Differentiate yourself in saturated markets
On saturated markets, competitors generally fight on commercial presence and price. Yet, there are other ways for businesses to differentiate themselves. How can you play on services and positioning to gain a competitive edge?
The future of marketing
The Internet has dramatically changed the way consumers make buying decisions. In the age of the web consumer, what are the new influence drivers marketing can use?
Support customer orientation in the field
The least qualified employees are often the ones in direct contact with customers—with a major impact on the perceived quality of service. How can you develop customer satisfaction through the engagement of your front-line employees?
Turn your customers into brand ambassadors
Some firms manage to rely on service excellence to turn their customers into ambassadors for their products and services. How to make customer experience a key success factor?
Create buzz around your offering
Buzz has always existed, but this phenomenon is amplified today due to social networks. In light of recent studies, what are the key actions to support word of mouth around an offering?
Subconscious roots of purchasing decisions
We are used to see humans as rational beings. Yet, most human behavior is managed automatically by the brain, without mobilizing reason. Can this be used to reinforce the effectiveness of your marketing efforts?
Strengthen the appeal of your new products
Convincing consumers to change their routine and try something new is not easy! Yet, some new products and services manage to become blockbusters. What fixations guide those who have accomplished this feat?
Price creatively to protect your margin
Companies often slash their prices to stay competitive, even though their consumers would sometimes be willing to pay more. How to price an offering as closely as possible to the perceived customer value?
Ensure consistently high-quality customer interactions
The quality of the perceived customer experience depends heavily on the interaction of the customer with a given employee in the field. How to build a collective sense of quality of service in your organization?
Rather than trying to respond to clearly identified customer needs, companies may do better by working to become part of their routine.
Discover our synopses freely and without commitment!