After 20 years of customer feedback data across multiple industries, three service attributes keep showing up as the drivers of 80% of loyalty. None of them is price. Here's what they are, why most organisations get them backwards, and how small businesses can deliver them as well as large ones.
Landing pages and homepages look similar from the outside and serve completely different jobs, one is a single-CTA conversion machine, the other a broad orientation page. Mix them up and both quietly under-perform. Here's the side-by-side, with what makes a good landing page (one CTA, audience-targeted, no navigation, offer in the first block) and where most teams blur the line.
LinkedIn is the obvious B2B network and Facebook is obviously not, except that business people are also people, and the Facebook numbers (80% of Australians, vs LinkedIn's 27%) start telling a different story. Here's the LinkedIn-vs-Facebook comparison across B2B marketing use cases, with the demographics, targeting capabilities, and which platform wins for prospecting, retargeting, brand-building and data enrichment.
Once NPS data is flowing, the question of targets follows within weeks. Set them badly and you'll get score-begging, gaming and demotivated staff. Here's a practical approach to setting NPS targets — including the prerequisites that need to be true first, why local targets beat global ones, and the case for waiting longer than feels comfortable before setting any.
Today's the day we get serious about customer feedback, heads nodding, actions allocated, everyone leaves enthused. Eighteen months later the same people are sitting around the same table, blaming the industry, the country, the customer base. The collapse follows the same five phases almost every time. Here's how to recognise each phase, and how to break the cycle.
Once you have a customer, there are only three levers to lift their value, sales (cross-sell and upsell), loyalty (retention), and cost-to-serve. That's it. Every other tactic is a sub-case. Here's the three-strategy framework, the tactics that sit under each, and the case for picking one to attack hard rather than dabbling in all three.
