Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)

Customer data still not seen as a strategic asset

The study, entitled 'Making Every Interaction Count: How Customer Intelligence Drives Customer Loyalty', concluded that the explosion of new digital tools and technologies has fundamentally shifted power from brands to consumers, who have access to ever-growing volumes of information about products, prices, customer satisfaction, and availability. As a result, while it has been a big benefit for consumers, most brand-related metrics - including customer loyalty metrics - risk falling into decline and disuse.

"Brands and their loyalty initiatives are under assault," said Tim Suther, Acxiom's chief marketing officer. "Only 25% of people report being loyal to a brand. Knowing who these loyal customers are and how to best engage them is a business imperative to succeed in the age of the empowered consumer."

Additionally, the research examined the types of data that brands are collecting, where and how it's being collected, and the challenges marketers need to overcome to analyse all that data. Among the study's key findings:

• The majority (84.5%) of marketers said they use customer retention marketing strategies, yet less than half believe their strategies are working. Some 5.4% admitted that they do not evaluate their customer retention efforts at all.
• Less than half know who their best, most loyal customers are, and how best to reach them.
• 70% have less than 20% of their employees dedicated to customer retention.
• 60% dedicate less than 20% of their marketing budget to customer retention.
• 40.2% of companies access data individually through different lines of business, and slightly fewer (34.8%) report that their data is centrally located with universal access.
• More than half believe that attitude and behaviour analytical models help with customer engagement, and the most important outcomes of data insight are "understanding customer's attitudes and behaviour and "improving the customer experience".

"Many marketers equate customer loyalty with a points or rewards programme, but it is much more than that. Loyalty is - and should always be - connected to the behaviours and motivations of the key stakeholders of the brand," explained Mark Johnson, CEO for Loyalty 360. "It is important to realise that all insight and interactions between the brand and customers should be built around a proactive process of matching customers' expectations in terms of needs, wants and aspirations. Harvesting data and gleaning it for true intelligence is the secret sauce for driving this process."

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)