivity, heightened customer satisfaction, and a robust capacity for innovation. It’s not just about doing things right; it’s about doing the right things, continually.

For example, Motorola’s Six Sigma program has reportedly saved the company over $17 billion over the years.

 

Leveraging Customer Feedback for Improvement

Customer feedback is an invaluable resource, offering direct insights into what’s working and what’s not.

Microsoft’s decision to reintroduce the Start menu in Windows, following widespread customer feedback, significantly improved user satisfaction and acceptance.

2.1 Listening to Customer Voice

Customers interact with businesses through various channels, each offering unique insights. From surveys to social media interactions and direct customer service engagements, understanding how to collect and leverage these interactions is crucial.

Each channel provides a different perspective, collectively offering a comprehensive view of customer sentiment and experience.

Adobe’s Digital Trends Report highlighted that companies with strong omnichannel customer engagement strategies retain on average 89% of their customers compared to 33% for companies with weak omnichannel strategies.

2.2 Analyzing Customer Feedback

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Actioning Customer Feedback: The Secret to Turning Difficult Customers into Loyal Advocates

Difficult customers!

Every business has them, and no one likes to get customer feedback that is challenging to handle. So what’s the secret to turning difficult customers into loyal advocates?

The most important thing to remember is not to think of customers as difficult but merely as angry, frustrated or disappointed with the product or service they bought from us.

You may never have considered this, but customer complaints are actually a gift! Research shows that for every customer who complains, there are 20 or more who don’t complain and just switch to your competitor!

Wouldn’t you prefer to have the chance to retain their loyalty? That’s why you should do everything possible to respond quickly and positively to every complaint.

 

The Gift of Customer Complaints

When a customer reaches out with a complaint, they are offering you the chance to improve and strengthen your business in several ways:

  1. You get the chance to put things right and make them happy.
  2. You get the chance to stop them churning/leaving for the competition.
  3. You get the chance to delight them so they share their experience with others and build your positive image.

Let’s look at these in more detail, using recent examples to demonstrate best practices:

Correcting Mistakes:

  • Netflix: Netflix is known for actively monitoring customer complaints and using advanced data analytics to identify and correct issues. When they encountered streaming problems in the past, they quickly addressed them by upgrading their infrastructure, leading to improved service quality. This is a great example of exceeding the customer’s expectations, creating even greater delight.
  • Toyota: Toyota has a history of addressing product quality concerns promptly. In the case of the 2010 recall, due to accelerator pedal issues, Toyota swiftly communicated with affected customers, provided fixes, and introduced enhanced safety measures.
  • Samsung: Samsung’s handling of the Galaxy Note 7 battery issue is another prime example. They recalled and replaced the faulty devices, prioritizing customer safety and satisfaction. This transparent and rapid response helped mitigate the impact on their brand reputation.

Customers expect you to put things right. They don’t expect more than that in most cases. So going above and beyond will immediately change a negative into a positive event that the customer will share with their friends and family.

 

Preventing Churn:

  • Comcast: Comcast has made efforts to reduce customer churn by offering flexible plans and improved customer service. They introduced “Xfinity Mobile” to bundle mobile services with cable and internet, aiming to keep customers within their ecosystem.
  • Adobe: Adobe’s transition to a subscription-based model for Creative Cloud faced initial resistance. However, they addressed customer concerns and objections by continuously improving the platform, leading to higher customer retention rates.
  • Spotify: Spotify uses personalized playlists and recommendations to engage users. By analyzing user data and preferences, they reduce churn by providing a tailored experience that keeps users coming back for more.

This last example shows how a company quite often has the data it needs to better … Click to continue reading

A New Breakthrough Model of Customer Experience – Quantum Customer Centricity™

The World Has Changed. Everyone is talking about the importance of customer centricity. But they should be actioning quantum customer centricity! Let me explain.

Many people think that customer centricity is the same as customer experience. They’re wrong! At least if they are thinking about the traditional CX model.

As we start a new year, I am celebrating the official launch of the New CX Model Quantum Customer Centricity™ (QC²) … Beyond CX. After decades of learning and experimentation, I created QC2 so that every business can successfully adopt a customer-first strategy, and become more agile, more resourceful, and experience increased market growth.

 

Adopting a Customer-First Strategy is Essential

The CX Index states that 90% of businesses, regardless of the vertical they are operating in, have made CX their primary focus. And research by Gartner concluded that 80% of organizations expect to compete mainly based on CX.

