neil woodcock’s marketing blog

Marketers are working in exciting times.  Never before have we been able to get so close to our customers and engage with them in such a timely and relevant manner.  Harnessed with customer relationship management (CRM), Social Media can deliver financial benefits to companies no matter what sector.  The benefits are centred around increasing ‘customer [...]

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Research shows the relationship between consumer engagement and value to the brand is fundamental to understanding brand health. It shows that for almost all brands, leadership is achieved by winning emotional commitment (adorers) from a small % of the brand community, the high value consumers (HVCs). Small changes in the way these HVCs are managed [...]

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Leaders in large organisations are influenced both by the actual business performance of their organisations and how they think investors will react to strategies.  They tend to like change projects with high or quick returns – preferably both. They particularly like those that reduce costs and increase efficiencies.  They like projects that will increase customer [...]

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The moment you have attracted new interest from a potential customer, their journey with you has begun.  Have you thought carefully enough about what you would like customers to feel and do at each stage of their journey with you? For instance, what have you, and other functions, got to do and what way do [...]

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It’s more than just customer numbers, churn rates and satisfaction
Following on from my previous blog about ‘The case for Customer Management has never been stronger’, I’ve been asked to provide details on the comment I made about headline customer metrics being misleading. Here goes: Suppose you were going to invest $100,000 in a company. Would [...]

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The * Pret A Manger * feedback prompt (below) works for me!  Why? Because it’s all the things that a feedback prompt should be; personal, easy, fun, clear, quick to use (and implement, which is vital)  – and it seems sincere. Only problem, I’d like to see a phone number on there for those people [...]

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You may have heard the stories about HSBC, Wal-mart, Sony, Dell and others being forced to change tack by the power of influential consumers online. If you Google ‘[any brand]sucks’ you are likely to identify disgruntled consumers who have bothered to set up a web presence to talk about the brand or service in a negative [...]

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