DAEMON QUEST - Mi cliente - Expansión

Made-to-order Companions

Fri, 20 Oct 2006 13:20:43 +0200

Airline companies are the most sensitive to the need for loyalizing their customers, and they are also the companies that have invested the most in this objective. However, an American entrepreneur, completely outside the sector, just literally robbed them of the loyalty of 10,000 passengers, and it looks like it’s only the beginning of a great business adventure.

His name is Peter Shankman, and until last year he had no ties to the airline sector, except that he was sometimes a passenger himself. One day on a plane he had the great fortune of sitting next to Miss Texas herself, and he was so happy during the trip that he had an idea: Why not offer airplane passengers the possibility of choosing the person sitting next to them?

When I grow up I want to be a customer

Wed, 06 Sep 2006 11:11:52 +0200

It’s hard for me to imagine what I’ll be like in 30 years. Perhaps I’ll be unwell, or age will leave me with one or two loose screws, or maybe I’ll even be retired and have all the time in the world to do those things that I’ve had to set aside over the years due to lack of time. I’m not sure what my situation will be, but what I do know is that my preoccupations and interests will still be the same. However, will they allow me to behave as if age weren’t an insurmountable obstacle?

Those of us with a road ahead of us before they classify us as “old people” don’t usually think about what the future holds. But look closely around you and begin to tremble. For many companies, the useful life of their customers ends at the age of 60, when one ceases to be a productive worker who pays insurance and generates an income. However, age can open a new path of advantages and sales opportunities if the proper segmentation and analysis is carried out.

The right price - Price Strategy

Thu, 13 Jul 2006 11:52:07 +0200

I published an article yesterday in my column in MY CUSTOMER in Expansion about Price Strategies. To me, the key is to follow 7 simple rules in which the key is to segment the price.

"Nothing is more useful than water, but very rarely is what we receive in exchange for it. On the other hand, a diamond has little usefulness, but it can be exchanged for an infinite amount of assets”. It was the master Adam Smith who pointed out this paradox in his classic The Wealth of Nations. Since then, rivers of ink have been spilled concerning the best method of fixing the price of products and services. Currently, price is the subject of a hot debate. While it is still a key factor in a product or service’s success, it is no longer by any means the only one. Today more than ever, price is a subjective element; it doesn’t lie as much in the provider’s more or less accurate calculations as much as in the value the customer establishes in his or her head, according to extremely complex mechanisms.

Citizen Intelligence or Sophisticated Espionage

Thu, 01 Sep 2005 13:16:24 +0200

They say that he who forgets his own history is condemned to repeat it, and unfortunately, there are many events we would not like to go through twice. The history of each one of us is written day-to-day, in each of our acts, and it is increasingly common for these acts to remain in written form or on a database. It happens when we pay with a credit card at the supermarket, when we make a transfer on the Internet, or when a Police camera photographs us driving over the speed limit.

The tragedies of September 11th, March 11th, and the July 7th attacks in London have once again raised basic questions about citizen information and how to use it properly in order to prevent similar situations, or to re-construct the events to find the culprits. Governments around the world have seen the benefits to be gained by applying intelligence to data analysis. The business world has been a pioneer in the application of these Customer Intelligence techniques. When a company is capable of storing and accurately managing data generated from its daily relationship with the customer, it will be able to in a more optimal way towards them, offering customers the treatment and attention they demand, and anticipating their future behavior.

The end of Mass Marketing?

Fri, 01 Jul 2005 13:29:22 +0200

A few days ago, I had the chance to eat lunch with Duke University Marketing Professor Dr. Martha Rogers, who was once again visiting our country. Martha Rogers is one of the top worldwide authorities on modern Marketing, author of the revolutionary concept of “one to one”, which basically presupposes different treatment for different customers. At one time in the conversation he used an entertaining phrase to refer to companies that are determined not to know their customers, when they have everything in their favor to know who they are. She referred to these companies as “Dory companies”, alluding to the female fish that accompanies the well-known Nemo on his adventures, and who lacks memory. These de-memorized “Dory companies” ask their customers time and again for their tastes, preferences, needs, and challenges, when they already have enough information to know what each customer wants.