[13 minute read + 1 minute video]
Sometimes marketing can go too far. This article exposes a company that (in the author’s opinion) is acting unethically. The article explains how one example of their marketing communications seems to be designed to take advantage of a range of perceptual and cognitive biases to manipulate potential customers.
[4 minute read]
Have you ever felt like a captive customer when dealing with Government organisations? Many of us have been in this situation - there is nowhere else to go for the service and when things go wrong we can feel trapped and vulnerable. Trudie Hurst, Group Manager Customer Delivery in New Zealand’s Southland District Council, addresses this problem head on. She outlines 8 practical ways government organisations can change their focus from organisational to people-centric processes, improving delivery, social wellbeing and value for money to citizens.
[3 minute read]
What if your business could predict what your customers want, before they tell you? Sarah Daly reviews Prediction Machines by Ajay Agrawal, Joshua Gans and Avi Goldfarb and highlights the implications of AI for your customer strategy.
[11 minute read + 19 minute video + 1 minute video ]
This is part 3 of a 3 part series on how to use emotional needs to cut through. This part re-introduces the CAPFUL needs framework. It also contains examples of cutting through related to meeting the highest two needs (aspiration and fulfilment). The article how creating harmony to meet our highest needs can cut through in your customer strategy.
[7 minute read]
Artificial intelligence (AI) already underpins many of our online customer interactions and its use across organisations is growing. How can you use AI to enhance your customer experience? These 5 steps will help you get the right results for your organisation.
[12 minute read + 1.5 minute video]
This is part 2 of a 3 part series on how to use emotional needs to cut through. This part re-introduces the CAPFUL needs framework. It also contains examples of cutting through related to meeting the second two needs (love and prestige). The article presents tribalism as a way to meet these conflicting needs to create cut through
[7 minute read]
Companies in the FMCG space are looking at how to deal directly with customers because traditional retail options are not available right now. Building relationships direct from the manufacturer to customer requires rethinking both marketing communications and channel portfolio to get cut through.
[4 minute read + 4 minute really cool 1980s video clip]
This week Qantas announced the fastest sell out in history of one of its flights. The destination? The same place as where the flight took off from. If you ever needed proof people buy things for a whole lot of reasons not making rational sense, now you have it. The implications for your customer value proposition are intriguing.
[8 minute read + 0.5 minute video + 2 minute video]
This is part 1 of a 3 part series on how to use emotional needs to cut through. This part introduces the CAPFUL needs framework. It also contains examples of cutting through related to meeting the first two needs (certainty and unusual). The examples are interesting because they resolve normally incompatible conflicting needs.
[6 minute read]
Is the real value of a university degree the education? Or is it something else? This is important for universities and students to consider as the tectonic plates of the university education system are shifting under our feet. This article examines the value of technology-based versus human-based learning experiences.
[9 minute read 4 minute video ]
You might be surprised to learn why some people don’t trust you, even though you are trustworthy. This article explains how the four personality types build trust in different ways. It also explains why sometimes when act naturally it actually sets off the alarm bells for the other person.
[5 minute read]
Maybe you were surprised this week to see Google is crying foul in an open letter to users about a proposed new law:
…the News Media Bargaining Code, would force us to provide you with a dramatically worse Google Search and YouTube, could lead to your data being handed over to big news businesses, and would put the free services you use at risk in Australia.
[4 minute read 6 minute video ]
Snapchat is a stand out in the world of social media. It has captured the attention of Gen Z like no other app. According to Oberlo, Snapchat’s success is formidable. It is the second most used mobile app in the world with more than 220 million users. Half of 15-25 year olds are engaged. Many of them are highly engaged - 63% log on daily and the company claims they open the camera in the app 20 times a day.
[7 minute read]
Trust is more important than ever. How we engage with our customers has changed since COVID. Online trust is a fundamental building block for ensuring revenue in your business. This article provides you with a tick list to make sure you are covering off all of the online trust-building bases, plus takes you through how Starbucks engaged with their customers and increased revenue by 22%.
![Prediction Machines [Book Review]](https://images.squarespace-cdn.com/content/v1/5e4087a9244c110e4df0d04a/1605773296757-ILTDN981VZF334WCX9YE/Screenshot_2020-11-18-20-27-03-17.jpg)
