All posts on November, 2016


ApprovedBusinessBusiness and finance

How companies should treat their most enthusiastic customers

THE hero of Nick Hornby’s novel, “High Fidelity”, cannot get enough of vinyl records. By day Rob Fleming runs a record shop where he spends his time sampling the stock and constructing fantasy compilations with his equally obsessive assistants. By night he moons over his favourite songs. “Is it so wrong, wanting to be at home with your record collection?” he asks himself. “There’s a whole world in here, a nicer, dirtier, more violent, more peaceful, more colourful, sleazier, more dangerous, more loving world than the world I live in.”

Rob is an example of what management gurus dub “super-consumers”, “lead consumers” or “high-passion fans”. Only a tenth of customers are super-consumers but they account for 30-70% of sales, an even greater share of profits and almost 100% of “customer insights”, says a new book, “Super-Consumers”, written by Eddie Yoon of the Cambridge Group, a consultancy.

These people are not defined simply by the amount of stuff they buy (though they tend to be heavy users), but by their attitude to the product. Like Rob, they regard the things that they consume as answers to powerful…Continue reading

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Tech Buzz

Here’s Looking at You, Alexa

Amazon is developing a premium version of its Alexa-powered Echo speaker, which will have a 7-inch touchscreen, in a bid to stave off competition from Google and other companies developing rival offerings, Bloomberg reported Tuesday. Designed for use in the kitchen, the new device would have an upward-tilting touchscreen that would permit a user to swipe controls from a standing position.

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Exclusives

Demandbase’s CEO Chris Golec: Finding the Companies That Should Be Buying From You

“Account-based marketing is really about marketing to the accounts that are aligned with your sales team,” said Demandbase CEO Chris Golec. It’s been done for years, but today there’s a whole technology and practice around being able to market to accounts at scale, and this wasn’t possible until about four or five years ago. It’s a focused, targeted marketing approach.”

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