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We haven’t met a company yet who wouldn’t like to acquire more customers and do more business with their existing customers. Most business leaders expect their Marketing organization to use customer insights to drive acquisition, retention and growth.

Your acquisition and retention success depends on using customer insights in several ways:

  1. Finding customers. This takes understanding of the market, category dynamics, and customers wants and needs. Often this work requires solid sleuthing – in the form of both qualitative and quantitative research. The market and customer insights from this research along with your own data and input from your customer advisory board provide important guidance for identifying and targeting new customers.
  2. Proficiency at building a plan that facilitates moving your prospects from investigation, identification, and evaluation to selection and purchase. This means you must know and understand your customers’ buying journey, their personas, the content they depend up, the channels they prefer along with your ability to competitively position your offer. All of this affects how effective you will be with the acquisition side of the Marketing equations. These customer insights take also take good data.
  3. Keeping customers. Insights into your customer’s experience expectations and delivering on these, how well you stack up against the competition, and your ability to bring new products/services to market that meet ongoing needs are all essential to creating loyal customers who serve as advocates and repeat customers.

Over time, with solid customer insights from good data and stellar analytical skills, you can build important customer-centric models such as predisposition to purchase, intent to buy, share of wallet, customer risk/defection, and customer vulnerability models.

VEM Helps Transform How You View and Get Customer Insights

Whether it’s conducting primary research, helping you establish your customer advisory board, digging into your own data, building your models, we’re here to help you acquire the data and convert it into the actionable customer insights needed to support your customer acquisition and customer retention strategies. Here’s how you can tap our expertise.

  1. Complete Collaborative Consulting Engagements. To expedite results and/or for organizations that want to leverage all of VEM’s expertise, maximize knowledge and skill transfer, and benefit from a change management plan, we provide a robust, customized consulting engagement designed to address your unique needs. Together, we work hand-in-hand to build a best-in-class Marketing function for your organization that is fully aligned to business outcomes and ready to demonstrate and achieve excellence.
  2. Inspire and Educate Your Team. Whether you choose a workshop or a 1 to 2 hour speaking engagement, VEM can bolster your Marketing team’s skills and capabilities by helping you create your own set of blueprints for action and performance. In either instance, tap Laura Patterson, considered the trusted authority on alignment, accountability, analytics and operational excellence by both organizational Marketing leaders and her peers.

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