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Distinctiveness versus Differentiation

Many marketers struggle with the comparison of brand distinctiveness, from brand differentiation, their relationship to patterns within a customer base, and the workings of human memory.

The Problem with Synthetics and “Customer Research”

Inevitably, the arrival of synthetic data into marketing, and then into customering, is upon us. But sometimes, just because someone turns up at the front door, it doesn’t mean they’re welcome.

The Nature(s) of an Industrial Complex upon the Management of the Corporate Customer Base

One of the most exciting dynamics in marketing and customer leadership is emergent technology. One of most damaging dynamics in marketing and customer leadership is emergent technology.

NPS is a Cockroach. But There's Something More Important.

You know, it's a funny thing. NPS, belatedly, is part of the curriculum in my class. But it sure didn't start that way, not that I was trying to diss it.

Demystifying Customer Science

Many people get confused by terms like ‘customer science’. They assume it to be some abstract and academic petri dish approach to a field that is full of nuance, culture, and context. Hardly the stuff of zeros and ones, or physics, they say.

Beware Agenda-Based Research

A feature of the marketing and customer industry(s) is a penchant for agenda-based “research”.

An Inflection Point Beckons

There is no better example of a core strategic and fiscally critical function that is nonetheless characterized by widespread illiteracy than customer management. It is an arena of misadventure with consequences that extend beyond individual companies, to entire industries and the international economy.

A Load of Loyalty Bunkum

If you work in or around the marketing and customering fields, you’ll no doubt have been accosted with all kinds of hot takes on loyalty. Almost always, they come from someone trying to sell you something, or someone who is part of a group that has strong “beliefs”. Invariably, they’ll attempt to wrap their narrative under the guise of “research”. It’s not of course, it’s product (or service) marketing, but you’re not supposed to notice. Case in point, a recent report from a consultancy practice, trotted out the same very familiar claims about loyalty that you’ve no doubt become accustomed to over the years.

How to Support the Field Bell Institute

The customer base is the most strategic economic asset of every business, so it’s a quite staggering irony that managing it has not been a part of traditional higher education. Perhaps unsurprisingly corporate losses are now in the many trillions of dollars (USD). In the very first module of the Mini MBA in Customering, we explore those numbers, but broadly speaking they hail from failed transformation programs, unnatural rates of customer attrition owing to service failure, and their combined effect on profit erosion.