A Case Study in Customer Delight and Brand Loyalty

Posted by Isabel Miranda-Drone

Dec 29

A Case Study in Customer Delight and Brand Loyalty

We previously took a look at the importance of integrating CRM into the entire Inbound Methodology and ways that can we delight customers.  Now we are going to dive into a real-life case of using delight to build brand loyalty and drive revenue.

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Topic Categories: Brand Awareness

Beyond the Sale: 4 Ways to Create Delight

Posted by Isabel Miranda-Drone

Dec 29

Generally, companies face high churn and attrition due to their inability to form high-value relationship with customers.  However, in today’s digital world, prospects and customers transmit thousands of indicators about what is important to them via tweets, posts, comments, reviews, and more.  Finding insightful nuggets in all this data is central to establish deep relationships with customers.  Aggregating all the information in one centralized system that allows more targeted, contextualized, and personalized interactions throughout every touchpoint makes this more possible.  I discussed this previously in “Building Brand Loyalty: Expanding CRM to Create a Delightful Customer Experience.” 

It is also important to cultivate a community of loyal customers and fans.  This group is the most valuable because they provide valuable input and serve as advocates to others.  We all know how important it is to build trust but most firms struggle with doing so. Customer do not typically trust brands but instead go to their peers for guidance. But if companies can build trust amongst a small group of customers, these individuals then bring in new prospects via word-of-mouth.

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Topic Categories: inbound marketing

Building Brand Loyalty

Posted by Isabel Miranda-Drone

Dec 29

Expanding CRM to Create a Delightful Customer Experience

The overall goal of any company is to increase revenue through growing the customer base or by selling more to the existing customers.  You may have heard discussions around organizations creating a customer-centric culture.  Then you have CRM, CX, CEM, CLTV and more alphabet soup that just seems to confuse and complicate the process.  But how can firms truly build loyal customers that promote products and services?  

The CRM Issue

CRM stands for “Customer Relationship Management” but it tends to solely focus on tools and tactics that help convert leads to a sale.  Although these tools are often essential, they tend to be narrowly focused on closing deals instead of truly developing lasting relationships with individuals.  Attempting to build a customer focused culture requires that CRM be taken out of its box as a sales transaction technology.  CRM must be woven throughout the entire customer experience and the various business operations.  Today’s customers are demanding more personalized human experiences and those companies that get it right are rewarded with brand enthusiasts that promote products and services on your behalf.  

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Topic Categories: Brand Awareness

6 Reasons Why Inbound Is Best

Posted by Isabel Miranda-Drone

Dec 12

Students Should Know IIT

6 Reasons Why Inbound is Better than Traditional Marketing

While a marketing degree will afford students an understanding of marketing fundamentals, channel strategies, consumer behavior, brand management, and marketing research, digital/internet tactics are left out.  They are simply mentioned as a trend without much real depth into its various components.  Despite this, many of us will agree that there is a real digital transformation taking place that drastically impacts how business is conducted.  The Accenture forecasted the digital evolution to add $1.36 trillion to the economy by 2020 per the Digital Marketing Institute’s “Missing the Mark” Report.  It obviously also affects companies’ marketing strategies but without the appropriate teaching for students, how will they be prepared for today’s marketing environment?

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Topic Categories: Inbound Information Technology

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