Therefore, you could already have been left behind, unless you’ve started on your journey to increased customer centricity! But there is a big difference between talking about putting the customer first and doing so.

The CEI Survey found that 86% of buyers will pay more for a better customer experience. However, only 1% of customers feel that vendors consistently meet their expectations.

That’s good news for you late adopters, as it means you may still have time to benefit from delivering a better CX experience for your customers, but you must act NOW!

And anyway, why wouldn’t you? The benefits are huge!

According to research, customer-centric companies grow their revenues 4% to 8% faster than their market competitors. Not only that, 79% reported significant cost savings, and 84% increased their revenue.

But how do you optimise your own customer-first strategy, and where do you begin?

 

Why Traditional CX is Letting You Down Without You Even Knowing It!

Most discussions about customer experience only consider the interaction between the customer and the company. As a result, most effort goes into improving customer service departments and call centres.

Since these departments tend to be either small or even outsourced, changes to them have little impact on how a business works. And unfortunately, they are also rarely of great interest to top management.

The customer journey is often seen as linear and only impacting the different departments at distinct points in time. Even if customer emotions are considered at each touchpoint, which is already an improvement on the usual journey map, it remains limited and static.

In addition, information about the customer may be gathered, but it is rarely shared across departments, let alone integrated for deeper knowledge and understanding of the customer.

All of this has resulted in individual actions being taken without a holistic view of the customer or their experience. That is why so few organisations succeed in delighting the customer with their customer-first strategy adoption.

It’s time for a new CX model!

 

The Quantum Customer Centricity™ (QC2) Model

The new CX model, Quantum Customer Centricity™ … Click to continue reading

Top Posts of 2023 on Customer Centricity

Here at C3Centricity, we publish books (Winning Customer Centricity), articles and training on customer centricity, because we’re passionate about helping companies to successfully adopt a customer-first strategy.

Since we founded C3Centricity in early 2011, one of our traditions has been to share the most popular posts on customer experience at the beginning of each new year. 

This past year has been particularly successful for C3Centricity, with many of our newest posts getting the top scores globally! This is quite tough for a blog that has been running for almost 13 years and highlights the quality of the content we share with you each month.

Of course, there are also a few perennials that have been appearing in our top 10 list for years, like insight development and customer observation. Since no brand is successful without a foundational insight, and customer understanding is its major essential element, these two will always be popular – they also are on Google’s first page, which certainly helps and confirms the quality of their content.

So let’s have a look at the Top 10 list in 2023, and see if your own favourites are there. If not, then please let us know in the comments. Thanks.  

#1. Five Brilliant Ideas to Boost Your Insight Development

Boost your insight developmentThis post regularly appears in the top three posts on C3Centricity. This shows the quality of its recommendations and content. And the importance of business insights. 

Ever wondered why you struggle to develop actionable insights? This post shares some of the main reasons why even large companies sometimes fail at this essential art. Then, it offers some suggested solutions to help you.

Insights are the foundation on which every single successful brand is built. If your brands are lacking strong positive growth, they are probably missing that insight that will make them powerhouses.

So it is vital that you learn how to develop them and then how to action them in your communications and innovation. Again, if you struggle to action your insights, you’re most certainly missing one of the steps covered in this post.

To stimulate your thinking, the article includes many real-world examples of how great insights can be turned into powerful ad campaigns that connect with customers and motivate them to buy.

If you’re ready to finally learn how to develop actionable business insights, check out our online course on the topic HERE.

#2. Five Rules of Customer Observation for Greater Success

Measure your company image

This post has also been among the top articles on C3Centricity for many years. It is a cornerstone post that is regularly updated to remain highly relevant in today’s marketplace.

Its popularity clearly shows the need we all have to understand how to get up close and personal with our customers – the right way.

The five rules it includes are easy to follow and will make every occasion to watch and listen to your customers so much more interesting and valuable.

And if you want to learn how to watch

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7 Secrets to Business Growth from Leading Global Brands

Whenever several people ask me to share my strategies for achieving business growth, it indicates that something significant is happening in the marketplace.

This is precisely what happened to me a few months ago. No less than two of my current clients and four new companies have asked me for support in growing their businesses in just the past month! In particular, they have all said that one or more of their brands is stable (to be polite) and that they want to reverse their (negative) trend.

Is this your situation, too? Did you also struggle to achieve growth this year? If so, I have a useful 7-step process that will bring you rapid change in 2024. (although if I were one of the self-proclaimed “gurus” we all see on social media these days, I probably would guarantee you results in days or weeks, shouldn’t I?!!)

