Dec 182014
 

Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market – helps the firm more clearly understand the consumer. Generally firms Read full article…

Dec 172014
 
Brand Personas

Using Brand Personas in Customer Journey Mapping A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide. Target markets are smaller parts of the overall market, where Read full article…

Dec 092014
 

What is a customer journey? Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”. As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer of a brand) in their journey to becoming a customer Read full article…

Dec 092014
 
Main phases of a customer journey

Three main phases of a customer journey Customer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of seeing cars, seeing promotional campaigns and product placement, being involved Read full article…

Sep 042014
 

  There are a number of limitations of customer satisfaction in terms of relying too heavily on this marketing metric. It is, therefore, important to understand the various limitations in order to utilize the results of CSat research/scores appropriately. Expected versus delivered value is being measured The basic premise of Read full article…

Sep 032014
 

  NAB’s Repositioning in the Australian Banking Market This video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core Read full article…

Sep 032014
 

  Customer journey mapping is a visual technique designed to outline how: The brand reaches a consumer’s consideration (evoked) set How the consumer progresses through the buying decision process and selects a suitable brand, and The consumer progresses through consumption and/or use of the product or service. When to use Read full article…

Aug 192014
 
What is a customer journey?

What is a customer journey? As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s journey will include gathering information, reviewing marketing communications, visiting stores, Read full article…

Jul 292014
 

  When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the Read full article…

Jul 182014
 

Service marketing is a different subject in university and/or the different chapter in a marketing textbook because there are distinct challenges in marketing services as opposed to marketing physical products (goods). When marketing courses and textbooks were first developed, they primarily focused on the marketing efforts of manufacturers selling a Read full article…

Jul 182014
 

  When you study services marketing as part of your business degree, you quickly learn that services represent 70 – 80% of gross domestic product in most developed countries. Over the past 50 years or so, service sectors have grown significantly, relative to manufacturing, to become the dominant aspect of Read full article…

Jul 182014
 
Are retailers service firms?

  Why are retailers classified as service firms? In the study of services marketing, retailers are classified as service providers. One of the questions I am often asked by university students is why retailers are service firms. After all, retailers generally sell a physical product – so why are they Read full article…

Jul 182014
 

  When you study services marketing at University, you will learn that there are some unique challenges that service firms and industries face. That is why the services marketing mix has been extended from 4 P’s to the 7 P’s. A good way to start your understanding of services marketing Read full article…

Mar 072014
 
Services Marketing versus Customer Service

  What’s the Difference between Services Marketing and Customer Service? When you study Services Marketing at university, essentially you are learning about firms that primarily sell a service as their core product. The whole essence of a services marketing textbook revolves around “pure” service firms. However, when we hear the Read full article…

Aug 182013
 
The Difference between Service Quality and Customer Satisfaction

  What’s the Difference between Service Quality and Customer Satisfaction? Although they are interrelated concepts, there is a difference between service quality and customer satisfaction. As discussed further in a separate article on customer satisfaction (CSAT), CSAT is the customer’s evaluation of the product/service relative to the customer’s prior expectations. Read full article…

Aug 132013
 
The High Customer Satisfaction and Low Profitability Paradox

  Is Pursuing High Customer Satisfaction Worthwhile? The relationship between high customer satisfaction, leading to increased customer retention (loyalty), resulting in increased long-term profitability is generally well supported by academic research and commercial practice. But there are situations and industries where this logical relationship may not hold true. Therefore, when Read full article…