Are the ‘Superbrands top 20’ really that super? I have enjoyed browsing through the glossy Superbrands book on the coffee tables of my marketing director friends over the years. The publication of this year’s list of top brands caught my eye because British Airways was featured in the top spot. I have to confess at [...]
Has Ryanair really had a change of heart? Helen Edwards writes in the February edition of Marketing that she believes Ryanair has gone through a fundamental change in beliefs. She asserts that Michael O’Leary has recognised the advantage of being automatically seen as the lowest price operator is starting to generate diminishing returns. As a [...]
Are Internet retailers really hitting the mark when employing technology to emotionally engage their customers?
Looking across the clients we have worked with and the needs of their target customers, nearly always there is an even split between functional and emotional needs that correlate most highly with loyalty and advocacy. And often amongst these emotional needs are some quite fundamental ones about feeling cared for, being loved and feeling like [...]
CUSTOMER INSIGHT: Customer experience management – how to get it right It’s up to the marketing team to think about customer experience management. But what exactly is it and how do you get it right? Alex Blyth reports Customer experience management (CXM) is not a new concept, but in the B2B world it is one [...]
Personal touch is highly prized Mark Frary Airlines plan to cater to premium passengers’ tastes Whether it is personalised recommendations on Amazon or the chance to build a customised PC from Dell, consumers now expect to be treated as individuals and to receive bespoke service. John Aves, chief executive of CP2 Consulting, a specialist in [...]