This post shares results of recent research focused on innovation selling across different cultures. The authors recommend an effective strategy and specific tools for motivating international sales force which can increase company’s financial performance when selling innovation.
This post was originally published in 2014. By Nancy J. Sirianni Brands are created by companies, but it’s the end customer who ultimately determines what the brand means to them. So, how do customers come to truly understand a brand and what it stands for? Service brands are experienced on a personal level, with employees …
How can a single encounter turn a once beloved customer into a brand terrorist? What sort of event transforms a low value customer into a brand advocate? Through a series of studies spanning multiple industries (banking, hospitality, B2B/manufacturing), our research team examined more than 5,000 encounters with customers to identify what made some events forgettable and others really critical, or what we call transformational relationship events (TREs).
By Evert de Haan and Peter Verhoef A large and growing amount of firms rely on Customer Feedback Metrics (CFMs) to monitor the customer base and the performance of the marketing department. Examples of these metrics include Customer Satisfaction (CS) and the Net Promoter Score (NPS). Recently, new customer feedback metrics, such as the Customer Effort Score …
By V. Kumar, Yashoda Bhagwat, and Xi Zhang It’s a hypercompetitive market and you are doing everything you can to retain your customers, yet you know that no matter what you do, you will still lose some customers to competitors. The competition to acquire new customers is fierce. How do you maintain your customer base? …
By Seigyoung Auh, Omar Merlo, and Andreas Eisingerich In 2012, the global fast food chain McDonald’s launched a website in Canada called “Our Food. Your Questions”. The digital platform allowed consumers to ask the company absolutely anything about its food. As the website increased in popularity and customers asked some very tough questions, the company and …
Are you trying to increase customer referrals? This research suggests to target a specific segment for maximum results.
By Terry Cain EVERY EMPLOYEE, EVERY MINUTE, EVERY DAY…Making memorable moments for our customers…yeah, right!!! This idea of ‘culture eating strategy for breakfast’ applies to having a consistent customer experience via a consistency in the culture. Our cultures have cycles of virtue and cycles of vicious. Which cycle are you in? The Virtuous Cycle of …
By Anika Kolberg We all have, at one time or another, wondered how something actually works – and then finally given up trying to understand it. The feeling that results is anything but satisfying. From a customer perspective, this is basically what happens when customers are confronted with a complex yet necessary service: They have …
Read an interview with the CSL Faculty Network Member Martin Mende, Florida State University, on Management INK blog: Martin Mende on Coproduction of Transformative Services. In this interview, Martin Mende discusses his research featured in the article “Coproduction of Transformative Services as a Pathway to Improved Consumer Well-Being: Findings from a Longitudinal Study on Financial Counseling” published in Journal of …