I believe that one of the major issues in marketing these days is that companies are following an incomplete, outdated CX (customer experience) model.

 

The Need for a New CX Model

The CX Index states that 90% of businesses, regardless of the vertical they are operating in, have made CX their primary focus. And research by Gartner concluded that 80% of organizations expect to compete mainly based on CX.

This should be good news for customers, but there’s a problem.

Most discussions about customer experience only consider the interaction between the customer and the company. As a result, most effort goes into improving customer service departments and call centres.

Since these departments tend to be either smaller or even outsourced, their changes have little impact on how a business works. They are also of little interest to top management.

The customer journey is seen as linear and only impacts different departments at distinct points in time. Even if their emotions are considered at each touchpoint, which is already an improvement, it remains static.

In addition, information about the customer may be gathered, but it is rarely shared, let alone integrated, for deeper knowledge and understanding.

This has resulted in individual actions being taken without a holistic view of the customer or their experience. That is why so few succeed.

 

Quantum Customer CentricityQuantum Customer Centricity (QC2) takes a multi-dimensional view of the four moving parts of a customer-first strategy. It boosts business by leveraging your strengths while identifying the biggest opportunities for growth. It finds the small, key changes that will maximise your company’s benefit.

And these smaller atomic transformations are far more likely to succeed than larger ones.

QC2 is a breakthrough approach that integrates rather than replaces what you are already doing well, so progress is made faster and usually also considerably cheaper.

It creates greater agility, delivering more targeted and accelerated results than most of the traditional models typical to larger organizations.

If you’d like to learn more about QC² and what it can do for your business, you can download a free copy of the book “The Click to continue reading

Using AI to Delight Your Customers With More AI (Authentic Interactions)

Artificial Intelligence (AI) has become an integral part of our daily lives and has revolutionized how we interact with technology and businesses. This post discusses how to use AI to enhance customer experience with another AI, authentic interactions.

Over the past year, the AI landscape has witnessed a significant shift from AI versus AI competitions to AI working in collaboration with AI. Although AI-driven interactions have made significant progress, it is time to take them to the next level by integrating authentic interactions with AI to deliver exceptional customer experiences.

Let’s examine how AI has evolved in customer relations and explore ten ways in which businesses can integrate authentic interactions with AI to enhance customer experiences.

Get ready to delve into a world where technology meets humanity, where the future of customer engagement is not AI versus AI, but AI working in tandem with AI.

 

The Evolution of AI in Authentic Interactions with Customers

Over the years, AI has greatly evolved in customer interactions. Initially, AI was used to automate monotonous tasks and to provide quick and efficient responses to customer inquiries. However, the early AI systems were often inflexible and could not understand and adapt to the subtleties of human communication.

With the advances in AI technology, we have seen the emergence of chatbots and virtual assistants that can engage in more natural and context-aware conversations.

This development has led to a shift from the traditional AI versus AI approach, where AI tries to outsmart or outperform other AIs, to a more collaborative approach known as AI + AI.

 

AI + AI: The Future of Customer Engagements

The combination of AI and AI marks a significant change in how businesses utilize AI technologies for authentic customer interactions. Instead of setting one AI system against another, businesses are now concentrating on integrating multiple AI components to function together fluidly, ultimately improving customer experiences.

Here are ten methods to integrate authentic interactions with AI to achieve this goal:

1. Embracing Emotional Intelligence (EI) is crucial for AI. It involves training algorithms to recognize and respond to human emotions by understanding cues such as tone of voice, choice of words, and facial expressions.

This helps AI to gauge a customer’s emotional state and respond appropriately with empathy and support. When AI acknowledges their feelings, customers feel heard and valued and offer personalized solutions.

I believe pre-programmed responses should be banned as they are easily recognized and do more harm than good. Call centre representatives should be given the autonomy to do what’s best for the customer within certain guidelines. If you’d like to read more about delivering best-in-class customer service, read the post: “7 Ways to Deliver Awesome Customer Service & Build Loyal Advocates”

2. Human-AI hybrid teams combine the best of both worlds by utilizing the strengths of humans and AI systems. AI is highly efficient in handling routine tasks and queries, allowing for quick and seamless responses to customers.

However, when complex issues arise or when human empathy

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Do Less Market Research But Know Much More About Your Customers

Do you always need the market research studies you run?

You might have seen a recent post of mine on LinkedIn where I said how frustrated I am with marketers who start with a survey when they have a question, rather than ending with one.

