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…

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…

“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…

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…

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…

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…