16. January 2020

Market research – shrink costs, maximise results!

For many senior managers, market research has a bad reputation. It is considered as ineffective, inaccurate or even a complete waste of time and money. In many cases they are right. But the reason behind is not the market research profession itself, it is rather…
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3. April 2019

What’s next? The future of human-centered design

In the age of customer-centricity, human-centered design has evolved as the guiding principle in new product development. The concept comprises developing solutions by involving the consumers’ perspective in all steps of the design process. Understanding the environment, the usage context and needs of the people…
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8. June 2018

Customer relationship – what’s love got to do with it?

Customer affection is often confused with customer satisfaction. However, customer satisfaction KPIs do not reveal anything about the emotional bond or relationship a customer has with a brand. In an increasingly service-oriented economy, overall customer satisfaction is rarely a competitive advantage. Consumers expect a high…
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5. June 2018

How customer-centric is your organisation – the customer centricity check

Customer centricity is not just one of the strategic approaches a company can choose to pursue. In fact, it is becoming a must for all firms which want to gain sustainable competitive advantage. Convincing a customer to buy a product can be challenging. But it…
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4. June 2018

How the big consultancies struggle for relevance

In the past years, more often classical strategy consultancies and design agencies met each other at the same pitches at clients. Nowadays, both often compete for the same projects and clients. Through the digitalisation and the ever-growing pace of change many new challenges emerged. The…
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4. June 2018

The Net Promoter Score – more than a metric?

“On a scale from zero to 10, with 10 being highest, what’s the likelihood that you would recommend us (our company) to a friend or colleague?” That is the basic question for the Net Promoter Score, also known as NPS, which was created by Fred…
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3. June 2018

Customer Segmentation – What it is and what it is not

No product or service market is homogenous. Within such markets, differences among customers are often a fundamental issue. Customer segmentation can help to divide heterogeneous markets into smaller customer groups in order to develop a better understanding of the overall market. This way companies can…
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2. June 2018

Market segmentation in B2B

Segmentation is a hot topic among marketers and sales professionals. The idea is to identify different groups (segments) of individuals and use that information to provide relevant messaging to the right people at the right time on the right channel. But despite the various benefits…
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1. June 2018

How the GDPR will affect your company

The EU General Data Protection Regulation (GDPR), which becomes enforceable on 28 May 2018, is giving many companies sleepless nights. This is not surprising, since the GDPR creates a lot of compliance issues as well as strategic implications for firms operating in many industries. The…
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