The business world is rightly obsessed with net promoter score and other measures of peer recommendation. What other customers say is incredibly influential on our buying behavior. But there is a touchpoint that is even more influential, which marketers rarely think about and almost never measure: observing what other customers actually do. So what can marketers do about it?
Content: Article | Author: Hugh Wilson | Source: Harvard Business Review | Subject: Marketing / Sales
Despite the abiding beliefs of the dot.com era in the eventual evolution of all markets towards frictionless price competition, only a small minority of uschoose to regularly purchase the least complex products via the web. Here, Dr Hugh Wilson examines the challenges facing organisations in deﬁ ning and building the most appropriate channels to access a widely disparate and retail-savvy consumer environment.
Content: Article | Author: Hugh Wilson | Source: think Cranfield | Subject: Marketing / Sales