Getting a handle on the customer moves to a new corporate hierarchy: The Chief Customer Officer, the outgrowth of “customer centric” initiatives. The question is, trend or fad? Evidence supports a trend. Just as ten to fifteen years ago the CIO (chief information officer) and CTO (chief technology officer) positions started to populate corporate officialdom,…

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Variances in fortune telling continue to be told. On one hand, Forester reports an 2.3% increase on IT spending during 2002 over 2001 according to a Business Technographics North America Benchmark Study of 1001 Senior Business and Technology Managers. On the other hand, the Wall Street Journal reports declining prices for the semiconductor equipment industry,…

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XML has been lauded as the language that will enable networked computing to become a full reality. It is the extensible mark up language of the Web and machine-to-machine communication with embedded meta-data to describe the informational content of its own message package. Any language that is self interpreting and therefore platform independent, creates a…

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Business-to-Business companies are increasing their focus on repeat and referral business. In this final installment on driving repeat business, we will review the series and highlight some questions for further research and discussion. One of the most important issues to address in embarking on a repeat/referral business marketing plan is how it will fit within…

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Business-to-Business companies are increasing their focus on repeat and referral business. While this may represent a sound strategy, talk is cheap but action is the key. In this fourth installment on driving repeat business, we will explore the use of Newsletters to drive repeat or referral business. Company sponsored email newsletters as a marketing tactic…

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Business-to-Business companies are increasing their focus on repeat and referral business. While this may represent a sound strategy, the bird’s eye view often looks different from the ground. In this third installment on driving repeat business, we will explore the tactic of using Customer Executive Meetings and User Group Meetings. Customer Executive Meetings and User…

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Business-to-Business companies are increasing their focus on repeat and referral business. While this may represent a sound strategy, the devil is in the details. In this second installment on driving repeat business, we will explore the direct contact tactic. Directly contacting past customers is one of the most readily identifiable methods of communicating with a…

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Lather, Rinse, Repeat…Lather, Rinse, Repeat…Lather, Rinse, Repeat… We don’t just buy one bottle of shampoo in our lifetime. Likewise, we shouldn’t expect our customers to buy just once from our companies. Business-to-Business companies are increasing their focus on repeat and referral business. In many instances, this is a sound strategy in which to embark, but…

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