Posts by Craig Honick

Saving customer rapport in the age of the machine

Arguably the hottest thing in marketing right now is the use of machine learning /AI to identify primary customers and personalize the customer experience. The capacity for technology to learn and predict customer preferences and needs enables marketing leads to feel as though they are relating to customers as individuals and, by extension, building personal…

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Looking for loyalty in all the wrong places

Most organizations consider brand loyalty to be the brass ring. It means increased lifetime customer value, savings on customer acquisition costs, and speaks to an enduring reputation. But how do most companies go about securing brand loyalty? Let’s take a look: They might encourage you to accumulate valuable data on their platform that is very…

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What Is Better Business?

In 2015, I set out with members of the research staff at the Council of Better Business Bureaus to find out what a “better business experience” meant to contemporary consumers. We sat down with 20 individuals of varying ages, genders, ethnicities, and occupations in four different U.S. cities to listen to their stories about everyday…

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Consumer Trust

Why do consumers want to do business with some companies and not others? A 100-year-old non-profit brand with established niche in facilitating business reviews and business-consumer interactions wanted to know. The organization needed to modernize its brand in the face of new technologies that were encroaching on its niche and replacing it in the marketplace…

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European Tech

Does national culture impact what and how we search? One of the world’s largest technology firms sought to improve its position in a key competitive sub-category. They wanted to understand if and how national cultures might impact how consumers use the Web and Internet-connected devices (apps) to get the information they need in daily life.…

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