If you too have this habit, then I want to share how you can do fewer surveys and yet still know much more about your customers. 

Let me start by saying that I am not suggesting that companies don’t run market research. Rather, I am proposing that they don’t conduct a survey before having reviewed their current situation in detail. And in particular, the information that is already available inside the organisation.

In many companies, there is far more information available than people realise. Research shows that 68% of data is not used by businesses who invest in it — that’s over two-thirds of data – and budgets – wasted!

To make optimum use of your resources – time, money, and people – my suggestion is to first gather and analyse what is already available. In this way, any research that is conducted will be far more focused, and usually faster and cheaper too!


In my CATSIGHT™ process for actionable insight development, data gathering is the sixth of the seven steps! If you’d like to learn more about it, then do check out my online course on the topic. In under two hours, you will learn how to easily develop insights that can be immediately put into action.


 

Ten Reasons NOT to Run Market Research

One of my cornerstone posts here, which continues to receive hundreds of views every month is “Ten reasons NOT to conduct market research.” In summary, I advise leaders to avoid surveys:

  1. Where the objectives are not well defined, and the issue or opportunity needs further clarification.
  2. Where the cost of running the survey exceeds its value, especially in how the information will be used.
  3. Where the budget is too small to do an adequate job of information gathering. In this case, corners will be cut, either in terms of the depth of the investigation or in the sample size.
  4. Where the time available to run and report on the project is too short. This is often a problem when new products or communication campaigns are being tested, and there is a delay in their delivery for testing.
  5. That could “tip off” the competition by researching the confidential topic. Obviously running projects on ultra-secret development work is ill-advised unless you carefully control who is interviewed.
  6. Where the findings would not be actionable. Hopefully, this can be avoided by having detailed clarification of the objectives of the study.
  7. That are motivated by internal politics, such as to prove a point, rather than by a need for information.
  8. That are designed to measure trends that progress too slowly or too fast and thus will provide insignificant changes.
  9. Where the agency used to gather the information is unreliable or unethical. This may
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The Power of Creativity: How to Foster Innovation in Your Organization

How important is innovation in your organisation? You’re missing out on revenue and growth if it is not one of your top three objectives!

Innovation isn’t just a buzzword; it’s a critical component of success. Companies that embrace innovation consistently outperform their competitors, adapt to changing market conditions, and create sustainable growth.

To truly ignite innovation, organizations must foster a culture of creativity and continuous improvement. In this blog post, we’ll explore the importance of this culture and provide insights, statistics, and real-world examples to help you cultivate it within your own company.

 

The Imperative of Innovation in Your Organisation

Innovation is not an option but a necessity. Customers rarely stay satisfied for long these days and are constantly looking for something better.

According to a PwC Global Innovation Survey, 80% of CEOs believe innovation is a key driver for business growth. This sentiment is supported by hard numbers: Companies that prioritize innovation are 50% more likely to outperform their peers over a ten-year period, as reported by McKinsey.

But what exactly is innovation? Wikipedia defines it as:

The practical implementation of ideas that results in the introduction of new goods or services or improvement in offering goods or services.

As you can see it has ideation as its foundation, which already gives an indication about nurturing it in organisations.

It is usually accepted that there are three main types of innovation: product innovation, process innovation, and business model innovation. Since I always try to take the customer’s perspective, we will be concentrating on product and, to a lesser extent, service innovation in this article.

So, how can you leverage the power of innovation in your organisation to drive growth, stay competitive, and future-proof your business? The answer lies in creating a culture that values creativity and continuous improvement.

 

Creating a Culture of Creativity

There are three main ways you can encourage more creativity in your business. Or should I say there are three ways to stifle creativity if you don’t follow these three rules?

Encourage Open Communication: Open and free communication is one of the cornerstones of a creative culture. Employees who feel heard and valued are likelier to share their ideas and insights.

In a study conducted by Gallup, organizations with high employee engagement were found to be 21% more profitable and 17% more productive than those with disengaged staff.

Engaged employees outperform their peers because they tend to be more innovative, and efficient, and have higher customer retention rates. This illustrates that a culture of creativity isn’t just about generating ideas; it’s about harnessing the collective intelligence of your workforce.

Example: Google is a great example of a company that has understood and embraced this concept. Their famous “20% time” policy, where employees are encouraged to spend 20% of their work hours on projects of their choosing, has led to innovations like Gmail and Google News.

Embrace Diversity: Diverse teams are more likely to generate innovative ideas. We all know that men and women … Click to continue reading

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