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“So What?”: The Most Important Question About Data
“If it moves, it’s measured!” That was the directive from the CEO of an insurance company I worked with years ago. They were changing their business model from agents who sold solely on price. My...
Customer Attrition: The Five Common Points
Companies know that it is far more profitable and far less costly to sell to existing customers than it is to acquire new ones. To realize this benefit, customer attrition must be controlled. There...
Friction Along the Arc of Customer Experience: It’s Not Only Digital
Like any human, I am subject to dark thoughts. Here is the worst of mine: “I would be so happy if I never purchased anything ever again.” That darkness occurs whenever there is unnecessary,...
Investing in Customer Intelligence: Beyond the Channel Problem
In a recent study, Forrester projected that $2.9 billion of budget will be moved from digital ads in the next year. The report notes: "Display advertising never worked like we pretended… CMOs know...
Customer Relationships: It’s the Journey, Not a (Sales) Destination
Forrester offered a splashy prediction recently: The End of Advertising! The more significant statement followed the comma: the “beginning” of customer relationships. Not to split hairs here, but...
Optimizing Customer Relationships: Fusing Customer Intelligence, Process Efficiency, and Financial Impact
There is a popular marketing practice based on customer personas. The approach defines simple customer segmentation by demographic descriptors, and then essentially targets like groups with tailored...
"The Big Deal About Big Data for Small Business"
I'm interviewed by New York Times best-selling author Carol Roth for Entrepreneur.com
Harness Analytics to Grow Business
I'm interviewed by business expert Barry Moltz for Business Insanity Radio.
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