by Marina Erulkar | Jun 2, 2018 | Customer Acquisition, Customer Intelligence, Customer Relationship, Customer Retention, Customer Segmentation, Increase Revenue, Strategy
Customer acquisition is important because, of course, new customers increase revenue. Customer acquisition is also typically the most expensive of the customer lifecycle phases. This crucial phase is about more than grabbing that first transaction. The true objective...
by Marina Erulkar | Feb 3, 2018 | Analytics, Big Data, Critical Thinking, Customer Experience, Customer Relationship, Strategy
In a recent interview, I was asked if I’d ever witnessed a situation where customer data was used in an invasive manner. My response was bigger than the answer I provided. We all hear about Big Data. Data is collected from digital interactions and increasingly, with...
by Marina Erulkar | Nov 2, 2017 | Analytics, Big Data, Customer Analytics, Customer Relationship, Scale Your Business, Small Business, Strategy
“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 client’s offering was commoditized, and their margins were squeezed in...
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 | Mar 5, 2017 | Analytics, Big Data, Customer Intelligence, Marketing, Strategy
“Everything comes back to Big Data.” This was a network security consultant’s conclusion. He was telling me about an international retailer’s data breach. The retailer had warnings that a breach was imminent. However, those warnings were lost among the millions of...
