Have you ever hit the send button on a customer communications campaign and then spotted a very obvious mistake? Yes, mistakes happen – but the majority of the time, they are totally preventable through effective QA and testing. So, what does your process look like? The sinking feeling you get once it’s too late to recall a campaign or customer communication is absolutely awful! Your heart skips a beat and then races as the realisation of the mistake you’ve made overwhelms. Today, approximately 333.2 billion emails are sent per day¹, which works out at well over 3.5 million emails per second ..read more

Australia’s largest group of independently-owned wholesale Food Service Distributors, Countrywide, sought to redefine the B2B loyalty landscape by relaunching their existing loyalty program ‘Countrywide Signature Rewards’. Countrywide partnered with Customology to support the strategy and implementation of their new program. Download the full case study to learn how Countrywide’s ‘InSeason rewards’ program became Australia’s largest food service rewards program. We reveal the extensive research that was undertaken to help Countrywide deliver a ‘first of its kind program’ that benefits the cus ..read more

In today’s digital age, there’s no excuse for brands not delivering personalised experiences to their customers. In fact, customer expectations continue to evolve, so those not keeping up are at risk of being left behind. Our research report, The Unspoken Customer revealed that almost half of Australian customers don’t believe they are being targeted in a relevant way, and worryingly – 82% of these customers could be tempted by a competitor.  It’s all in the data…..customer data Every time a customer makes a purchase from your brand, they are revealing a little bit more about themselves ..read more

Acquiring new customers within the B2B world is much more complex and time consuming than B2C. So it’s no surprise that B2B marketers are investing a great deal of time and effort sourcing new ways to retain their customers and drive long term loyalty. We shared a few strategies on this topic in our recent article ‘5 ways to drive B2B loyalty’. One strategy which we did not cover was B2B loyalty programs. Loyalty programs have been around for hundreds of years, with the first retail loyalty program believed to be the S&H Green Stamp program, which launched in 1896. Since then, brands arou ..read more

It’s a common fact that 80% of your future profits will come from just 20% of your customer base. This is true within the business to consumer space, but also business to business too. B2B loyalty, growth and retention is certainly at the top of today’s boardroom agenda. However, it doesn’t happen overnight, it takes a great deal of time and investment to build strong relationships which result in long-term strategic partnerships. There are, however, a number of ways you can accelerate B2B loyalty, we’ve shared some of our thoughts below: 1. Acknowledge the entire decision making unit We shar ..read more

Email marketing plays a vital role for every marketer. In fact, many solely rely on this channel to generate new sales, therefore ROI expectations are always high. Which is why marketers need to be doing everything they can to ensure their messages are even being received by their customers. Most don’t give much thought to the delivery of the email itself – but they absolutely should. In this article, we explore email sender reputation and how IP and domain warming can help you achieve it! What exactly is an email sending reputation?  Everyone has a spam/junk email folder, but have you e ..read more

Improving the customer experience is high on the agenda for the majority of brands across the globe. Customer expectations are ever-evolving, and these expectations have inevitably spilled over into the B2B world.  The path to loyalty may differ across B2C and B2B, but the goal is absolutely the same. For any brand to be successful, they need to invest in their customers/buyers and build genuine trusted relationships – which will ultimately result in long-term loyalty.  B2B loyalty is more complex, due to a number of factors.  There are various stakeholders involved in the B2B ..read more

Australia’s leading customer growth and retention agency, Customology, attended the Lord Mayor’s Adrian Schrinner’s strategy planning day last Thursday. Mark James, CEO & Chief Customologist was invited to present to administration councillors about customer insights. Adopting a customer-first mindset was high on the agenda for the council, as they met to discuss Olympic-era reforms that can be introduced to ensure Brisbane continues to be Australia’s most small business-friendly city. Mark shared some of the key findings from Customology’s research report ‘The Unspoken Customer’, alongsi ..read more

Over the last eighteen months, we’ve seen brands accelerate their digital strategies in order to keep up with their customer’s needs and demands. Digital now has a bigger audience than ever before, giving brands an incredible opportunity to build stronger relationships, through effective customer communications. Every time a customer makes a transaction, they reveal a little bit more about who they are and what their preferences are. It’s ultimately up to the brand to leverage this insight to ensure they keep the customer engaged so they continue to purchase. However, many are not taking adva ..read more

Customer experience design is the process design teams follow to optimise customer experiences at all touch points before, during and after conversion¹.  Note the word after. This is where many brands become unstuck. They focus too much on the path to purchase and winning the actual sale. But then what? The retention opportunity There is an abundance of strategy which goes into customer acquisition. Brands are looking for quick wins and think that to achieve this, they need to ‘win more customers’. We all know that acquiring customers can cost up to 10x more than retaining an existing cu ..read more