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How To Divorce An Influencer? Sunsetting Your Influencer Marketing Programme

Marketers everywhere are now getting on the Influencer Marketing (IM) bandwagon. However, many (most) brands are still stumbling along in the process, giving little attention, providing small budgets and handing it off to the intern or maybe an agency to manage. But, there are some brands that are getting more sophisticated with experience. Certainly, it also…

The Customer Journey – How [Not] To Create The Customer Experience at the new Eurostar Lounge in Gare Du Nord

If being “customer centric” is still being bandied about in boardrooms around the world, the reality is that most companies struggle to marry the mindset of “the customer is always right” with the quest for optimal profits. One of the ways to help galvanise an organization around the customer is to consider the customer journey. Crafting the…

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Do You Trust Mass Media? Why Digital Is Taking Over…Differently

I love it when I hear certain executives say "we're beginning to get it." The good news is that there is a lot of movement in big business and many brands are beginning to "transform." However, as was highlighted in the newly released Altimeter report, 2016 State of Digital Transformation, if everyone is getting focused on the…

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How and Why Customer Care Can Lead Digital Transformation – Celine Dumais at L’Oreal USA (MDE189)

Minter Dialogue Episode #189 This interview is with Celine Dumais, in charge of Customer Care for L’Oreal USA, but with a wider strategy role for customer care for the Americas. In this podcast, we talk about the challenges of customer care service, how customer care can be a leading thrust in the transformation of the…

Customer satisfaction – How to value and evaluate it?

In today's busy life where customers have a lot of choice, a heightened level of impatience and limited resources, it is ever more difficult for a brand to achieve consistent customer satisfaction and lasting loyalty, much less customer advocacy. Among the available tools, it is only normal that brand marketers wish to send customer satisfaction surveys to…

Why is customer centricity so important today?

In this digitally enhanced, always on and increasingly transparent world, brands that are not embracing customer centricity are likely to face more and more issues. Customer centricity is important for three major reasons (hopefully not restating the bleeding obvious): the balance of power has swung back toward customers, who now have access to more people…