by Marina Erulkar | May 3, 2020 | Customer Experience, Customer Intelligence, Customer Journey, Customer Mapping, Customer Optimization, Drive Revenue, Revenue Growth
To drive revenue growth, especially now, every company needs to understand how its customers interact, beginning with awareness, through repurchase, and when and where they may exit. If companies focus only on the milestones, they can’t effectively guide customers to...
by Marina Erulkar | Aug 1, 2018 | Analytics, Big Data, Critical Thinking, Customer Journey, Customer Optimization
Data is not big, it is massive. It is generated from customer interactions, communications, and increasingly from IoT (the internet of things). Yet with data so common, confoundingly customers and their journeys are increasingly difficult to understand. Greater...
by Marina Erulkar | Aug 3, 2018 | Customer Acquisition, Customer Analytics, Customer Intelligence, Customer Optimization, Customer Relationship, Increase Revenue, Strategy
Often companies focus on driving that first transaction to acquire customers. They should. Those new customers bring incremental revenue. However, companies must remember that customer acquisition is only the beginning of what should be long and profitable customer...
by Marina Erulkar | Oct 3, 2017 | Customer Attrition, Customer Optimization, Customer Relationship, Strategy
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 are five common points across the customer lifecycle where companies...
by Marina Erulkar | Sep 1, 2017 | Customer Experience, Customer Optimization, Customer Relationship, Strategy
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, frustrating friction in my customer experience. I appreciate that so many...
by Marina Erulkar | Jul 2, 2017 | Customer Intelligence, Customer Optimization, Customer Relationship
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 this already, but nobody wants to talk about it.” With $2.9...
